This week Dave Govan, the CRO of Dynamic Yield, joined us in the Bowery Capital studio to record another episode of the Bowery Capital Startup Sales Podcast: creating a landscape of potential customer companies by which sales and marketing teams can guide their efforts when they first go to market and as they scale. This topic is one that every early-stage startup has spent plenty of time working through. While different founders take different tacks, Dave walked us through the importance of building a core strategy document that formalizes and institutionalizes the process. He aptly calls this strategy piece a “Total Universe Of Accounts.” As we’ll learn, there’s a right way and a wrong way.
Dave has a stellar background as a long time CRO in the SaaS and marketing technology spaces. Over the last decade or so, Dave has served as an SVP leading North American Enterprise sales at VeriSign, and as an EVP at Sailthru, where he led global sales and oversaw a period of rapid expansion into the company’s growth phase. Currently, Dave is the CRO of DynamicYield, a fast-growing provider of SaaS website revenue yield optimization solutions. Finally, Dave is a prolific speaker on sales best practices in marketing SaaS and has authored a book on the topic called Crisis In The Enterprise.
Creating a Total Universe Of Accounts seems—on first glance—like a relatively straightforward exercise. But there are clear pitfalls and common mistakes that can lead to a confused and unfocused sales team early on in the life of a startup. As the CRO of DynamicYield, and a longtime SaaS, head of sales, Dave draws out a number of points that we hope you can use as a guide to improve your sales org. While no Total Universe Of Accounts is—or can be determined—the same, we lay out a clear process to built a focused, data-driven strategy that can help ensure that your early-stage sales team hits the ground running.
If you liked “Creating a Customer Landscape with Dave Govan” and want to read more content from the Bowery Capital Team, check out other relevant posts from the Bowery Capital Blog.