30 Minutes to President's Club | No-Nonsense Sales 268 (Lead) How To Run a "Land & Expand" The Right Way (Eleanor Dorfman, ReTool)
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Nov 28, 2024 
Eleanor Dorfman, Head of Sales at Retool, has a remarkable track record, growing the company to $100 million ARR in just four years. She shares insights on structuring sales teams to maximize both acquisition and expansion. Eleanor discusses the importance of a 'land and expand' strategy, emphasizing internal advocates and demonstrating ROI. She highlights systematic deal inspections and a consistent review rhythm to keep the sales pipeline efficient. Plus, learn how structured compensation plans can enhance customer retention and align team incentives.
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Programmatic Deal Inspection
- Programmatically inspect your most important deals, not just the largest ones.
- Use Slack notifications for deals over a certain threshold hitting key stages, triggering reviews with reps, managers, and SEs.
Retention in Comp Plans
- Tie retention into AE comp plans, even if controversial, to improve deal quality.
- Align pre-sales and post-sales incentives; consider adding churn to quotas or tying a percentage of variable comp to retention.
Cross-Functional Alignment
- Maintain alignment as your sales team scales, especially across departments.
- Implement regular cross-functional stand-ups to discuss progress, focus areas, operational updates, and celebrate successes (and flops).