Eleanor Dorfman: How We Scaled Retool to $50M ARR; Red Flags for Sales Hires | 20VC #925
9Eleanor Dorfman is a Sales Leader @ Retool, the company that allows you to build internal tools, remarkably fast. Prior to Retool, Eleanor joined Retool when there were only three account executives and has scaled the sales org sales to over 30 AEs, many SEs, and an entire SDR team. Before Retool, Eleanor was at Segment, where she built out the company’s customer success operations team before pivoting to creating an expansion sales team, renewals team, and a new business sales team. Finally, before Segment, Eleanor made her way into startups, starting as an unpaid intern at Clever, just four years later, Eleanor was Head of Customer Success and Solutions Engineering.
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Timestamps:
00:00 - Intro
00:30 - How do you get into the world of tech?
02:50 - Customer success to Sales
04:37 - What did you learn from team at Segment?
06:20 - What does “Sales Leader” mean?
07:04 - Who creates the sales playbook?
08:25 - When do you hire your first salesperson?
09:42 - What gives you confidence at Retool?
11:30 - PLG vs Enterprise Sales
13:30 - Challenges of serving both PLG and Enterprise
15:10 - How do you sell a product with no buyer or use case?
16:30 - How do you do product marketing?
17:20 - Blending PLG with traditional sales-led model
18:27 - How do you think about pricing?
20:28 - Why don’t you like to hire from incumbents?
22:56 - The process of hiring a sales member
24:15 - How do you test for technical aptitude?
25:52 - Analyzing past performance
27:01 - Red flags in hiring
27:31 - Case studies - pitch us Retool
29:18 - How does the market change hiring?
30:17 - Sales comp plans
31:10 - How do quota targets change in cold and hot markets?
33:08 - How to prevent reps from being demotivated
35:25 - Discounting to get deals done
36:20 - Advice for Account Executives
37:30 - How to onboard new sales reps
39:35 - Redflags you’ve made the wrong hire
40:45 - What relationship should founder have with sales leader?
42:12 - How do you structure a sales review?
43:37 - The hardest thing about scaling into a sales leader?
44:30 - What sales tactics have and have not died?
45:11 - How to do Webinars
47:03 - What company’s sales strategy have you been most impressed by?
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In Today’s Episode with Eleanor Dorfman We Discuss:
1.) Entry into Sales from Working with the US Education Department:
How did Eleanor get her first role as an unpaid intern at Clever?
What are 1-2 of her biggest takeaways from her time at Segment?
What are the biggest advantages of sales reps having experience in customer success?
2.) The Sales Playbook:
How does Eleanor define, “a sales playbook”? When does it need to be created?
Does it need to be the founder who creates it or can it be a Head of Sales?
Is it possible to run a PLG and enterprise motion from Day 1? How does this change your sales playbook?
How does Eleanor advise founders on when is the right time to layer on an enterprise motion, on top of a PLG motion?
3.) Who, What and When: Building the Sales Team
Should founders hire a Head of Sales first or sales reps first? If sales reps, should founders always hire sales reps in two’s?
How does Eleanor structure the hiring process for all new sales team recruits?
What are the clearest signals of 10x sales hires? What are red flags in the interview process?
How does Eleanor use demo’s and case studies to determine technical ability?
4.) The First 30, 60 and 90 Days: The Onboarding:
What is the right structure for all new sales hires to be onboarded?
Why does Eleanor believe you will always hire your Head of Sales Enablement too late?
What are the signs that now is the right time to hire your Head of Sales Enablement?
What tools, materials and resources can founders provide to shorten the ramp time for new AEs?
What are the single biggest mistakes founders make in the onboarding of new sales reps?
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#Sales #Retool #EleanorDorfman #Salesleader #Salesmanager #HarryStebbings #20VC #20SALES