John Eitel (Canva): Bottom-Up + Top-Down

John built the global sales team at Canva, which allowed the company to expand further into the enterprise. He walks us through everything a PLG founder needs to know about adding a top-down motion to a bottom-up, product-led foundation. When should PLG companies do this? Why is it necessary? What is the strategy? And how do you do it IRL? Key Takeaways: [4:35] Repeatability in enterprise customers and understanding where these deals stall out[8:01] Stall points in enterprise spending and getting purchase approval[10:30] Embracing a top-down motion for PLG companies[14:17] Combining bottom-up and top-down to scale business using customer success stories[17:24] Communicating to executives the story of what software adoption saves[20:24] A broader context and story of how the platform improves customer lives[22:47] How the data component can make or break sales efforts[27:40] Where is adoption happening and using data to determine who gets involved[30:10] How to get the entire company working with salesMentioned in this episode:Sign up for OpenView's weekly newsletterJohn Eitel, Former Global Vice President of Sales & Success at CanvaCanvaSubscribe to Blake Bartlett on YouTube.Podcast produced by OpenView.View our blog for more context/inspiration.OpenView on LinkedinOpenView on TwitterOpenView on InstagramOpenView on Facebook