E35: Building a Multi-Product Platform with Seismic’s CRO, Hayden Stafford

In this episode, Kyle Norton sits down with Hayden Stafford, President and CRO at Seismic, to unpack what it really takes to transform a company from a single-product business into a true multi-product platform. Drawing from his experience leading global teams at Microsoft and now steering Seismic toward half a billion in ARR, Hayden shares the go-to-market, organizational, and cultural changes required to make the shift. From overhauling sales motions and enablement to building a value consulting function and rethinking partnerships, Hayden offers a candid look at the challenges and breakthroughs behind Seismic’s platform evolution. 

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Key Moments:

(00:00) Introduction

(03:06) Understanding the Transition from Product to Platform

(05:47) Seismic's Evolution: From Content Automation to Comprehensive Platform

(09:03) The Role of Enablement in Sales Success

(11:55) Strategic Decisions: Joining Seismic and Transforming the Company

(14:53) Navigating the Go-to-Market Strategy for Multi-Product Companies

(17:55) Building a Strong Ecosystem for Platform Success

(20:59) Partner Selection and Metrics for Success

(23:56) Final Thoughts on Platform Strategy and Future Directions

(40:20) Navigating Pricing and Business Value

(45:04) The Importance of Value Continuum

(47:55) Transitioning to Platform Positioning

(55:01) Engaging with CROs and Sales Leaders

(01:00:57) Common Pitfalls in Platform Transformation

(01:08:47) Lessons from Past Experiences