Jeff Cotton

I've run two different types of business in my life.

I've run a highly website driven pay per click business.

model and in those models you obsess every single day on your metrics what your spin was yesterday how many leads you got in our conversion rates changing etc etc etc if that's your type of business you need to be on it and you need to manage it every day if you're more an enterprise or b2b type

software business.

It's much more about pipeline, pipeline quality, having the proper checks in on where a deal actually is in its life cycle and understanding that deal cycle.

But that to me is what you have to really own to build a reliable demand gen model.

And I would not be spending crazy burn and increasing burn anything near even 50% of revenue if you do not have a reliable demand gen model.

All right, let me shift and talk growth section here for just one second.

I've already hit this one.

Let's keep moving.

So here was the scorecard that we obsessed about.

We kept this as simple as we could.

We always had four metrics, and this was for the whole company.

And we set those metrics about this time, sort of maybe beginning of Q4 every year for the following year, and we did not change them.

We set...

those goals.

One of the challenges I had was everyone felt like the company would change every 30, 60 days and it was always something new.

We got to change this over here, add this over here.

You need to be flexible.

This is one of the things I loved about startup land versus big enterprise, which I'm typically