Building Successful GTM Strategy

For the US marketTae Hea Nahm | Managing

Director

Tae Hea Nahm: Co-founder of Storm Ventures

Building Enterprise Leaders

Tae Hea Nahm of Storm Ventures: A Believer and a Skeptic in One

Secrets Of An Investor Who Built Two Unicorns

Building Enterprise Leaders

Market Leaders by

Solving the GTM

Enterprise Sector

Concentration

First/Early Investor

Repeated SuccessBuilds

Storm Brandand Platform

Financial Returns

16 years

5 funds

1 vision

Building Enterprise Leaders

Market Leaders by

Solving the GTM

Enterprise Concentration

First/Early Investor

Repeated SuccessBuilds

Storm Brandand Platform

Financial Returns

Marketing Sales Finance/Support

HR Eng Verticals

Lexigram

Security

Infrastructure

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*

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* **Exited

Storm Enterprise Concentration

GTM Disruption

Relationship Selling

Experienced Sales Rep

Digital GTMRepeatablePredictable

Scalable

Other Platforms

Want to buy

Potential Customers

ExperienceNurture CloseWant to

buy CloseProspecting(rolodex)

Pote

ntia

l Cus

tom

ers

Traditional GTM: relationship

Nurture CloseWant to buy Close

Scalable Predictable Repeatable

Demand Generation

CRMAccount Based Marketing

Digital GTM

Pote

ntia

l Cus

tom

ers

Plat

form

Nurture CloseWant to buy

Demand Generation

Potential Customers

CRM

Storm Investments in Digital GTMAccount Based

Marketing

Pote

ntia

l Cus

tom

ers

Plat

form

NurtureWant to buy Close

Pote

ntia

l Cus

tom

ers

Targeted Outbound: social

NameWho buy?Why buy? Pain & solutionHow contact? Social and Platforms

Platforms

Plat

form

NurtureWant to buy Close

Nurture Close

Name Why buy? Pain & solutionWhere to learn? Search and Platforms

Platforms

Inbound: Customer opt in

Pote

ntia

l Cus

tom

ers

Plat

form

NurtureWant to buy Close

Fly fishing at scalePote

ntia

l Cus

tom

ers

Marketing AutomationSend content (eBook, video) personalized for that customer

when and where the customer wants it

Name LeadsPl

atfo

rm

Win

Pote

ntia

l Cus

tom

ers NurtureWant to

buy CloseName Leads

Why buy from me today?

Plat

form

Win

CRMCustomer Records

Sales Process

Pote

ntia

l Cus

tom

ers NurtureWant to

buy CloseName Leads

Why buy from me today?Repeatable sales process • Same Who Buy? Why Buy? • How Sell? (Playbook, Customer org)Predictable GTM model• Win rate and average sales cycle• Pipeline• Sales quota (billings/rep-month)Pl

atfo

rm

Win

CRMCustomer Records

Sales Process

Pote

ntia

l Cus

tom

ers NurtureWant to

buy CloseName Leads

Who buy?Why buy? Pain & solution

Why buy from me today?Repeatable sales process • Same Who Buy? Why Buy? • How Sell? (Playbook, Customer org)Predictable GTM model• Win rate and average sales cycle• Pipeline• Sales quota (billings/rep-month)Pl

atfo

rm

Sales(Repeatable Close; win

rate)Marketing

(Lots of qualified leads) Customer Success(Happy Customers;

NPS)

Who Buy? Target Profile ・ Champion・ Approvals?• Active User Title• Budget holder title

Why Buy? Pain and Solution • Wow• Counter competition

• Describe and Discuss Pain and Solution

• Reporting Metric• Favorite screen

How Sell? Where buyers learn about thePain and Solution

• Reference• Easy for the customer

• Public references, case study• Referrals

Fundamental GTM Blocks

Sales(Repeatable Close; win

rate)Marketing

(Lots of qualified leads) Customer Success

(Happy Customers; NPS)

Who Buy? Target Profile ・ Champion・ Approvals?• Active User Title• Budget holder title

Why Buy? Pain and Solution • Wow• Counter competition

• Describe and Discuss Pain and Solution

• Reporting Metric• Favorite screen

How Sell? Where buyers learn about thePain and Solution

• Reference• Easy for the customer

• Public references, case study• Referrals

Aligning all the GTM Blocks with the Wave

Awareness UrgencyThe Wave

Surfing GTM

Repeatable Close

Happy Customers

Wave

Lots of Leads

How AWS helps our GTM?

Why does MobileIron use AWS?

Attribute Benefit

Cost effective & fast go-to market

No data center buildout; no machines to buy; pay Amazon as you growRespect data sovereignty by choosing in-country AWS regionsMultiple zones per region for high availability, while keeping data locallyScalable deployment model allows us to grow with customers

Inherit security features from AWS

Physical & logical access controls protect infrastructureEasily enabled data at rest encryption protects customer data stored in AWSCountry-specific certifications provide confidence for non-US customersPre-certified infrastructure speeds MobileIron’s certification process

AWS Certifications

Why does MobileIron use AWS?

• Thousands of MobileIron (MI) Cloud Tenants hosted in multiple AWS Regions• Leverages AWS global infrastructure

– MobileIron hosts MI Cloud in multiple AWS Regions (or locations) around the world– MobileIron Site Reliability Engineering Team manages MobileIron Cloud from US and India

• Leverages AWS services– MobileIron creates AWS templates for simplified deployment model– AWS Server Snapshots provide easy roll back– Amazon DNS simplifies DNS updates

AWS Regions:

MI Cloud ✓ ✓ ✓ ✓MI Cloud (FedRAMP Compliant) for US Federal customers ✓

MI Access ✓ ✓

FedRAMP Moderate

Smaller Storm Ventures US Startup - Tech Stack

Non AWS Tech StackTime Centric Database

Communication Tools AWS Tech StackCloudFormation

LambadaAPI Gateways

Kinesis StreamsS2 BucketsIAM Roles

AWS Cloud

RedshiftPostgresLogstashCredstash

Data Pipeline serversElastic Map Reduce

How AWS helps GTM?

• Rapid Innovation

• Customer Acceptance– Data sovereignty– Security– Scalability– Integration

• Lowest Cost Long Term

• AWS Marketplace

• US M/A and partnering

Building Enterprise Leaders

Market Leaders by

Solving the GTM

Enterprise Sector

Concentration

First/Early Investor

Repeated SuccessBuilds

Storm Brandand Platform

Financial Returns

Korean SaaSRight tech stack (AWS)

5+ US customers (small $ ok)

Early Digital GTM (website)CEO frequent USA

Building Enterprise Leaders

Market Leaders by

Solving the GTM

First/Early Investor

Repeated SuccessBuilds

Storm Brandand Platform

Financial Returns

Enterprise Concentration