The Art of Top-of-Funnel Pipeline Generation with Sydney Sloan & Scott Wilder

Jul 5, 2023

Sydney Sloan, CMO of Drata, and Scott Wilder, Head of Digital Success at Clari, discuss customer-centric approaches, co-creation with customers, unified customer experience, digital self-serve strategies, cross-functional alignment, and the role of communities. They highlight the importance of customer education, success metrics, and shared metrics for success. They also discuss the concept of Product-Led Growth versus Sales Lead and share positive buying experiences with Duolingo and Allstate.

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Introduction

00:00 • 2min

Background, Affiliation, and Customer Focus

02:02 • 4min

Improving Top-of-Funnel Pipeline Generation and Customer Education

06:18 • 3min

Building a Centralized Learning Center for Open Source and Customer Information

09:17 • 13min

PLG vs Sales Lead

21:58 • 17min

Positive Buying Experiences with Duolingo and Allstate

38:53 • 5min

In this episode of Customer Led Growth from Testbox, host Olivier welcomes two special guests, Sydney Sloan, CMO of Drata and Scott Wilder, Head of Digital Success at Clari, who share their insights and experiences in customer-centric approaches for founders and sales executives. Sydney discusses her journey and the importance of a unified customer experience. Scott shares his expertise in putting customers at the center of the buying process. Together, they explore topics such as co-creation with customers, digital self-serve strategies, cross-functional alignment, and the role of communities in driving revenue. Tune in to discover their secrets for success and learn how to implement customer-led growth strategies in your own business.

Episode Highlights:

Scott highlights the importance of co-developing programs with customers and helping them master their craft to accelerate their careers.
Sydney discusses the need for a unified customer experience throughout the entire journey, emphasizing the power of educating the market and leveraging benchmark data and best practices.
Scott shares the concept of digital success and how it saves customers time and provides them with the information they need to learn and excel.
Sydney explains the success metrics for their initiatives, including time to answer, engagement, and system consolidation.
The guests emphasize the significance of cross-functional collaboration and shared metrics to drive success.
They discuss the differentiation of customer experiences based on market segments and potential revenue, cautioning against solely using ARR as a segmentation factor.
Sydney highlights the role of communities in driving engagement, revenue, and customer satisfaction.

Join Olivier, Sydney, and Scott in this episode of Customer Led Growth to discover the power of customer-centric strategies. Gain insights into co-creation, digital self-serve, unified customer experiences, and the role of communities in driving revenue. Learn from their experiences and unleash the potential of customer-led growth in your own business.