Parrish: Figma prioritized early enterprise sales using usage data and Clearbit
Kyle Parrish · Inside Figma’s early days: How to build a world-class sales org | Kyle Parrish (VP of Sales) · Jan 11, 2024 · at 25:29
Kyle Parrish, Figma's first sales leader, explains how the early commercial team structured reverse ETL and lead enrichment to qualify enterprise accounts.
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“We got to build things from the ground up with our Salesforce instance using reverse ETL and all these products that were kind of merging in that time, 2018, 2019, so that we could actually pipe product data into Salesforce. So as we started building the buzz, getting more leads, our focus was on conversion. We were able to actually prioritize who we're spending time with based on Usage, you know a number of design editors in the platform. We were also able to layer on the clear bit data and look at external data and enrich it. So we could see if it was a larger company and their internal usage stats were strong. That's where I'm going to spend my time with.”
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