Outcome-Based Selling: How Rich Liu scaled sales at Facebook, Mulesoft, and TripActions

Rich Liu, CRO of Everlaw, recounts stories from his time leading early sales at Facebook in 2010, taking the plunge into B2B SaaS at MuleSoft, and selling a corporate travel platform during the pandemic.

Rich Liu’s philosophy to scaling sales at 5 unicorn companies has been surprisingly simple: build the sales process to help the customer achieve their business outcomes.

In this episode, Alex and Rich talk about:

• The early days of sales at Facebook, including selling ads through the 2012 presidential election, the threat of mobile, and Facebook’s “black eye” IPO
• How he transformed MuleSoft's sales model from a technical sale to an outcome-based sale
• How he hired a sales team at scale after MuleSoft was acquired by Salesforce
• Selling to economic buyers through the pandemic at TripActions
• Selling in a down market at Everlaw