E35: Building a Multi-Product Platform with Seismic's CRO, Hayden Stafford

In this episode, Kyle Norton sits down with Hayden Stafford, President and CRO at Seismic, to unpack what it really takes to transform a company from a single-product business into a true multi-product platform. Drawing from his experience leading global teams at Microsoft and now steering Seismic toward half a billion in ARR, Hayden shares the go-to-market, organizational, and cultural changes required to make the shift. From overhauling sales motions and enablement to building a value consulting function and rethinking partnerships, Hayden offers a candid look at the challenges and breakthroughs behind Seismic's platform evolution.  Thanks for tuning in! New episodes of The Revenue Leadership Podcast drop every Wednesday.  Don't miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 strategy and join us from September 23 to 25 in Washington, D.C. Use code TOPLINE for 10% off your GA ticket. Stay ahead with the latest industry developments and emerging go-to-market trends with Topline Newsletter by Asad Zaman. Subscribe today. Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech hosted by Sam Jacobs, AJ Bruno, and Asad Zaman. You're invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast! Key Moments: (00:00) Introduction (03:06) Understanding the Transition from Product to Platform (05:47) Seismic's Evolution: From Content Automation to Comprehensive Platform (09:03) The Role of Enablement in Sales Success (11:55) Strategic Decisions: Joining Seismic and Transforming the Company (14:53) Navigating the Go-to-Market Strategy for Multi-Product Companies (17:55) Building a Strong Ecosystem for Platform Success (20:59) Partner Selection and Metrics for Success (23:56) Final Thoughts on Platform Strategy and Future Directions (40:20) Navigating Pricing and Business Value (45:04) The Importance of Value Continuum (47:55) Transitioning to Platform Positioning (55:01) Engaging with CROs and Sales Leaders (01:00:57) Common Pitfalls in Platform Transformation (01:08:47) Lessons from Past Experiences