GTM Insider Podcast

Scaling Sales at Canva & Mastering Product Led Sales: John Eitel @Demandbase

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In this episode of The Sales Soundcheck, we've got John Eitel, the Chief Sales Officer at Demandbase, on the mic! John is a tech industry pro with more than 20 years of experience in B2B Sales.

In today's episode, John talks about his time at Canva as the Global Vice President of Sales & Success, where he played a key role in taking them into a new region/market and setting up their initial sales and customer success team. He also shares his hyper-focused 3-tier, PLG, PLS, and account-based strategy at Demandbase.

A must-listen episode from an industry titan on how to navigate the challenges of transitioning from a pure PLG approach to a product-led sales motion.

KEY TAKEAWAYS:

  • Building a sales team in a product-led growth company requires a mindset shift and company-wide support.
  • Highlight success stories and wins in regular town halls to emphasise the importance of the sales team.
  • In PLG, not every user needs a sales touch. Identify stall points in the customer journey and add a sales touch when necessary.
  • Be prepared for misconceptions about PLG, such as assuming that consumer vitality guarantees B2B success.
  • Use data to understand user patterns and unlock new opportunities for sales engagement
  • Educate customers on the 'value' and 'scalability' of your product by sharing customer stories, use cases, and the product roadmap.


    • Where to find John:

    ⁠⁠Linkedin⁠⁠

    Check out ⁠⁠⁠⁠Demandbase


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