Lessons from John Eitel’s Transition to Demandbase

In Episode 7 of COLD ONES, John Eitel talked about his transition from Canva to Demandbase which marks a significant shift in his career, moving from a product-led growth (PLG) environment to a sales-led growth company. His experience at Canva, where he played a pivotal role in building a sales team and driving the company’s enterprise expansion, provided him with valuable insights that he now brings to his role as Chief Sales Officer at Demandbase.

At Canva, John was instrumental in transforming a consumer-focused company into a formidable player in the enterprise market. This experience was marked by the challenge of integrating a sales-led model into a company that had traditionally relied on organic user growth. John’s success in this endeavor was largely due to his ability to build a cohesive team and align the company’s goals with a new growth strategy. He recognized the importance of understanding the needs of large enterprises and tailoring Canva’s offerings to meet those needs. This approach not only helped Canva expand its user base but also significantly increased its revenue.

Moving to Demandbase, a company with a strong sales-led focus, John faces a different set of challenges. Demandbase’s emphasis on sales and revenue generation aligns with John’s expertise, making him well-suited to lead the company’s sales efforts. His experience at Canva has equipped him with a deep understanding of how to navigate the complexities of enterprise sales and build strong relationships with key stakeholders. At Demandbase, John’s focus is on driving growth through a sales-led approach, leveraging his experience to identify new opportunities and expand the company’s reach in the market.

One of the key lessons John brings to Demandbase is the importance of understanding and leveraging user behavior to drive growth. At Canva, he saw firsthand how a deep understanding of user needs and behavior could be used to build a successful sales strategy. This approach is equally relevant at Demandbase, where understanding the needs of customers and tailoring solutions to meet those needs is critical to driving sales and growth. John’s experience in building and scaling sales teams at Canva has also provided him with valuable insights into how to create a sales culture that is focused on value creation and customer success.

John’s transition to Demandbase also highlights the importance of adaptability and the ability to thrive in different growth environments. His experience at Canva, where he successfully navigated the shift from a product-led to a sales-led model, has equipped him with the skills and insights needed to lead Demandbase’s sales efforts. His journey underscores the importance of being open to new challenges and being able to leverage past experiences to drive success in new roles. John’s story is a testament to the value of flexibility and strategic thinking in building a successful career in the dynamic world of sales and growth.

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