This podcast interview focuses on the entrepreneurial journey to democratize customer evidence and change the way B2B software buying decisions are made.

My guest is Evan Huck, Co-founder and CEO of UserEvidence.

Evan's journey in the tech industry is a testament to his entrepreneurial spirit and sales acumen. He started his career as an SDR (Sales Development Representative) in 2010, joining TechValidate as their first sales employee. This early experience laid the foundation for his future success.

What's remarkable about Evan's career trajectory is how he rapidly climbed the ranks in sales leadership. At TechValidate, he built and managed the sales organization, growing it to a 50-person team. His success in this role led to TechValidate's acquisition by SurveyMonkey in 2015, where Evan continued to excel in enterprise sales leadership positions.

Despite his success in larger companies, Evan's passion for early-stage startups led him to co-found UserEvidence in August 2020. This move was inspired by his firsthand experience of the pain points in B2B sales and marketing, particularly the challenge of creating and leveraging customer stories at scale.

Their mission: Helping quality software vendors with satisfied customers stand out in a noisy marketplace.

And this inspired me, and hence I invited Evan to my podcast. We explore how the process of collecting quality customer evidence is still broken. Evan explains how they're approaching the problem in a way that was unthinkable before. He shares strategies for cutting through the intense market noise today. Last but not least, he elaborates his lessons learned from building successful sales teams from the ground up with junior talent.

Here's one of his quotes:

What we're trying to do is introduce some truth or scientific rigor or data driven approach to helping buyers assess the value that a vendor is delivering.

I'd argue that the stakes are getting a little bit higher today, where there is a big cost if you get something wrong. Without infinite budgets now and infinite VC funding like you kind of got to get it right.

During this interview, you will learn four things:

What's working well for UserEvidence's own growth and pipeline generation when it comes to reaching the right buyer via outbound.
Why Evan's deliberately choosing to organize his business around sales-led growth, not product-led growth.
What non-obvious opportunity many companies have when they centralize and democratize customer feedback across company functions
Why he'd focus on more durable categories like vertical SaaS over crowded go-to-market tools if he'd had the chance next time.

For more information about the guest from this week:

Evan Huck
Website: UserEvidence

Autour du spectacle "Les Volontés" | Olivia Pedroli et Arnaud Robert