Assertion certainty 4/5 debate potential 1/5

Snow: A single newsletter ad generated 900 Divvy demo requests

Sterling Snow · SaaStr CRO Confidential: Founders Fund Partner Sam Blond + Divvy CRO Sterling Snow · Nov 17, 2022 · at 27:35

Sterling Snow, former CRO of Divvy, discusses early low-cost, high-impact growth experiments at the company.

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“And I remember that day, like it was a very pivotal moment for me. Cause we got like 900 demo requests.”

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More from Sterling Snow

Disclosure
Divvy compensated marketing on closed-won revenue, not MQLs or SQLs
“Marketing, we didn't talk about MQLs or SQLs. We actually talked about closed one new dollars. That's how marketing Was measured. That's how they were promoted and compensated, bonus, all of those kinds of things.”
Sterling Snow Jul 5, 2023 ▶ 8:37 Go to Market Strategies That Led To Divvy's $2.5B Exit with Divvy’s Former CRO, Sterling Snow
Insight
Snow: Great marketers embrace revenue quotas while bad marketers flee them
“In my experience great marketers love that, and bad marketers run away from that very, very fast. Like, I talk about it a ton in the interview, like, hey, this is how we structure it, and you know, you're gonna be a demand gen person here, and like, this is ho…”
Sterling Snow Jul 5, 2023 ▶ 36:52 Go to Market Strategies That Led To Divvy's $2.5B Exit with Divvy’s Former CRO, Sterling Snow
Disclosure
Divvy measured brand marketing performance by total organic revenue
“Brand would have a number and their number was the organic number. Okay. So like I'm saying, okay, you want credit for basically everything. That's fine. The organic number, right? So everything we didn't use performance marketing dollars for that starts to th…”
Sterling Snow Jul 5, 2023 ▶ 37:44 Go to Market Strategies That Led To Divvy's $2.5B Exit with Divvy’s Former CRO, Sterling Snow
Insight
Snow: Standard SEM spend on Google or LinkedIn won't yield outsized leverage
“You just have to find those opportunities, though, because it doesn't exist in just plugging in money in Google or LinkedIn SEM. Like it doesn't work like that if you're trying to be, if you're trying to find outsized leverage.”
Sterling Snow Nov 17, 2022 ▶ 27:49 SaaStr CRO Confidential: Founders Fund Partner Sam Blond + Divvy CRO Sterling Snow
What-if
Divvy could have added billions to its $2.5B exit with earlier lessons
“If I could go back to that moment in, in 2018, with everything that, that we've learned along the way, we could have added more, we could have added a couple billion more dollars, I believe, to that eventual exit.”
Sterling Snow Jul 5, 2023 ▶ 0:56 Go to Market Strategies That Led To Divvy's $2.5B Exit with Divvy’s Former CRO, Sterling Snow
Disclosure
Divvy required all revenue hires to write reports on Extreme Ownership
“We had everybody who joined the revenue team read the book and write a book report because we believed That extreme ownership at the end of the day was what was going to separate us in many regards.”
Sterling Snow Jul 5, 2023 ▶ 4:01 Go to Market Strategies That Led To Divvy's $2.5B Exit with Divvy’s Former CRO, Sterling Snow
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