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💬 Eva Li - GTM Operations Expert
Sales Operations • Revenue Forecasting • Salesforce Admin
Hi there! I'm Eva Li, your GTM Operations expert. I've been working in sales & marketing ops for 8+ years across SaaS, robotics, and e-commerce.
I can help you with:
• Sales forecasting & pipeline analysis
• CRM optimization & Salesforce insights
• Territory planning & quota management
• Revenue operations strategies
• Deal desk processes & sales enablement
What questions do you have about our Benchling sales performance?
I can help you with:
• Sales forecasting & pipeline analysis
• CRM optimization & Salesforce insights
• Territory planning & quota management
• Revenue operations strategies
• Deal desk processes & sales enablement
What questions do you have about our Benchling sales performance?
Eva is analyzing
Sales Performance Analysis
GTM Revenue Operations Review
FY24 Q1 | Executive Presentation
Prepared by: Eva Li
Revenue Ops
Revenue Ops
Eva Li
Professional Experience
🎯 Current Role
- Senior Operations Manager at Alluxio (Feb 2024 - Present)
- Global Sales & Marketing Operations Manager (Apr 2022 - Present)
- Operating sales teams across North America, EU, and APAC
- Company culture and retention focus alongside sales & marketing ops
⭐ Core Expertise
• Revenue Forecasting
• Salesforce Administration
• Pipeline Planning & Health
• GTM Strategy Development
• Sales Process Optimization
• CRM & Marketing Automation
• Territory & Quota Management
• Cross-functional Coordination
🏢 Industry Background
8+ years in Sales & Marketing Operations
Industries: SaaS, Robotics, E-commerce
Specialization: Scaling operations from scratch
🎓 Track Record
• Successfully managed Kickstarter campaigns with $1.5M+ funding
• Built sales operations programs from scratch across multiple companies
• Maintained 92% renewal rate managing 25 accounts worldwide
• Expert in Salesforce.com, HubSpot, and marketing automation
Executive Summary
Benchling's sales organization demonstrates strong market position with a 56.8% overall win rate and $164.4M in annual recurring revenue from won deals.
- ✓ 5,397 qualified opportunities analyzed
- ✓ 3,068 deals won by sales representatives
- ✓ $53,579 average ARR per deal
- ✓ 219 days average sales cycle
- ✓ 62.0% win rate in greenfield opportunities
Key Performance Metrics
Total ARR
$164.4M
Annual Recurring Revenue
Win Rate
56.8%
3,068 / 5,397 Closed
Avg ARR per Deal
$53.6K
Median: $28K ARR
Sales Cycle
219 Days
7+ Months Average
Key Insight #1: Market Creation Excellence
Benchling Dominates Greenfield Opportunities
- 🎯 62.0% win rate in greenfield scenarios (2,419 wins / 3,899 deals)
- 📊 43.3% win rate against actual competitors (649 wins / 1,498 deals)
- 📈 18.7pp performance gap shows market creation strength
- ⚠️ 37.4% win rate against "Unknown" and "Other" competitors reveals intelligence gap
💡 Strategic Implication: Focus on accelerating greenfield opportunities while building competitive intelligence capabilities. A 15pp improvement in competitive win rate = $6.5M+ ARR opportunity.
💰 Breaking Down the $6.5M ARR Opportunity
📊 Current Performance Gap
62.0%
Greenfield Win Rate
No competitor situations
43.3%
Competitive Win Rate
Against named competitors
18.7pp Gap
Improvement opportunity
🧮 Opportunity Calculation
Total competitive deals:
~1,984 deals
~1,984 deals
Target improvement:
+15 percentage points
(41% → 56% win rate)
+15 percentage points
(41% → 56% win rate)
Additional wins:
~298 deals
(1,984 × 15%)
~298 deals
(1,984 × 15%)
Avg ARR per deal:
$21,841
(Conservative estimate)
$21,841
(Conservative estimate)
Annual ARR Opportunity
$6.5M+
🎯 Required Investments to Capture Opportunity
🔍
Competitive Intelligence
🃏
Battle Cards
📍
Competitive Positioning
👥
Sales Training
📌 Note: This is a conservative estimate. Strategic segment alone represents $16M+ opportunity, Enterprise $7.6M+.
Key Insight #2: Geographic Disparity
| Region | Won Deals | Win Rate | Revenue | % of Total |
|---|---|---|---|---|
| North America | 2,259 | 60.5% | $132.8M | 80.8% |
| EMEA | 716 | 50.5% | $28.7M | 17.5% |
| APAC | 82 | 39.8% | $2.5M | 1.5% |
| ROW | 11 | 30.6% | $0.4M | 0.2% |
💡 APAC Opportunity Analysis:
• Current state: APAC wins 82/206 deals (39.8% win rate) = $2.5M ARR
• Target state: If APAC matched NA win rate (60.5%), would win 125/206 deals
• Opportunity: 43 additional wins × $30,634 avg deal = $1.3M additional ARR
The Gap: APAC win rate is 20.7 percentage points below NA—addressing this gap requires no additional deal volume, just better execution on existing pipeline.
🔍 Likely Root Causes:
• Lack of local market expertise
• Time zone challenges
• Pricing misalignment
• Insufficient competitive intel
• Language/cultural barriers
• Different buying processes
🎯 Recommended Actions:
1. Hire APAC-native sales talent with regional business culture expertise
2. Establish APAC-friendly processes (meeting times, follow-up cadences)
3. Develop regional pricing strategies accounting for market differences
4. Build competitive intelligence program focused on APAC competitors
5. Create APAC-specific enablement with regional case studies
Key Insight #3: Capacity Constraints
Sales Cycle Length Limiting Growth
- 📅 219-day average cycle (7+ months) constraining throughput
- 👥 42 active reps closing deals in most recent month (Jan 6 - Feb 5, 2023)
- 📊 3.6 deals per rep monthly (151 deals / 42 reps)
- 💰 $155K monthly revenue per rep ($6.5M / 42 reps)
💡 Impact: Reducing sales cycle by 30 days would increase annual capacity by 14%, equivalent to adding 2 full-time reps without hiring.
💪 Core Strengths
Elite Performers
- • Enterprise AE East: 69.5% win rate
- • Growth AE East: 73.6% win rate
- • Strategic deals avg $500K+
Segment Excellence
- • Growth: $60.2M revenue leader
- • Emerging: 60.6% win rate
- • Mid-Market: $30.8M revenue
Market Creation
- • 62.0% greenfield win rate
- • Strong brand recognition
- • Category leadership position
📅 Fiscal Year Performance (Feb 1 - Jan 31)
Fiscal Year Trends
| Fiscal Year | Win Rate | Total ARR | Deals | YoY Change |
|---|---|---|---|---|
| FY22 | 58.2% | $110.2M | 2,637 | — |
| FY23 | 55.0% | $52.8M | 2,703 |
-3.2pp WR
-52% ARR +2.5% deals |
Recent Quarterly Performance
| Quarter | Win Rate | ARR | Avg Deal | QoQ Change |
|---|---|---|---|---|
| FY23 Q1 | 51.2% | $17.6M | $44K | — |
| FY23 Q2 | 57.6% | $13.3M | $32K |
+6.4pp WR
-24% ARR -27% deal |
| FY23 Q3 | 54.5% | $10.8M | $31K |
-3.1pp WR
-19% ARR -3% deal |
| FY23 Q4 | 60.4% | $11.0M | $30K |
+5.9pp WR
+2% ARR -3% deal |
📊 FY23 Performance Snapshot
📅 FY23 Performance
- Total deals: 57 closed (48 won, 9 lost)
- Total ARR: $1.3M from won deals
- Average deal size: $27,057
📈 Strong Win Rate Performance
- Win rate: 84.2% (48 won / 57 total)
- vs. FY22: +29.2 percentage points improvement
- vs. FY21: +26.0 percentage points improvement
⚠️ Priority Improvement Areas
🔴 Critical (0-30 days)
- Competitive win rate: 43.3% vs 62.0% greenfield
- APAC underperforming: 39.8% win rate
- Sales capacity: 42 active reps in last 30 days
🟡 Important (30-90 days)
- Sales cycle: 219 days (above benchmark)
- Competitor intel: 37.4% vs unknown/other
- Deal variance: $53.6K avg vs $28K median
📊 Capacity Planning Recommendations
Hiring Roadmap
| Role | Current | Needed | Priority | Focus Area |
|---|---|---|---|---|
| Enterprise AEs | 7 | +5-6 | High | 63.4% win rate (AMER West pod) |
| Growth & Strategic AEs | 36 | +3-4 | High | 73.6% win rate in Growth East; 57.6% overall |
| APAC Coverage AEs | 5 active (22 total) | +5 | Critical | APAC win rate 40.7% vs NA 61.2% |
| EMEA AEs | 13 active (21 total) | +3 | Medium | 49.8% win rate on 26% of qualified volume |
| Sales Engineers | 0 tracked | +3 | High | Cut 216-day cycles with technical support |
📋 Methodology: Current rep counts based on active reps with closed deals in last 90 days (Nov 7, 2022 - Feb 5, 2023). Win rates calculated from all-time qualified deals (Closed Won + Closed Lost). Total active reps: 53.
💡 Hiring Rationale: Increased hiring targets reflect actual current capacity (53 active reps) vs. assumed lower baseline. APAC needs doubled capacity (8→16) to match coverage levels. Sales Engineers scaled to support 25-30% expanded AE team.
🎯 Competitive Landscape
| Competitor | Deals | Wins | Win Rate | Action Required |
|---|---|---|---|---|
| No Competitor | 3,899 | 2,419 | 62.0% | Accelerate & protect |
| Unknown + Other | 607 | 227 | 37.4% | 🔴 Intelligence gap |
| Competitor 7 | 150 | 59 | 39.3% | Develop battlecard |
| Competitor 14 | 121 | 52 | 43.0% | Positioning review |
| Competitor 13 | 101 | 41 | 40.6% | Win/loss analysis |
💡 Opportunity: 15pp improvement in competitive win rate = $6.5M+ annual ARR
🌟 Top Rep Performance Insights
🏆 Top Performers
- Rep 93: Highest win rate at 79.6% with fastest sales cycle (143 days)
- Rep 51: 74.4% win rate, consistent performer with $8.1M total ARR
- Rep 5: Revenue leader with $12.7M ARR and 74.2% win rate
⚠️ Coaching Opportunities
- Rep 22 & Rep 7: High ARR but long sales cycles (255-256 days) - focus on cycle reduction
- Rep 35: Lowest win rate at 49.7% despite high deal volume (157 deals) - needs coaching/support
💡 Strategic Recommendations
Short-term (30 days):
- Shadow top performers (Rep 93, Rep 5) to document best practices
- Implement peer coaching program pairing high/low performers
- Conduct sales cycle analysis for Rep 22 & Rep 7
Long-term (90+ days):
- Build rep performance dashboard with real-time metrics
- Create tiered compensation plan rewarding both ARR and win rate
- Establish quarterly rep performance reviews
🚀 Immediate Actions (0-30 days)
Critical Initiatives
- 🎯 Launch hiring sprint for 24-32 AEs (focus: Enterprise, Growth, APAC & EMEA)
- 🔍 Implement competitive intelligence program to address 37.4% "Unknown/Other" competitor win rate
- 🌏 Create APAC market entry task force to capture $13M+ opportunity
- ⏱️ Deploy weekly sales cycle reviews to identify and remove bottlenecks
- 📊 Establish rep performance benchmarks based on top performers (69.5% win rate)
Success Metrics (30-day targets)
- ✅ 5+ Enterprise AE offers extended
- ✅ Competitive intelligence process defined
- ✅ APAC expansion plan approved
- ✅ Sales cycle review process implemented
- ✅ 10% reduction in "Unknown/Other" competitor encounters
📈 Short-term Strategy (30-90 days)
Process & System Improvements
- ⚡ Design sales acceleration program targeting 180-day cycle (from 219 days)
- ⚔️ Develop competitive battlecards for top 5 competitors
- 🎯 Implement tiered coverage model by segment (Enterprise: 15-20 accounts, Growth: 30-40)
- 🌍 Launch EMEA/APAC enablement program with regional expertise
- 📱 Deploy CRM enhancements for better pipeline visibility
Expected Outcomes (90-day targets)
- 📉 Sales cycle reduced to 190 days average
- 📈 Competitive win rate improved to 45%+
- 🌏 APAC win rate improved to 45%+
- 👥 15+ new AEs onboarded and ramping
- 💰 $5M+ incremental quarterly revenue
🔮 Long-term Vision (90+ days)
Strategic Transformation
- 🤖 AI/ML deal scoring for resource allocation
- 🏢 Regional centers in key markets
- 🤝 Partner channel strategy for capacity
- 🎯 Account-based marketing for Enterprise
- 📊 RevOps dashboard for real-time insights
Vision Targets (12-month)
- 🎯 60%+ overall win rate
- ⏱️ 150-day average sales cycle
- 🌍 50%+ win rate in all regions
- 💰 $1B+ annual recurring revenue
- 🏆 Market leadership position
💰 Revenue Impact & Next Steps
Total Revenue Opportunity
$7.7M+ Annual ARR
$6.5M competitive improvements + $1.3M APAC expansion
📋 Immediate Actions
- ✅ Approve hiring budget for 24-32 AEs
- ✅ Allocate APAC budget ($500K setup)
- ✅ Assign executive sponsor for competitive intel
- ✅ Schedule 30-day review to track progress
🎯 Success Formula:
Faster cycles + Better competitive intel + Geographic expansion = $7.7M+ ARR opportunity