Disruptivate 2012:Building The Modern

Well-Oiled Sales Machine

Kyle YorkChief Revenue Officer@kyork20 | #DynTalk

What I’m Selling You Today

• My experience in sales• Building the machine• Fueling the machine• Parts to build the machine• Be disruptive

Who & What Is Dyn?

• Internet Infrastructure-as-a-Service (IaaS)• Founded in 1998, incorporated in 2001• Began rebranding in 2006 to focus more on

attracting enterprise business• Began building our sales force in 2008• Today: nearly 150 employees, 3 worldwide

offices, revenue bookings of $35+ million

Building The Machine

• Sales & Marketing: one mind, one vision, unified leadership

• Left foot & right foot need to be in step• Marketing: softer side of sales• Sales: harsher side of marketing• Your people are your brand

Fueling The Machine:Three Essential Items

• The Pitch• Company Culture• Customer Relationships

The Pitch

• Define your message• Create foot soldiers• Tell the story consistently• Ensure your audience buys in, relates and

become advocates for your brand

Company Culture

• Set direction from the top…• …but naturally evolve it from the ground up• Get employee buy-in• Company culture is important internally and

externally

Customer Relationships

• People buy from people they like• Consultative selling creates trust• Companies stick with companies they enjoy

working with• Do it for the right reasons• Learn from your customers (they have good

ideas too!)

12 Parts To Build The Machine

• Executive buy-In• Sales leadership• Go-to market strategy• The pitch• Bag of tricks• Sales process

• Forecasting & pipeline• Pricing strategy• Compensation plans• Quota models• Sales team structure• Hiring road map

Disruptive Sales & Marketing Campaigns

Choose an established or non-established market and be as disruptive in that space as

possible.

You Are Who You Were In High School

• Celluloid Heroes: Everybody’s A Dreamer• Freshman Year: I’m Just Like You• Sophomore Year: Get the Sensation• Junior Year: Don’t Pork York• Senior Year: The Other White Meat

Six Dyn Campaigns

• Break Free• DynTini’s• DNS Is Sexy• Tweet Nerdy To Me• Music Meets Tech• Get Some IaaS

Takeaways

• Everyone must be in sync.• Get your pitch down.• Care and learn about your customers.• Be disruptive with your campaigns.• Keep trying. We’re all still trying to figure it

out.

The Growth Engine Formula

Launched in 2011 at our yearly sales retreat, this is a collection of sales and culture blogs.

For a copy of Dyn’s Growth Engine Formula book, email kyork@dyn.com or follow/request

on Twitter @kyork20.

Keep The Conversation Going

• Email: kyork@dyn.com• Twitter: @kyork20• Linkedin.com/in/kyork20• Dyn.com