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Carilu Dietrich

lines on the record: 72
first: 2023-04-30
most recent: 2023-04-30
sittings or episodes: 1
sources: podcast

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“Follow me on LinkedIn, or I have a new blog, carryloo.com on Substack. Thanks to Lenny for the inspiration. And, you know, I still have one more advisory slot open and I'd love to work with more AI companies. I just joined weights and biases in the ML op space. But if you know of other great scale-up AI companies, I'd love to help junior marketing executives or first-time founders see what the next stage of growth looks like and get there.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“And so I use guided meditations mostly because I'm not the best at quieting my own mind. So I'm thrifty. So I use some free meditations. I use Tara Brock, who's a great meditator who has short and long kind of concept meditations. And I like this old one called meditation oasis, which actually isn't in publishing anymore, but it's still a podcast and I re-listen to all theirs over and over. So stick with it is the secret to meditation and just any benefits you get from being present in meditation hopefully carry over to being present in life.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I'm a cheater because I was groomed to meditate. I don't remember how early, but I remember that the first meditations my mom had me listen to was like a rainbow butterfly as I fell asleep when I was like in kindergarten. So I've been meditating my whole life with mixed success. And the real secret is just that there's no right way, that there's no wrong way, that it's just making the time to be present and breathe and sense and be here now.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“On the product side, one of the concepts that I really like is that Amazon concept around writing the press release at the beginning of a product ideation. One of the issues between marketing and product is that product will work so hard on something and there'll be lots of different features, but it won't really be a theme that the marketing team can talk about. And then someone hands it to marketing and says, like, make this marketable. And we said, like, well, it's like kind of one of my mentors had this comment. It's a bag of doorknobs. Like, what do I do with this bag of doorknobs? No one wants to buy a bag of doorknobs. They want, you know, to buy the door and like the concept. So I like this idea of writing a press release. It starts with that end in mind and then negotiate like, is this good enough? Like, will this really resonate? Or is this really what we're trying to build? Or is this really the outcome we're trying to get with the product? So I've heard about Amazon do it. We experimented with it at Classy. I haven't done it at mass scale, but I love the concept.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“So I follow my favorite products to the companies that I advise. I love one password. I've got my 85 year old grandfather. And all of my family and friends set up on it. I love the cross platform nature. I love Miro and whiteboards. I joined Product Board because of this cross company alignment and like views into what's coming up on the roadmap, which is really the most important thing for the company momentum, as we talked about, having like a great product and a great product strategy. And then I'm dabbling in all the AI things. I want to be like excellent in AI visualization and art. I'm experimenting with mid-journey, but still kind of flailing. I've hired my 13-year-old as the most strategic advisor. And yeah, I'd love to work for OpenAI and ChatGPT. It's really interesting.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“In a way that they're not prepared for, so you really get the real story and get a sense for what they would be like as a leader under a lot of pressure and difficult situations.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, this is a little heavy, but it actually is my favorite. It's how many people have you fired? And tell me about each of the experiences. The reason I ask this question is because generally I'm managing teams of managers, and generally I need people who have managed many people for a longer period of time, or even if their junior managers, how long and how many people they've managed is indicated by how many people they fired. Because if you've never fired anyone, then you haven't managed very many people for very long, unfortunately. And firing people is the hardest part of a leader's career. So how they talk about it, like, you know, their compassion and like their need to like drive the business and like the circumstances, like was it layoffs? How did that work? Did you have to performance manage someone out? How did it work? Did you just have to restructure the team because a business goals, how did it work? Gives you a lot of insight into their experience and their humanity.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“And actually, I was thinking about doing it and taking actual clips from. I've been thinking about this actual podcast for a while because I used to want to do blog, the Tao of Puritan, because basically parenting you like try to control and fix all the things you didn't do right in your life. But actually it's the act of providing freedom that lets them go out and explore and then come back to your way of being. So I don't know. Like the Tao Teaching, I love it.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“My favorite movie is Everything Everywhere All At Once. It's basically a sci-fi about all the different ways your life could turn out if you made different choices. And it was really a mind vendor that made me think about all the different ways tiny decisions had changed my life. But then also an appreciation for the life that you have, you know, at the end, it doesn't ruin the story, but she has this love of what she has, even though it's not as good or as different as some of the other options.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's kind of obvious thing that I wasn't good at is that you just really want to put yourself so deeply in the shoes of the other person that you can figure out what make the win for both of you, right? Basically, he says like you can't win the negotiation by strong arming what you want. You really get to get to a win-win, which is probably a Riet negotiation book every, but he texturizes it so much. So I just felt like I was really able to, and he actually has In my last office, we moved last year. I actually had the Cliff Notes of his book printed out and posted on my wall because he had a series of questions to help you get deeper and deeper into the mindset behind people. And connected but not connected, the book How to Win Friends and Influence People, that's like the 1932 bestseller is basically that. Like people don't want to hear about you. They want you to be thinking about them. And then you can make.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“The number one book is a life book called The Tao Te Ching, the Stephen Mitchell translation. And the Tao Te Ching is a philosophy about the flow of life. And I love it. I've carried the pocket guide with me for 25 years. The second one is business focus. Never split the difference, which is a great book about negotiating written by a former CIA hostage negotiator, which also helps me with negotiations at work and with my children. So that's a great book.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“You should always test it. Right? I mean, the secret to product light growth is can you test it? And so, you know, we tested everything. We tried bundles. We didn't try bundles. We tried different things in the bundles. We tried different days. Data-led insights are better than anything any would say on a podcast”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“And then we also had Confluence, which was the wiki page. So let's say there was a business bundle that could have been Hip Chat Confluence and JIRA. Or there were developer combinations that could have been JIRA, Bitbucket, and maybe Confluence too for an engineering team. Basically, if you have to evaluate multiple products to purchase something, it's not a fast and easy online self-service buy because you're like, oh, do I need all three products? Can I break them apart? Do they all work? Are each of them best of breed? Whereas if you're like, I need issue tracking, I'm going to buy Jira. This looks good. I've tried it out. I'm ready to go. That can happen in seven days. Whereas if you add in multiple products, it takes more days and just leads to fewer conversions.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, right now, CFOs are putting the squeeze. It's lack of really that much better than Microsoft. If the Microsoft one is free with all of our other purchases, it's tough. It's tough to go head to head with a powerful big investing all-in-one competitor. The only way to win is to be the best and have a product that's so much better that it's worth the extra money.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Person uses it quickly, starts to get value, and then come in with other things. So from that perspective, product-like growth, bundling is not very effective. Bundling for a sales-led motion is pretty effective when you're at the right stage of growth. And then as far as the question of competing against Microsoft, there's these two parts of the philosophies, a best of breed and an all-in-one. An Oracle was an all-in-one, and Microsoft is an all-in-one. You can buy all the things and your CFO can get a discount by spending a whole bunch of money on a bunch of things. But in the all-in-one, some of the pieces aren't as good as the best of breed. And so Slack for a long time was the best of breed. People were willing to pay more because they thought it was markedly better than the other instant messaging options. But, you know, there are shifts between best of breed and all-in-one in economic ways.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think it's two separate questions. So let me take them separately. The first is what do I think about bundling? So small and medium-sized companies will go from being a single product company to a multi-product company in order to progress because you need a diversified financial model because you need to be able to sell new products into your customer base who should already be friendly to you if they like your products. And because you need to really expand your total addressable market to get to be a billion dollar or two billion dollar company. I believe in bundling as a growth strategy, specifically for product-led growth companies. Bundling is not a great land strategy. So at Atlassian, we had a number of products and experimented with different bundled lands. And it really slowed down the product-led growth motion. So we ended up going back to land with a single product, high velocity, single”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Consultants, I think more that do kind of more specific things. I'm more help the CMO and CEO structure for the next stage of growth because they're going through it so fast they haven't hired someone yet who's already seen it.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Repeatable, like you can't scale it. It's like this product works for this. This product works for this too. And it works for this. But those are all kind of unique cases studies. And so I like and my skill is in helping people scale. And so if they've already found product market fit and they've gotten some funding or, you know, they're bootstrapped but have like enough funding to really be trying to build out marketing in a marketing team. That's when I know what each stage looks like. So I know what $30 million great teams look like and 50 million and $100 million and $150 million, 200 million. My ride at Atlassian was from about 100 to 500. And then over 500, you know, the act of going public, being early stage public company, I know what that all looks like. And then, you know, beyond that, there's public company.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's not an exact number. My bottom number is because there's this early stage of product market fit where the founder and the company are trying to figure out who their real ideal customer profile is. And can they sell to them consistently? So I've worked for some early stage startups where we've tried lots of different things, but they're not.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“It works out on occasion, and in fact, I've been playing around with a 10 part series about those CMOs and the CMO world, because there's about 10 to 15 CMOs who have started when it's really small and grown all the way. And they're the ones we really want to learn from. And I know a lot of them and really admire their work and have learned so much.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“They're incredibly hard jobs, right? The chief product officer and the chief marketing officer are both. Strategy jobs with Difficult to measure results because some of them are direct and some of them are indirect. And I think both of them get swept up when a company is not performing well too, right? Like if company is not performing well, you can kind of swap out the head of product and the next one will be more strategic and deliver faster. And in fact, I've worked in one of the roles, the CFO was really after my chief product officer and ultimately got him fired because he wanted to move everything offshore and develop faster and he didn't want to replatform and he didn't want to deal with the technical debt. The CFO was sure that it was the CPO's fault. And then they got rid of the CPO and the CFO tried his plan and it didn't work. And then you bring someone in who's like, no, like I had the right plan. So, you know, both of them were tough jobs and they require a high bar of excellence, a high connection of trust. And then I think just endurance to keep going and find the next role.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“They have to be a good leader that people want to work for. They have to hire a great team that elevates them and the company. They have to be thoughtful and strategic about the market space that the company's in. You know, they're not just like working the levers in the factory. They're thinking like, what new markets should we enter? What new growth areas should we employ? Like we just talked about what new companies should we acquire, you know, they also need to be thinking ahead. And I think being good on metrics, good on strategy, and good on market helps CMOs spar with CEOs in a way that builds trust.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“There's a couple things that are really critical for senior marketers, and I actually have a blog coming up based on a podcast I've recorded about why CMOs mostly get fired. And the issues are generally one that the CEO CMO isn't focused enough on the revenue. So some CMOs get focused more on kind of like the pipeline or the awareness, and the CEO doesn't feel like they really have a partner in driving the revenue, or they don't feel like the CMO really has a handle on what will drive the revenue. So marketing's tough because it's a big spend category and lots of a spend doesn't convert in quarter. Some of it doesn't convert in year. right like advertising campaigns, some take multiple quarters. So it's really important for CMOs to have a handle on the metrics, a solid prediction of like what growth levers they can use, and to be able to talk in the terms of the CEO and the board. And I think that that's the biggest gap that I generally see. And then, of course, there's a whole bunch of table stake stuff. Like they have to be running their business well.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Don't know if they can trust it, that a judgment. And so in that case, someone like me who's an advisor comes in and is like, is right? It's not a marketing problem. It's company strategy problem. Let's have an off-site and build some OKRs where we all go after enterprise and we win it together. You'll see at bigger companies or when a new CMO comes in that's more senior or seasoned, they'll have the social capital to push back into the executive suite or a new head of engineering who will say, look, I know you want to move ahead faster, but we actually have to catch up on this technical debt and they'll push back and get that strategic space that they need. So it can either come from the CEO or it can come from the C-suite really coming together to solve those problems instead of kind of like pushing them under the rug.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think it can come either way in the C suite, right? Like sometimes when I'm supporting junior marketers, so my job, I advise hypergrowth CEOs and CMOs of companies like 30 million to 500 million. Often if I'm advising like a 30 to 100 million dollar company at the more junior marketer with a CEO who's often a first-time founder who doesn't necessarily know if the marketer's good or not hasn't done run marketing before, doesn't know if they should trust what the marketers say. So often the marketer is saying like, hey, we're having problems because, you know, the company's not delivering on this promise you want us to sell. And sometimes the CEO”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Features and virality features once someone's a customer to continue to drive growth. And similarly, lots of companies right now are trying to move up market because the economy has created so much pressure in S&B that they're going to try to move to enterprise or they're trying not to sell as much just to tech companies because tech companies are under pressure. And so they want to move to different parts. But the biggest issue is when that's not Sometimes the marketers get blamed or sales gets blamed. Like we don't have enough leads. But really it's a company strategy problem where the company hasn't decided, hey, we're going to all move in this direction. And if we're going to sell the enterprise, marketing's going to bring in leads, products going to have a roadmap and some meaningful features to enterprise, customer research is going to start thinking about them. We're going to hire some customer support people who know how enterprises work. You know, we're going to hire some salespeople who sell differently to enterprises than...”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, the big growth levers are pretty consistent across companies. You know, you start with one product and you have a couple choices on how the go-to-market works product like growth or sales assisted. You get a little bit bigger and you add an incremental product or you start to add new segments. You're going to focus on a vertical like finance or you're going to go global or you're going to add new sales channels like a partner channel. And what I've seen with the big growth levers is that it can't ever be an individual department's goal without being a cross-company strategy goal if it's really going to make a difference. So for instance, I mean, you've talked about it in your newsletter and on your podcast, but growth isn't just like a person in the engineering team that like hacks by themselves. It really has to be funded and thoughtfully constructed so that there's the right content and experience and product.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I know I always wanted to be a sales engineer. I was a salesperson. I crushed on the sales engineering team who knew everything and could draw all the architectures.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think the other hybrid I'm starting to see is people who turn their SDR sales development reps into kind of sales engineers researchers. So instead of having a sales person who's like, would you like to just have a meeting with another salesperson? The first touch for customers that are maybe like kicking the tires or trying a product-led growth is a person who can help guide them on the path. And I like this hybrid nature because basically it extends product-led growth but helps people in this case where you're talking where the product itself isn't so intuitive that you can get all the way to the buying by itself.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“People get closer to their customers and read the signals. Like, if your product is good enough that people can get time to value in a couple of days instead of weeks or months, you can have a product-led growth motion. If your product needs to be put in context and customized and assisted, you know, sales teams sometimes are expensive services arms to cover over product issues and help customers buy it until it's fixed. Or if you're in a market where your buyer just really doesn't buy online with research in a demo, then you need to have salespeople. But I would say try not to hire too fast and too far ahead in sales and inside sales because it seems like it's going to add revenue, but it actually is a huge cost and a huge drain on the business if the product isn't getting that kind of resonance.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“You and I are both like sands of Elena, who was just on your podcast earlier this month. You know, product led growth depends so much on your product and you're buying market, right? There's some buying markets that are less likely to use salespeople and you need to go in from the beginning. HR might be one, right? Whereas a lot of the hypergrowth companies in the dev tool space can use product-led growth because developers both hate failed people and really love to research themselves. So you see like Vercel, you know taking off because people engage and kind of self self sell. So I would recommend that”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Believe that adding an SDR or adding an AEE will add a predictable amount of revenue. And so it's difficult because product-led growth and sales have to coexist. But the whole transition and marketing that's happening to account-based marketing and intent-based signals is trying to do some of what we were doing at Atlas Ian, only to engage salespeople with customers that are actually likely to buy. And if you look at other hypergrowth companies, Airtable, Muro, both of those I know from the inside have had strategies where the salespeople really only engage after some threshold has been hit of number of users that have already been paying for the product on their credit card. But sometimes at the high number, like 20, 40 people at an account have to be engaged before a salesperson engages.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Right. I'm going to close this down and keep telling you a little bit more about it because there's some unique things that people can take now and incorporate. The real strategy in sales, sales is the most expensive vehicle, right? Expensive people that spend a lot of time. And so what you want to do is try to, you know, the Atlassian model was to sell only to people who are already customers, really. Like if several people or a couple groups had purchased, we'd help them with their renewals. And now in kind of the later incarnations of our sales orgs at Atlassian, it helps a lot more with larger enterprise companies who need enterprise deals or does more cross-sell and upsell, but doesn't really do prospecting. Net new prospecting is a really expensive way to get new customers. And so, you know, we see different trends coming now with companies because almost no one can do pure product-led growth because your investors want to see accelerated growth.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, this is a representative sample of what we did in Atlassian's history and what ratio still exists today, even several years later. Where we spend way less on sales and marketing. Marketing spent less than other marketers, and also we had almost no sales org or a sales org that was really focused on renewals or now an assisting sales org that's focused more on enterprise. But relative to other companies, a much smaller, much more efficient sales org. And we took all that money and put it into product. And so here we're spending two times, three times as many dollars in R&D as many other companies that we benchmark against to make a product that really sold itself.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Atlassian was a super unique company and a super unique point in time because the founders never took outside money except for one late stage financing to kind of buy out some early employees. To give some liquidity. So we never had VCs or private equity that had a voting share that was significant that could overrule the founders. The founders were going through this experiment that turned out to be really successful where they took all the money they would have spent on a sales org and plowed it into engineering and product. I'm going to pull up a slide here that tells the Atlantean story about the ratio of the sales and marketing to the product and engineering.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, that's the secret. That's the secret sauce, right? And I've heard some early stage startup advisors say that you shade build processes that don't scale first because when you're in the super early stage seed, a under 10 million, you've really got to go deep at that stage. And in fact, you know, I see that that's one of the problems that companies experience as they get much bigger when product managers can't meet with customers or they get limited customers or maybe they can only meet with a junior user and not the or you know only the administrator and not lots of the users so that that insight into the like daily struggles and experience of your customers it's harder to get as you get bigger i think”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Amazing user group community where we just paid for beer and a pizza and we facilitate local in-city leaders and people would meet up and talk about our products and talk about development generally and grow their careers and grow their network. So I think those are the three, the right people, the right content, and the right communities.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Word of mouth can be driven by thought leadership, which is hiring the right people to really be deeply engaged as super experts, having a really strong content strategy. It's either in communities that already exist, online communities, open source communities. And then third, I would say building your own community. So no one sells your product better than your own happy customers. And if I go way back to the very beginning of my career, I worked on a marketing team where I own demand gen just for net new prospect and a pure-owned demand gen just for existing customer upsell. And we would have different field events. And the existing customer ones were like smaller than if we'd invited the prospects and had like more buzz. And the prospect ones were very salesy. Whereas if we brought them together and you had customers talking to each other and prospects listening, everyone had a better time. So, you know, Atlassian, one of our secrets was this amazing.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“They have really thoughtful technical people who know more and write more on the blog and engage with their community. And that creates a word of mouth because they're providing both a product and concepts and learning. That's one of the hugspot secrets was all of their really thoughtful, helpful content, certifications for marketers. So I think, you know, kind of going back to summarize”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think there's two or three things. One is really empowering the people in your company to be thought leaders. So early days at Lassian's founders were on all the developer boards. And in fact, I remember we were maybe 150 million or 200 million dollars in Scott Farquis, the CEO, was still participating and like going back and forth in different dev forums when I was like, I don't know, should we elevate your status? Like, should we have evangelists and engineers that do this? And we did, right? I think, you know, and you look, one of my clients now is weights and biases that ML ops company helping lots of different AI companies with their ML models.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Probably got 20, you know, between 15 and 25% of our leads from paid search marketing at the time. You know, now I have a ton of customers that are pretty deep into account-based marketing, you know, getting to virality and getting the hyper growth is not a magic bullet. It's consistency, customer obsession, incremental improvements across all parts of the business. So I think founders just need to like double down on having a product that's differentiated and does something that their customers really love. And each incremental step is a step forward.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“For sure, all of the things are important. I think what I wanted to say first as you were talking was that. It's easy to look at a company after they've been viral and be like, oh, that's amazing. Would like to start a newsletter. I have. It's carriloo.com. Lenny has a newsletter. How can I ever grow like Lenny's virality? But Lenny started with like one blog and then another and the consistency. And like when I look back at Atlassian, people would be like, oh, it must have been so easy to go from 100 to 500 million, right? And it never felt easy. Like it was a swag to do exactly what you're talking about. New features, listen to customers. strong SEO. Actually, SEO was the number one marketing motion that we used. And SEM, we spent”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Hyperwraith companies go through the stages of growth that would take other companies five years or ten years, right? They're going from 10 to 50. They're going from 50 to 100. They're going from 100 to 200. They're jumping. And so they really need to kind of keep hiring 2x and 3x leaders who have seen the next stage of growth. And then the people inside can be homegrown talent, but it's tricky to keep up. And so, you know, my whole business is based on people who are trying to be homegrown leaders but that don't know what the next stage of growth looked like. And so a lot of hypergrowth companies hire ahead, hire advisors, you know, leaders need to really think about mentors and friendships of people who know what grade looks like at the next scale because it's going to be here before you know it. And so I would say those things. Amazing product, viral movement and company that can ride the lightning.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Miro or Atlassian, you know, you could have an individual person use it, and then they say, like, hey, I'm going to present at this meeting with Miro, come join me on my board. Or, you know, I've got these confluence pages we'd set up as a wiki about these engineering topics. And I want your team to kind of collaborate on them. So those natural points where your users are selling to other people is way more efficient than having sales people that have to sell to other people. And then I think the third thing is really riding the lightning, I would call it. So”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“As a corporate. And then I, and then they have the family plan. So I used it at home. And my dad got elderly. So I had, you know, a family that I was the administrator for. And then I go into different companies and, you know, you bring it with you. And one of the other companies I advise is product board. And I became an advisor of product board because one password's CPO brought it, you know, headed at another company, brought it into one password, rolled it out company-wide to get alignment and visibility on the product roadmap. So hypergrowth companies, in order to get hypergrowth, you have to have organic inbound and viral word of mouth. You can't pay enough to grow at those rates and have a viable company, especially in this economic efficiency market. So it has to be an amazing product, has to have some viral activity. So like we just talked about.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“The biggest thing is an amazing product that people love to use, right? I mean, ChatGPT is the most hyper growth product that we've seen in history potentially because people are so excited to use it and it's working in interesting ways. So, you know, Miro whiteboards were the number one most uploaded asset in JIRA forever because people all get together and they write their ideas on a whiteboard and then they need to remember it and iterate on it. And that like bringing that concept to life just hit a chord that people wanted to use. And when one person uses it, another person uses it. One password similarly. I've been a one password user for more than 10 years. We used it last.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, if you think about the best advertising, it's something that has a little twist of like humor or personality or truth that sticks in your brain. So yes, that was successful advertising. And kudos to my team, because of course, I don't write it myself as the head of marketing. But yeah, I mean, and some of my other favorite ads are also others that highlight the customer. So New Relic did an advertising campaign around data nerds when data nerds were not like really popular, they were still nerds. And they had these tattoos that said nerd life. And they featured customers on billboards, like talking about, you know, their with cool data nerds. And some of those campaigns that really stand out have something that's funny, unexpected, and then like true to the product.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“Absolutely. I was telling you a story that Ed at Lassian waited a big advertising campaign on our hip chat product, which was head-to-head with Slack. And it was an office space spoof with Bill Lumberg. But the product had some uptime issues and some feature issues and Slack pulled ahead and the advertising wasn't what would have made it or broken the product. It's really the product experience and the advertising just amplifies.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“And a smaller amount on a few number of things can be really effective. So, Snowflake, for instance, has always gotten credit for doing a billboard on 101, and people think they do lots of advertising. But for many years, it was only the billboard on 101. It was just sustained and strategic.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, your product tests to really be fantastic. And then also to do good brand advertising, it has to be sustained over a long period of time. So Oracle had the front page of the Wall Street Journal, back page of The Economist, this boring advertising. Template with the red bar, but it made it memorable. We would do market tests and two or three or ten times more people would recognize the Oracle brand without the logo because of the consistency versus SAP or IBM. So you really need to be thoughtful about spending consistently over a longer period of time.”
2023-04-30 · Lenny's Podcast · How to achieve hypergrowth in your business and career | Carilu Dietrich (Atlassian, Miro, Segment, 1Password) · IDENTIFIED FROM THE TRANSCRIPT · source