Scaling Sales at Canva & Mastering Product Led Sales: John Eitel @Demandbase

In this episode of The Sales Soundcheck, we've got John Eitel, the Chief Sales Officer at Demandbase, on the mic! John is a tech industry pro with more than 20 years of experience in B2B Sales. In today's episode, John talks about his time at Canva as the Global Vice President of Sales & Success, where he played a key role in taking them into a new region/market and setting up their initial sales and customer success team. He also shares his hyper-focused 3-tier, PLG, PLS, and account-based strategy at Demandbase. A must-listen episode from an industry titan on how to navigate the challenges of transitioning from a pure PLG approach to a product-led sales motion. KEY TAKEAWAYS: Building a sales team in a product-led growth company requires a mindset shift and company-wide support. Highlight success stories and wins in regular town halls to emphasise the importance of the sales team. In PLG, not every user needs a sales touch. Identify stall points in the customer journey and add a sales touch when necessary. Be prepared for misconceptions about PLG, such as assuming that consumer vitality guarantees B2B success. Use data to understand user patterns and unlock new opportunities for sales engagement Educate customers on the 'value' and 'scalability' of your product by sharing customer stories, use cases, and the product roadmap. Where to find John: ⁠⁠Linkedin⁠⁠ Check out ⁠⁠⁠⁠Demandbase trumpet in the wild: ⁠⁠⁠Website⁠⁠⁠ ⁠⁠⁠Linkedin⁠⁠⁠ ⁠⁠⁠Twitter⁠⁠⁠ ⁠⁠⁠Youtube⁠⁠⁠ ⁠⁠⁠Tiktok