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.

 

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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