YouSaid · the spoken record

Shaunt Voskanian

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67
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2026-03-21
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2026-03-21
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  1. “And almost all of them were under 500 employees. Basically, it was new startups that were coming into the ecosystem. They were buying licenses themselves. And then we try to be really sophisticated around when is the right time for us to proactively reach out to them based on product signals, maturity that we see happening to then have a conversation around, okay, you need to move up tiers.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “Motion. So when we looked at it at the time, where is the PLG, that upgrade? When I say PLG, so by the way, maybe to define this for everyone, I think we kind of have three distinct businesses at Figma. One is self-serve. That is people go on the website, they put in a credit card, they buy what they think they need, and you can buy or lower tour plans directly through the website. And then you get a link, you send it around and you grow. Then we have what I'd consider our PLG business, which is really concentrated in our what we call our SMB segment. Those are reps that are covering 0 to 500 employee businesses. And then we have our sales led, which I'd consider mid-market enterprise and strat. And those are just basically smaller book sizes, smaller companies. So if that's the way we're kind of set up right now, that PLG motion, we said, let's isolate it to SMB because we looked at the companies that were typically in that position to be upgraded from self-”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “When I started, it was basically we had A's and AMs. We had two segments, midmarket and enterprise. And if you looked at what midmarket and enterprise was doing back then, it was effectively the same thing. They were doing PLG. They were upgrading people. It was a single product company. And then AMs were effectively doing CS type of work. They were driving seat expansion, but really like they were doing support. They were trying to be really responsive to the customer. It was necessary for the point of the business we were in. When we looked at it, we said, okay, what do we need in the future? And one of the things I believe in the most is you need to have focus. Like the best sales teams are the ones that are like really, really focused and specialized. So if you're asking a rep to do 14 different things, it's too hard for them to be good at all of those things. So we looked at our business and we said, were there places where we can create focus? And the first thing we realized is like, let's isolate this PLG.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “I'm kind of smiling because we also don't have traditional SDRs. We've really tried to be first principled with how we built the go-to-marketed figma. And by the way, this is coming from someone who had, you know, by the time I left my previous company, maybe 200 person SDR team, a pretty traditional one. So here's what I'll say. First is A's have to be responsible for their own PG, like full stop. That is consistently true anywhere I've been and I firmly believe in it. I think with SDRs, I've always tried to be really thoughtful about where is the SDR actually adding clear incremental value?”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “I mean, like, it makes that makes sense. I'm just not as knowledgeable about what's happening in those other BUs from what I can see in our business and the people we're selling to, that doesn't feel like a thing that we've encountered yet.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “I think it is hard to predict the future on this one, honestly. But if you look at our own business, I mean, we had our earnings call a couple of weeks ago. We added five points on our net retention, pretty significant. We, I think, went from 131% to 136%. Obviously today, we're in pretty much exclusively seep-based model. Now, you might also know that that's changing in just a matter of a few days where we're going to start monetizing our AI usage through credits as well. But so far, we haven't seen that in our business. Part of that, I think, may be just the fact that because of all the things happening in the world and in technology, there's just more and more builders, I think, coming into software as it exists. So is that part of the reason? I don't know. But there's nothing that we've seen in our business yet that suggests that's dead. I do think it's a tough one to predict long term.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “I mean, I think, frankly, the bestsellers are not the ones that are focused on this feature is better than this other company's feature in this product. I think they are better at understanding where a company is trying to go, you know, where their business is trying to go and connecting the value to the overall solution to those things that they're trying to accomplish. And there's a storytelling aspect. There's obviously the curiosity that we're talking about there. But I think you have to be generally just honest with yourself about where is the customer really going to get the most value from what you have to offer compared to the competitor? And if that is through the point solution, then that's what you're focused on. And I still don't think you use feature and function to get there. I think you focus on value and value drivers. But I think if it's the platform, then that's the narrative that you want to get the customer to believe in.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  8. “Honestly, it is both. I think for the most part, and by the way, this has evolved too as we've gone from single product to multi-product. I would say right now, it's probably a little bit more in the using new products side. And it could be the same people using those new products, but oftentimes we're talking about new personas, you know, getting new individuals exposed to some of the things that we have to offer.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  9. “But in a lot of cases, new prospective champions in EBs to be really excited about something new that they haven't learned about Figma before.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  10. “We don't actually have a traditional CS team. When I started, we have a lot to figure out in terms of what is emotion. And what we realized is coming back to that earlier premise, most of our customers found us through a website and a credit card, and they made their own decision on what they thought the value is that Figma could deliver to them. If you look across our customer base, and this is even true today, you compare what an average customer is doing with Figma compared to what we think they should be doing with Figma. There's a pretty big gap in a pretty big discrepancy. And so our job is how do we go and proactively educate the customer on the more that they can be doing? And so we asked ourselves, is that a CS function? Is that an account management function? But where we landed is for the most part, that is a hunting motion. That is a motion where in order to be successful doing it, you have to go in and you have to actually get in some cases existing champions.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  11. “Oh, yeah, 100% not 100% of our business outbound, but 100% in that what the sales team is doing at Figma is majority outbound today. Now it's outbound, though, into an existing customer base. That's the part that's unique. These are companies that are using Figma, but they think they're happy using Figma. They figured out how to use us in a particular way. But we, through curiosity, through understanding patterns from how other customers are using Figma, we are approaching them with proactive insights for how they should be and thinking about doing more with us.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  12. “I don't think so. But what's really unique about Figma as a company, this was what I saw, I joined, I've been here about four and a half years. And I started talking to Dylan five and a half years ago. And at the time, it was really early in the journey, but it was kind of unique in that, you know, Figma has been around since 2012 and really spent like six years building the product, studying customers, really trying to perfect it, really not something that I had heard happen very, very often. And then once you started monetizing, this is like end of 2017, end of 2018, really took off. And it took off very much in this not even PLG. I would say self-service way. Like most of our customers even today.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  13. “I do think it's a skill. And to be honest with you, I believe right now, more than anything else, if you want to be great in enterprise tech sales, it's not just about being curious. It's about being prescriptive. And that's an interesting balance, right? Because you're right. People are busy. And what they really want is insights. They want to know what can you teach me? What are your other customers, your best customers doing that we haven't figured out yet? And that's very much what we are preaching to our sales team every single day. But you have to mix curiosity in along the way. And I think that's the art of it is you have to be able to do both at the same time or else you're not going to be successful.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  14. “First thing that jumped into mind was be curious and really try to understand the person that you are trying to sell to what's their situation, what's their circumstance.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  15. “Well, why don't you start by just like writing down some information here about yourself? So gave me this piece of paper. I wrote down my name, my address, my phone number. He's like, okay, great. You start Tuesday. I was like, what do you mean? He's like, yeah, cool. You're hired, man. And I showed up Tuesday. He handed me some pamphlets. He was like, these are the planes you want to sell and you make money. These are the ones you don't want to sell. No one cares about the phones. You sell whatever is in the bin. Go to work. And he left. And I was like, oh my God. And I started figuring it out.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  16. “It happened kind of by accident when I was going to school, graduating, high school, thinking about college. I mean, there was obviously the sales profession, but it wasn't something you really studied. I ended up going to school at BU. I was studying advertising. The summer after my freshman year, we had to get a summer job. And I remembered just like the year before, I got my very first cell phone. So this is back, you know, 2000. Cell phones were becoming a thing. You didn't have them when you were much younger than that. And I remember when I got my phone, it was in a mall. It was in one of those kiosks. And I remember asking the woman to work there. I was like, hey, how did you get this job? She was like, well, I'm a law student and this was a way to make extra money and you can do really well. And I was like, I wonder if like I could do that. So, you know, I went to the same kiosk in the mall, met this guy who was working there. And I said, hey, how does one get a job like this? I have no idea, but I'm, you know, I'm home for the summer. I'm looking for work.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source

  17. “We don't actually have a traditional CS team. We also don't have traditional SDRs. My perspective is quotas are kind of made up. On average enterprise rep here might have three to four X their OTE for a quota. Focus and specialization as early as possible.”

    2026-03-21 · The Twenty Minute VC · 20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma · IDENTIFIED FROM THE TRANSCRIPT · source