Heresy E2 - Kristen Habacht, VP Sales Trello on selling SaaS and Freemium products from Heresy

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Heresy E2 - Kristen Habacht, VP Sales Trello on selling SaaS and Freemium products

45 minutes Posted Jan 26, 2017 at 1:46 pm.

4:20 - Kristen talks about her sales career, how she met Joel Spolsky & Michael Pryor, the FogCreek days and how she eventually ended up as VP Sales at Trello

6:50 - Selling Trello in the early days and how the pitch has changed

12:10 - Kristen talks about Trello’s sales team, their culture, the importance of team cohesion, how they are structured and why

18: 50 - The evolution of Trello’s sales team - how and why the team transitioned from a “full-stack” sales model to role specialisation, and how that helped with scaling

21:00 - Kristen talks about “experiments” that did not work and lessons learned

22:45 - The importance of Sales Ops

24:15 - Kristen talks about recent growth and projections for the future

27:35 - Trello’s commission structure - from, simple to simpler - and why Kristen changed their initial commission structure

34:40 - The challenges of selling freemium products - why traditional qualification models such as BANT don’t work, what can reps do to create urgency and why there’s no sales “playbook” at Trello

38:45 - SMB vs Enterprise sales at Trello - sales cycle duration and how the process differs

42:15 - The challenges of managing a remote sales team and tips, and tools to make it work

45:00 - Lessons learned at Trello & Kristen's best sales advice - the importance of being able to walk away

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Show notes

In this episode of the Heresy podcast we talk to Kristen Habacht, VP Sales at Trello.

The conversation was recorded in the last week of December 2016, just days before Atlassian announced they were acquiring Trello for a whooping $425 million. During our conversation Kristen describes what the Sales team at Trello looks like and how that has changed during the two and a half years since she's been there. We also discuss their sales compensation, their recent growth and future plans as well as the challenges and opportunities they have faced selling a freemium product.

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Content and Timings:

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Music credits:

- Intro - Qvkata DLG, Duis Taban

- Outro - Victor Hugo

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