Inside The Pipeline: B2B Sales and GTM
00:20:28 · Tris Tusa, Oscar Lanzendorf
[00:20:28] S0: So... And what did that application process look like from the point that you sent them your CV or connected with someone? [00:20:35] S1: Yeah. Connected... So I connected with Carlos just to show you how we work at ElevenLabs. I sent the email on... I had the epiphany on a Friday afternoon, and I sent him an email at, I think, it was 06:30PM on a Friday. Oh. I got a two minutes. I got a reply at 07:30AM on Saturday. And he was like, hey, Oscar. Great to hear from you. [00:20:57] S0: Great
00:20:57 · Tris Tusa, Oscar Lanzendorf, S2
[00:20:57] S0: Great [00:20:57] S1: to be connected. Kesha here, shout out to Kesha, is gonna take care. And then I was like, awesome. Wow. Immediately. Hey, Kesha. Can we set up a call? First... At a second, no no reply. I was again, can we have a call? Yes. Let's have a call. And we had a call, and it was a little bit skeptical because I don't come from a sales background. I come from a VC background. Yeah. But he was like, yeah. But you seem to have hustle. So let's let's give you a try. And then it took forever because everyone is so damn busy. There's other priorities. And I was just like pushing and I was like getting back to him. He was like, yeah, sorry. Let's have another call. We had another call. He's like, alright, you know, it's gonna be tough, but like, I'll connect you with one person. So I spoke with with Hugo then and then I went through the interview process. And I was, like, every... After every single interview, because I had the odds pretty much against me, I was, like, I'm gonna There's no way. Destroy. I'm gonna destroy. And I did. I prepared so much for every interview, and I killed it. And, yeah, that's pretty much what I recommend everyone to do as well if they're applying [00:21:52] S2: to your company. You killing it. How can one kill it? Yes. In an ElevenLabs interview.
00:21:52 · S2, Oscar Lanzendorf
[00:21:52] S2: to your company. You killing it. How can one kill it? Yes. In an ElevenLabs interview. [00:21:59] S1: Understand the company very well. Understand your reason for applying very well. Be able to quickfire, you have to like, at ElevenLabs, we're gonna test your RAM, not your memory, your RAM, what is accessible right now. Yeah. And do more than the average person, you know, come in with no ego. Like, if I'm telling you, listen, I think I'm the best in go to market. May I show you a presentation? You didn't ask me for a presentation, but I brought one with me. And I also brought a case study. And I also have a slide showing you why I'm better than all the competitors showcasing you rather than telling you, giving you an example of my portfolio. It's really like going the extra mile and going into detail for that so that you actually show me, listen, I can close you as a customer versus other people that are just like coming in there and being like, yeah, but I worked for Google back then, like, was not enough. And that is the thing. Like, we don't hire these kind of profiles, because we wanna hire people that are really serious and that show us their execution. Yeah. And that's also, like, the different way of thinking about approaching go to market and having different strategies to get to the decision makers quickly.
00:21:59 · Oscar Lanzendorf, Tris Tusa
[00:21:59] S1: Understand the company very well. Understand your reason for applying very well. Be able to quickfire, you have to like, at ElevenLabs, we're gonna test your RAM, not your memory, your RAM, what is accessible right now. Yeah. And do more than the average person, you know, come in with no ego. Like, if I'm telling you, listen, I think I'm the best in go to market. May I show you a presentation? You didn't ask me for a presentation, but I brought one with me. And I also brought a case study. And I also have a slide showing you why I'm better than all the competitors showcasing you rather than telling you, giving you an example of my portfolio. It's really like going the extra mile and going into detail for that so that you actually show me, listen, I can close you as a customer versus other people that are just like coming in there and being like, yeah, but I worked for Google back then, like, was not enough. And that is the thing. Like, we don't hire these kind of profiles, because we wanna hire people that are really serious and that show us their execution. Yeah. And that's also, like, the different way of thinking about approaching go to market and having different strategies to get to the decision makers quickly. [00:22:59] S0: So you've got the job. You're now working in go to market. ElevenLabs seems like this incredible company that works at such a fast pace. Obviously, we know at Proxy, there are a lot of different ways that you can sell something. How are you selling ElevenLabs at the moment? What are the tips and tricks,
00:23:16 · Oscar Lanzendorf
[00:23:16] S1: and and what are your So at the beginning, you obviously ramp up. Right? Like, if you join a company like ElevenLabs, you're you're just quiet, and you just, like, first listen and try to understand and digest what is going on as soon as possible. And the second tier, when you feel like you've got the grip of it, that's when you start to become creative. For me personally, I realized, and this is a thing that everyone can do for themselves is if you're playing with probably and potentially the best players with, like, in the world, you have to be very good at understanding what am I exceptionally well. Mhmm. I realized I'm exceptionally well at presenting. I can pitch. I can talk. I'm good with people. I'm good at events and organizing and ownership. I'm gonna excel in this. Other people are really good. I'm also good at messaging. Like, I can share some stories of how I approach c levels or, like, important people. Nice. But these are the things that you double down on, and then you make this your own strategy. So this is the major thing that you do. You just, like, find the things you're really good in. And for me, it's those ones. It's very interpersonal because I also believe that a lot of the tasks that people are gonna do, especially in sales, behind a computer are gonna get automated. So what are you gonna do when you have your leads being found automatically? Reach out down automatically. Like, proxy. Exactly. What are you gonna do? What are you gonna do then? You have to think above that. And you have to build a relationship, and you have to go back to these older tactics that are more interpersonal. And this is what I'm betting into it. And we actually... It's funny because Arnel and and I were at the same conference, and we're hearing a couple of the major, like, influencers on LinkedIn from Spain talk about the importance of a personal brand. And it was like, yeah. That's the next frontier. Like, that's what I have to do. And, yeah, I recommend everyone to do that.
00:24:55 · S2, Tris Tusa
[00:24:55] S2: And our our bet is human in loop sales. We would do that before the podcast. Yeah. Apply AI to everything but selling. Yeah. Yeah. [00:25:03] S0: Tell us about tell us about your messaging. You you hinted at it just then. I wanna hear some of these tactics.