Episode Summary:

In this episode of Selling the Cloud, hosts Mark Petruzzi and KK Anderson sit down with Evan Huck, CEO of UserEvidence, to explore his inspiring journey from an introverted SDR to the leader of a groundbreaking SaaS company. Evan shares the lessons he’s learned about building resilient teams, fostering innovation, and adapting to the rapidly changing sales landscape.

This conversation dives into the shifting dynamics of B2B sales, the rise of evidence-based marketing, and how startups can thrive in unstructured environments. Packed with actionable insights, this episode is perfect for sales professionals, founders, and anyone looking to navigate the future of sales.

What You’ll Learn:

Evan’s Journey: From SDR to SaaS CEO

Discover how Evan’s early sales experiences shaped his leadership philosophy and his approach to building UserEvidence.

The Changing Face of Sales

Learn why traditional sales strategies are becoming less effective and how tools like AI and evidence-based marketing are driving the future.

Building Teams for Unstructured Success

Evan shares his approach to hiring flexible, creative team members who thrive in undefined roles and environments.

Evidence-Based Marketing: The New Frontier

Explore how leveraging customer proof can break through buyer skepticism and build trust in a crowded B2B market.

Founder-Led Sales vs. Scalable Teams

Hear Evan’s tips for transitioning from hands-on selling as a founder to empowering a team to drive growth.

About Evan Huck:

Evan Huck is the CEO and Co-Founder of UserEvidence, a platform transforming how businesses use customer proof to build trust and close deals. Starting as an introverted SDR, Evan’s unconventional career path is a testament to the power of adaptability, curiosity, and a commitment to doing the hard work.

Key Highlights:

• How the SDR role builds critical skills for any sales career.
• Why early-stage startups benefit from employees with diverse, non-traditional backgrounds.
• The importance of consistent experimentation and fostering a culture of learning.
• The role of AI and automation in transforming sales processes.
• Practical advice for navigating the challenges of scaling a startup.

Resources & Links:

• Connect with Evan Huck on LinkedIn.
• Learn more about UserEvidence: www.userevidence.com.
• Books Mentioned:
• Let My People Go Surfing by Yvon Chouinard
• Amp It Up by Frank Slootman
• You Can’t Teach a Kid to Ride a Bike at a Seminar by David Sandler

Don’t Miss Out:

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In this episode of Selling the Cloud, co-hosts Mark Petruzzi and KK Anderson sit down with Kris Rudeegraap, Co-Founder and Co-CEO of Sendoso, to discuss his journey from being a successful sales executive to building the leading sending platform that’s reshaping how businesses connect with prospects and customers.

What You’ll Learn:

• Kris’s Entrepreneurial Journey: From selling mistletoe as a kid to creating Sendoso, Chris shares the pivotal moments that sparked his transition from sales rep to founder.
• Scaling a Business: Learn how Kris and his team bootstrapped their way to $400K ARR, then scaled to $20M and beyond through intentional decisions about pricing, team building, and logistics.
• Leveraging AI and Innovation: Explore how AI and intent data are transforming outbound sales and marketing strategies, and how Sendoso is using technology to drive personalization at scale.
• Leadership and Values: Kris delves into his leadership philosophy, the importance of collaboration, and how his core values—creativity, human connection, and teamwork—shape Sendoso’s culture.
• Work-Life Balance: Find out how Kris prioritizes family, vacations, and personal time while leading a high-growth company.

Key Quotes by Kris Rudeegraap:

• “Your network is your net worth. It’s not just what you know, but who you know.”
• “AI will automate the mundane, freeing up sellers to focus on human-driven tasks that create real connection.”
• “Being a collaborative leader means I work for my team, not the other way around.”

Join us for this insightful conversation packed with actionable advice for sales leaders, entrepreneurs, and anyone navigating the rapidly evolving world of B2B sales and marketing.

Resources Mentioned:

• Sendoso: sendoso.com
• Books: The Sales Acceleration Formula by Mark Roberge, Amp It Up by Frank Slootman
• Tools: Clay (clay.com)

Don’t miss this episode of Selling the Cloud! If you enjoy the conversation, please subscribe and leave us a review.

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In this episode of Selling in the Cloud, Mark Petruzzi and KK Anderson are joined by Roee Hartuv, the Revenue Architect and Global Practice Leader at Winning by Design. Together, they explore actionable frameworks and insights for building a sustainable and scalable revenue engine in today’s evolving B2B landscape.

What You’ll Learn in This Episode

1. The Revenue Factory Concept:
2. Discover how the "Revenue Factory" provides a framework for sustainable growth in recurring revenue businesses by applying principles from manufacturing to optimize processes, reduce costs, and ensure customer impact.
3. The Bowtie Go-to-Market Model:
4. Learn how this data-driven model visualizes the entire customer journey—from acquisition to retention and expansion—helping organizations achieve lasting success.
5. Data-First Mindset for Revenue Leaders:
6. Understand why adopting a data-first mindset is critical for modern revenue leaders and how to move away from intuition-based decision-making.
7. Going Beyond Acquisition:
8. Find out why many businesses fail to capitalize on their existing customer base and how focusing on expansion can drive growth more efficiently than traditional acquisition methods.
9. Overcoming Leadership Challenges:
10. Explore strategies for breaking down silos, aligning marketing, sales, and customer success, and building collaborative go-to-market teams.

Key Takeaways

• Revenue Factory Framework: Apply manufacturing principles like quality control, process efficiency, and unit economics to design a scalable revenue engine.
• The Importance of Customer Impact: Whether recurring or reoccurring revenue models, ensuring measurable customer impact is essential for sustained growth.
• The Bowtie Advantage: Move beyond the traditional funnel and track the full customer lifecycle for better retention and expansion.
• Data vs. Gut Feeling: Avoid decision-making based solely on intuition—embrace data-driven strategies to adapt to industry shifts and improve team productivity.

Resources & Mentions

• Winning by Design: Explore their frameworks and methodologies on their website.
• Book Recommendation: The Revenue Factory by Winning by Design.
• Connect with Roee Hartuv on LinkedIn.

About the Guest

Roee Hartuv is a seasoned go-to-market consultant and Revenue Architect at Winning by Design. With a background in sales and strategy, Roee helps companies design efficient, data-driven processes to achieve scalable growth. He has a passion for bringing proven frameworks from other industries to B2B recurring revenue models.

About the Podcast

Selling in the Cloud is your go-to podcast for decoding the art and science of B2B sales in the SaaS industry. Join co-hosts Mark Petruzzi and KK Anderson every week as they explore strategies, insights, and experiences from top thought leaders in sales.

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Join us as we look back at how Alexine's journey from aspiring retail buyer to B2B sales leader shaped her career, inspired the founding of the Women in Sales Club, and sparked important conversations on diversity and inclusion in sales.

Alexine's goal after graduating from Purdue University was to become a retail buyer for a leading retailer, Neiman Marcus. Alexine's first manager within the Neiman Marcus buyer program suggested that Alexine might want to pursue a sales career based upon her performance in retail sales during her initial training program.

In college, sales was not highlighted as a potential career path and was often associated with the negative reputation of a used car salesperson. Alexine took this advice and took a proactive, driven approach to identify and earn an opportunity to join a training program for a B2B SaaS company.

Alexine finds certain innate personality traits have served her well in pursuing a career in sales, starting with being self-motivated and self-critical. Her task orientation and natural love for talking with people are also traits she credited for her sales success.

The catalyst for founding the "Women in Sales Club"? The original goal was just to find other women with who they could share their experiences, gain advice, and connect with other people in their field.

Clubhouse was the platform selected, especially due to the popularity of the platform early in 2021. The forum will expand to new forums including Zoom and live events. Clubhouse was viewed as a lower lift to jumpstart a new community.

When asked about any common themes that have been covered, one was diversity, especially how to attract and retain women on B2B Sales Teams. "Imposter syndrome" has been another topic that has been covered more than once. When asked if "imposter syndrome" really existed, and Alexine there are many interesting reads on this, and that exclusionary activities in the workplace may actually lead directly to this feeling of not belonging.

From the very beginning, Alexine and her co-founder, Gabrielle Blackwell were committed to making the forum inclusive, and that men were just as welcome to join. One of the questions asked was how the leading female voices in the B2B tech industry 1.0 influenced their journey. Alexine highlighted this is not the first and will not be the last forum for women in sales, and that they are simply trying to be as inclusive as possible, and provide a vehicle for learning and self-actualization.

Mark went on to provide his "hot take" that women might actually be better equipped for success in sales than men! Alexine shared her data-driven orientation, and that we have blended many of the cultural norms and personality traits that are assigned based upon gender. Her perspective is that sales is a highly "personalized" profession, and it is the individual's personality traits and goals that are the ultimate predictors of success.

For anyone interested in promoting and being an advocate for diversity, equity, and inclusion across the B2B Tech industry, this is an informational and thought-provoking discussion.

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In this re-released episode of Selling the Cloud, we revisit a valuable conversation with Ben Pastro, who dives into the power of partnerships in B2B tech.

Ben Pastro has a long history in professional services and systems integration in the B2B Tech industry, and has several insights and perspectives on the question of if and how to make partnerships successful for a modern B2B Tech company.

After investing 8 years at Oracle, a founding father of leveraging channel partnerships to accelerate revenue growth. Following Oracle, Ben joined Apps Associates which evolved from a traditional on-premise enterprise software systems integrator to a 100% Cloud based consulting firm focused on Oracle Cloud, AWS and Salesforce. Ultimately, Apps Associates was sold to Private Equity. Ben recently founded Anumetric to help founders and leadership teams at technology centric consulting firms looking to scale and operate more efficiently.

The value of a partnership needs to be viewed on both sides from the partners lens. In fact, having a shared focus on the customer’s business value is the best shared objective. In the world of annual subscription, recurring revenue, maintaining a focus on the on-going business value a customer is receiving is critical to the long term success of the partnership.

Traditionally, enterprise software companies would be more prone to “hand off the customer” relationship to the SI and implementation partner. Today, with the relationship being re-evaluated on an annual basis, the software vendor and the consulting partner are better served with sharing a long term orientation to the partnership and to the shared customer.

Partnerships should not emulate a relay race with a hand-off relationship, rather the partners should collaborate on the both selling process and the project implementation side. Specifically, the implementation partner should help to design the sales process when they will be involved in the customer implementation and ultimate success. The most successful partnerships for consulting firms start with an understanding and strong relationship with the software vendors sales resource(s).

If you are just beginning to evaluate a partnership program for your B2B SaaS or Cloud company, or are a B2B Tech implementation and integration services company, Ben is a great resource who has the experiences and insights to optimize partner programs for both B2B Cloud vendors and their consulting partners.

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