This document summarizes the journey of Chris Morgan from being the first sales hire at Moat to it being acquired. It contains the following key points: 1. Chris Morgan was hired as the first and only person in sales, marketing, client services and product at Moat which had 25 people mostly engineers. 2. Over time, Moat grew to 150 people with dedicated teams for sales, account management, operations, marketing and talent. 3. Some important lessons learned included the importance of teamwork, building a strong brand, keeping processes and pricing simple, measuring everything, and enjoying the journey of building the company.

1. A CRO’S PERSPECTIVE –
LESSONS LEARNED FROM SALES
HIRE # 1 TO ACQUISITION
CHRIS MORGAN
CRO
Moat

2. Chris Morgan
CRO
Moat
A CRO’S PERSPECTIVE – LESSONS LEARNED FROM
SALES HIRE # 1 TO ACQUISITION

3. Vision
To make brand advertising more effective
online.

5. Attention is the key to branding.

7. Timeline
July 2013

8. Timeline
25 People
(Mostly Engineers)

9. Timeline
1 Person
sales, marketing, client services & product

11. MY DIRECTIVE
“I want you to own sales.”

12. Growth
People
1-150

13. Growth
Teams:
Sales, Account Management, Operations, Marketing &
Talent

14. Growth

16. Lessons Learned

17. • Team, Team, Team
• Brand Matters
• Keep it Simple
• Measure Everything
• Enjoy the Journey

18. Team, Team, Team

19. The Moat Way
• Positive Attitude
• Attention to Detail
• Clockspeed

21. Never Compromise

22. Get the band back together
(But how?)

24. Great Lieutenants
Chris Langel
VP, Sales
Callie Reynolds
VP, Account
Management
Audrey MacIsaac
VP, Business
Operations

25. Creating a culture of shared values

27. “YOU’D BETTER DECIDE NOW THAT TRUST IS YOUR
HIGHEST VALUE, BECAUSE IN THIS NEW WORLD
WHEN EVERYTHING IS CHANGING, PEOPLE WANT
TO KNOW THEY CAN TRUST YOU.”
Marc Benioff, CEO

28. Brand Matters

29. What is a brand?

30. Def.i.ni.tion://
Brand
The the total sum of all interactions
someone has with a company.

41. “IN BUSINESS, I LOOK FOR ECONOMIC CASTLES
PROTECTED BY UNBREACHABLE MOATS.”
Warren Buffett, CEO

42. Keep it Simple

43. Organizational Structure
Business Product

44. Build stuff, Sell stuff

45. New Logo Machine

46. Pricing

47. Annual deal, Auto renew
Sales Comp

48. Whatever it takes.
Customer First

49. Hire more people, close more deals.

50. Measure Everything

51. Train and Evaluate Learning

52. Define the Sales Process
• Lead
• Moat Vision & Demonstration
• Commitment to Evaluate
• Implementation
• Data Review
• Live Test
• Completed Test
• Contract
• Close

53. Measure Activity

54. Learn to Predict

55. Find the Formula

56. Enjoy the journey
In hindsight, that’s why you do it.

57. Legacy Matters

58. THANK YOU