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20Sales: Everything You Know About Sales Playbooks is Wrong | How to Hire and Train Your First Sales Hires | How to Crush Pipeline and Deal Reviews as a Team | How to Structure Sales Teams and Sales Comp Plans with Julian Teixeira, CRO @ 1Password

Mar 7, 2025

Julian Teixeira, Chief Revenue Officer at 1Password, boasts an impressive track record of scaling B2B revenue and team growth. In this discussion, he shares crucial sales lessons from reaching $1 billion in ARR. He emphasizes the importance of structured sales playbooks and explores the dynamics of hiring first sales reps. The conversation delves into the evolving nature of tech sales, the significance of outbound prospecting, and effective deal reviews. Julian also sheds light on the hunter vs. farmer sales models and the role of AI in enhancing sales strategies.

51:52

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Episode guests

Julian Teixeira

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

A successful sales playbook hinges on recruiting adaptable talent with critical skills, emphasizing continuous development to enhance win rates.

Founders should personally craft the initial sales playbook to align closely with customer needs and to understand future sales hires' evaluations.

Sales goals should start as team-oriented to build unity, transitioning to individual targets that drive accountability while fostering a competitive environment.

Deep dives

The Anatomy of a Win

The discussion emphasizes the crucial steps necessary for achieving success in closing deals, referred to as the 'anatomy of a win.' Key to this process is the development of skills among sales teams, highlighting that a well-defined playbook is ineffective without the right talent onboard. It's essential to focus on recruiting individuals with curiosity, discipline, and the ability to adapt to rapidly changing sales environments, and to ensure that they undergo continuous skills development. This approach allows teams to repeat successful steps and thus increase their win rates.

Intro

4min

From Marketing to Sales: Bridging the Gap for Success

2min

Mastering Sales Dynamics

15min

The Evolving Role of Outbound Sales in an AI-Driven Landscape

2min

Navigating Sales Strategies: Hunters vs. Farmers

10min

Mastering Deal Reviews in Sales

16min

Impressive Sales Strategy and the Importance of Benchmarking

4min

Julian Teixeira is the Chief Revenue Officer at 1Password, where he has grown B2B revenue over 8x and scaled a team of more than 450 in go-to-market. 1Password set the record for the largest raise in Canadian history at the start of 2022 and has raised nearly $1B in capital throughout his time with the company. Prior to 1Password, Julian served as the head of global sales at Lightspeed Commerce, a company he helped scale from startup to IPO and through over 10 acquisitions throughout his decade-long tenure.

In Today’s Episode We Discuss:

04:27 Sales Lessons from Scaling to $1BN in ARR

05:20 How to Create and Master a Sales Playbook

07:53 Lessons on First Sales Hires

09:41 Setting Goals and Targets for Sales Teams

13:22 The Reality of Tech Sales Today

16:19 Evaluating and Managing Sales Reps

19:07 Outbound Prospecting and Pipeline Generation

22:22 Hunter vs. Farmer Sales Models

24:15 Compensation and Specialization in Sales Teams

28:56 Outbound vs Inbound Sales

32:47 Pipeline and Deal Reviews

37:37 Sales Tech Stack and Tools

38:40 Maintaining Sales Morale

44:55 Are Remote Sales Teams Less Effective

46:44 Final Thoughts and Advice

This episode is brought to you by Capchase, helping SaaS companies grow without dilution. Learn more at capchase.com/20vc

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