Armand Farrokh

30 Minutes to President's Club

Building the #1 revenue media platform in the world off of hyper-actionable sales tactics from the most elite sellers in tech. Today, that platform consists of 4 products:

- Podcast: The #1 sales podcast in the world that started it all.
- Tactic Teardowns (Not Webinars): Live 30 minute breakdowns of real sales tactics in action.
- Toolkits: Templates, scripts, and playbooks you can steal and use in sales cycles today.
- Newsletter: The most value-dense sales newsletter, stuffed with actionable tactics from elite sellers.

Founder

Hathora

GTM Advisor

HeyGen

An AI avatar of you that can create thousands of videos at scale.

Covey

Screen thousands of candidates in seconds (Buckley Ventures-backed)

Practice

Equals

Stellar AI (YC S22)

Subskribe

Pave

Strategic Advisor

1st sales leadership hire, 2nd sales hire, 9th employee. From finding product-market-fit to building a world class team of club-caliber reps with a mantra. of "everyone makes club or no one makes club"

- Grew ARR by 100x+ from $100k to $xxM in under 2 years
- Scaled GTM organization from 2 to 30+ (50% diverse backgrounds)
- Built 6 functions zero-to-one: Sales, SDR, RevOps, Enablement, Sales Engineering, Marketing
- Hired 10+ world class AEs (90%+ ex-Club)
- Spearheaded Series A, B, C fundraising announcements
- Didn't sleep much but it was worth it

VP of Sales

Head of Sales

Carta

Led an organization of 50 Account Executives and SDRs across 7 Sales Managers

- Averaged 125%+ organization wide attainment, beating plan every month
- Led a team of 7 managers across Account Executive and Sales Development Leaders
- Built discovery & process playbooks with rhythms for ongoing enablement and deal management rigor
- Spearheaded competitive strategy to become the n-of-1 player in early stage equity solutions, including launching freemium and fundraising product suites.

Director, Sales

Led Carta’s sales development organization for the Private Markets and Investor Services business units. 

- Grew team from 15 to 30+ SDRs across 3 SDR managers
- 2x'd team / 3x'd pipe generation by increasing *both* outbound activity and conversion per rep
- Designed & launched all prospecting playbooks from scratched used across global sales
- Built Enterprise, Investor Services SDR teams from 0:1
- Graduated 15+ SDRs into AE roles, 50%+ of whom became Club qualifiers

Senior Manager, Sales Development

Set the bar for creating and closing pipeline as a full-cycle rep to become the top performing Account Executive, which would pave the way to eventually lead all of SDR and SMB sales.

- Q1 FY19 Results: 224% of quota. #1 AE out of 40.
- Q4 FY18 Results: Broke new hire record for first quarter production by 4x. 410% of ramp quota. 
- Consistently averaged 200+ dials and 8 self-sourced outbound meetings while carrying a full book.
- Built a repeatable prospection motion and trained peers as Carta shifted focus to outbound sales.

Account Executive

Founder of 30 Minutes to President's Club | ex-VP Sales & EE #9 @ Pave | ex-Carta

Building the #1 revenue media platform in the world at 30 Minutes to President's Club. 

When I'm not running 30MPC, I advise founders on scaling their go-to-market motion from $0 to $5M ARR.

Founder x Host

I've been opening sales calls the wrong way my entire life.

Thank you Ross Pomerantz (aka Corporate Bro) for the best advice we've ever heard in today's special drop of 30 Minutes to President's Club.

There is always more to learn. Stay humble.

Here's my 6-step hiring process for account executives.

Most managers lose great candidates in the first interview.

1️⃣ Hiring Manager SELL (30 minutes)

I believe the best candidates are seldom looking and must be sold into running an interview process. Most managers evaluate too early and turn away the candidates who never wanted to take their process seriously.

So I spend the first 30 minutes selling them on our team, understanding their career goals, and doing extremely light evaluation to understand their sales style (ie: How do you sell).

If they opt in, I ask for PERMISSION to properly grill them in step 2.

2️⃣ Hiring Manager GRILL (60 minutes)

I grill the living daylights out of them on their sales process now that they've opted in.

Top sellers respect a manager who can ask the hard questions -- this is equal parts evaluating them as it is demonstrating my own street cred.

If they can tango, you should both be LIT UP by the end of this interview. And now it's time for you to get on the same side of the table.

3️⃣ Mock Disco (60 minutes)

Bring in a peer AE and again, make this really, really freaking hard. They should feel like they're surviving the gladiator's challenge.

Setup a mock prospect and train your AEs to not give softball objections. Go silent. Give 1 word answers. See how they actually act under pressure.

And if they nail it... have the AE text them after to get the inside scoop on how they're feeling.

4️⃣5️⃣6️⃣ The Super Day (onsite if possible)

Three interviews on one day. One with a fellow AE to grill on prospecting. One with you as the hiring manager. One last one with your CEO or a senior leader.

You should already know if the candidate is going to take the offer at this point. This is about continuing to test for any flags <or> using your execs to sell.

The benefit of inverting the funnel and selling early is that it's YOUR CHOICE at this point because it should be VERY OBVIOUS IF THEY'RE GONNA ACCEPT by now.

***

Is it a lot of interviews? Yeah.

But you've tested for prospecting, discovery, process, and grit.

And you should have to do FEWER interviews because your tier 1 candidates will actually accept your offer.

#salesleadership #hiring

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