The Revenue Leadership Podcast with Kyle Norton

chevron_right

E22: Designing a GTM Strategy for Multi-Product Companies with Jeff Perry, CRO of Carta

whatshot 18 snips

Feb 26, 2025

Guest

Jeff Perry

Jeff Perry, CRO of Carta, shares his expertise in scaling sales organizations as companies transition from single to multi-product lines. He discusses the complexities of developing a flexible go-to-market strategy, emphasizing adaptability and sales training drawn from his past at Oracle and DocuSign. Jeff highlights the importance of efficient post-sales processes and the dynamics of specialized sales teams. He also touches on how collaboration across departments can optimize organizational design, focusing on inputs rather than outputs for better business outcomes.

01:21:41

forum

Ask episode

web_stories

AI Snips

view_agenda

Chapters

menu_book

Books

auto_awesome

Transcript

info_circle

Episode notes

question_answer

ANECDOTE

Full Circle at Carta

Jeff Perry, CRO of Carta, started his career at Merrill Lynch handling physical stock certificates.
Years later, he joined Carta, a company that digitizes stock certificates, completing a full-circle moment.

insights

INSIGHT

Carta's Three Business Lines

Carta's business comprises three interconnected segments: corporations, venture capital, and private equity.
These segments cater to founders, funders, and investors, forming a platform that connects all stakeholders.

insights

INSIGHT

No Perfect Org Design

There's no single perfect organizational design for multi-product companies.
Experimentation, data analysis, and adapting to business needs are crucial for success.

Get the Snipd Podcast app to discover more snips from this episode

Navigating Leadership and Growth

03:02 • 13min

chevron_right

Navigating Multi-Product Strategies

16:11 • 20min

chevron_right

The Importance of Efficient Post-Sales Processes in Startups

35:57 • 2min

chevron_right

Evolving Leadership in Multi-Product Organizations

38:02 • 17min

chevron_right

Focusing on Inputs for Successful Organizational Design

54:49 • 2min

chevron_right

Navigating Sales Team Dynamics

56:45 • 19min

chevron_right

Transforming Performance Management: From PIP to Coaching

01:15:29 • 2min

chevron_right

Books That Shape Success

01:17:16 • 4min

chevron_right

#163

• Mentioned in 110 episodes

Chip War

The Fight for the World's Most Critical Technology

Chris Miller

In 'Chip War', Chris Miller details how the semiconductor industry has become essential for modern life, influencing military, economic, and geopolitical power. The book explores the historical development of microchips, from their origins in Silicon Valley to their current role in global politics, particularly in the competition between the United States and China. Miller explains how the U.S. dominance in chip design and manufacturing contributed to its victory in the Cold War and how China's efforts to catch up are shaping the current geopolitical landscape.

#2135

• Mentioned in 17 episodes

Master of Change

Brad Stulberg

Master of Change offers practical principles for cultivating a resilient mindset called 'rugged flexibility,' empowering readers to adapt, strengthen, and gain wisdom amidst life's constant fluctuations. The book describes change as an ongoing cycle of order, disorder, and reorder, and provides concrete habits and practices to implement this mindset. It emphasizes the importance of reflection, embracing feelings of sadness and loss, and taking productive action during challenges. Stulberg introduces the 4P framework: pause, process, plan, and proceed, to help readers respond effectively to change.

#484

• Mentioned in 52 episodes

Relentless

From Good to Great to Unstoppable

Shari Wenk

Tim Grover

In this book, Tim S. Grover reveals what it takes to achieve total mental and physical dominance. He breaks down the essential traits shared by the most intense competitors and achievers in sports, business, and all walks of life, known as 'The Relentless 13. ' Grover shows how to trust your instincts, get in the Zone, control and adapt to any situation, and find your opponent’s weakness and attack. The book is packed with previously untold stories and unparalleled insight into the psyches of the most successful athletes of our time, demonstrating how even the best can get better.

#836

• Mentioned in 35 episodes

The Power Law

Venture Capital and the Making of the New Future

Sebastian Mallaby

In 'The Power Law', Sebastian Mallaby provides a riveting and meticulously researched account of the venture capital industry. The book delves into the history of tech incubation in Silicon Valley and worldwide, featuring key figures from firms like Sequoia, Kleiner Perkins, Accel, Benchmark, and Andreessen Horowitz. It covers iconic successes and failures, such as the birth of Apple and the rise and fall of WeWork and Uber. Mallaby also examines the 'power law' that drives the VC business, where a few massive successes compensate for numerous failures. The book highlights the industry's influence on innovation, its biases, and the rising competition from China's venture capital sector.

#6949

• Mentioned in 6 episodes

Impact Players

How to Take the Lead, Play Bigger, and Multiply Your Impact

Liz Wiseman

In 'Impact Players', Liz Wiseman identifies the key differences between high-impact contributors and typical contributors. Based on a study of 170 top contributors, Wiseman explains how small differences in thinking and acting can make a significant impact. She outlines five practices that distinguish Impact Players: figuring out the real job to be done, stepping up to lead, moving things across the finish line, adapting to change, and making heavy demands feel lighter. The book provides insights and practical tools to help anyone contribute at their highest level and shows leaders how to raise the performance of their teams.

How do you scale a sales organization as your company evolves from a single product to multiple business lines? In this episode of The Revenue Leadership Podcast, Jeff Perry, CRO of Carta, shares how he has built and structured Carta's go-to-market strategy to support its rapid expansion across corporations, venture capital, and private equity. He breaks down the challenges of multi-product growth, the decision-making behind sales org design, and how Carta balances specialization with cross-functional alignment. Jeff also dives into the nuances of different sales motions, marketing strategies, and customer acquisition models across Carta's distinct business units.

Are you being paid what you're worth? Help us refresh Pavilion's industry-standard compensation report for 2025 by taking our anonymous survey at joinpavilion.com/comp and get early access to the results!

Thanks for tuning in! Want more content from Pavilion?

New episodes of The Revenue Leadership Podcast with Kyle Norton drop every Wednesday.

Stay ahead with the latest industry developments, emerging go-to-market trends, and valuable benchmarking data. Subscribe to Topline Newsletter for expert insights from Asad Zaman every Thursday.

Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech. Catch full-length episodes every Sunday and bite-sized mini-episodes every Thursday, where our hosts sit down with top B2B tech leaders to unpack their biggest challenges—and how they overcame them.

Your're invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast!

Key chapters:

(00:00) - Introduction to Jeff Perry and Carta

(05:53) - Understanding Carta's Multi-Product Strategy

(11:57) - Revenue Breakdown and Business Growth

(18:00) - Organizational Design and Sales Strategy

(24:08) - Marketing Approaches for Different Business Units

(29:49) - Challenges in Managing Diverse Sales Motions

(35:53) - The Importance of Customer Experience

(39:03) - Leadership and Team Structure at Carta

(41:26) - Understanding Private Equity Portcodes

(42:39) - Career Progression and Mountain Jumping

(44:48) - Sales Team Structure and Specialization

(46:15) - Data-Driven Decision Making in Sales

(48:58) - Sales Engineering and Cross-Training

(51:49) - Organizational Design and Decision Making

(55:32) - Input-Output Framework in Sales Management

(56:59) - Balancing Customer and Company Needs

(01:01:06) - International Sales Strategy

(01:07:55) - Qualities of a Great CRO

(01:11:07) - Leadership Lessons and Career Patience

(01:13:23) - Performance Management and Coaching Plans

(01:17:35) - Recommended Reads and Continuous Learning

Home Top podcasts Popular guests Top books