The Global Standard for
Digital Transaction Management™
Scaling Bus Dev & Driving Channel Volume, The DocuSign Way
KC Hamels, Sr. Director, Business Development
KC.Hamels@docusign.com
July 24, 2014
Agenda
• Quick DocuSign Overview
• Why is Business Development important to a Start up?
• How DocuSign leverages Business Development & Channel
functions
• Wrap up/Q&A
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How Did I Get to the Startup Sales Conference?
3
DocuSign 101
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“Oh, I’ve used DocuSign! I just bought a house…”
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How DocuSign Works
 Enables end-to-end solution to PREPARE,
EXECUTE, and MANAGE transactions in
an all-digital environment
 Integrates with existing digital systems
(e.g. CRM, HCM, ERP)
 Mobile-enabled
 Securely encrypted
 Legally binding
 Accepted and utilized around the globe
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Vision
Empower organizations to
“keep business digital.”
Leader in Users
40M+ Users, 40K New Users/Day
2009
Market Leader
•
•
•
More than 110K Customers
188 Countries, 43 Languages
Top brands across industries
2010
2011
2012
2013
Leader Among Analysts
#1
#1
#1
eSignature
Wave
eSignature
Takes Off
eSignature
Solutions
DocuSign at work
Desktop/Laptop
Mobile Apps
Create templates
Admin controls
System automated
iOS, Andriod, Win 8
Integrated Enterprise Solutions
API
Custom work flows
Customer Integrations
Custom work flows
Customer Integrations
Why is Business Development Important?
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Quick Quiz
 Who in your company has
responsibility for:
 Mapping and networking your
ecosystem?
 Building long-term relationships
and driving deals with strategic
partners?
 Identifying, evaluating and
executing acquisitions?
 Developing and executing your
strategy to go global?
 Working with you to tackle major
strategic opportunities?
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ANSWER:
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Definition:
Strategic business development is an investment in systematically mapping
and networking your ecosystem to drive transformational opportunities.
Although the CEO will be heavily involved at times, it’s not primarily the CEO’s
role. Nor should strategic BD be confused with Sales. Although very
complementary to Sales, it’s also very different in that it doesn’t follow a
quarterly cadence. It’s focused on a very few high-impact events a year
rather than a large volume of quarterly transactions, so it should have separate
goals and incentives from those of Sales. Strategic BD should be low
headcount and high impact, led by a senior professional operating at a peer
level to Sales, Engineering and other company functions.
O’Farrell, John January 6, 2012, Who you gonna call? The importance of strategic business development. Retrieved from
http://fortune.com
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SO…why is Business Development important?
“What distinguishes
the winners
 Need to create a network of partners that can assist with reselling
or allowing
from everyone else is that they
access to your product
are systematically networked into
 Strategic chess moves
 Scalable = “more feet on the street”
 Direct sales is $$$$
all of the surrounding companies
that matter, so they can identify
and seize the transformational
opportunity when the time
comes.”
John
O’Farrell,
Andreessen Horowitz
 Enhances and lends creditably to your product
 Gets everyone involved:
 Developers are your friends, they will make your product better
 FOCUS on the things that matter:
 What do we want to be when we grow up?
 What will move the needle?
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Put action plans in place
Strategic Alliance on Cloud X
 Business case
•Corporate wide strategic alliance to make cloud solutions
default in Fortune 500 companies
 Executive Sponsor (internal &
partner)
Roadmap to Success
 Timeline for executing
 Resources needed
 Quick outline of opportunity
•Phase 1: Digitalize
•Phase 2: Expand
• Continue to bring value to businesses with more robust cloud
offerings in ERP, HCM, CRM
•Phase 3: Innovate and Unify
• Create new joint use cases and help unify digital transactions
across different product lines
Joint Customers
•Current pipe: Hamels Camels, Sailboats4you, 3DayWorkweek
•Identify new customers who could benefit from our joint solution
Revenue Model
•Freemium
•RevShare
•Referral
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Channel Surfing?
 Is the reseller channel right for your business?
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How does DocuSign Leverage Business
Development?
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Sometimes “Start Up” BD can feel like this…
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DocuSign Business Development
 Reports through Chief Revenue Officer
 Team responsible for ISV’s, System Integrators, Developers/API, Channel,
Partner Development, and Vertical Segments
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Responsible for DocuSign’s Partner Ecosystem
 Our primary goal is to enable partners to be successful, resources are key!
Pre-Built
DocuSign
Connectors
Hundreds of
Partner-Built
Solutions
Certified
Consultants &
Systems
Integrators
Superior API &
Toolkit
Accelerating
Partners’
Success
Self-Service Resources
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DocuSign Channel Partners
 Started small, scaling as we go
 Global footprint
 Address potential issues head on
 Communicate value to DocuSign
AEs
 It just takes one deal…
 Set realistic expectations for ramp
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Keys to our success
 “It takes a village…”
 Partner Product Marketing
 Partner Product Management
 Partner Sales Engineer
 Partner Engineering
 Customer support
 Executive leadership support
 Team dynamic, hiring the right people
 Evolution of digital transaction management
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Wrap up
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What I’ve Learned About Business Development
1. Identify goals for each partnership
• Revenue, reach, block competition, global expansion
2. Business Development is not “sales”---technically, put on your strategic
thinking cap
3. Things change on a daily basis- oh boy, do they!
4. Identify key areas of FOCUS
5. Leverage the Developer community (because they rock)
6. Global expansion will not happen without a robust partner ecosystem
7. Provide self-service resources for partners= life saver!
8. Build a professional network & stay informed
• I never want to be the last to know
9. Communicate your plans & manage up
10. Collaboration is the name of the game
11. MOST IMPORTATNLY, HAVE
FUN!!!
12. (chalkboard is the new Comic Sans)
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