Lessons Learned: How to Land, Expand, and Expand Again
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The document discusses the strategy of "Land, Expand, and Expand Again" used by Yello, a talent acquisition software company. It describes how Yello focuses on landing pilot clients, then expanding usage and upselling additional products to those clients. The goal is then to convert clients into strategic partners by having them provide input to help shape Yello's roadmap and products. This validates their product, increases margins, reduces churn risk, and helps investors believe projections. The document provides examples of how Yello implements this strategy at each stage of the sales cycle and client relationship.
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Lessons Learned: How to Land, Expand, and Expand Again
- 1. Jason Weingarten Co-Founder & CEO, Yello Michael Megerian EVP, Sales & Account Management #saastrannual Land, Expand & Expand Again
- 2. YOUR YELLO GUIDES CO-FOUNDER AND CEO J A S O N W E I N G A R T E N EXECUTIVE VICE PRESIDENT SALES & ACCOUNT MANAGEMENT M I C H A E L M E G E R I A N
- 3. Land, Expand & Expand Again #saastrannual • Validates product/market fit • Typically can increase software margins • Minimizes churn risk • Becomes a great story to future clients • Enables investors to believe TAM projections Importance of Expansion
- 4. Land, Expand & Expand Again #saastrannual Yello Pitch Decks
- 5. Land, Expand & Expand Again #saastrannual January 2014 Pitch Deck
- 6. Land, Expand & Expand Again #saastrannual August 2015 Pitch Deck
- 7. Land, Expand & Expand Again #saastrannual August 2016 Pitch Deck
- 8. Land, Expand & Expand Again #saastrannual About
- 9. Land, Expand & Expand Again #saastrannual Yello Background • Founded in 2008 • Raised $15M over several rounds • Currently in Growth Stage • 130 Employees • Enterprise focused
- 10. Land, Expand & Expand Again #saastrannual
- 11. Land, Expand & Expand Again #saastrannual Land = Paid “Pilot” Expand = Customer Expand Again = Partner
- 12. Land, Expand & Expand Again #saastrannual The Land
- 13. Land, Expand & Expand Again #saastrannual Lay of Land CEO President EVP Sales &AM VP Strategic Sales Director Enterprise Sales Director Account Management Director Sales Development Director CSG VP Marketing
- 14. Land, Expand & Expand Again #saastrannual Specialized Sales Teams EVP Sales &AM VP Strategic Sales Director Enterprise Sales Director Account Management • 6-figure lands • 6-9 mo. sales cycle • 5-figure lands • 2-5 mo. sales cycle • 4 to 6-figure expands • 1-3 mo. sales cycle
- 15. Land, Expand & Expand Again #saastrannual 1. Call it a one-year “pilot” 2. Find the person at the enterprise company with the most to gain and get to know them well 3. Demonstrate company stability & expertise 4. Restrict license usage to setup future upsells The Land
- 16. Land, Expand & Expand Again #saastrannual Expand
- 17. Land, Expand & Expand Again #saastrannual 1. Define “pilot” success before implementation 2. Align proper resources to drive adoption and success post go-live 3. Equip your account managers to have products to naturally upsell 4. Understand and demonstrate the value created from the success to build a deeper relationship Expand
- 18. YELLO PROVIDES END -T O -END SUPPORT throughout the client lifecycle A C C O U N T M A N A G E R Supporting Role Leading Role Discovery and Decision Implementation Growth and Adoption Driving Success S A L E S I M P L E M E N T A T I O N M A N A G E R A D O P T I O N M A N A G E R E X P E R I E N C E T E A M ( S U P P O R T )
- 19. Yello Account Management Responsible for all aspects of relationship management and Client success planning, strategically partnering with Yello’s Clients to understand Client’s business initiatives and challenges, in efforts to enable Clients to derive value through use of Yello’s solutions Yello Adoption Management Partnering with Yello’s Clients, to drive adoption, utilization and satisfaction, through continuous improvement by consulting on best practices, and reviewing usage and results
- 20. Engagement Model A C C O U N T Management A D O P T I O N Management Experience S U P P O R T • Work together to create a mutual near and long-term account success plan • Ensure Yello’s solutions are meeting your business goals • Understand the Client’s process and business goals and objectives to see where Yello’s Solutions can assist. • Advocate on Client’s behalf within Yello • Renewal Management • Facilitate weekly, bi-monthly, or monthly adoption review meetings • Consult on best practices • Ensure Clients are maximizing use of their Yello Solutions • Educate and train on newly released features and functions • Support all clients regarding any day-to-day questions • Manage live chat, email tickets, and phone support • Provide resource and training materials
- 21. Mutual Governance Model E X E C U T I V E A L I G N M E N T & Overall Relationship Management A D O P T I O N & Utilization Project Specific Client Executive Sponsor & Project Owner Client Project Owner & Super User Yello Project Specific Resource P O S T G O - L I V E Yello Account Manager Yello Adoption Manager Client Project Specific Resource(s)
- 22. Events Management Schedu ling TRM Mobile Apps We have several modules solving talent acquisition pain points that get us in the door. We focus on selling one item as the small wins lead to bigger contracts. HOW WE DO IT
- 23. Land, Expand & Expand Again #saastrannual Data Reviews
- 24. Land, Expand & Expand Again #saastrannual Expand Again
- 25. Land, Expand & Expand Again #saastrannual PLA TFOR M Recruiting Platform Mobile Apps Scheduling Evaluation Management Video Interviewing Campus Talent Relationship Management Events Referrals
- 26. Land, Expand & Expand Again #saastrannual 1. Find out when the strategic planning meetings are and offer to attend in person 2. Discover yearly goals and offer to adjust roadmap to help 3. Convert company from CLIENT to PARTNER 4. Create Board of Advisors Expand Again NOTE: Cost is usually not an issue, ROI is.
- 27. CEO’S INNOVATION COUNCIL (CIC) Scott Wardlow, JPMorgan Chase & Co. Chief Technology Officer, HR Susan Gunn, Aramark Senior Vice President, HR Karen Balcom, Raytheon Enterprise Talent Programs Leader Marshal Green, USAA Director, University Relationships Russ Kumar, Bloomberg COO, HR Adam Godson, Cielo Vice President, Global Technology Solutions Bruce Hill, Eli Lilly & Company Director, HR, Global Recruiting & Staffing Richard Oliver, Johnson & Johnson Global Talent Acquisition University Relations Manager Dylan Schweitzer, Enterprise Holdings Corporate Talent Acquisition Manager, HR Lauren Evans, Kiewit University Relations & Recruitment Manager Comprised of recruiting industry leaders who have used Yello software for years and helped to shape our product offerings.
- 28. Jason Weingarten Co-Founder & CEO, Yello Michael Megerian EVP, Sales & Account Management #saastrannual Land, Expand & Expand Again
Notas do Editor
- In 2015, I was in the audience and learned a ton from all the VPs presenting. The CEOs were way over my head. In 2016, I felt like the material presented by VPs was already being done at Yello and/or we should be teaching this. Meanwhile, the CEO’s were no longer over my head, but amazing and inspiring. Now, being on stage is incredibly cool and I really hope we can help many young SaaS companies accelerate their growth because of this session, just like SaaStr has done that for Yello.
- 3M example Alcoa example
- In 2015, I was in the audience and learned a ton from all the VPs presenting. The CEOs were way over my head. In 2016, I felt like the material presented by VPs was already being done at Yello and/or we should be teaching this. Meanwhile, the CEO’s were no longer over my head, but amazing and inspiring. Now, being on stage is incredibly cool and I really hope we can help many young SaaS companies accelerate their growth because of this session, just like SaaStr has done that for Yello.