Survival to Thrival at KIC Silicon Valley Meet Up

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The enterprise startup guide
Bob Tinker & Tae Hea Nahm

WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea Nahm
Bob Tinker
MobileIron Founder/CEO
Punchline Guy
Three-time entrepreneur
$0 -> not much
$0 -> 80M / yr
$0 ->160M / yr
Tae Hea Nahm
Storm Ventures VC/Board
Model Guy
Enterprise investor

VC
CEO’s

And then others pitched in…
Aaron Levie
CEO & Co-Founder - Box
Tien Tzuo
CEO & Co-Founder - Zuora
Phil Fernandez
Founding CEO - Marketo
Jon Miller
CEO & Co-founder - Engagio
Mark Leslie
Former CEO - Veritas
Mark Templeton
Former CEO - Citrix
Sameer Dhoklia
CEO - SendGrid
Huan Ho
CTO - Rally Team

Help entrepreneurs
succeed now &
anticipate what’s
next
www.SurvivalToThrival.com
Wrote it down

From a VC: Hi Tae Hea,
Thanks again for giving me your book. Great job! Well written, easy to read, good real life examples. I agree with 99% of the insights. Some chapters (like GTM Fit),
provided me with great new insights on stuff we have been doing for a while.
I would love to purchase the book for our entrepreneurs (~ 20 copies).
Early Feedback

Why do entrepreneurs & investors
who succeed at one stage
get stuck at the next ?
Observation #1:

Why do so many enterprise
startups get to PMF,
but never unlock growth?
Observation #2:

Why is growing a startup so
hard on the people?
Observation #3:

The missing link for
growth: GTM Fit
Unlearn your
old role
Successful startups
re-invent themselves
Punchlines

Successful startups
reinvent themselves 4x

Everything changes
Strategy, Execution, Mindset

Picking right
cofounder
Overcoming
founder bias
Finding Go-To-
Market Fit
Calculated
Recklessness
Escaping the
Category
Even good startups fail
What are the tripwires?

• Missed expectations
• High frustration
• Right people? Right skills?
• High cash burn
• Running out of time and $
Feel stuck at PMF

Feel stuck at PMF
Named it “GTM Fit”
How unlock growth?

Go-To-Market Fit
Predictable, Repeatable Scalable Growth

Finding Go-To-Market Fit
How does it start?

Product-Market
When? During PMF
Easy to miss the
forest…
…while focused
on chopping
down trees…
…and surviving

Product-Market
When? During PMF
LEARN
Go-To-Market
Find the patterns
Why Win? / Why Lose?
Why go fast? / Go Slow?

Happy Customers
and won deals
Churned Customers
and lost deals
Who is the buyer?
(Company, industry, title)
Why now?
(Urgency)
Why win? Lose?
(Pain, use case, factors)
Deal summary?
(Competitor, price, days)
How sell?
(Lead source, sales rep profile)
Who? (ICP)
Why? (Urgency)
How? (decide)
How? (find them)
Take 20 deals
Learn: Find the GTM patterns

Once you start to see the patterns…
you’re on the path to GTM Fit
Who? (ICP)
Why? (Urgency)
How? (decide)
How? (find them)

Go-To-Market Fit: Part 1
Urgent Wave
Why buy now?
Part of larger wave?

Finding urgency
Founder hyper-focus is a strength and weakness
“Ruthlessly focus on founding idea”
“We are 100% focused. All the
wood behind the arrow”
“I won 5 customers, that must
mean we’ve found urgency”
What if you’re
wrong?
You’re dead.

Instead
Cast a slightly wider net for urgent hotpots
Be open to----and test----adjacencies
Hotspot may not be the founding idea
Founding Idea
Urgent pain
More ICPs

GTM Model
Direct, Channel, Web,
Freemium, Trial & Upsell
Marketing-led, Sales-led
Urgent Wave
Why buy now?

Pick one GTM Model
Product-LedSales-Led Marketing-Led
Full touch Low-touch Zero-touch
Match how the ideal customer DECIDES TO BUY your product
Pick right model for you. Watch out for fad models

GTM Model
GTM Playbook
Find & Win Same Customers
What’s The Wow?
Urgent Wave
Why buy now?
The Key

What is the GTM Playbook?
Misconception #1
Isn’t the GTM playbook
=
Pitch deck + Good sales tactics
OS for the entire GTM motion
And incredibly powerful tool to
align the entire company

What is the GTM Playbook?
Misconception #2
Not a 30 page document
Fits on 1 page
Maybe 2

Building the GTM Playbook

Lay out customer journey1
Automated Manual
Product-led (self service)
Website Free trial Drive usage
Self-serve
to paid
Expand with
usage
NurtureQuality
Digital
Marketing
Marketing-
generated lead
Sales-led
1st meeting 2nd meeting Evaluate
Exec
meeting
Win
Quality
Marketing-led with inside sales (recurring)

1 Lay out customer journey
Marketing-
generated lead
1st meeting 2nd meeting Eval Exec meeting Win
Quality
Represent the physics of the customer journey
Everyone must have same view
Don’t use the salesforce forecasting stages

Marketing-
generated lead
Quality
Have mobile devices and apps?
Users want to pick own device or
BYOD?
Are you worried about security of
your data?
Explore needs and
motivation
We solve security for
apps and devices
Innovative mobile
security platform for
BYOD or corporate
while protecting
privacy
Peer references and
product deep dive
Why beat competition
Future proof platform
Get eval approval
Get boss to table
Present test plan
results and customer
success plan
Initial pricing and
executive references
Turn up live instance
Customer execute test
plan and document
results
Find challenges
Initial order
Convert eval to live
Introduce customer
success team
What to ‘Do & Say’ at each stage?
What are the ‘wow’s?
2

Marketing-
generated lead
Quality
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
BYOD/corporate while
protecting privacy
Peer references and
product deep dive
Get eval approval
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
Requires sacrifice & distillation
Harder than it seems
What does Marketing &
Sales “Say & Do”

Marketing-
generated lead
Quality
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
protecting privacy
WOW #1: Sel Wipe
Peer references and
product deep dive
Get eval approval
WOW #2: Enterprise
AppStore
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
Product team doesn’t decide…customers do
Wow’s can change over time
Finding the WOW

Marketing-
generated lead
Quality
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
protecting privacy
WOW #1: Sel Wipe
Peer references and
product deep dive
Get eval approval
WOW #2: Enterprise
AppStore
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
Be crisp about the ask
Ask for 2nd mtg Ask for Eval Boss to table Ask for Order
The goal of each
stage

Marketing-led with inside sales (recurring)
Important note: For ARR, Win not the “end”
Playbook extended to Customer Success:
Onboard, Production, Upsell, & Renew

Marketing-
generated lead
Quality
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
BYOD or corporate
while protecting
privacy
Peer references and
product deep dive
Get eval approval
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
2
SEO/M programs and website
landing
SDR outbound email and calls
Channels and ecosystem
referrals
1st meeting
presentation
Supporting videos and
product information
WOW #1
2nd meeting
presentation with deep
dive and competitive
Key features for
differentiation
WOW #2
Exec summary talking
points and exec
references
Eval results in nice
dynamic dashboard
Executive calls
Easy eval turn-on and
tutorial
Eval checklist
Competitive traps
Engineer hotline for
issues
Quick quoting tool
Click thru legal
agreements
Welcome kits and
training video
What’s the rest of Company do to
support the playbook?3

Marketing-
generated lead
Quality
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
BYOD or corporate
while protecting
privacy
Peer references and
product deep dive
Get eval approval
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
landing
referrals
1st meeting
presentation
product information
WOW #1
2nd meeting
Key features for
differentiation
WOW #2
points and exec
references
dynamic dashboard
Executive calls
tutorial
Eval checklist
Competitive traps
issues
Quick quoting tool
Click thru legal
agreements
Welcome kits and
training video
Often drives
product changes

Marketing-
generated lead
Quality
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
BYOD or corporate
while protecting
privacy
Peer references and
product deep dive
Get eval approval
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
2
landing
referrals
1st meeting
presentation
product information
WOW #1
2nd meeting
Key features for
differentiation
WOW #2
points and exec
references
dynamic dashboard
Executive calls
tutorial
Eval checklist
Competitive traps
issues
Quick quoting tool
Click thru legal
agreements
Welcome kits and
training video
What’s the rest of Company do to
support the playbook?3
Metrics “come for free”
4

Marketing-
generated lead
Quality
landing
referrals
1st meeting
presentation
product information
WOW #1
2nd meeting
Key features for
differentiation
WOW #2
points and exec
references
dynamic dashboard
Executive calls
tutorial
Eval checklist
Competitive traps
issues
Quick quoting tool
Click thru legal
agreements
Welcome kits and
training video
Final Result: GTM PLAYBOOK
BYOD?
your data?
Explore needs and
motivation
apps and devices
Innovative mobile
protecting privacy
WOW #1: Sel Wipe
Peer references and
product deep dive
Get eval approval
WOW #2: Enterprise
AppStore
Get boss to table
Present test plan
success plan
Initial pricing and
plan and document
results
Find challenges
Initial order
Introduce customer
success team
Ask for 2nd mtg Ask for Eval Boss to table Ask for Order

GTM Model
GTM Playbook
Find & Win Same Customers
What’s The Wow?
GTM Fit: 3 parts working together
Urgent Wave
Why buy now?

Post PMF sales bump along, even
with more GTM investment
Closing deals requires “Founder
Hero” selling
Every deal is different
New sales reps struggle to learn
Without GTM Fit:
Pain

What does GTM-Fit
feel like?
Momentum

Leads & pipeline growth
Deals close predictably
Additional sales & marketing
investment grows pipeline
New reps quickly learn to win
Company knows what to do
With GTM Fit
Growth Unlocks

GTM Fit moments…
Tien Tzuo. CEO Zuora
No longer an evangelical sale
Aaron Levie, CEO, Co-Founder Box
“Holy Crap, Every Vertical Has the Same Problem”
Bob Tinker, CEO, Co-Founder MobileIron
VP Sales Making a Big Bet

-
100
200
300
400
500
600
Q109 Q209 Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412
# New Customers PER Qtr
GTM Fit
GTM Fit in action

WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea NahmWWW.SURVIVALTOTHRIVAL.COM
And then EVERYTHING changes
Welcome to Thrival!

WWW.SURVIVALTOTHRIVAL.COM © 2018, Bob Tinker & Tae Hea NahmWWW.SURVIVALTOTHRIVAL.COM
GTM Fit & Thrival
profoundly changes the company
…and the people

Company Changes
Don’t die … How do we win?
Careful execution … Calculated recklessness
Product-led culture … GTM-led culture
Find PM & GTM-Fit … Drive growth & prove unit economics
Work in obscurity … Obsess about awareness
Stingy hiring … Rapid hiring & onboarding

Company
Δ
Role
Δ
People
Δ
…or Δ
the people
with no
Δ in title
People changes

WWW.SURVIVALTOTHRIVAL.COMWWW.SURVIVALTOTHRIVAL.COM
Painful challenge
A B
The very things that made you
successful
B C
can hold you back
or kill you
© 2017, Bob Tinker

Davy Crocket
Path through woods
VP Sales Evolution
Joan of Arc
Braveheart
Lead great warriors!

Davy Crocket
Pioneer
Unlearn Moment: VP Sales
Unlearn
Pioneer  Warrior Leader
Change execution
Find deals  Win deals
(explore) (playbook)
Joan of Arc
& Braveheart
Warrior Leader

Davy Crocket
Path through woods
VP Sales Evolution
Dwight Eisenhower
Architect & execute
Joan of Arc
Braveheart
Lead great warriors!

Joan of Arc
& Braveheart
Warrior Leader
Dwight
Eisenhower
Sales Architect
Unlearn Moment: VP Sales
Unlearn
Warrior  War Room
Change execution
Win deals  Win war
(playbook) (machine)

Captain America
One of the Troops
Avengers
Band of Superheroes
Professor Xavier
Dean of University
Applies to the CEO too

Survival Role
PMF/GTMF
Growth Role
Category Leader
Scale Role
Industry Leader
And every other position …

Really Hard
It’s hard

Spectacular Learning
and Unlearning
for you and the team

How Korean b2b startups GTM in Korea?
Answer: Relationship

What is modern GTM in US?
Answer: No Relationship

Build new relationship over internet
What is modern GTM in US?
Answer: No Relationship

Advice for Korean B2B startups selling to US
Think from the US customer perspective
How find you? Over the internet
Why select you? Solve urgent pain
Why IT approves you? On US public cloud
Once solved, pls call me

WRAP UP

The missing link for
growth: GTM Fit
Unlearning is
the key
Successful startups
re-invent themselves
Wrap up
GTM Model GTM PlaybookUrgent Wave

Advice for early enterprise startups
Successful startups: Re-invent 4x
PM Fit is not enough: Find GTM-Fit
The CEO & Leaders: Add Unlearn into your culture

…and most importantly
Know that you are not alone

THANK YOU!
www.survivaltothrival.com
linkedin.com/in/survivaltothrival/facebook.com/S2Thrival/ @S2THRIVAL
Join the
community
Review on
AMZN

Survive well
Thrive well
Good luck!

Survival to Thrival at KIC Silicon Valley Meet Up

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