Seeking Wisdom with David Cancel #Operations 4: Metrics are Meaningless without Segments with Brett Queener, VC & Former Salesforce EVP
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Apr 19, 2019 Brett Queener, a venture partner at Bonfire Ventures and former EVP at Salesforce, shares insights from his rich background in SaaS business scaling. He delves into Salesforce's groundbreaking customer segmentation and its essential role in marketing and sales strategies. The conversation highlights the complexities of sales processes and the criticality of aligning with buyer understanding. Brett also emphasizes the importance of clear sales metrics to drive efficiency and the value of categorizing sales opportunities to enhance decision-making.
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Early Days At Salesforce
- Brett joined Salesforce when revenue was roughly $10–15M and the field team was tiny.
- The company had no SaaS playbook and experimented to learn how to sell across company sizes.
Segmented Specialization Drives Scale
- Salesforce succeeded by finding segments and optimizing every function for each sub-segment.
- Specialize marketing, sales, product, pricing, and training to maximize yield in each segment.
Tool, App, And Platform Framework
- Products fall into tool, app, or platform buyers, each needing different GTM complexity.
- Match product complexity, sales process, and pricing to the buyer type to reduce friction.
