SaaS Lumen

Fractional, Consulting, and Leadership Coaching Services in the practice of Revenue Ops/Enablement.  Making sales motions work, achieving growth and capital efficiency by addressing the friction points in GTM.
- Product Launch,  Expansion
- Partnerships
- Process, Audit & Feedback
- GenAI and TechStack
- Metrics, Visibility, & Cadence
- Hire / Onboard / Sales Enablement / Leadership Enablement

Founder and CEO, SaaS Lumen 

Pavilion

Executive Member

Kaseya

Scaled the efficiency and effectiveness of a thousand(+) global Revenue team to proficiently sell across 30 product lines and work with multiple segments, while controlling for cost, driving quota-on-the-street and yield per rep.  
- Integrated sales teams from datto+Kaseya, a $6b acquisition more than doubling the size of the company.  
- Launched a Sales Enablement program, called Rainmaker.  Rainmaker is delivered on a purpose-built platform integrated directly into the CRM providing access to sales tools, development paths, and live coaching.  Extended program to universities, including Florida International University.  
- Led Revenue support structures, including Sales and Customer Solutions Engineering teams driving efficiency.
- Wrote grant for Miami Tech Works, which was awarded $10m from U.S. Department of Commerce “Good Jobs Challenge.”

SVP Revenue Enablement, Solutions Engineering

Integrated key acquisition, IT Glue (Vancouver) into Kaseya.  Scaled Account Management and created a supporting Sales Specialist organization.   Remodeled all aspects of sales management including compensation, operations, systems, pipeline management, forecasting, and created metrics-based instrumentation.  Approach based on Success Cadence and Sales 2.0 best-practices.

VP - Account Management at IT Glue

Unified P&L for parent Kaseya by integrating the onboarding, consulting, and client education practices across four acquired companies.  Expanded Services revenue beyond initial product-attached implementation offerings, to include key client lifecycle events and cross-product adoption.  Expanded reach using conferences and events.

VP - Professional Services

Built the Product Marketing function to support the transformation from a 1-product company to a platform-based strategy capable to driving both increased quantity and quality of Marketing Qualified Leads (MQLs). Transformed content marketing strategy and market research strategy to be based on personas and aligned journey-maps with the customer buying cycle, dramatically improving engagement and close rates.
- Kaseya MVP Award (2016)

VP - Product Marketing

Established the first Customer Success team for Kaseya as it transitioned from a Perpetual to SaaS model. First monetized the base starting with creating cadence and touch points for renewals, expanding to upsell, and ultimately developing cross-sell motions as the product portfolio expanded.  Institutionalized Net Promoter Score (NPS) as a KPI for measuring customer health.  Architected Books of Business (Territories) and Commission plans.

VP - Global Customer Success

Created Kaseya University to increase client engagement and reduce implementation errors.  Also, developed a client health scoring model; cultivated a predictive model for “at-risk” and churn likelihood; significantly reducing churn.

Global Director, Community, Analytics and Education (Kaseya University)

Citrix

Recognized by IDC for innovation in the partner GTM model.  Led development for Citrix Certified Administrator (CCA), Engineer (CCEE), Architect (CCAA), and Sales Professional (CCSP) certification and training products for the Citrix Authorized Partner program.

Director, Education and Certification Development for Partners - Global Leadership Team

Asankya, Inc.

Asankya was a WAN optimization technology sourced from a Professor at Georgia Tech.  The challenge was to find a market for the technology and develop an actionable GTM.  Tested multiple plans and recommended a technology sale as the optimal course of action.  Asankya was sold to EMC.

Director of Product Marketing

EarthLink Municipal Networks

Owned RFP evaluation, response, and negotiations for East Coast Wi-Fi markets.   Drove expansion of network footprint, while ensuring ROI valuation exceeded required hurdles.

Sr. Product and Marketing Manager (Municipal Wi-Fi)

Identified and brought to market incremental revenue producing service lines, including security offerings, like anti-malware, pop-up blockers, and remote IT.  Owned P&L’s.  Partnered with needed vendors and retailers, such as Geek Squad.

Sr. Product Manager - Value Added Services

Managed “EarthLink High Speed Internet” brand through segmentation, targeting and positioning 
activities.  Maximized LTV of broadband customer base by creating Earthlink's Bring Your Own Access service offering.

Brand Manager - aDSL

PeopleSoft, Inc. 

Led partner and project team courses focusing on custom ERP product implementation and report writing.  Evaluated business process scenarios and advised partner consulting firms and clients regarding cost-benefit of reverse engineering scenarios.

Sr. Technical Instructor / Consultant

Revenue Ops+Enablement. GTM Fractional Executive/Consultant/Coach.  Loves to make an impact and build durable SaaS businesses.

LinkedIn Friends,

I’m super excited to share with you all today what I’ve been working on for the past 1.5 years! I moved to Miami in late 2022 to work with Jack Abraham and the Atomic team on a next-gen renewable energy company called “Exowatt”. Exowatt has developed a modular full-stack energy solution to address the energy needs of commercial and industrial customers such as data centers that are expected to need insane amounts of energy to keep up with the most recent AI boom.

I’m personally thrilled to be working on Exowatt with the amazing team we’ve assembled here in Miami. When I was studying renewable energy at university and subsequently working at GE and Siemens close to 15 years ago now, nobody thought that one day, in the near future, the manufacturing and supply chain of Solar PV panels and wind turbines would scale so much that the cost of renewables would drop to such low levels even below the cost of fossil fuels in some places. The same was true when I was working at Tesla on the launch of the Model S over 10 years ago. I don’t think anyone there believed or could even imagine that one day battery cell manufacturing would scale so much that Tesla cars would be the most widely sold cars in the world. This is the same effect that we expect to allow Exowatt to become the largest renewable energy company in the world. At Exowatt we believe that modular, linearly scalable technologies that can take advantage of economies of scale rather than economies of size are needed to allow us to offer an end-to-end energy solution for our customers not only to be able to deliver dispatchable energy to them throughout the day but eventually do so at far below the cost of fossil fuels and almost for free. That is why our first goal at Exowatt is to be able to scale our technology to deliver power at $0.01 kWhe. This would of course be a game-changer for many energy intensive applications that might not even be feasible today because of high energy prices. For example, over 60% of data center operating costs go towards the energy bill for cooling and processing power. If we cannot find an extremely affordable way to pay for the energy needs of AI we will be limiting its usability and reach. That’s why we’re excited to be partnering with Sam Altman, Katherine Boyle at Andreessen Horowitz, 8090 Industries, Overmatch Ventures, Protagonist, and many other amazing institutional and angel investors to tackle this problem and help Exowatt become a huge success.

If you’re passionate about renewable energy or AI, ping me as we’re hiring and expanding our team.

Also, check out this article by the WSJ that was published today about our public launch: https://lnkd.in/eegQZSVS

Lastly, if you’d like to keep up with our latest developments follow us on LinkedIn and on other socials: X: @exowatt305, Insta: @exowatt

Tracy Hernandez

So great to see the #MiamiTechHub in action!

Special shout out to Miami Tech Works for bringing together community, investment and companies to ensure Miami is Future Ready with AI.

🎉  Happy #MiamiTechWeek! I am so looking forward to running into many of you throughout the week of fantastic events and especially excited about eMerge Americas' 10th Anniversary!! HUGE Congrats to Melissa Medina + team 🥂 🎊 
Join me at the main stage on Thursday for a very special Miami Tech Works Tech Talent Coalition meeting where you will get to hear from the leaders of the movement to build a more sustainable + inclusive #techtalentpipeline for South Florida. 
📅 https://lnkd.in/et5JUh79
Speakers include: Madeline Pumariega, Rony Abovitz, Saif Ishoof, Terri-Ann Brown, Olga Naumovich, Adam W., Victoria Santamarina, Selenis B. Leguisamon, Reginald Andre, Charles C. Irizarry, Ken Finneran, and me!

emergeamericas.com • 1 min read

Miami Tech Talent Coalition: Shaping the Future of South Florida's Tech Workforce

In addition to SaaS Lumen, my Revenue Acceleration Executive Workshop and Fractional Service business...  I am pleased to announce I am pursuing my Doctor of Business Administration at University of Florida - Warrington College of Business Warrington.  My area of focus is AI and the transformational nature of RevOps to recurring revenue businesses.  

#Keep looking up!  

#AI
#RevOps
#Leadership

Thank you to all friends and partners for your support!  Getting smarter together!  Let's do this!

GTM Partners, Winning by Design, Pavilion, Miami Tech Works, Florida International University - College of Business, Entry Point 1, Revenue Reimagined


“IPOs are closer to a major miracle — as taking a company public requires resolutions to a series of paradoxes,” says Managing Director Ryan Hinkle. 

In this deep dive, Hinkle explains the four main paradoxes founders encounter when preparing for an IPO. “There is no point in trying to predict IPO windows. You cannot control them. What you control is your preparedness. And, part of your preparedness is understanding which paradox will be the biggest obstacle in your IPO journey,” he explains.

Hinkle addresses four main paradoxes: 

🔎 Underwriters
🔎 Investors
🔎 Management
🔎 Boards

See what this means for IPOs in 2024: https://lnkd.in/e4ptMm37

#IPO #ScaleUp #StartUp #Founders

98% of RevOps thinks you're leaving money on the table.  Some cite a 15% Revenue leak.  Who wants to miss Revenue by 15%?

Why?

Customer Churn: When customers discontinue their subscriptions or downgrade service levels usually due to an inadequate customer relationship management approach or failed ROI for your ICP

Ineffective/Lack of Upsell and Cross-sell Strategies: Not fully capitalizing on opportunities to sell additional features, upgrades, or complementary products to existing customers because the org is too focused on acquisition only

Discounting Practices: Excessive discounting or discounts that are not strategically aligned with business goals because we're so desperate to take a deal

Pricing Discrepancies: Incorrectly set prices or outdated pricing structures because it's what we've always done

Unbilled Services: Failure to bill customers for all the services provided
Inefficient Contract Management: Missing renewal deadlines, not updating contract terms in response to service upgrades or downgrades, or failing to enforce penalty clauses because, like, no one really wants that job

Credit and Collections Issues: Inadequate processes for managing credit risk and collecting payments -- again, no one really wants that job

You know who pays?  The ENTIRE GTM TEAM.  

All this has to get picked up in quotas and overassign. Your hard work is dripping away and the leaks tax the system or friction because the GTM Team is not aligned about the strategy or priorities.

Let's do better.   Let's get your GTM Team on the same page.  Let's get a GTM OS that prioritizes great strategy and connects it with great execution. Let's #acceleraterevenue.

SaaS Lumen
GTM Partners
Entry Point 1
Revenue Reimagined

Sangram Vajre Bryan Brown Lindsay Cordell Karthiga Ratnam Tim Hillison Dale Zwizinski Jake Reni Adam Jay Jason Yarborough 🐻 Blake Williams 📒Christian Städtler Sandy Yu 🔶🔸Mason Cosby🔸🔶

When budgets get tight, what happens? We get short-term focused, risk-averse, and more stringent at resource allocation... 

In short, we make cuts to get quick wins.

Unfortunately, cost-cutting can create unintended/unwanted consequences to your revenue that take a lot more investment to fix. Check out the research from GTM Partners. 

I'd bet we could make a similar chart demonstrating how so many of the CS cuts negatively impacted expansion and renewal revenue.

Handling times of "capital efficiency" (aka - reduced budgets) is about having the guts to focus on the fundamentals and prioritize better for steady, longer-term growth. It's not about doing everything, it's about doing the right things.

Maybe some of y'all remember from biz school how GE's Jack Welch said each business unit had to be #1 or #2 in their market or fix, sell, or close the unit. 

My preference is FIX.

There are many fractional execs out there right now, but I have a few who are the bomb I'd recommend if you need expertise/ capacity to help you focus.

Tim Hillison
Blake Williams 📒
Sandy Yu
Jason Yarborough 🐻
Jake Reni
Dale Zwizinski
Adam Jay
Christian Städtler
Tracy Hernandez

#GTMPartnersMarketplace


New Research: When brand suffers, revenue suffers
While the concept may seem straightforward, recent research from @GTM Partners underscores a critical truth: cutting marketing spend can have a detrimental impact on your revenue.
Instead of resorting to blanket budget reductions, companies should prioritize decisions aligned with their overarching GTM strategy to safeguard against revenue stagnation.
Although budget cuts are inevitable and tough choices must be made, proactive alignment with your GTM strategy can not only mitigate setbacks but also unlock unforeseen avenues for growth.
Dive into the full hashtag
#GTMonday analysis to uncover how strategic partnerships can transcend mere integration and foster synergistic collaboration. Subscribe for weekly GTM insights, research, and data.

SaaS Lumen and GTM Partners are better together!  

SaaS Lumen provides Revenue Acceleration Workshops and Fractional Services.  We focus on 
-Revenue Expansion (upsell & cross sell)
-Renewal
-Leadership Alignment
-Process Acceleration (AI)
-Metrics/visibility

Now that Q1 is done, do you have your plan for the rest of the year in order?   Let's get results.

DM me to chat.


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