60: Andrew Ettinger - Community-led growth in enterprise sales

Summary

I talked with the amazing Andrew Ettinger from Appen about community-led growth in enterprise sales, the importance of cross-functional understanding, and the transformation of content and community in the sales process. 

We are also diving into the impact of AI on the industry and the need for cross-functional understanding and collaboration.

Takeaways

• Cross-functional understanding and collaboration between CROs, CPOs, and other leaders is crucial for successful sales strategies.
• The evolving role of lead scoring and product usage in sales
• The changing nature of sales and product management in the era of AI and automation

Sound Bites

• "Fundamentally, it doesn't matter what you sell. The way in which you need to generate demand is by building out content and value added interactions with the personas that your product or service can enable them to have a 10X better life."
• "If you provide enough high value and relevant content, what you're actually going to find is your form fills get much more detailed about the project."
• "We actually want to talk to all of these people because we learn and we wind up actually doing some projects, even at cost."

Chapters

00:00 Navigating the Challenges of Closing Deals in Modern Sales

05:23 The Role of Community-Led Growth in Enterprise Sales

08:12 Cross-Functional Understanding and Collaboration in Sales Strategies

16:30 Understanding Product-Market Fit in Modern Sales

26:29 The Impact of Data on Sales and Lead Generation

29:43 Evolving Role of Lead Scoring and Product Usage in Sales

31:33 Challenges and Opportunities of Inbound Leads and PLG

32:58 The Importance of Firmographics and Product Usage in Separating Leads

34:21 The Changing Nature of Sales and Product Management in the Era of AI and Automation

42:31 The Need for Cross-Functional Understanding and Collaboration in the Industry

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