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Jul 17, 2018 · 21m · top-founders

1088 How Ex-Salesforce Leader Launched Video for Salespeople Growing 100% YoY

Sati Hillyer · 11m spoken Nathan Latka · 6m spoken
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In this episode of The Top Entrepreneurs, host Nathan Latka interviews OneMob founder Sati Hillyer about transforming enterprise sales outreach through personalized video messaging. Hillyer details how the company achieved $200,000 in monthly recurring revenue, 100% year-over-year growth, and net negative enterprise churn through native CRM integrations and lean, product-led execution.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 37% of the talking time here. How this is scored →

Nathan as informed peer 6.5 Guest teaching 1.5 Guest disagreement 1.6 Nathan pushing back 4.5
05100:0010:0020:000:49–3:14 · Nathan as informed peer 6/10 Introducing Sati Hillyer and OneMob Video Platform Nathan introduces Sati and brings up specific AppExchange dynamics, mentioning other founders like Dialpad who attributed their growth to AppExchange. Sati details the early vision and partnership revenue model at Salesforce.3:14–5:43 · Nathan as informed peer 6/10 OneMob Video Messaging Platform and Business Model Nathan presses Sati to define and quantify what 'seemed to resonate' meant and drills down into the ARPU math ($20/seat/month). Sati explains the platform mechanics and confirms average seat pricing.5:43–8:48 · Nathan as informed peer 6/10 One-to-One Sales Outreach Versus Mass Video Marketing Nathan compares OneMob to Adgreets, prompting Sati to clarify that OneMob targets sales reps doing 1-to-1 or 1-to-few outreach rather than broad marketing campaigns.8:49–11:05 · Nathan as informed peer 7/10 Customer Metrics, Logo Diversity, and Revenue Run Rate Nathan separates logo counts from total seats, quickly calculating MRR at around $200k/month by multiplying 10k seats by $20. Sati is somewhat guarded on exact revenue figures but acknowledges Nathan's Series A estimate.11:06–13:16 · Nathan as informed peer 7/10 Sustaining One Hundred Percent Year-Over-Year Growth Nathan presses for year-over-year growth rates and details on fundraising mechanics, correcting Sati's terminology regarding convertible note caps versus priced valuations.13:16–15:34 · Nathan as informed peer 8/10 Enterprise Renewal Dynamics and Net Negative Revenue Churn Nathan drills into churn terminology, distinguishing between logo churn, gross revenue churn, and net revenue churn when Sati mentions having negative churn.15:34–18:12 · Nathan as informed peer 6/10 Lean Organizational Structure and Organic Go-To-Market Growth Nathan pushes Sati on LTV estimates, cautioning against theoretical infinite LTV models and asking for realistic contract sizes from current mid-market and enterprise cohorts.18:12–20:16 · Nathan as informed peer 6/10 The Famous Five Questions with Sati Hillyer Nathan runs through the Famous Five rapid-fire questions, probing Sati's reasons for leaving Salesforce before delivering an accurate end-of-episode recap of OneMob's metrics.0:49–3:14 · Guest teaching 2/10 Introducing Sati Hillyer and OneMob Video Platform Nathan introduces Sati and brings up specific AppExchange dynamics, mentioning other founders like Dialpad who attributed their growth to AppExchange. Sati details the early vision and partnership revenue model at Salesforce.3:14–5:43 · Guest teaching 1/10 OneMob Video Messaging Platform and Business Model Nathan presses Sati to define and quantify what 'seemed to resonate' meant and drills down into the ARPU math ($20/seat/month). Sati explains the platform mechanics and confirms average seat pricing.5:43–8:48 · Guest teaching 2/10 One-to-One Sales Outreach Versus Mass Video Marketing Nathan compares OneMob to Adgreets, prompting Sati to clarify that OneMob targets sales reps doing 1-to-1 or 1-to-few outreach rather than broad marketing campaigns.8:49–11:05 · Guest teaching 1/10 Customer Metrics, Logo Diversity, and Revenue Run Rate Nathan separates logo counts from total seats, quickly calculating MRR at around $200k/month by multiplying 10k seats by $20. Sati is somewhat guarded on exact revenue figures but acknowledges Nathan's Series A estimate.11:06–13:16 · Guest teaching 2/10 Sustaining One Hundred Percent Year-Over-Year Growth Nathan presses for year-over-year growth rates and details on fundraising mechanics, correcting Sati's terminology regarding convertible note caps versus priced valuations.13:16–15:34 · Guest teaching 2/10 Enterprise Renewal Dynamics and Net Negative Revenue Churn Nathan drills into churn terminology, distinguishing between logo churn, gross revenue churn, and net revenue churn when Sati mentions having negative churn.15:34–18:12 · Guest teaching 1/10 Lean Organizational Structure and Organic Go-To-Market Growth Nathan pushes Sati on LTV estimates, cautioning against theoretical infinite LTV models and asking for realistic contract sizes from current mid-market and enterprise cohorts.18:12–20:16 · Guest teaching 1/10 The Famous Five Questions with Sati Hillyer Nathan runs through the Famous Five rapid-fire questions, probing Sati's reasons for leaving Salesforce before delivering an accurate end-of-episode recap of OneMob's metrics.0:49–3:14 · Guest disagreement 1/10 Introducing Sati Hillyer and OneMob Video Platform Nathan introduces Sati and brings up specific AppExchange dynamics, mentioning other founders like Dialpad who attributed their growth to AppExchange. Sati details the early vision and partnership revenue model at Salesforce.3:14–5:43 · Guest disagreement 1/10 OneMob Video Messaging Platform and Business Model Nathan presses Sati to define and quantify what 'seemed to resonate' meant and drills down into the ARPU math ($20/seat/month). Sati explains the platform mechanics and confirms average seat pricing.5:43–8:48 · Guest disagreement 2/10 One-to-One Sales Outreach Versus Mass Video Marketing Nathan compares OneMob to Adgreets, prompting Sati to clarify that OneMob targets sales reps doing 1-to-1 or 1-to-few outreach rather than broad marketing campaigns.8:49–11:05 · Guest disagreement 2/10 Customer Metrics, Logo Diversity, and Revenue Run Rate Nathan separates logo counts from total seats, quickly calculating MRR at around $200k/month by multiplying 10k seats by $20. Sati is somewhat guarded on exact revenue figures but acknowledges Nathan's Series A estimate.11:06–13:16 · Guest disagreement 2/10 Sustaining One Hundred Percent Year-Over-Year Growth Nathan presses for year-over-year growth rates and details on fundraising mechanics, correcting Sati's terminology regarding convertible note caps versus priced valuations.13:16–15:34 · Guest disagreement 2/10 Enterprise Renewal Dynamics and Net Negative Revenue Churn Nathan drills into churn terminology, distinguishing between logo churn, gross revenue churn, and net revenue churn when Sati mentions having negative churn.15:34–18:12 · Guest disagreement 2/10 Lean Organizational Structure and Organic Go-To-Market Growth Nathan pushes Sati on LTV estimates, cautioning against theoretical infinite LTV models and asking for realistic contract sizes from current mid-market and enterprise cohorts.18:12–20:16 · Guest disagreement 1/10 The Famous Five Questions with Sati Hillyer Nathan runs through the Famous Five rapid-fire questions, probing Sati's reasons for leaving Salesforce before delivering an accurate end-of-episode recap of OneMob's metrics.0:49–3:14 · Nathan pushing back 2/10 Introducing Sati Hillyer and OneMob Video Platform Nathan introduces Sati and brings up specific AppExchange dynamics, mentioning other founders like Dialpad who attributed their growth to AppExchange. Sati details the early vision and partnership revenue model at Salesforce.3:14–5:43 · Nathan pushing back 5/10 OneMob Video Messaging Platform and Business Model Nathan presses Sati to define and quantify what 'seemed to resonate' meant and drills down into the ARPU math ($20/seat/month). Sati explains the platform mechanics and confirms average seat pricing.5:43–8:48 · Nathan pushing back 3/10 One-to-One Sales Outreach Versus Mass Video Marketing Nathan compares OneMob to Adgreets, prompting Sati to clarify that OneMob targets sales reps doing 1-to-1 or 1-to-few outreach rather than broad marketing campaigns.8:49–11:05 · Nathan pushing back 6/10 Customer Metrics, Logo Diversity, and Revenue Run Rate Nathan separates logo counts from total seats, quickly calculating MRR at around $200k/month by multiplying 10k seats by $20. Sati is somewhat guarded on exact revenue figures but acknowledges Nathan's Series A estimate.11:06–13:16 · Nathan pushing back 5/10 Sustaining One Hundred Percent Year-Over-Year Growth Nathan presses for year-over-year growth rates and details on fundraising mechanics, correcting Sati's terminology regarding convertible note caps versus priced valuations.13:16–15:34 · Nathan pushing back 7/10 Enterprise Renewal Dynamics and Net Negative Revenue Churn Nathan drills into churn terminology, distinguishing between logo churn, gross revenue churn, and net revenue churn when Sati mentions having negative churn.15:34–18:12 · Nathan pushing back 6/10 Lean Organizational Structure and Organic Go-To-Market Growth Nathan pushes Sati on LTV estimates, cautioning against theoretical infinite LTV models and asking for realistic contract sizes from current mid-market and enterprise cohorts.18:12–20:16 · Nathan pushing back 2/10 The Famous Five Questions with Sati Hillyer Nathan runs through the Famous Five rapid-fire questions, probing Sati's reasons for leaving Salesforce before delivering an accurate end-of-episode recap of OneMob's metrics.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 63.4% · guest 36.6%0:00 · Nathan 63.4% · guest 36.6%3:00 · Nathan 17.5% · guest 82.5%3:00 · Nathan 17.5% · guest 82.5%6:00 · Nathan 10.9% · guest 89.1%6:00 · Nathan 10.9% · guest 89.1%9:00 · Nathan 31% · guest 69%9:00 · Nathan 31% · guest 69%12:00 · Nathan 35.2% · guest 64.8%12:00 · Nathan 35.2% · guest 64.8%15:00 · Nathan 41.6% · guest 58.4%15:00 · Nathan 41.6% · guest 58.4%18:00 · Nathan 58.9% · guest 41.1%18:00 · Nathan 58.9% · guest 41.1%21:00 · Nathan 93.8% · guest 6.2%21:00 · Nathan 93.8% · guest 6.2%
Sharpest disagreement ▶ 10:40 Sati guards exact revenue figures

Sati pushes back gently on Nathan's exact multiplication formula, noting enterprise volume discounts and withholding exact public revenue disclosures.

 Hardest push from Nathan ▶ 13:47 Nathan refuses vague churn answers

Nathan insists on getting a gross revenue churn number rather than a blended net expansion estimate to accurately assess customer retention.

 Biggest teaching moment ▶ 6:04 Sati clarifies seller workflow vs marketing tech

Sati educates Nathan on why sales rep personal outreach tools operate differently than traditional mass video marketing tools like Brightcove.

 Nathan holds their own ▶ 15:01 Nathan compares net retention benchmarks against SaaS leaders

Nathan demonstrates deep SaaS domain knowledge by comparing Sati's reported expansion figures against benchmarks from Infusionsoft and Qualtrics.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Sati Hillyer and OneMob Video Platform 6212 Nathan introduces Sati and brings up specific AppExchange dynamics, mentioning other founders like Dialpad who attributed their growth to AppExchange. Sati details the early vision and partnership revenue model at Salesforce.
OneMob Video Messaging Platform and Business Model 6115 Nathan presses Sati to define and quantify what 'seemed to resonate' meant and drills down into the ARPU math ($20/seat/month). Sati explains the platform mechanics and confirms average seat pricing.
One-to-One Sales Outreach Versus Mass Video Marketing 6223 Nathan compares OneMob to Adgreets, prompting Sati to clarify that OneMob targets sales reps doing 1-to-1 or 1-to-few outreach rather than broad marketing campaigns.
Customer Metrics, Logo Diversity, and Revenue Run Rate 7126 Nathan separates logo counts from total seats, quickly calculating MRR at around $200k/month by multiplying 10k seats by $20. Sati is somewhat guarded on exact revenue figures but acknowledges Nathan's Series A estimate.
Sustaining One Hundred Percent Year-Over-Year Growth 7225 Nathan presses for year-over-year growth rates and details on fundraising mechanics, correcting Sati's terminology regarding convertible note caps versus priced valuations.
Enterprise Renewal Dynamics and Net Negative Revenue Churn 8227 Nathan drills into churn terminology, distinguishing between logo churn, gross revenue churn, and net revenue churn when Sati mentions having negative churn.
Lean Organizational Structure and Organic Go-To-Market Growth 6126 Nathan pushes Sati on LTV estimates, cautioning against theoretical infinite LTV models and asking for realistic contract sizes from current mid-market and enterprise cohorts.
The Famous Five Questions with Sati Hillyer 6112 Nathan runs through the Famous Five rapid-fire questions, probing Sati's reasons for leaving Salesforce before delivering an accurate end-of-episode recap of OneMob's metrics.

Statements from this episode (15)

Assertion Supported
Salesforce AppExchange launched before the Apple App Store
“And I think what was really exciting is it was before the Apple ice store and the Apple iPhone store.”
Sati Hillyer Jul 17, 2018 ▶ 1:57
Disclosure
Hillyer: OneMob targets sales and support reps, not marketers
“And yeah, we're more geared to the seller, not marketers. So our buyers are like sales reps, CSMs, account managers, support reps who are trying to just talk to their clients.”
Sati Hillyer Jul 17, 2018 ▶ 6:10
Insight
Native Salesforce integration immediately differentiated OneMob for early enterprise customers
“What I think we did really well that differentiated us is we integrated to Salesforce out of the gate. Because as soon as soon as you start talking to a business, well, they're all, they're automatically thinking about, well, I have all these other tools, but …”
Sati Hillyer Jul 17, 2018 ▶ 7:23
Assertion Not checkable as stated
Nearly all initial Fortune 500 customers remained with OneMob over four years
“I think what's been exciting is we still have pretty much all of our fortune 500 who've been using us since day one are still customers.”
Sati Hillyer Jul 17, 2018 ▶ 8:30
Disclosure
Hillyer: OneMob has about 100 paying customers
“So now we have about a hundred paying customers.”
Sati Hillyer Jul 17, 2018 ▶ 8:50
Disclosure
Hillyer: OneMob mid-market clients include 49ers, Kings, and Jets
“We have a bunch of mid market, a lot of sports teams like the 40 Niners, the Sacramento Kings, the New York Jets things like that.”
Sati Hillyer Jul 17, 2018 ▶ 9:05
Disclosure
Hillyer: OneMob has close to 10,000 total user seats
“Well, we're, since we're B to B, we don't sell to consumers probably closer to, yeah, I'd say maybe close to 10,000.”
Sati Hillyer Jul 17, 2018 ▶ 10:14
Assertion Not checkable as stated
OneMob roughly doubled its growth year-over-year since its inception
“For the most part, we've been able to double year over year since inception.”
Sati Hillyer Jul 17, 2018 ▶ 11:38
Disclosure
Hillyer: OneMob has raised about $1.9M to date
“We raised about 1.9 million.”
Sati Hillyer Jul 17, 2018 ▶ 11:57
Disclosure
OneMob raised $1.9 million entirely on convertible notes without a priced round
“We actually haven't even priced around.”
Sati Hillyer Jul 17, 2018 ▶ 12:48
Assertion Supported
Salesforce Ventures broke its typical later-stage mandate to seed OneMob
“You know, they don't invest in seed. They typically invest in like later stage B, C rounds. And so for us, we had to show like some real customer growth and revenue before we got investment because they invested in our seed, which is not typical.”
Sati Hillyer Jul 17, 2018 ▶ 13:01
Assertion Not checkable as stated
OneMob reports zero churn and net negative churn among enterprise accounts
“We haven't churned, we haven't lost any mid market enterprises. Okay. So pretty much our accounts that are, I would say maybe a 500 employees or higher, we're able to renew. And typically we always renew its negative churn.”
Sati Hillyer Jul 17, 2018 ▶ 13:23
Assertion Not checkable as stated
Hillyer: OneMob typically expands enterprise accounts by around 25%
“We're usually able to grow each of our accounts somewhere between 25, maybe around 25% growth.”
Sati Hillyer Jul 17, 2018 ▶ 14:39
Disclosure
OneMob operates with about 10 full-time employees and five contractors
“It's right now about 10 on full-time, and then we have about maybe five contractors.”
Sati Hillyer Jul 17, 2018 ▶ 15:55
Assertion Not checkable as stated
Hillyer: OneMob enterprise customer accounts are worth six to seven figures
“I would say you know, our enterprise accounts, they're, you know, definitely six, seven figures.”
Sati Hillyer Jul 17, 2018 ▶ 17:56
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