The GTMnow Podcast GTM 18: How to Grow and Manage Revenue with Bob Elliott
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Jan 17, 2023 
Bob Elliott, former managing director at SAP Canada and SVP of sales at HootSuite, discusses topics such as shifting the end of year quarter, the breakdown of the old marketing playbook, balancing quick transitions and giving experiments time, when to ramp up a sales representative, resolving work-life balance, growing SAP's revenue to $53 million, taking a chance on a sales rep, and how to get noticed for a promotion.
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Marketing ROI
- Focus on ROI for marketing spend, especially during downturns.
- Double down on effective campaigns and immediately stop ineffective ones.
Balancing Experimentation and Results
- Balance quick transitions with giving tests enough time to produce results by setting clear expectations upfront.
- Regularly measure progress against these expectations and adjust accordingly.
Measuring Sales Rep Performance
- Measure a sales rep's performance first by forecast, then pipeline, then activity, especially in remote settings.
- Early measurement helps identify potential work ethic or ramp-up issues.