The Demand Efficiency Podcast

Podcast

Audio

Demand Generation

Growth

Andrew Ettinger took Pivotal from $0-$500M+ and now is the CRO at BigID

In this episode, Elias Rubel is joined by Andrew Ettinger, an entrepreneurial and truly elite level sales executive helping best of breed technology companies scale, grow and succeed in the marketplace.

Andrew is a true, born and bred modern executive sales leader who leverages an astute business mind to deliver systems to organizations such that significant business outcomes are realized by the customer. He implements and firmly believes in the modern approach of measuring the Key Moments. They are pain, conversations (not pitch!), diagnose, trade, orchestrate, impact, and grow. A 10% improvement in this simple process over these 7 moments can deliver a 2x increase in ARR and a 10x increase in realized impact for the customer.

Episode Outline

[02:39] Andrew’s background

[04:16] Flexibility in mindset and not getting stuck in your ways

[08:13] Understanding that there's no problem with making mistakes. Learn and apply the lessons learned as you go forward.

[10:22] List of regulations from California

[11:18] On developing self awareness, self reflection, and deep introspection

[12:04] Technical evangelism and doing deep workshops that benefit the organization

[14:34] Privacy as a first class citizen and why that matters

[16:35] What works to instrument the workflows into production processes

[17:04] Navigating the turbulent waters of the enterprise

Andrew's Inspirations

Scott Yara

Jo Otto

Jill Rowley

Mark Roberge


Connect with Andrew

LinkedIn

Twitter

The Demand Efficiency Podcast

Podcast

Audio

Demand Generation

Growth

In this episode, we have Hiten Shah, founder of multiple successful companies, including Crazy Egg, KISSmetrics, and FYI. He shares the knowledge he has gained from starting the businesses and also how being curious about observing other businesses has helped him along the way.

Hiten explains the power of branding, highlighting three keywords: New, Different and Right. He also mentions the importance of setting the right intention with content as well as producing high-quality content which is in understanding of the market and its people.

He later mentions why identifying immature and mature channels and understanding the difference is key while scaling a business and also gives out the criteria he uses to evaluate channels.

Outline of this Episode

  • Content marketing - Hiten talks about the potential customer journey whether it's decisions around purchase or landscape of the product.
  • WebTraffic - FYI focuses on content that is specifically aligned with the audience.
  • The Audience - Hiten shares his experience on the selection and understanding of your audience.
  • Market research - FYI focuses on understanding the customer experience and sentiment analysis.
  • Channels - Hiten describes managing them and scoring channels.
  • Blog content - Hiten shares the importance of creating the structure and time needed to be put in before seeing results.


Hiten's Inspirations

  • Joel Gascoigne (Buffer)
  • Nathan Barry (Convertkit)
  • Matthew Kobach
  • Eric Yuan (Zoom)
  • Jason Fried & David Heinemeier Hansson (Basecamp, previously 37Signals)


Connect with Hiten

LinkedIn

Twitter

Facebook

Ready to drive efficient demand?

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