GTM 65: Consultative Selling Mastery, and The Positive Snowball Effect of Building Strong Relationships with Zach Lawryk

Zach Lawryk is currently the Head of Global Solutions Consulting at Rippling, previously the VP of Solutions Consulting at Slack, Director of Sales Engineering at Box, and really began his career in tech at Salesforce as a Sales Engineer in 2005.

What You Will Learn:

  • The importance of building long-term relationships at work.
  • The beginning of SaaS SE’s.
  • How the SE/SC role will evolve with AI.
  • Knowing when to bring in SE’s as a founder.


(3:41) How Zach has successfully landed at powerhouse companies and how to identify those companies.

(8:16) Zach’s snowball effect of building relationships in the workplace.

(11:10) The energy you put out always comes back to you.

(19:30) When the sales engineer role got pioneered.

(21:43) The SE/SC role evolving with AI.

(29:11) AI experiments that Rippling is currently running.

(34:49) When to invest in solution engineers.

(37:30) Benchmark for the bump in win rate after bringing in SC/SE’s.

(42:07) Gauging the complexity high water marker.

(44:35) Practicing transparency with the value you provide.

(48:07) The power of video content that Rippling is currently leveraging.

Guest Speaker Link:

Host Speaker Links:

Our Sponsor
Today’s episode is sponsored by Demandbase, Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By using the power of AI to identify and engage the accounts and buying groups most likely to purchase. They combine your sales and marketing data with our validated B2B data and AI to create Account Intelligence that informs every step of your buyer’s journey. They deliver accurate company, contact, technographic, engagement, and intent data right where you work every day – CRM, collaboration tools, browsers, and more. Start spotting opportunities earlier and orchestrate smarter sales and marketing motions with Demandbase. See this live in action:

The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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