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Writer's pictureBeliz Aluc

Building a Sales-Led Culture in a Product-Led World with John Eitel

Transitioning from a product-led growth (PLG) model to a sales-led approach presents unique challenges, as illustrated by Episode 7 guest of COLD ONES, John Eitel’s experience at Canva. Initially, Canva thrived on a PLG strategy, attracting millions of users with its intuitive design tools. However, the need to scale and increase revenues led to the incorporation of a sales-led model, spearheaded by John. This shift required not just a change in strategy but a cultural transformation within the company.


One of the key challenges John faced was the need to build a sales team in an environment where sales were almost non-existent. When he joined Canva, he was the first sales hire in a company of over 500 employees, a scenario that posed significant challenges in terms of integrating a sales culture into a predominantly product-focused organization. John’s approach involved extensive internal evangelism, educating the team on the value of a sales-led model and how it could complement Canva’s existing strengths.


The cultural shift was about more than just building a sales team; it was about aligning the entire organization towards a new growth strategy. John’s focus was on creating a collaborative environment where sales were seen as a natural extension of Canva’s mission to democratize design. He emphasized the importance of adding value and ensuring that sales efforts were aligned with the company’s broader goals of user growth and impact. This approach helped in overcoming internal resistance and gaining buy-in from different stakeholders within the organization.


John’s experience at Canva also highlights the importance of setting the right metrics and ensuring that sales efforts are additive rather than cannibalistic. He recognized that the key to success lay in growing both user adoption and revenue without compromising on Canva’s core values. This required a strategic approach to identifying and targeting high-potential opportunities, such as large enterprises that were already using Canva in smaller teams. By focusing on these high-leverage activities, John was able to demonstrate the value of a sales-led approach and drive significant growth for the company.


The transition to a sales-led model was not without its challenges, but John’s experience underscores the importance of flexibility and strategic thinking in navigating such shifts. His journey at Canva is a powerful example of how companies can successfully transition from a product-led to a sales-led approach, provided they have the right leadership and a clear vision for how to integrate these new elements into their existing culture.




 

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