No single GTM playbook at Battery

Bill Binch (Operating Partner at Battery Ventures) joins GTMnow to share the operational frameworks he's built across 116 quarters on quota, and what actually changes when you move from driving revenue to advising an entire portfolio.

Before Battery, Bill was employee #16 at Marketo, where he led sales from zero revenue through IPO and a Vista Equity acquisition. He then served as CRO at Pendo, helping scale ARR to nearly $100M in only three years. His career spans some of the most defining sales organizations in enterprise software, from Oracle to PeopleSoft.

- Bill Binch - LinkedIn: https://www.linkedin.com/in/bill-binch-302a4a2/,

- Battery Ventures - LinkedIn: https://www.linkedin.com/company/battery-ventures/

- Battery Ventures website: https://www.battery.com/

Host links:

- Max - LinkedIn: https://www.linkedin.com/in/maxaltschuler/

- Max - X: https://x.com/HackItMax

- Paul - LinkedIn: https://www.linkedin.com/in/paulsirving/

- Paul - X: https://x.com/PaulGTM

- Newsletter: https://thegtmnewsletter.substack.com

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Transcript available under the episode here: https://gtmnow.com/tag/podcast/

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Highlights:

00:00 – Bill's career path: Oracle, Marketo employee #16, Pendo CRO, and choosing Arizona over tech hubs

15:01 – Battery's approach: why there's no one-size-fits-all playbook

19:56 – Outreach's accidental sales experiment: remote vs. in-person results

21:23 – What nobody tells you about the transition from CRO to operating partner

23:01 – Gold watch and slippers? Why operating partner is not a retirement plan

27:15 – Three audiences: prospective investments, portfolio companies, and Battery internal

31:42 – Investing in GTM tech: why Battery went 7 years between bets

34:44 – The Phil Fernandez warning: "your hand is on the wheel, now you're a passenger"

36:44 – Why every forecast should start with "my quota is" not "my forecast is"

38:33 – The metric most companies miss: plan vs. planned quota vs. actual quota deployed

40:05 – The mojo metric: 6 daily pipeline inputs that tell you everything

43:16 – Helping technical founders sell: the one-eyed man in the land of the blind

48:04 – Advice for operators who want to move into an operating partner role

51:03 – The sales and marketing dance: what real GTM alignment sounds like in a board room

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GTMnow is a media brand brought to you by VC firm, GTMfund: https://gtmfund.com/