Account executives have historically been the fundamental unit of SaaS sales. Want to get $10M in net new ARR this year? Well, you probably need 10 AEs with a quota of $1-1.2M each. Want to add $100M? You probably need a 100. The legacy world of SaaS growth was measured in terms of the number of AEs a company could hire and ramp-up. But what if I told you that product-led growth fundamentally changed this dynamic. What if you could get to $100M in ARR with just 10 AEs? No, I’m not talking of the land of hobbits and elves but rather of a very special PLG company from downtown Atlanta - Calendly! Here’s are the three key components of Calendly’s scientific sales engine 🚀
The sales team, powered by data and tools now qualify leads based on:
"Demand gen looks different than just MQL's and SQL's, it's conversion rates on the website, it's understanding the signups. You know I have a robust database with literally over 10 million users right and, it’s about how I navigate that database and segment" - Patrick Moran on modifying demand gen at Calendly
This streamlining of processes and a need to accommodate the volume and scale of high-velocity + strategic sales warranted more resources. And boy, has Calendly used their fresh round of funding well! The sales team of 7 that Patrick Moran inherited is now 40+ strong with a strong emphasis on strategy, enablement and Product-led sales aligned distribution of labor.
Sales org at Calendly (as of Sep ‘21)