This is a podcast episode titled, Designing a GTM Strategy for Multi-Product Companies with Jeff Perry, CRO of Carta. The summary for this episode is: <p dir="ltr">How do you scale a sales organization as your company evolves from a single product to multiple business lines? In this episode of The Revenue Leadership Podcast, Jeff Perry, CRO of Carta, shares how he has built and structured Carta’s go-to-market strategy to support its rapid expansion across corporations, venture capital, and private equity. He breaks down the challenges of multi-product growth, the decision-making behind sales org design, and how Carta balances specialization with cross-functional alignment. Jeff also dives into the nuances of different sales motions, marketing strategies, and customer acquisition models across Carta’s distinct business units.</p> <p><strong> </strong></p> <p dir="ltr">Are you being paid what you’re worth? Help us refresh Pavilion’s industry-standard compensation report for 2025 by taking our anonymous survey at <a href= "http://joinpavilion.com/comp">joinpavilion.com/comp</a> and get early access to the results!</p> <p><strong> </strong></p> <p dir="ltr">Thanks for tuning in! Want more content from Pavilion?</p> <p><strong> </strong></p> <p dir="ltr">New episodes of The Revenue Leadership Podcast with Kyle Norton drop every Wednesday.</p> <p><strong> </strong></p> <p dir="ltr">Stay ahead with the latest industry developments, emerging go-to-market trends, and valuable benchmarking data. <a href="https://www.joinpavilion.com/topline-newsletter">Subscribe to Topline Newsletter</a> for expert insights from Asad Zaman every Thursday.</p> <p><strong> </strong></p> <p dir="ltr"><a href= "https://www.joinpavilion.com/topline-podcast">Tune into Topline Podcast</a>, the #1 podcast for founders, operators, and investors in B2B tech. Catch full-length episodes every Sunday and bite-sized mini-episodes every Thursday, where our hosts sit down with top B2B tech leaders to unpack their biggest challenges—and how they overcame them.</p> <p><strong> </strong></p> <p dir="ltr">Your’re invited! <a href= "https://www.joinpavilion.com/topline-slack">Join the free Topline Slack channel</a> to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast!</p> <p><strong> </strong></p> <p dir="ltr">Key chapters:</p> <p dir="ltr">(00:00) - Introduction to Jeff Perry and Carta</p> <p dir="ltr">(05:53) - Understanding Carta's Multi-Product Strategy</p> <p dir="ltr">(11:57) - Revenue Breakdown and Business Growth</p> <p dir="ltr">(18:00) - Organizational Design and Sales Strategy</p> <p dir="ltr">(24:08) - Marketing Approaches for Different Business Units</p> <p dir="ltr">(29:49) - Challenges in Managing Diverse Sales Motions</p> <p dir="ltr">(35:53) - The Importance of Customer Experience</p> <p dir="ltr">(39:03) - Leadership and Team Structure at Carta</p> <p dir="ltr">(41:26) - Understanding Private Equity Portcodes</p> <p dir="ltr">(42:39) - Career Progression and Mountain Jumping</p> <p dir="ltr">(44:48) - Sales Team Structure and Specialization</p> <p dir="ltr">(46:15) - Data-Driven Decision Making in Sales</p> <p dir="ltr">(48:58) - Sales Engineering and Cross-Training</p> <p dir="ltr">(51:49) - Organizational Design and Decision Making</p> <p dir="ltr">(55:32) - Input-Output Framework in Sales Management</p> <p dir="ltr">(56:59) - Balancing Customer and Company Needs</p> <p dir="ltr">(01:01:06) - International Sales Strategy</p> <p dir="ltr">(01:07:55) - Qualities of a Great CRO</p> <p dir="ltr">(01:11:07) - Leadership Lessons and Career Patience</p> <p dir="ltr">(01:13:23) - Performance Management and Coaching Plans</p> <p dir="ltr">(01:17:35) - Recommended Reads and Continuous Learning</p> <p> </p>