How do you scale a sales organization as your company evolves from a single product to multiple business lines? In this episode of The Revenue Leadership Podcast, Jeff Perry, CRO of Carta, shares how he has built and structured Carta's go-to-market strategy to support its rapid expansion across corporations, venture capital, and private equity. He breaks down the challenges of multi-product growth, the decision-making behind sales org design, and how Carta balances specialization with cross-functional alignment. Jeff also dives into the nuances of different sales motions, marketing strategies, and customer acquisition models across Carta's distinct business units. Are you being paid what you're worth? Help us refresh Pavilion's industry-standard compensation report for 2025 by taking our anonymous survey at joinpavilion.com/comp and get early access to the results! Thanks for tuning in! Want more content from Pavilion? New episodes of The Revenue Leadership Podcast with Kyle Norton drop every Wednesday. Stay ahead with the latest industry developments, emerging go-to-market trends, and valuable benchmarking data. Subscribe to Topline Newsletter for expert insights from Asad Zaman every Thursday. Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech. Catch full-length episodes every Sunday and bite-sized mini-episodes every Thursday, where our hosts sit down with top B2B tech leaders to unpack their biggest challenges—and how they overcame them. Your're invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast! Key chapters: (00:00) - Introduction to Jeff Perry and Carta (05:53) - Understanding Carta's Multi-Product Strategy (11:57) - Revenue Breakdown and Business Growth (18:00) - Organizational Design and Sales Strategy (24:08) - Marketing Approaches for Different Business Units (29:49) - Challenges in Managing Diverse Sales Motions (35:53) - The Importance of Customer Experience (39:03) - Leadership and Team Structure at Carta (41:26) - Understanding Private Equity Portcodes (42:39) - Career Progression and Mountain Jumping (44:48) - Sales Team Structure and Specialization (46:15) - Data-Driven Decision Making in Sales (48:58) - Sales Engineering and Cross-Training (51:49) - Organizational Design and Decision Making (55:32) - Input-Output Framework in Sales Management (56:59) - Balancing Customer and Company Needs (01:01:06) - International Sales Strategy (01:07:55) - Qualities of a Great CRO (01:11:07) - Leadership Lessons and Career Patience (01:13:23) - Performance Management and Coaching Plans (01:17:35) - Recommended Reads and Continuous Learning

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