Building a Hypergrowth GTM Org
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In this session, Arsenio Otero will advise on advice and learnings for how to scale a global SaaS company and what to be aware of, drawing from his extensive experience at a variety of companies – from his previous role as Salesforce International COO to his current role as Celonis COO. Get ready for some best practices and lessons learned!
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Building a Hypergrowth GTM Org
- 1. ARSENIO OTERO Chief Operating Officer Building a Hyper- Growth GTM Organization Learnings from Celonis
- 2. One of the fastest growing … … enterprise software companies +100% ARR Growth Year-over-Year +3000 Employees Headquartered in Munich and New York +2000 Enterprise Customers Deployments globally +80% Market Share in Process Mining $11.1Bn Valuation USD $1Bn funding to date Analyst Endorsement “Celonis is the clear market leader” – Gartner Celonis: From Process X-Ray to Execution Management System
- 3. How to build a hyper-growth GTM Design the GTM model Define the GTM segmentation 01 Establish the GTM coverage model 02 Maximize the resource allocation 03 Build the GTM organization Hire talent strategically and be two steps ahead with sales capacity 04 Hire talent strategically for every growth phase 05 Onboard and reduce ramp up time 06 Execute flawlessly Execute holistically across the customer journey 07 Run an operational governance model 08 Have tools and processes to enable and support business growth efficiently and sustainably 09
- 4. How to build a hyper-growth GTM Design the GTM model Define the GTM segmentation 01 Establish the GTM coverage model 02 Maximize the resource allocation 03 Build the GTM organization Hire talent strategically and be two steps ahead with sales capacity 04 Hire talent strategically for every growth phase 05 Onboard and reduce ramp up time 06 Execute flawlessly Execute holistically across the customer journey 07 Run an operational governance model 08 Have tools and processes to enable and support business growth efficiently and sustainably 09
- 5. 01 | Define the market segmentation Prioritize accounts where you can deliver against high impact Adapt your GTM motion according to key dimensions Potential Impact Ability to Capture Assess whether P&E and/or GTM investments would increase impact High Impact, Low Ability to Capture Don’t invest in accounts Low Impact, Low Ability to Capture Double down on sweet spot with GTM focus High Impact, High Ability to Capture Assess if current ability can be better used in larger impact accounts Low Impact, High Ability to Capture Geography 01 Company size 02 Industry 03 Solution 04
- 6. 02 | Design the GTM coverage model GTM coverage model focuses on the customer life cycle and requires a holistic approach Customer life cycle Marketing (PR, Digital, Events) BDR (1 BDR: 3 AEs) Inside Sales (1 MGR: 9 AEs) AE (1 MGR: 7 AEs) SE (1 SE: 2.5 AEs) Professional services Customer Value Architect Customer Value Managers SAA (1 SAA: MARKET) Support DemGen Sales Post-Sales Ecosystem GSIs/Regional SIs | Strat Consultants | BPO | Tech Partners & ISVs Sales Specialist (1 MGR: 7 AEs)
- 7. 03 | Maximize the resource allocation Different accounts have different resources – from sales to CVM Strat Key Small Business (SMB) Employee # Customer Need Complexity Companies per AE Resources per Company Size of the prize
- 8. How to build a hyper-growth GTM Design the GTM model Define the GTM segmentation 01 Establish the GTM coverage model 02 Maximize the resource allocation 03 Build the GTM organization Hire talent strategically and be two steps ahead with sales capacity 04 Hire talent strategically for every growth phase 05 Onboard and reduce ramp up time 06 Execute flawlessly Execute holistically across the customer journey 07 Run an operational governance model 08 Have tools and processes to enable and support business growth efficiently and sustainably 09
- 9. 04 | Hire strategically for every growth phase … … and be two steps ahead with sales capacity Plan for future growth and execute on hiring about 18 months in advance … … ensuring that future employees meet our hiring criteria ARR Sales Capacity Where we are $1Bn $100M $10Bn Brains The ability to solve complex problems and reason a solution Commitment Loyalty and resilience with previous employers Success Imperative to only hire the proven best Relevance Specific industry, solution or functional expertise Culture Hiring talent aligned to Celonis Values
- 10. 05 | Optimize the hiring process … … to keep up with the growth We use our own technology, Celonis, to analyze all the data from the hiring systems and continuously optimize the process Pre-Assessment Phase Interview & Assessment Phase Offer Phase Hiring Process Application Review Offer Reference Check Upline Interview & Bar Raiser (Culture) Candidate Assessment HM Interview (Skill & Capability) Hiring Manager Review Recruiter Phone Screen Analytics Celonis connects to all hiring systems and analyzes/visualizes talent acquisition process holistically to connect all the dots Data from all hiring systems Analytics Outcome: • Unique insights on program success • Monitor and improve hiring process • Illustrative KPIs tracked: • Process frictions • Time and efficiency • Interview conversion rate • Cognitive behavioral metrics
- 11. 06 | Onboard and reduce ramp up time 60 days Leveraging the Ecosystem 30 days HR & IT Onboarding Sales Founda- tions Role-Based Tracks 90 days Executive Alignment Proving Value 120 days Negotia- tion Handover Team support & on-the-job learning Manager 1:1, team meetings, buddy program, internal & external partner, BDR collaboration, outreach
- 12. How to build a hyper-growth GTM Design the GTM model Define the GTM segmentation 01 Establish the GTM coverage model 02 Maximize the resource allocation 03 Build the GTM organization Hire talent strategically and be two steps ahead with sales capacity 04 Hire talent strategically for every growth phase 05 Onboard and reduce ramp up time 06 Execute flawlessly Execute holistically across the customer journey 07 Run an operational governance model 08 Have tools and processes to enable and support business growth efficiently and sustainably 09
- 13. 07 | Execute holistically along the customer journey Generate demand High volume production and efficient mass-distribution of content that sparks interest top of funnel. Strong digital capabilities for optimized and easy to navigate customer journeys. Develop scalable and repeatable plays that GTM teams align to. Land the account Governance, KPI (metrics and goals) and cadence to drive business execution. Have a strong qualification methodology. Compensation structure to drive desired behavior. Ignite your ecosystem. Show value & expand Obsess about delivering value. Heavy focus on adoption and advocacy metrics. Impact the product roadmap & customer experience through continuous feedback from customers and our internal team. Sophisticated analytics along the customer journey & high-quality data
- 14. 08 | Run a tight governance model Bi-weekly Monthly Quarterly Bi-annually Weekly Execu- tion Plan- ning Leader- ship Comms Forecast and pipeline calls, account reviews FY roadmap update Budget control, Investor updates Strategy meeting Leadership alignment MPUs Strategy meeting Performance reviews Company All Hands, update emails Annually Large company & marketing events (Celosphere, World Tour, Ecosystem Event) C4G (GTM, Budget, HCs, Org Modelling) Executive summit Kickoffs (Company, GTM, P&E)
- 15. 09 | Have processes & tools to enable … … and support growth efficiently and sustainably • Profile • Pain discovery & confirmed • Executive alignment • Proof Lead Mgmt. Opportunity Management Customer Journey Professional Services & Support Processes Tools CRM Experience Cloud Engagement Tool Support PnE Issue Project & Tracking PSA • MQL CPQ Negotiation • Negotiation • Closed won • Implementation • Value realization & adoption • Expansion Customer & Partner Portals • Implementation services • 24/7 customer support → Customer-centric processes will result in the highest level of customer satisfaction → Leverage intelligent automations for efficient execution of day-to-day responsibilities
- 16. 09 | Meet the Celonis Execution Mgmt. System Reveal hidden inefficiencies - fast Get a 360° view of your business execution Give a brain to your processes Empower your people to reach new levels of performance
- 17. How to build a hyper-growth GTM Design the GTM model Define the GTM segmentation 01 Establish the GTM coverage model 02 Maximize the resource allocation 03 Build the GTM organization Hire talent strategically and be two steps ahead with sales capacity 04 Hire talent strategically for every growth phase 05 Onboard and reduce ramp up time 06 10 | Have fun! Execute flawlessly Execute holistically along the customer journey 07 Run an operational governance model 08 Have tools and processes to enable and support business growth efficiently and sustainably 09
- 18. Enjoy every moment of the journey and remember; the only constant is change Happy customers pay our salaries 01 Think “scalability” 02 It’s a team effort 03
- 19. THANK YOU Contact details Arsenio Otero Chief Operating Officer a.otero@celonis.com