Leandra Fishman (Twilio & Intercom): Enterprise vs. Product-Led Sales
Sales models are not one size fits all. There are key differences between traditional enterprise sales, high-volume inside sales, and product-led sales. In her 30 years of experience, Leandra Fishman has led teams in all of these environments. In this episode of BUILD, we unpack these different models and how to apply best practices of the past to a modern product-led sales model.
[1:48] Leandra describes the biggest differences between enterprise sales and product-led sales.
[3:44] Leandra shares her thoughts about the trust-building process in the product-led model versus trust in the enterprise side.
[4:57] Leandra talks about who’s typically involved in an enterprise sales process from the vendor side.
[5:59] Who’s involved from the customer side doing that upfront due diligence?
[6:53] Who’s involved from the vendor side and who’s involved from the customer side in the product-led environment?
[9:11] Leandra talks about the complexities and customization of the product-led model.
[10:34] What are the differences for marketing specifically in the enterprise sales environment versus the product-led environment?
[13:08] Leandra shares her thoughts about the differences in the function and the role of customer success in traditional enterprise sales versus product-led sales.
[15:29] How do you layer in sales in a self-service environment without having one cannibalize the other?
[18:53] Leandra talks about how to do the segmentation and the prioritization, which users or which accounts do get human touch, and which ones are left on a self-service path? How is this segmentation determined within the user base?
[20:04] Leandra shares Twilio’s philosophy in regards to considering more customer conversations better than fewer.
[21:55] Who’s the persona on Leandra’s team that’s handling the first calls?
[24:26] Leandra talks about the evolution of the SDR role.
[25:17] What does Leandra see as the future of this product led movement?
[27:35] Leandra talks about the elements or practices from enterprise sales or traditional sales that will always be relevant.