Tackle 24 min

How to Drive Co-sell and Marketplace Adoption in Your Revenue Teams with FullStory


Learn how the team at FullStory has trained and educated its revenue team to drive adoption of its co-sell and Marketplace motion.



0:00

(upbeat music)

0:02

- Let's jump in Everett.

0:04

Can you lead us off with a really quick crash course

0:07

on what is Cloud GTM?

0:09

- Absolutely.

0:11

Yeah, I'll do my best.

0:12

And we might have a little bit of bias here

0:13

being tackled at the Cloud of the Marketing Company,

0:16

but we view Cloud GTM as when a software company

0:20

has positioned itself to leverage

0:23

Cloud provider ecosystems to drive revenue

0:26

and kind of support new revenue strategies.

0:28

And with this motion, you know,

0:30

sellers are meeting their customers

0:32

where their wallets are,

0:33

which is increasingly with their cloud consumption commitments

0:36

with the cloud providers.

0:38

So allowing sellers and organizations

0:40

to nurture these co-sell partnerships

0:42

with the cloud providers,

0:43

which we see lead to more momentous,

0:47

high value sales opportunities

0:49

that are typically transacted via a cloud marketplace.

0:52

- Sweet, thank you, Everett.

0:54

So building a successful Cloud GTM motion

0:57

really requires enthusiasm, education and enablement.

1:00

So all our goal for today is to really provide actionable tips

1:04

and best practices for really creating a new mindset

1:07

and enabling new behaviors

1:08

to drive really consistent repeatable adoption

1:11

of these tactics in your sales org.

1:13

So in the next 20 minutes, 25 minutes,

1:15

we're gonna cover one,

1:16

how to motivate and excite your sellers

1:18

to leverage Cloud GTM to define how what success looks like

1:23

and share some wins and success stories

1:25

from the field at full story and tackle.

1:27

Third, cover how you can really influence behavior

1:29

and make all things Cloud GTM a habit.

1:32

And then fourth, cover what role the partner team has

1:35

in all of this.

1:36

Then if we have time, we'll wrap up with some questions.

1:39

If not, we'll answer the questions offline,

1:40

but let's jump in.

1:42

So it's a heavy list to really ask sellers

1:45

to consider new steps and their strategy

1:47

and their sales process, right?

1:49

It can definitely feel like we're throwing them a curveball.

1:51

So what are the best ways to encourage buy-in

1:53

for Cloud GTM and really excite sellers?

1:56

So we'll start off with you, Chris, for this one.

1:59

- Yeah, absolutely.

2:01

So yeah, I mean, as we can overlay,

2:03

sellers are always trying to optimize their time

2:05

to be most effective to accomplish their most important goal,

2:09

which is closing deals.

2:10

Us as sales leaders, among many other things,

2:13

it's our job to enable them to do that

2:16

as efficiently and effectively as they can.

2:19

What we've found at full story is that,

2:22

you know, a Cloud GTM motion and leveraging Cloud alliances

2:26

can be really helpful in helping them close deals.

2:30

We've seen examples of Cloud partners opening new doors,

2:35

increasing existing deal sizes,

2:38

accelerating new deal cycles,

2:40

saving at-risk renewals and even upselling existing customers.

2:45

So across a variety of different deal types

2:48

and situations, we've seen value and leveraging Cloud partners.

2:53

So really it's about educating the sellers

2:56

on the potential, the opportunity that investing time

3:00

to learn about the Cloud GTM motion

3:03

will bear fruit on the back end

3:06

and then showing them the examples of how it'll work.

3:09

- That's great.

3:10

Yeah, show the evidence, show them the money,

3:13

show them how the deal size also grows.

3:15

So Everett, how do we excite the sellers on the tackle team?

3:19

- I think really I can echo Chris, right?

3:23

Maybe we're a little different

3:24

because Cloud go to market is our lifeblood.

3:27

It's kind of how we do everything and it's what we're selling.

3:30

But when I kind of looked back at all the deals

3:33

I've done at tackle and kind of preparation for this,

3:37

you know, something that excites me is as a seller

3:40

is the past of least resistance

3:42

that doesn't cost me anything, right?

3:44

So when I'm co-selling with the Cloud provider

3:48

on a deal, you know, establishing legal and financial terms

3:52

is often super simplified.

3:54

And the motion is becoming increasingly familiar

3:58

to procurement teams, which accelerates my clothes.

4:01

Like that's material to me as a seller, right?

4:04

So the few deals that went outside of marketplace

4:06

over my last almost two years

4:09

was a bunch of extra work that I had to do.

4:11

So I saw that material change.

4:14

And then, you know, the exciting part about co-selling

4:19

is not only does collaborating with the Cloud provider

4:23

rep kind of support my current deal,

4:25

it leads to more pipeline.

4:26

So we want that reciprocity both at the organizational level

4:30

but at the personal level.

4:31

So I know the motion when I'm co-selling

4:35

and really leaning into Cloud go to market,

4:37

it's benefiting tackles co-sell metrics

4:40

with our Cloud providers,

4:41

but just as exciting, I'm empowered as, you know,

4:45

a quota carrying a to collaborate with my counterpart rep,

4:50

not only on that deal, but to follow on deals

4:53

and kind of support other accounts

4:55

that we can target together.

4:57

- That's great.

4:58

Thanks for sharing y'all.

4:59

So we mentioned seeing success with that.

5:02

We'll move on to the really the anatomy of a win.

5:05

So I'm really interested to hear what wins

5:07

have looked like for your teams.

5:08

So Everett, you can lead off first.

5:11

- Yeah, you know, I feel like I might touch on,

5:16

you know, a few common characteristics today

5:18

about this flow, but I think all of my deals,

5:23

you know, share some of the common characteristics

5:26

that we see in a marketplace win.

5:28

You know, I was working on one this week, right?

5:33

Where the process is that I might have to go through

5:37

transacting directly with the new customer,

5:39

just to satisfy maybe our two legal teams

5:42

is so much different than if I'm going through marketplace

5:45

and maybe we can leverage a standard contract

5:48

that's familiar with everybody through AWS

5:50

or just the contracting of how folks get paid, right?

5:55

Or and how they pay us.

5:57

No PO, no invoice cloud provider handles that,

6:00

the type of platform handles that, of course.

6:03

And so when I'm educating it, maybe a new

6:08

account on how to work with tackle

6:12

and how they're potentially going to work

6:14

through the marketplace, I'm able to sort of highlight

6:16

how these things make it all easier.

6:18

And my CoSEL counterpart provides additional intel as well.

6:22

I think we've all had a moment in a sales cycle

6:24

where everything was going right.

6:26

And then for some reason, something stalled.

6:28

And so I have several, you know, experiences over my last,

6:32

you know, tiers with tackle where the ability to co-sell

6:36

with someone from AWS or Microsoft or Google on a deal

6:40

has helped accelerate deals that are going really well

6:43

or provide, you know, kind of a helping hand

6:46

when deals needed to kind of get back on track.

6:50

So I think there's some common characteristics

6:52

and every one of my deals kind of inhibits one of those.

6:56

- That's awesome.

6:57

Chris, have you had any success stories

6:59

or wins you like to share?

7:01

- Yeah, I have a few.

7:03

But in general, you know, full story is relatively early

7:07

in our cloud GTM lifecycle.

7:10

The first deal we put through a cloud partner

7:14

through tackle was in Q4 of last year.

7:18

And since then we've put, I think, a total of 25 additional deals

7:23

were 3 million in ARR.

7:26

So I've begun to ramp well.

7:29

And this year we've got a nice healthy pipeline

7:32

through the cloud alliances.

7:34

So excited about the momentum we have

7:37

and the potential for this year and then into 2024.

7:41

But there's been a few examples.

7:43

You know, we mentioned all the different ways

7:44

that we've seen cloud partners impact deals

7:48

in a positive way.

7:49

And so I'll give you a few examples there.

7:51

We were working, one of our customers is a crypto exchange.

7:57

And as we're all probably familiar, last year,

8:00

there was a bit of a crypto winter.

8:02

A lot of these crypto exchanges had to pull back on spending.

8:05

So they were looking across the board,

8:07

how do we cut spend at all on all their software providers

8:11

and vendors?

8:12

And of course, full story was on that list,

8:14

not because of lack of value,

8:15

but because they had to pull back.

8:17

We partnered with our counterparts at Google

8:22

and were able to find out that actually at this exchange,

8:25

there was unused commit dollars.

8:27

So dollars that they had previously committed to pay

8:30

through their cloud alliances or their cloud partner.

8:33

We were able to funnel those unused commit dollars

8:36

towards funding full story and continuing the renewal.

8:39

So that was a great example of how we were able to find money

8:42

that was already allocated to help fund a platform

8:46

that they know they wanted to keep,

8:48

but didn't think they could.

8:49

On the new business side,

8:53

we were working with a large international airline.

8:57

And this was a great example of a true co-sell motion.

9:02

So this was a new deal for our cloud partner

9:06

and a new deal full story,

9:08

where we went in with the better together story

9:11

and how full stories data can complement other data captured

9:15

through the cloud partner and were able to close that deal.

9:18

And so that was the first for us,

9:20

the first for the cloud partner.

9:21

And there's a lot of growth potential there as well.

9:25

And then finally, we were working with an existing customer

9:29

that was a calendar and meeting booking platform.

9:33

And this is a great upsell experience.

9:35

They were a smaller account for us.

9:38

And we were able to through partnering with our counterparts

9:42

at the cloud at GCP,

9:46

we were able to up level our conversations

9:48

with the different contacts we were working with

9:50

and ended up for exiting the size of that contract at Renewable.

9:53

So a few flavors of value across the gamut,

9:57

but something that all sales teams

10:00

and sales leaders could get excited about leveraging cloud.

10:03

>> Now that's awesome to hear the,

10:05

all the different levels,

10:06

whether it's a renewal and upsell or yeah, just new business.

10:10

So love to hear those stories,

10:11

how you all overcame those challenges

10:13

and have positive results.

10:14

So now let's talk habits.

10:16

So I actually just finished reading a book called

10:19

Atomic Habits by James Clear.

10:21

If you haven't had the chance to read it yet,

10:22

10 out of 10 would recommend.

10:24

But one of the lines that stuck out to me was this one.

10:27

With the same habits, you'll end up with the same results.

10:29

But with better habits, anything is possible.

10:32

If you can get 1% better each day for one year,

10:35

you'll end up 37 times better by the time you're done.

10:38

So let's apply that to the challenge at hand here.

10:40

How do you make Cloud GTM a habit for your sales org?

10:44

How do you get 1% better each day?

10:46

Chris, we'd love for you to start on this one.

10:48

Yeah, absolutely.

10:49

Great book, by the way.

10:50

I was just looking at it on my bookcase as well.

10:53

And one of the takeaways that I would parlay off that is

10:57

one of the best ways to create a habit

11:01

is not necessarily to have more discipline about it,

11:04

but to make it easier.

11:05

So how do we make these habits an easier part

11:08

of our normal flow so that it's easier to build them?

11:13

And so with within full story,

11:15

the way that we do that with our new newish Cloud GTM motion

11:19

is we make it a part of the sales process

11:23

and make it accessible and easy for the account reps

11:27

to see and touch.

11:28

So for example, we have in our Salesforce instances

11:32

on account pages the ability to see what partners exist

11:37

for a particular prospect or customer account.

11:40

And so right there as a part of going in there

11:43

and managing opportunities and all other kinds

11:46

of Salesforce admin with accounts, they can see,

11:50

hey, here are my partners that I can leverage

11:54

for this particular account.

11:56

So that's an example of building it into the flow,

11:59

making it easy for the reps to make it a habit

12:02

within their process.

12:04

That's great, Everett, what you got?

12:07

That's exactly where I was gonna go, Chris, right?

12:11

We had all these bullet points prepared,

12:13

but the number one thing I'm thinking about for a seller,

12:16

especially a new seller who's trying to figure out

12:18

how to lean into Cloud Go to market is like,

12:20

make it easy for them.

12:22

Don't introduce maybe a bunch of new work

12:25

that maybe implies they're gonna lose control

12:27

of their cycle or somebody else is gonna get involved

12:30

that they don't know or when they don't

12:32

maybe feel comfortable.

12:33

And I think we at TAC will do a good job of that.

12:36

And it's obviously part of what we position for the market.

12:41

I have the ability to within Salesforce

12:44

with very minimal sort of clicking and typing

12:48

and facilitating kind of activate the Cloud Go

12:52

to market motion in a sales cycle, right?

12:54

So I have my prospect scores that've shown me

12:57

who's likely to procure via which marketplace.

13:00

I've got my very simple click to co-sell button

13:03

within Salesforce, once my stage gets to a certain point,

13:06

I don't have to go include a bunch of people, emails,

13:09

slacks, text messages, you know, figuring out,

13:12

you know, when and where to go.

13:14

And then obviously when it comes time to transact,

13:17

we have that downpacked here at TAC will.

13:19

So it's, I think it's really important

13:21

when you're getting started to understand

13:23

that sellers are territorial and they should be protective

13:28

about their deals and their cycle and their pipeline.

13:31

If you want them to transact and kind of lean into a new motion

13:35

make it as simple as an intuitive as possible.

13:39

And let them kind of maintain control.

13:41

I think that's a big part of this too, right?

13:43

You want to co-sell, you want to lean in with the cloud provider

13:47

but give your rep the opportunity to maintain their agency

13:51

and control their cycle as much as possible.

13:54

But yeah, make it easy.

13:56

- One thing I'll add to that too is

13:59

nothing creates a habit with sales reps

14:04

as much as adding it to the comp plan.

14:06

And so that's another way to reinforce

14:09

whether it's spiff says or getting rolling

14:11

on trying something new to down the road

14:14

just making it a normal part of the base comp plan

14:17

and accelerator comp plan.

14:19

- Definitely, great insights, y'all.

14:22

So we've shared some success stories.

14:23

We've shared how to build habits

14:25

but let's kind of combine those two topics.

14:28

How you all seeing these wins in your organization

14:31

drive these behavior shifts and habits

14:33

being built on your teams?

14:35

And not ever you can lead off for this one.

14:37

- Yeah, you know, again, maybe tackles a little unique

14:43

because this is what we do day in and day out.

14:46

But what I think we see sometimes is maybe in combination

14:52

with my alliances and kind of co-sell team,

14:55

we begin to understand maybe a new program

14:58

that a cloud provider has offered or updated

15:01

to kind of enrich, you know, maybe the incentives

15:04

or the comp that a cloud provider might get

15:07

to go through a marketplace.

15:08

And so there's this, I sort of think about, you know,

15:12

any skill, it's kind of like a muscle.

15:14

It's like you gotta work it out to build it up

15:17

but then you gotta maintain it.

15:18

And so there's this constant kind of observation

15:22

head on a swivel understanding

15:24

what makes this more attractive for folks

15:26

as the space evolves.

15:28

I mean, Microsoft's a good example, right?

15:30

It's like last week they just announced a bunch of changes

15:33

to the way that they co-sell, incentivize

15:36

and compensate folks.

15:37

And so what we'll see is someone on our team

15:40

leverages something new, right?

15:42

And then other folks go, "Hey, how did you get that done?"

15:44

Sounds like it grew a deal or it, you know, revived a deal

15:49

that it may be gone stale or, you know, expanded

15:53

the opportunity size.

15:56

And so I think sellers, you know, look at each other

15:59

to kind of constantly be learning, understand kind of

16:03

what tips and tricks we can steal.

16:05

And so, you know, tackle, it's a muscle

16:09

that we're constantly, I think exercising, you know,

16:12

with the cloud providers and with each other

16:13

to understand, you know, how these incentives evolve

16:16

and how we can be more savvy.

16:18

- That's great, that's great.

16:20

So Chris, how about you all?

16:21

How do the wins you've seen really impact habits

16:24

and behaviors shifts?

16:26

- Yeah, I think one of the things I love about

16:30

working with cloud partners and Co-Cell Motions

16:34

is that it's really a win for all the parties.

16:38

So the customer finds a lot of value

16:42

in using their commit dollars and transacting

16:45

in an easier way for them.

16:46

Cloud partners obviously are more sticky

16:48

and have more revenue flowing through their platforms.

16:52

ISVs like full story can benefit from closing,

16:56

you know, more deals and upselling deals.

16:58

And then sales reps on both sides,

17:01

the cloud partner and the ISV benefit

17:03

from the comp band and closing more revenue.

17:06

But I think what I've noticed is that

17:09

when reps at full story see how smoothly

17:14

the contracting process can go on the customer side,

17:20

that really changes their mindset

17:22

'cause I'm sure Everett can attest to this too.

17:25

At the enterprise level, contracts are sometimes

17:27

some of the most difficult elements to get through

17:30

'cause a lot of it's out of your hand.

17:31

If you're running it through a process

17:34

that is already predetermined, predefined

17:36

and pre-approved internally at a customer

17:38

that can really accelerate it.

17:40

And so when reps see that ease of use and transaction

17:45

that will change their behavior till lean towards that more.

17:48

- That's great.

17:49

Thanks for sharing y'all.

17:51

So last topic here,

17:52

as talking about the role of the partner team.

17:55

So I know we have a handful of folks in partnerships

17:57

and alliances attending today.

17:59

So we'd love to hear from you, Chris and Everett.

18:01

How has your partner team contributed

18:04

and enabled your revenue teams?

18:06

What's working well for y'all?

18:07

So Chris, feel free to take this one first.

18:09

- Sure.

18:11

Yeah, so help the revenue teams is what I would say.

18:15

Do what we're talking about habits,

18:17

do everything you can to make it easy for them

18:20

to adopt this new motion.

18:24

That includes things like education

18:26

on how to execute cloud partnership deals,

18:30

the benefits of it, et cetera,

18:32

build it into the processes of the existing

18:36

sales operation motions within your organization.

18:40

And this is one where I think it's sometimes

18:43

easy to overlook,

18:45

but as you get all that foundational work set up

18:47

with the process and making it easy,

18:50

after that's done,

18:52

a great next step is to proactively build,

18:54

bring opportunities to the table.

18:57

So get smart about what you know about the cloud partners

19:01

that you're bringing to the table

19:04

and the account sets that the reps are going after

19:06

and see if you can make connections proactively

19:09

on their behalf to get the ball rolling with them.

19:13

I think that's one element that is often overlooked

19:16

and you'd be surprised how receptive sales teams would be

19:20

if when you bring things to the table for them

19:24

to just start working and apply their sales motion to.

19:27

- Great points.

19:29

Everett, how does the partner team

19:31

that TACO help you all out?

19:32

- Yeah, two things come to mind.

19:36

And one is kind of real time.

19:37

Like, we have a cohort of folks on our partner team

19:42

out at AWS Summit in New York City this week and today,

19:46

and I'm not there,

19:48

but they're aware of a lot of the deals

19:50

that we're working on,

19:51

some of the challenges that we're facing

19:53

to get a text message from someone on your partner team

19:55

when they're because they walked the floor

19:56

and bumped into somebody that's close to a deal

20:01

that you're working on is super exciting.

20:03

And so to Chris's point,

20:05

it feels like our alliances and kind of co-sale team

20:09

is our partner team is on the front lines with us.

20:13

And it's again, a little unique for us

20:15

because every deal that I do is gonna go through

20:18

one of the marketplaces that they support.

20:20

We've got someone that supports AWS, GCP,

20:23

and somebody on Azure.

20:24

So my deals help them hit their numbers

20:26

maybe a little bit more directly than in some other scenarios.

20:29

So that feels really good, right?

20:31

And I think Cloud GoToMarket shifts the paradigm a little bit

20:35

for the value of partner teams.

20:37

They're able to, I think more closely,

20:40

attach themselves to dollars and deals in these programs.

20:45

And so I love that, you know,

20:48

it doesn't feel like maybe they're just asking me for time

20:51

or asking me to do something else.

20:52

They're helping me drive these deals

20:54

'cause we both get compensated for the same thing.

20:58

And then to just maybe build on that

21:00

and kind of revisit what I just mentioned

21:02

about Microsoft announcements last week,

21:04

it's like, I didn't have time to be at that conference

21:06

or listen to every thing that was said there.

21:09

So those people are banging down my door, go,

21:10

"Hey, these are the updates, right?

21:13

"This is how this impacts some of your deals

21:15

"and how some of our customers are gonna sell."

21:18

So they're out, had on a swivel understanding

21:20

how our sort of way to facilitate

21:22

with this Cloud ecosystem evolves.

21:25

It's a gift and a curse, right?

21:26

The Cloud providers listened to what the community says.

21:29

They changed their programs.

21:30

It seems like every five minutes,

21:32

hopefully to help everybody,

21:34

but your sellers aren't gonna have time

21:36

to focus on all of those updates.

21:38

And so the partner team is kind of providing

21:41

a little bit of a buffer,

21:42

"Hey, maybe you don't need to know everything," right?

21:44

There was a week of announcements at Microsoft.

21:46

"Here's the five minute headline for you

21:48

"to go run and be successful and understand

21:50

"how this is gonna help you."

21:52

So they're on the front lines with us and they're really

21:55

helping us 'cause we have that shared incentive.

21:58

- No, that's great.

21:59

Aligning on goals is a great way to really accelerate

22:02

that teamwork and collaboration, right?

22:04

So, all right, Joel, in the last couple minutes we have,

22:07

what's the final message you want the people to hear?

22:09

Each of you can share some final words,

22:10

wrap things up just to summarize this topic.

22:13

So Everett, you can jump in first and Chris,

22:15

you can close us out.

22:17

- Yeah, I think cloud go to market

22:21

just represents a new way to win,

22:24

maybe an easier way to win, a smoother way to win

22:26

for everybody involved.

22:28

I think in this climate too, everyone is trying to do more

22:33

with what they have, right?

22:34

And so when you have the opportunity to reach

22:37

across the dance floor and grab the hand of someone

22:39

at a cloud provider to say,

22:40

"Hey, let's go make sure a deal closes."

22:43

It's exciting, it's helpful.

22:44

And you have no idea what's gonna come from that.

22:47

I think we measure maybe what our behavior could turn into,

22:52

but the personal relationships that are built

22:54

when you co-sew with the cloud provider

22:56

can really change your year, right?

22:58

And so I think the headline is cloud go to market

23:02

allows you to do more with what you have

23:04

and win more, win more often and win a little bit easier.

23:08

- Love that.

23:10

All right, Chris, you're up.

23:11

- Yeah, I'll wrap it up simply

23:14

is that a ton of value in cloud go to market.

23:18

What I'll say is it's a marathon, not a sprint.

23:20

So get started, start to build those relationships.

23:24

It will pay dividends.

23:26

You won't close deals immediately, but they will close.

23:30

And then when they do and that momentum picks up,

23:33

it's gonna be really great.

23:34

So don't be afraid to try it out and check it out.

23:39

- Love it.

23:39

Where's it was in my career, y'all?

23:40

So yeah, y'all may be wondering attending, what's next?

23:43

So I'm gonna drop a few quick links in the chat

23:46

if you'd like to learn more about how tackle is helping out

23:48

by 150 plus ISBs, launch their cloud go to market strategy

23:52

and also another link to learn more about all the great things

23:54

that full story is doing.

23:56

So yeah, once again, huge thank you, Chris Everett

23:59

for joining us today, sharing more about your cloud GTM journey.

24:02

And of course, thanks to all of you

24:04

for your excellent comments and contributions

24:06

to today's event attending.

24:08

So our next cloud GTM master class session

24:11

is just two weeks from today.

24:13

We're featuring the director of global strategic alliances

24:15

at WIS.

24:16

He'll be sharing his revenue playbook

24:18

and how WIS skyrocketed from 1 million to 100 million

24:21

and ARR and record breaking time.

24:23

So yeah, thanks everyone for joining.

24:26

Hope you have a wonderful remainder of July

24:28

and we'll see y'all next time.

24:29

(upbeat music)

24:32

(upbeat music)

24:34

(upbeat music)

24:37

(upbeat music)

X

This is a test comment.

X

This is a longer test comment to see how this looks if the person decides to ramble a bit. So they're rambling and rambling and then they even lorem ipsum.


author