{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Season 4, #7- Building Reputation with Purpose","description":"In this episode of the Founder\u2019s Sandbox, Brenda McCabe sits down with growth advisor and author Vanessa Golsby to explore what it really takes to scale private equity-backed SaaS companies. Vanessa shares the story behind her new book, The $100M Push: The Four Decisions PE-Backed SaaS CEOs Make to Deliver Growth in 100 Days, and reveals the four critical decisions CEOs must lead to build scalable, resilient growth: defining the ideal customer profile, aligning go-to-market execution, making strategic investment decisions, and creating long-term operational accountability. Drawing from her experience advising more than 100 middle-market software companies and serving as an operating partner in private equity, Vanessa offers an inside look at how investors think, why commercial alignment matters, and how CEOs can create predictable growth through disciplined execution. The conversation also explores the role of generative AI in modern go-to-market strategy, the importance of reputation and purpose-driven leadership, and the entrepreneurial leap Vanessa took to launch her own advisory firm. This episode is packed with practical insights for founders, SaaS executives, and growth leaders looking to scale with clarity, confidence, and purpose.   You can find out more about Vanessa at: https:\/\/www.linkedin.com\/in\/vanessa-goolsby\/ https:\/\/www.linkedin.com\/in\/vanessa-goolsby https:\/\/vanessagoolsby.com\/   Or order her book at: https:\/\/www.amazon.com\/100M-Push-Decisions-PE-Backed-Deliver\/dp\/1963549309     Transcript:  00:04 Welcome back to the Founder's Sandbox. I am Brenda McCabe, your host. Now in the fourth season, the Founder's Sandbox is a podcast that gathers  business owners, founders, professional service providers. 00:31 and corporate directors. And we all are working towards the same mission, which is building scalable, resilient, purpose-driven companies to build a better world.  We do this with underpinning, with great corporate governance,  and really working with the founders to  build that resilience and scalability.  My guest, um join me here in what I like to consider a fun sandbox. 00:55 And this month, my guest, I'm actually delighted to invite Vanessa Golsby.  Vanessa's joining me from, is it Dallas? Dallas, that's right. Dallas, Texas.  So um more here, but thank you Vanessa for joining me on the Founder's Sandbox.  And I wanna give a brief introduction to why Vanessa's here today. There's multiple um boxes that she checks,  largely Vanessa. 01:22 has her own firm. She is a growth advisor who specializes in scaling private equity back middle market software companies. And it's an interesting time and that space that I'm certain we're going to get to a question here in a minute about the impact of generative AI and all those models out there and the effect on software businesses. You're a seven-year veteran as an operating partner. 01:48 in two private equity firms and portfolio SaaS CEOs. She has helped more than 100 middle market software companies drive growth, execute go-to-market companies, go-to-market, pardon me, turnarounds, and deliver investor returns through sharper commercial execution. That's all in the commercial execution, isn't it, Vanessa? That's right. Yeah. And prior to advising, she was a former operator leading product and commercial. 02:16 teams for 18 years at brands like Travelocity and Financial Times, which I didn't know that when we first were talking. I hadn't realized when we had our first conversations  of your corporate experience with Travelocity  and Financial Times. So you brought a lot of that corporate kind of know-how  into the private equity world  and  you actually started your own firm.  it four months back? 02:44 October, October of 2025. My goodness. So you're not even into your first year. I know. So, and, and, uh, you are an author. So your book, um, so I don't know when you found the time, Vanessa, but your book, the 100 million push the four decisions PE backed as SAS CEOs make to deliver growth. And a hundred days is out. 03:13 Matter of fact, this last week and we're in the third week of April, it uh hit bestseller, right? That's right. Amazon. Yeah. And  in that book, we'll get into it. You distill the framework that you've developed. I don't know when,  while setting up your own firm, but you developed  over decades in the trenches, codifying the sequence behind the big four decisions. 03:40 that enable CEOs to scale with speed, clarity, and confidence. So welcome to  the Founder Sandbox.  Great. Thanks for having me. Happy to be here. Well, I always like to start with uh my guests to really talk about your origin story. And I think what's very appropriate for today's uh episode is  what drove you to actually write a book, right? 04:09 because it distills both your professional  as well as um this new tool that you got out there in the market. Yeah, you know,  I never thought I would set out to write a book, if I'm being honest. I had, I'd spent, at this point, I'd spent probably about five years as an operating partner, so as a growth advisor for  PE firms. And so in that role, I had been 04:38 pretty well practiced at writing best practices. So I understood how to codify a framework and explain it, you know, in long form, basically.  But I never had dreams of being like a full author, like writing a book is totally different than writing a best practice. uh But a really strange thing happened about five years into my career as an operating partner. So I'd had about 18 years, as you mentioned, like in the trenches, like a tactical,  and then about five years as an advisor. 05:06 And um over the course of those five years, I had developed for myself this framework because when I moved to the firm that I was at at that point, I was having to work on about 10 software companies at a time. And it's really difficult to show results uh efficiently when you're having to focus on so many different companies who have different industries and different sizes and different needs. And so I created this framework just so I could work at scale. 05:35 And uh I had been running it probably about three years at this point when  I needed to go back and take a look at some of my case studies. So I wanted to collect case studies.  And luckily, because I was still at the firm, I was able to get access to actual data from these companies that had been running the framework. And oftentimes what happens, because I focus on middle market software, there's a sales cycle. So oftentimes what happens 06:04 is we'll run through this framework and we'll see immediate results by way of pipeline and maybe bookings depending on the sales cycle time. But oftentimes we don't see the actual bookings and revenue results until a quarter or two after, depending on what it is that we're selling. So this was really the first time that I had really paused and like done, if anybody here has had to do a case study or fact finding exercise for a PE firm, know like what a... 06:32 slog it is to have to like go look through all this data.  I like found the time, I prioritized it.  And what I found was,  I mean, there was no surprises in terms of like when we wrapped up our,  usually my engagements,  I try not to be there longer than 90 days. So it's either a 30 day, 60 day or 90 day plan that we run through. It's pretty tight ah in terms of how we manage through it. So by the end of our... 06:57 I have a sense of some results, like whether it's pipeline or early bookings. have some walking away knowing that we've seen some lift, but this was the first time I'd been able to go back like a couple of years to see like, what about those first companies that ran through it? And I'll tell you, Brenda, I fell out of my chair. I was like, I cannot believe the consistency. You can see in the data, like the trajectory, the upward trajectory from when we started working on the framework and then where they were today.  And 07:27 At that, that was like the first seed. Like that was like a Thursday. And I was like,  I don't know what to do with this information, but I have this information.  Oh my gosh, this works. can't believe it. Right.  And I really had to sit with that. And over the course of like two or three weeks, a few other things kind of happened that led me to the path of writing a book.  Um,  and one of those  is  I was listening to a podcast. I'm an avid podcast listener. 07:54 And I was catching up on April Dunford. She wrote a book on positioning. Obviously awesome. It's a great book for positioning. And I was going to have to run a positioning workshop. And so I was like, oh, let me like get into my head back into the game on messaging. So I just like queued up like the latest podcast I could find from her and then went on a run. And then I was like a captive audience. I went on this run. It turns out the podcast I had queued up was not about positioning. It was about her journey as an author and writing her book. 08:23 So I spent an hour listening and getting really inspired. And when I came back from that run, I thought, you know what? I have to tell the people, there is a way to consistently build and scale companies when they're going from, my framework is very from 10 to that first 100 million. And so that was really the inspiration for me. then it's just been a journey from there. 08:52 We'll get to it, but  you uh codified um when you had those aha moments, right? You went back and looked at the cohorts of the companies that you had been working with, right? 30, 60, 90 day framework, for lack of another word.  Can you share what  are those four things that enterprise SaaS CEOs do? 09:18 Sure, so my framework  is an order of operations. So everything  that happens at the beginning has like downstream implications on the other activities.  And originally when I created this order of operations, I hadn't high leveled it in terms of four decisions. I did that for the book because I wanted to write the book for CEOs.  CEOs are such a, especially going to the first hundred million. CEOs. 09:45 have to have their hand  on the strategic wheel of commercial growth. not yet mature, they haven't yet matured out of that. There is a place over a hundred where you can start to  delegate more of the idea of commercial strategy to like a, you know, top tier executive CRO, for example. But when you're working on the path, especially if you're PE-backed to a hundred, you really need to stay involved.  And that had,  I had noticed that that core ingredient oftentimes was 10:15 one of the gaps I was inadvertently closing when I was working with these companies. And so because of that, I wrote the book for CEOs. And since I was writing it for CEOs, I was like, oh, I need to go one level higher than my traditional order of operations, which is very like activity sequenced and like talk about more of like, what is like, what is strategy? Strategy is making a decision and committing to it. So what are the four decisions that a CEO needs to direct and commit to have their team commit to in order to see this growth? 10:44 And those four decisions kind of tell the story of growth from up to the first hundred million. Frankly, it's kind of the same above a hundred, except the last decision actually becomes the first decision over a hundred. But anyway, that's right. So four decisions that CEOs that you were saying that are 10 and get to and to get in order to get to a hundred million, they have to be really continuously involved. 11:13 in the growth of the company. They cannot delegate until they reach that um upper level. They don't necessarily need to  direct or be boots on the ground in these areas. But when they make these decisions and they guide their teams and champion these decisions, what happens as a byproduct of this  is they inadvertently align their business in a way that is 11:43 successful for commercial strategy. So for example, I'll just walk through the decisions quickly to give you an example of how this works. um So the first decision,  I high level it as the ideal customer profile or the ICP,  which is just another way of saying who are we going to target? And  my bit, my specialization is being PE backed. So part of what CEOs and companies hire me for is certainly the pattern recognition of working on over a hundred software engagements. 12:13 but also that sort of behind the scenes view of what the investor is expecting. you know, bringing that idea. When your PE backed,  once that investment round closes, are inadvertent, not inadvertently, you are inherently um signing up to  expand and grow either within your market, into an adjacent market, or in some other capacity. And just by that definition, you need to, 12:41 understand who your target is going to be, who your best buyer is going to look like for this next round of growth.  So it's generally, this is such a major trigger event,  this idea of becoming um PE backed,  that  it's generally a signal for CEOs to say, okay, now let's take a look and see if our existing customer today is going to get us to where we need to be in five years. Because that's five year journey is what you've signed up to  take on essentially.  So the first 13:10 The first decision is that ICP decision. Once we have an understanding of who we're going to target, then we focus, especially with the commercial side, we focus on how are we going to turn those targets into opportunities, right? So in software, it very much goes from like lead to opportunity to closed one deal, right?  So that's what I mean when I say opportunities and or pipeline opening.  And this idea of how do we turn targets into opportunities? I high level this decision  as the SLA. 13:40 which is a pretty common service level agreement. in this framework, it covers about five or six very specific decisions that your sales, marketing, channel partner and CS teams need to align around to ensure that the build of their lead management system and how they're qualifying those leads to become opportunities is sufficient enough to have some predictability. like  you have some confidence that when you put a dollar out, 14:10 into a marketing campaign, it's going to convert into pipeline, really, right? And then ideally into bookings from there.  And so that's the second decision.  the first one, who do we target? ICP decision. The second, how do we turn those targets into opportunities? The SLA decision.  Once you reach... 14:29 Once you have the confidence and some predictability flowing through, now you're ready to make a more strategic decision. And these last two decisions are really where the CEO not just champions, but takes an active role in the decision making. The next one is the contribution decision. So this is now that we know who we're going to target  and we understand and have confidence that when we target those buyers, they are going to turn into customers. The next question is where do we invest? 14:57 to go get more of those targets. So who's going to contribute to our  revenue number? How much are we going to put into channel partners? How much are we going to invest into marketing? How much are we investing into outbound? How much are we investing into PLG or a self-serve motion, right? How much is new? How much is expansion? And in this decision, we start to bring the CFO in to take more  of a governance posture around commercial. So we give the CEO more context around 15:26 Some of the horse trading that typically happens in a silo between the teams.  We now have those kinds of conversations around investment decisions and headcount and budgets  all together in a room. I run this like a workshop, but all together in a room. And the book teaches the CFO and the CEO how to run this on their own. Excellent. for kind of the terminology that I would use  and  correct me if I'm wrong, it's kind of capital allocation. So a bit more rigor. 15:56 is brought in  with this discipline of budgeting, right? You're talking about contribution decisions, So it's  budgeting,  capital allocation,  and um bringing another uh kind of the controller of the purse strings, the CFO. That's right. Right?  And jointly with the CEO  are posturing and actually sprinkling it down to their direct reports, I suspect. 16:25 Right.  Well, we  so the way that I teach contribution modeling  is everyone needs to be in the room. No one function, not the CFO, not the CEO, not the CRO can make these decisions for the entire commercial team who is actually going to need to. Yes, it is a budget allocation exercise, but actually that's the second step. The first step, it's a goal setting exercise. oh We break down. 16:53 Each of those pipeline  sources has different stages, which we just got very deep on in our SLA decision. So we understand what those stages are called. We understand how long we expect somebody to stick in those stages. We understand what those conversion rates are through those stages.  And now that we have some sense of those inputs, we  basically enabled ourselves to sign up for a number. So now we can look at marketing and we can say, oh 17:22 If you're gonna sign up for a million dollars in pipeline this year, that means at this selling price, you're gonna drive this many deals, right? At this conversion rate, at this close rate, this means you need to have this many opportunities and that this conversion rate from lead to opportunity, you need to drive this many leads. Can you drive this many leads? And the marketing person's like, that's a lot of leads. I don't know if I can drive that many leads, right? 17:48 And if they hesitate and they say  like, can't realistically get that many, we look around the room and we say, okay, who else can drive more leads? Let's look at channel partners. Now we do the same thing from referral to meetings booked to, know, et cetera, et cetera down the So it's very like, it's very precise in terms of setting goals at the funnel stages, but not to become that, like we're not expecting frankly, to get a bullseye out of this workshop. What we're doing is we're kind of snapping the chalk line to say, 18:17 Okay, this is what we think we can go do. And now we're gonna meet with the CFO leading, we're gonna meet every two weeks or every month, and we're gonna see how we're doing. Are we driving this many leads for marketing? Are we getting this many referrals from channel partners? Are we booking this many meetings through the BDRs?  And if the answer is no, then we look around the room. Where else can we do it this month? So we have something we can react to in real time, and rather than showing up to the board meeting and saying like, yeah, it was kind of a miss, but I think we have some ideas for next quarter. 18:46 Like this puts everyone in a position now to become far more reactive to what's happening in real time uh as a group, as like a singular one  team. And what about the fourth? Yeah, so the fourth decision. And again, this decision is fourth when you're going to 100 million. But if you were above 200 million or as you like progress to like four up to a billion, this actually can become sometimes the first decision. 19:14 when you kind of need to work your way to this  point um for when you're going to 100 million, especially after the contribution decision, that contribution. Yeah. Cause that's going to surface a lot of ahas for teams. Like oftentimes you're like, Oh, actually we need to break into a new market. We're saturated or, my gosh, you know, like we need a, you know, too many, we need a ton more reps or actually we don't need more new sale reps. What we need is expansion reps and really need more there. So 19:43 Like in that contribution conversation, you really surface so many of your growth levers that you're prepared for the fourth decision. So the fourth decision  is now that we know who we're going to target and we know with confidence how we're going to turn those targets into opportunities. And we understand where we're going to investigate more of those targets.  Now we talk about how are we going to do this over the long term? So how are we going to do this not just this year, but for the hold period? So for five years. 20:10 And so this decision I high level as the OKRs, which is an industry term. I didn't come up with that, but it stands for objectives and key results. And it's essentially  gives the CEO  like almost like a project management framework for long-term planning. um And you really can't  necessarily jump to number four if you're going up to that hundred day plan without having these first three decisions at least somewhat cemented or somewhat committed to. 20:39 um Otherwise, what ends up happening is your OKRs are, you know, have like 25 things you're going to try and go tackle.  So you kind of like,  kind of,  you know, by just by um the effort of making these first three decisions, you've already like started to prioritize for your team where the important levers are that you're going to focus on. 21:01 Thank you. I wanted to ask you by publishing this book, are you putting yourself out of business? That's a good question. A grow-to-market advisor, The enterprise SaaS sector that's under a lot of pressure right now with the dinner to bay eye. So let's take the two questions. Let's take them apart. And I'm being a bit. It's a great question. I asked myself that question. Yeah. 21:29 Yeah, my publisher asked this too. Why put it out there? You're putting yourself out of business or no? Yeah. Well, you know, the way I,  there's a couple of answers to this,  a couple of dimensions to this.  The first is, you know, a lot of the motivation to write this book was to get the word out. Like when I saw the consistency and how well the results sustain when companies run through this framework, I was like, Oh my. 21:56 Why aren't we telling all of the CEOs that there's a way to go do this? Like we know these activities, it's things like territory planning and quota setting and SLAs. like, know, people know that activities that need to happen,  but the unlock here  is the sequence, like it's important to do them in order  and that they're done altogether, which is the role of the CEO, right? Is to ensure that the right people are in the room when you're making these decisions and everything's like. 22:24 That's the those are the connectors right is are the those are the interlocks are the decisions the activations happen You know within the function so  I?  Was passionate like we talk about purpose the reason I was excited to be on this podcast is because this is very purposeful for me It felt like holy cow Look what I discovered under the pyramid I got to tell the people like there's an easier way to do this We don't have to bang our head against the wall to try and figure this out the hard way so 22:53 In that way, it didn't really feel like an option to necessarily hide it. ah And then the other side of me thought about it in terms of like changing the oil in my car. Like,  I know  that I can change the oil in my car. It's not a difficult, complex process. Like, it's very straightforward. But do I want to do, do I want to like get in coveralls and crawl underneath my car, like find the little lackey thing? No, I don't want to do any of that. I would far rather just bring someone in. 23:22 take the guesswork out, have it done, have it done correctly the first time, and  leverage someone else's expertise in case they find something that I wasn't expecting. ah So I feel like I'm still bring, like when people  leverage me to run through this, I'm still bringing a lot of value that you're not gonna necessarily get out of the book. mean, people, CEOs and firms hire me because of the pattern recognition and because I've  seen these things play out enough times across different industries. 23:51 uh But I don't want to be a holdup. Like, please, if you are able to do it, then  I welcome, I encourage you please to go run these plays yourself. And I try to give a lot of, it's very structured. This book is, the structure of this book was really difficult to come up with. It probably took me the longest amount of time, honestly.  But I wrote it in a way that a CEO could read it quickly, because I know they don't want to read too many things. They are very busy. um 24:18 And so like they could digest it quickly and they could hand it off because that's kind of their role is to say like, I'm going to now equip my leaders to go do this and do it successfully. And they still have a role to play. But again, they don't have to be like in the trenches. Right.  And  without um seeing the book right now, I sound and Kendall on audibles or Kendall, um are there like exercises? Are there, is it like a handbook or  is it um I'm a CEO?  I 24:48 read your book um and I want to contact you. Do  I to come in and maybe do some seminars? How does that work? Because this is a marketing tool as well. Yeah, yes. mean, of course  I this book can be  just a step by step guide for CEOs and their teams if they want to take it that way. So I tried to write it dimensionally. So the first dimension  is 25:13 It equips the CEOs to understand, like the first two chapters are really around what is the investor expecting of you? Basically it's like, here's a little bit of the behind the scenes. Yeah, that was intriguing for me when we first spoke of it. Yeah, you've been in that room. Yeah, like I've been in it. Yeah, exactly. like, you know, one of the things that, again, like a lot of things happened in this like two or three week time period when I was kind of coming to the conclusion that I was going to write this book. And one of them was I was in a board. 25:44 meeting  and there was a CEO advisor also in this board meeting  and I could see the CEO advisor  was um giving great advice based on their singular experience but the truth is is their  experience was so unique to them that it would be really difficult it'd be like saying like 26:07 Yeah, just, once you press post, it's gonna go viral. It's like,  let's not over promise here, you know, what's realistic. And that  really hit me to say like, oh, this is a unique perspective. Like  I'm not necessarily an investor and I'm not a CEO. it's been years since I've like managed a commercial team or been a GM, but I have... 26:34 I've flown all of those altitudes and I've been an observer in all of those rooms so many times that like the patterns, you just can't deny the patterns. um So yeah, I'll stop there. I'll pause there.  So you do the reveal, right? So for any CEOs of enterprise, um SAS companies, this is a must read, right? Because  you're doing the real deal. What is actually happening in the boardrooms of those private equity? uh 27:05 partners right that are yes looking at their portfolio companies yes yes thank you yes so  i start with like you need to equip yourself with understanding what is expected of you when you took this investment which isn't frankly always talked about like it's  not always revealed to the CEO ah so that's the first step and then it is a step-by-step guide so like there are the four decisions and then within each decision 27:33 I show them the book is structured to show them, tell them what the decision is, give them some case studies of other companies who have solved it, give them some red flags that say like, look, this is a really helpful book if you just closed your investment and you need to run like a, they call it a hundred day plan of like, you're going to deploy a lot of that, those investment dollars very quickly in order to like try to get traction on growth. So this is,  I wrote it in that framework just because it is naturally 28:00 predisposed to running in like a 90 day plan framework anyway. um But it's also one that oftentimes in a hold period, you're going to hit some kind of plateau, right? It's very rare to like knock a home run out of the park right out of the gate.  And so I also, so like in that, in that first part, so like each part, each decision has a part. So there's like a part for, there's like a four chapters on ICP, four chapters on SLA, four chapters on contribution. 28:26 The first chapter tells you, like gives you the red flags to look for if this is an issue, tells you what the investor is expecting, tells you your role and how you can direct the team, tells you when you need to maybe outsource, like what's the things you should absolutely do and the things that are kind of like nice to haves.  Then the next chapter goes into how do you make this decision?  And each of these decisions, the way that my approach is, 28:53 Um, is I like to do like 50 % gut and like 50 % data. So I always start my engagements with like surfacing from your internal experts already. Like a lot of times your C-suite lieutenants. Yeah. They like, I get called in for audits. Like that's like oftentimes I'm brought in initially for an audit of some kind. And in that audit, it's like a 360 commercial audit. And in that audit, I have like a week that I just cap off and I talk to anyone that you'll let me talk to. 29:23 And they're telling me the problems. like, this is really like, we've known this is very rare for people to like, I have no idea. They know what they did to get here. And so we start with the gut. And so in this framework for the book, the gut is surfaced through workshops. I'm a huge advocate of workshops. think, you know, honestly, my time with Vista really beat this into me, like the importance and the value of workshops, because not only is it a great place to surface everyone altogether, but it's 29:52 early adoption. Like when your voice is heard and you could challenge something in the room, when the decision is being made, you're far more likely to adopt it when we get to the final output. So I'm a huge fan of workshops. So each of these has a workshop. And this is a lot by and large when I'm training, when I'm teaching the CEOs, it's like, this is what you need to get out of the workshop. This is agendas. You can, have all of my agendas are up for download. Like you can download the agenda. You can run through it yourself. And this is who needs to be. 30:21 Yeah, like I want this to be helpful. That's the whole point is like it's supposed to be taking the guesswork out for the CEOs. uh And then you need to there's a data validation. Like, yeah, everyone's got gut. But then we do need like we are going to make some commitments here. So  exactly. Yeah. So we need to like in each of these have different places that you go and source that data to validate. uh 30:43 So that's how we make the decision. Then I go through how you execute the decision. And for CEOs, this is almost like the TLDR. It's like, give you like, look, these are the steps that they're go through. Then in each of these chapters, I go far more into detail. This is what you're gonna go tell, like this is what your management team is gonna go do. And this is what good is gonna look like. So you're not done with this step until you've seen these five things come out of this exercise, essentially. 31:07 And then finally, each of these parts, so we've got like, what is the decision? How do we execute the decision? I'm sorry, how do we make the decision? How do we execute the decision? And then how do we measure the decision? And this goes back to how your growth story. So a CEO's role is not just to understand, right, our long-term objectives that may be surfaced in our investment thesis, right? Those are the first two chapters. It's not just coordinating the execution and setting the priorities and resourcing your team, right? Those are the four decisions. 31:37 But you also need to tell that story and you need to tell it in a way that makes you show well, that makes your company show well, and that makes you more attractive, frankly, at your next round of investment.  so, yeah, externally telling exactly.  So as well as internally.  that's right.  So that was really long winded, but that's basically the structure. It goes pretty far into detail, but I do. 32:02 high level for CEOs, like you can skip this part, just give it to your zero.  So, so the book is out  and um you started  as  you went rogue yourself and said, I'm working for myself and yeah, that's right. And um what happened is you've got some of your clients that had seen your, your work in prior years and, have taken you on as their advisor. 32:31 Why are they taking you on?  it around your,  are you scalable or your purpose? I mean, you're wanting to give back. So yeah, tell me. And you shared a little bit when we were talking before the podcast about you got a call from a client that you had from many, many years ago.  Yeah. Yeah. I, you know, when I was deciding to go out on my own, it was really scary, right? Because I had, I never really even, I, I had been motivated to write the book. 33:00 And that was almost as far as my thinking had gone. And then at that point, the book was supposed to come out. Originally, the book was supposed to come out in January and we could have a whole other podcast about writing a book. so originally it was kind of, I knew like internally, I was like, gosh, by October, I was like, I need to make a decision. Like, what am I going to do? Am I staying? Am I going? Am I doing something else? And so I reached out to every person that, that I, you know, had some sort of like respected conversation, like a respected relationship with. 33:29 over the course of my career. And I basically asked him like, what do I do? What would you do? And I'm really lucky because at this point, I had been an advisor for about seven years, you know, with really established firms and the folks that I had worked with, that knew me, knew what I could do, had since gone on to a million other firms. So like my network on the firm side was pretty large. 33:59 And in those conversations, there was just inevitably a conversation that ended with like, look, if you go, I'll give you your first client right now. And so I was like, well, there you go. Close the door, a window, let's go. That was how it went. Yeah, so you reached out to your network, which is super powerful. Yeah, it really was. And it was honestly, I had surfaced my network throughout kind of writing the book because 34:27 You know, one of the things I think that is unique about my situation versus some of the other authors who have written fantastic, and I'm an avid business book reader, Fantastic Frameworks, is that my perspective is from the operating partner's point of view. And I am, yeah, it's very like, and so I'm really lucky because I, as I mentioned, like a lot of the folks that I have worked with over the years are now at so many different firms. 34:57 And so as I was writing this book, I would send out surveys to people and just say, Hey, just like gut check, do you see this too? Are you seeing this? Like when I wrote a whole chapter on like the value creation plan  and you know, the value creation plan is one of those things that people talk about. Like it's this like standardized formal process, but it's wildly different, like firm to firm, like it's so totally different. And I just wanted to uh get a better sense of how these different firms of these different sizes were actually running their value creation plans. 35:26 And that's just impossible for me to do by myself. Like I need my network for that. So this whole process has been really great. And just like also bringing together some of my work friends that I hadn't been able to really, or I hadn't like, you know, kept up with as well as I should have. And so now I feel like my network is just like really thriving and humming. And I feel so much closer to like these people now than I have in a long time. So it's been really beautiful in that way. 35:54 Thanks for sharing.  know, I want to ask you how has, well, your frameworks be at all affected in your opinion by the generative AI and how it's taken quite a bit of value out of the stock market. So now it's back up, right? So let's, so was,  are you isolated from that effect? Your, your, your, your, just your, your frameworks. 36:22 Yeah, you know it's funny I wrote this book so  I've done a lot around writing best practices for AI for go-to-market teams so I was pretty what by the time I wrote this book I had a lot of already like pretty packed research and thinking around AI and what it could do and what it couldn't do.  I of course how could I you know I wrote this book almost two years ago now like 36:46 has really changed the game and just some of the new models that have come out. We knew that they were gonna be pretty revolutionary, but it was hard to be very specific. But I did,  in the book, I  have a very specific point of view on how AI can ah make what you do more effective, more scalable, where can  use what you are bringing to the table and... uh 37:12 The word is escaping me, which is ironic scale, basically what you could do. And so that's my approach to AI and it's still my approach to AI. So I don't see AI as a competitor. I see it as an accelerator, really. And so I'll take account scoring as a great example. So in this idea of 37:38 these four decisions, one of the activities that you inevitably will need to do, it's under the ICP decision. So once you have an understanding of who you're going to target, you want to then score the accounts that are in your database to say like, is this a tier one, is this a tier two, is this a tier three, is this a tier four, and we're not gonna like, they're actually gonna churn too fast for them to even be worth that selling to. And so you're building out this account scoring model. Now, there are platforms that can just do this for you. 38:06 and they're just like, look at your data and they're like, great, we're gonna do this for you. But those platforms don't know your growth plan. They don't understand like what your investment thesis is. They don't understand that you have a very concentrated point in time where you're going to make, you know, a 30 % CAGR, you know, you've got like big, big goals. You're not just trying to do status quo every year. And so it's in that same kind of vein, like the human still needs to drive and be the director of... 38:33 where  the AI is going to execute. um But AI is a fantastic accelerator. I'm excited.  I love partnering with AI. It's not perfect. I think of it as almost like  an MBA intern, like  whip smart, smarter than I will ever be. But you can't totally take your hands off the wheel. You're like, there's context. That's great analogy. Oh my goodness, that's hilarious.  It is true. um 39:03 AI.  particularly like the perplexity model because it's on top of all of them for uh writing and  preparing  some of the work I do with my clients. So it becomes my companion is what I call it. Right? Yeah. Oh yeah. Definitely. Excellent. Well, I'd like to give you an opportunity to share how my listeners can reach out to you.  Oh, sure. They'll be in your notes. Vanessa. Carry on. Okay. Great. 39:32 So  I have a website Vanessa ghouls be calm I'm also on LinkedIn both ways You know are pretty easy ways to just you can look at my calendar and schedule time if you're interested  Often time like my  most most of the ways that I get brought into engagements  is There is some kind of trigger event where the CEO or the PE firm Says like  we need we need some 39:59 things, some kind of audit, some kind of assessment, some kind of strategy, some kind of like, what are our growth levers, right, to get us to whatever the next thing is.  It's generally a two to four week audit. em And as I mentioned earlier,  it combines interviews with your team with I have like a list of artifacts that we start off with. It's,  I don't want to say it's like diligence, because it's not like diligence.  But it is a pretty thorough 40:25 uh So you get sales, marketing, customer success, channel partners, digital, all of that. uh And oftentimes CEOs will have like a specific need on top of that. you know, I've got one where I just did one where it was like, we want to see, you know,  we know we just got our investment came through and we kind of need to set our hundred day plan.  So where should we go? You know, what are the foundations we need to build and fortify for this next round? uh We have one. 40:53 One other trigger that's pretty common  is on the back of maybe  M &A, where you have like two go-to-market teams that need to integrate together.  Yeah, they like will bring me into sales. How are we gonna do that? Yeah.  Or they have done that and maybe they're still not quite hitting that like expansion number that was originally conceptualized. um And then, yeah. And then the third, which is, I mean, it's like the... 41:21 the least positive, but honestly, the most exciting for me is, you you're like an a mid hold plateau. You're like, gosh, you know, I had one just last month where it was like, they hit this $30 million ceiling and they for like three years have thrown every spaghetti they could at the wall and just could not get past this ceiling. And, um, and so like the audit can, it's very focused and like trying to get to whatever the objective is, but it's, it's holistic because my whole, my whole shtick, right. Is that like, 41:51 It's no one team. It's like all of the teams kind of have to interlock in a line together. Yeah. Yeah. Quite revealing. Excellent. Those are excellent use cases. Um, and we'll put this in the show notes as well as your website and  Vanessa.  Um, let's come back to the sandbox. I do like to do a round of just questions about three words and what is the meaning for you.  Um,  and each of my guests comes up with their own um interpretation, their own meaning. it's 42:19 So what does resilience mean to you, Vanessa? Yeah, think resilience means being internally motivated. There's a drive that is not necessarily  anchored or reactive to anything that's happening externally. uh For some reason, you just can't let it go. 42:47 How about scalable? What's scalable? Oh, wow. I mean, spent so many years uh writing about being scalable. Yeah, you know, it's funny when I think about being scalable, you know, it actually initially comes to mind as like growing pains, like this idea of growing pains. uh And I'm just now kicking myself for not reading the prep questions closer. We're going to rip a little bit,  but. 43:15 But yes,  being scalable is having that resilience through the growing pains,  knowing, right, having like some kind of faith that at the end it's gonna be bigger, better,  probably bigger than you even really could even have imagined or maybe even in a direction that might not have been initially planned. Excellent, excellent. Yes, and I also wanna just, I think. 43:43 you know, we're back to the title of the episode, is, um, and which is building purpose, building reputation with purpose. And you were adamant about that. So what does purpose mean? And maybe you'll bring into, know, what, what is building reputation with purpose for you? know, I, um, 44:11 It's funny, I feel like it really goes back to this resilience question, but it's so much of it just comes down to  acting with kind of like, like I work with companies that have like cultural values, right? And they're like, oh, or Patrick Lindsay only has a great one, like the heat, likes to say, you know, hire people that are hungry, humble and smart, right? So like, you have your like keywords, your brand words, your value words.  And I think for me, 44:40 um over the years, my purpose has been to act with integrity and grace and curiosity.  And, um and that's something that I don't think about logically, right in life. But I try to bring  that kind of inspiration to the teams that I'm working with. And it's a lot of the reason why I wrote the book was to say like, 45:10 Look, there is a way. You don't have to follow every single thing that's in this book. But if you get stuck, isn't it helpful to have a guide, like a troubleshooting guide to say like, oh, let me just go to the index here. I'm a little stuck on territories. I'm going to get over it. And that's the spirit that I try to bring to everything that I do, which is, yeah, we can solve any problem. Like any problem is solvable. And guess what? Execution problems are the easiest thing to solve. So like, 45:40 Let's have some fun and we can, we can, there's a way to do it basically. Right. Excellent. Thank you. And last question, did you have fun in the sandbox today? I had so much fun. This was great. You know, honestly, I didn't really know how this, like I do enough of these podcasts now and it's so usually anchored on the framework and like, you know, the execution and like, you know, very tactical. 46:07 And so this was just a really, this was like a breath of fresh air because we got to talk a little bit about the human side of it, which I find really motivating. It is. And I do recall you were really set on building you and you it's your reputation. Do you have Vanessa Goldsby that has gotten to you, gotten you where you are today and by giving back and providing that, you know, writing that book and then, you know, serendipity, you decide, Oh my gosh, I'm going to go out on my own. So it's, your reputation. 46:35 that has been built with purpose.  I want to thank you for joining me here in the Founders Sandbox. To my listeners, if you like this episode with Vanessa Goldsby, sign up for the month release  of the Founders Sandbox where I have guests that are Founders, business owners, service providers like Vanessa, um and board directors who build with strong governance, resilient, scalable, and purpose-driven companies. 47:03 So signing off for this month. Thank you very much. Thank you, Brenda.   ","author_name":"The Founders Sandbox","author_url":"https:\/\/sites.libsyn.com\/421730","html":"