- SaaS
- Fintech
- Payments
- Team Building
- Marketing Strategy
- Messaging and Positioning Framework
- Market Research
- Analyst Relations
- Content Strategy and Development
- Product Marketing and Launch
- Events
- Growth Marketing
International Expansion and Scaling SMB > MM
BILL, founded in 2006, is a leading provider of cloud-based software that simplifies, digitizes, and automates back-office financial processes for small and mid-sized businesses. Bill's customers come from all industries, ranging from startups to established brands and nonprofits to franchises.
By 2018, Bill (formerly Bill.com), had shown tremendous growth through selling the platform through various channels. In order to support customer's needs to pay and get paid with international vendors, Bill developed it's first major new product, International Payments. Since Bill had no product launch experience, they brought me in to manage and launch this feature and develop SOPs for GTM with new offerings. Bill also wanted to scale up into Mid-Market prior to it's IPO. It was unclear if the current offering met product-market-fit. This growth also added new GTM challenges as sales previously targeted smaller businesses.
The first challenge was launching International Payments and GTM. For this to be successful, I partnered with Product, Sales and Marketing to build out messaging and initiate weekly launch meetings which formed the foundation Standard Operating Procedures for launching products. Launch success was based on a specific revenue target for first year sales. The launch strategy and GTM plan also included pricing, sales enablement, campaign and content strategy, and training. I also introduced in partnership with product and UX, in-app enablement and communications which was previously done through email and the help center.
The next growth challenge was scaling the product and GTM from SMB to Mid-Market. To solve for this, i initiated extensive market research in partnership with IDC to determine product feature needs for market-fit and additional growth opportunities. In partnership with product we added relevant features and added functionality to the roadmap that opened another $1B in TAM. While I was planning and leading the launch and GTM into Mid-Market I was also leading the launch of the updated platform with a new look and innovative AI capabilities. The combination of going upscale and a new platform impacted every team at Bill and as much internal education took place as external.
Bill expanded coverage for cross-border payments to support over 130 countries. The initial revenue goal of $4.5M for International Payments was achieved six months ahead of target. Bill had a successful launch of Mid-Market and the new platform in October 2019. Bill IPO'd two months later.
