The Ledger
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Top-tier VC backing secures favorable debt financing terms for startups
“What I found is, in having done this at Rocket Fuel as well with debt financing, is there a bunch of banks that are just lined up with the VCs, the top VCs in the world, and they got these different deals that they do, and they invest in the portfolio, and you…”
Wootton: Workflow tools realize true value only through entire division adoption
“Enterprise sales is, it's about landing the big logo, but it's the expansion. And especially for a workflow automation tool, It, its value is realized when you have the entire division, the entire marketing division working on it.”
Wootton: 80% to 90% retention is reasonable for enterprise software
“So enterprise software, I think expectation of 80, 90% retention is totally reasonable. It's long-term contracts. You're, as we said, you're making these big commitments.”
Selling heavy enterprise software to mid-market buyers creates a product-market mismatch
“When you're doing an enterprise software sale, trying to sell in the mid market, it's just mismatched with what the mid market buyer wants.”
Percolate targets a customer acquisition cost payback period under six months
“Yeah, we look below six months on CAC.”
Enterprise sales requires a targeted cylinder rather than an inbound funnel
“What I tell my team is enterprise sales is about Focus. It's sales cylinder. So you identify the set of verticals you're going to go after. You build the set of playbooks, and you execute those very specifically against a target account list.”
Wootton: Three sales reps per BDR is the software industry standard
“Industry Wide, what you find is about a three-to-one ratio in terms of three salespeople to one BDR is what's appropriate.”
Wootton: Percolate has raised $75 million in equity to date
“So, raised to date, seventy-five million.”
Percolate sees strong enterprise retention but struggles with mid-market churn
“What I would say is that what we are focused on is large enterprise customers who are buying the new capability, the content marketing platform, and we have great net retention in that segment. There are some smaller midsize customers that we have, as we've ev…”
Percolate's year-over-year revenue growth sits in the high double digits
“No, less than a hundred percent, high double, you know, up in that range, though, with the new business.”
Military veterans must adapt to slower consensus-building in corporate leadership
“In the corporate sector, the big thing I had to learn, it took me a while, was it's lead follower, let's talk about it. And you spend all this time in meetings with people just talking about things, and it just drove me nuts when I first got into the corporate…”
Wootton transitions Percolate from social management to a content marketing platform
“I came in six months ago to help them continue the evolution of the company from a social media management monitoring only solution into an enterprise software solution sold to the whole marketing organization. So Percolate really well known for social media m…”