✨ Peter Wheeler ✨ 🫰

Vivi

Vice President of Growth

ThriveStack

Excited to continue to "shift left" and dive deeper into the PLG Biosphere as the host for ThriveStack webinars. This PLG platform addresses the key concern I have in every PLG engagement - where did you start, how, and why? Most "PLG Platforms" are CRMs or Product Management tools with "PLG" stickers added. ThriveStack is one of the first tools I've encountered that is PLG first. In function. In analysis. In growth.

Evangelist

AttackIQ

At AttackIQ, I stuck to doing my mantra around "the work of five" - 

25% PLG: Owning, iterating, improving the PLG programs
 - In-product customer journey improvements and experimentation in FLEX!, Academy, and upcoming AI Copilot product
 - Analysis, Interpreting, and Articulating information gathered from hard data in-product, from outside analytics tools, and anecdotally from sales and CSM
 - Forecasting and Metric Creation
 - Creation of PLS motion, playbooks, and co-architect of integrated + internal systems tools and reporting

20% Ecosystem Building: Partner Network Including MSO/GSI, creating a "PLG in Resellers" method & Supporting Academy & Relaunching Community
 - Designed the initial Partner Toolkit for the inaugural Partners Program
 -- Onboarding materials, 30/60/90 marketing plan, perpetual marketing calendar and strategy
 - Began PLG Basics training for internal team members to re-calibrate and use for partners and integrators to use in their own training on our product

35% Growth Marketing: Strategizing and Building Demand Generation, managing demand generation team and MOPs toolset
 - MOPs and Vendors
 -- Managed Renewals and Reworking of Vendor tools based on opportunity, utilization, budget, and bandwidth
 -- Secured 100% discounted continuing education opportunities for head of MOPs across our vendor ecosystem 
- Strategy and Campaigns
 -- Reworked and Designed Campaign and Revenue Strategies for PLG products and Demand Marketing to 5 campaigns for FY24
 --- Discovered and Inventoried loose and orphaned tactical projects, and then aligning to campaigns, terminating, or parking these tactical endeavors.

15% Sales Enablement & Readiness: 
- Building programs and playbooks for PLG and Demand Gen activities for Sales Readiness and Field

5%+ Leadership:
 - Establishing Career Direction and Manual of Me usage to invigorate inherited team to be harmonious, supported, motivated, and productive
- as always, a central Ambassador of Mirth & Evangelist

Senior Director - PLG and Growth

Patsnap

Leading Product Growth and Growth Marketing initiatives to create a more fluid and robust product usage and sales motion for innovative products for patent research, trendspotting, idea validation, and competitive intelligence, starting with Eureka.
 
My role is pivotal in weaving together product-led growth marketing strategies that align seamlessly with our Sales Led infrastructure - one of the company's core objectives. 

This opportunity to set the stage for groundbreaking user empowerment through a very unique, gamified, freemium to enterprise model is a challenge I could not be more excited about. 
These efforts enable users to directly experience the value of Eureka, enriching their interaction from the outset.

Senior Growth Manager - PLG

Okta

• Took ownership of and created the framework for developer and technical integration partnerships
• Successfully launched 2 partner go to markets and four products all with immediate and better-than-charted results
• Added a mutual marketplace to expand partnerships to mutual revenue opportunities
• Reduced time to activation by ideating and establishing methodology to launch partnership utilizing documentation in advance of full technical integration
• Committee Role in Partner Selection
• Cross collaborated with product, engineering, partnership, sales, and marketing teams at partner organizations as product manager of process and in preparation of GTM launches

Sr Manager - Product Led Growth - Strategic and Developer Platform Partnerships

Post-acquisition continuance of Impact Intrapreneur and “CRFaux” work for auth0.org focusing primarily on marketing and product impact (sales / roadmap / usage / donations); for employee engagement and philanthropy, please see the Auth0.org role

Accelerated Engagement of PLG and Enterprise Auth0 / Okta CIC Product Offering for Nonprofits with continuous exponential growth, always hitting our aggressive and optimistic forecast.

Marketing & Sales Enablement
• Developed new marketing framework to support a vertical that is “personaless,” misunderstood, and operates near-exclusively on reputation and referrals
• Implemented new systems to accurately track successes of marketing and sales enablement materials
• Designed and Deployed full GTM strategy for unique vertical and other special audiences

Brand 
• Ideated and built Authenticated Goodness brand to use our podium to support the messages of nonprofits we love
• Established brand for dotOrg including themes, voice, tone

Customer Journey
• Developed and implemented new Customer-First case study methodology
• Further reduced friction and time to live for self service customers

Efficiency / Budgeting
• Independently manage marketing operating budget and assorted contractors

Sales
• Manage the sales process for all self service social impact customers
• Deal desk and support all SQOs and Prospects eligible for the social impact offer, continually capturing revenue
 
Social Impact
• Present and appear in various arenas of thought leadership including written materials, webinars, and podcast appearances
• Evangelize new standards in how organizations approach technology, and how for-profit entities support NPOs

Senior Marketing Manager - Nonprofit Program & Auth0.org Social Impact

‎I drive enterprise demand and self service/PLG sales for a technical, integrated product - auth0 - through my own unique product marketing and experiential frameworks with the support of some amazing team members across DevRel, Product, PLG, and Sales.

I am known for accomplishing greater results with less cost, and less effort. 
Utilizing my strong relationship building skills, high capacity, and endless creativity, I have regularly created attainable, unique, and engaging methods - marketing, process, and otherwise - to increase results while lowering costs.

Budget Ownership / ROI Tracking / Spend Efficiency
• Independently manage vendor, field, and materials marketing budgets for entire PLG go to market, including nonprofits, startups, and partnerships
• Lowered outside vendor costs by 50% for social impact activities, while increasing throughput and accuracy by 97%
• Consistently negotiated savings >15% on all Social Impact industry activities
• Plan and measure against primarily ROI and CAC for digital, event, ABM, and other campaign methodologies
• Further take measurements and apply to churn and LTV of customers, both PLG and Enterprise


Teambuilding
• Owned and participated in hiring initiatives for expansions of my own direct team as well as teams for peers
• Trained, coached, and mentored marketing and sales team members across the organization as a colleague, companion, and subject matter expert.
• Work closely with subordinates on defining personal goals, professional opportunities, chances to “own” something, and career progression plans

Startups  Program - GTM Strategy & Support
• Support Marketing Initiatives for Auth0 Startups Program reducing CAC to below industry average for like programs
• Built Methodology for customer stories and conduct interviews and relations in process

I'm the jubilant propagandist of PLG, Startups Program, and Nonprofit Program to increase employee awareness, interaction, involvement and pride towards these programs.

Sr Manager - Product Led Growth - Go to Market & Special Audiences

Auth0

Within Auth0 I use my entrepreneurial, startup, and bootstrapping skills to launch and maintain a brand that services employees, grant recipients, and a customer base - as a unique-to-the-organization vertical marketer at Auth0.

As a full funnel marketer, salesperson, revops, builder, owner - I wear many hats (with corresponding bullet points)

• Launched Initial Enterprise and Self Service Product Offers for Nonprofits
• Designed and Deployed full GTM strategy for unique vertical and other special audiences
• Created a modified JTBD framework to support this “personaless” vertical, lifting unique use cases and customer profiles to generate community and utilization.
• Implemented new systems to accurately track successes of marketing materials, campaigns, and sales enablement for Social Impact
• Created and iterated Auth0.org website, including developing a nonprofit microsite within auth0.com
• Executed employee thought leadership exercises to demonstrate Auth0.org social impact, helping employees see and feel proud of the impact they’re making in the world.
• Further reduced friction and time to live for self service customers reducing TTV from 22 days to 2 days

Sales - the "quota carrying marketer" - Demand Generation, Sales Development, Sales Enablement, and Deals/RevOps
• 100% Attainment of Quota and Forecast from inception for Enterprise and Self Service products
• Acted as deal desk and support all deals-in-flight and prospects eligible for the social impact offer, capturing many figures of at-risk enterprise deals that would be lost without this effort
• Owned the sales process for all Self Service (Product Led Growth) social impact customers
• Collaborated with Field and Enablement teams to support my dedicated xDR team members for managing pipeline and outbound generated from auth0.org
• Created internal community for entire field team, specifically oriented around nonprofit sales to perform education, Q&A, and deal-triage including enablement sessions

Senior Marketing Manager - Social Impact and Corporate Social Responsibility (auth0.org)

HYPCCCYCL

HYPCCCYCL is an invite-only, professional community where top B2B revenue leaders cross-train their GTM skills with VCs.

In GTM Games 20, I was the Mentor and Judge for execution of the "Peter Wheeler Method for Experiential"

Coach, Mentor, and Judge

GTM Games 18 Contestant. Came in second, twice, 😂

Contestant

Revelocity.co

As a member of the Revelocity Revenue Development collective I focus on strategy, project management, and sales enablement fulfillment for organizational clients.

My specialty is assisting tech and professional services stand up sales and marketing teams, core messaging & content, cadences & demand generation, and monthly, quarterly, and annual strategies for organizational sales pivots - usually channel expansion or product launches (PS orgs switching to product orgs).

As part of those external growth efforts I also intensely focus on company culture, internal communications, and appropriate transparencies to help re-establish perception of vision, collaboration, and full engagement of the growth momentum our projects create.

A lot of my work also falls into building and nurturing pipeline, as well as facilitating closing of new business - usually targeting 7  gure ARR on short and hyper-long-term sales cycles.

Chief Operating Officer

Mapbox

My efforts and training their internal team rapidly achieved their objectives securing high seven figures in pipeline and closing seven figures in new business within my contract term in a category that has long (18mo+) lead cycles.

• Developed Field Marketing Demand Generation schedule for Government GIS (S&L, FedCiv, DoD/IC) for 2019 & 2020.

• Strategized, designed, and implemented the outbound marketing and sales enablement process for their new Government Sales division.

• Utilized existing relationships and developed new strategic and channel partnerships to secure the best possible, most cost effective scenarios for the Mapbox brand for eld marketing, events, and advertising

• Created omnichannel campaigns for all events, including trade show items, social media posts for participants, the brand at large, and company employees; demand generation including email cadences in CRM & Sales platforms; assorted forms of content marketing; list maintenance and scrubbing; on premise materials; and interactive and experiential materials.

• Developed cadence and materials for launching a software product, Mapbox Atlas, and hardware product, the Mapbox Atlas Mobile Field Kit as part of my strategy for a holistic demand generation go-to-market campaign.

• Created a marketing portfolio including slicks, web materials, core messaging, whitepapers, branding documents, internal brieng documents, and PR

• Conducted marketing and industry awareness campaigns for the Mapbox GovSummit (DC); creating a sold out event with an attributable 90% of the attendance being from my efforts and relationships.

• Took over and executed popup and experiential engagements for their government sales team including public and press relations to maximize marketing ROI.

Government Marketing & Sales Enablement Consultant - Mapbox

Product Led Growth | Strategic Partnerships | Developer Platforms | Experiential | Developer Marketing | Social Impact | host of pitchslap.org and goodchat.org podcasts | Formerly Credible Alibi | Posts are my own

As a strategist, tactician, and doer, I am #peterledgrowth, an innovator at heart and known for my entrepreneurial drive and ability to craft industry-benchmark growth and retainment strategies. Much to my delight and confusion - I've become a revered thought leader in product-led growth and go-to-market strategies. 

My career is characterized by a series of innovations, where my strategic foresight and hands-on approach have led to transformative moments in industries that include automotive, beverage, and tech - including B2B SaaS, Commercially Supported Open Source, Developer Tools, and Hardware. 
My approach is about more than just ideas; it's about vibrant execution that creates memorable experiences and drives substantial growth. 

I thrive on Partnerships, Community-Centered-Growth, Experiential, and constructing PLG offerings and am striving to create the playbook for best practices in engagement, acquisition, and scalable growth in all businesses. 

As a mentor, speaker, and podcast host, I share my expertise and vision, aiming to inspire and lead others in the journey of product-led growth and strategic partnerships.

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