Florence Broderick

CMO turned CRO | @mktgacademyuk alumni | Fanatical Foodie | Sportswoman | Traveller | Spanglish Soul

[Florence Broderick @FloBroderick]

Hats off to my fellow Londoners. Lovely people have given me a seat after seeing my Baby on Board badge every time. In Madrid this weekend, I did 6 trips & not a single passenger gave up their seat (despite the bump). @metro_madrid - hay que hacer un pin para las embarazadas!

[Florence Broderick @FloBroderick]

.@shawp13 and I (as devout jaffa cake fans) decided to try out the jaffa cake McFlurry at @McDonaldsUK. Unfortunately it's a 4 out of 10 from us. The lack of cake sponginess was disappointing. The chocolate drops are more biscuity and don't give that jafftastic feeling.

[Florence Broderick @FloBroderick]

The East Brent village hall team threw a splendid party for King Charles' birthday yesterday. Homemade cakes only made by an exceptionally dedicated team of volunteers! Happy birthday @RoyalFamily! 🎂🎈🎉🇬🇧

[Florence Broderick @FloBroderick]

.@fever_uk disastrous organization at the @OVOArena for the Planet Earth concert today. We arrived 30 minutes early, yet the queue system was so chaotic that we didn't get in until 15:10 (40 minutes after the show started). Lots of angry ticket holders!

[Florence Broderick @FloBroderick]

@helenmakesmaps You're just so brat

[Comité Olímpico Español @COE_es]

🫶 Eres una 𝐆𝐔𝐄𝐑𝐑𝐄𝐑𝐀.
❤️‍🩹 Ya volviste, y lo volverás a hacer.
👑 Para nosotros, TÚ eres la 𝐂𝐀𝐌𝐏𝐄𝐎𝐍𝐀.

❤️ @CarolinaMarin

[Florence Broderick @FloBroderick]

@HarryStebbings This is why I never go to Orée, always selling croissants (at London prices) that are clearly from the day before 🤦🏼‍♀️It has never happened to me at Gail's, and I love their loyalty app.

[Florence Broderick @FloBroderick]

@wreeve 🤦‍♂️

[Jyoti Bansal @jyotibansalsf]

This is a dangerous mindset that founders need to avoid:

All you need is a good product and it will sell itself.

At the beginning, one of my biggest misconceptions as an engineer turned founder was thinking that your product is your only competitive advantage. I never stopped to think that sales could be a competitive advantage.

In the early days at AppDynamics, we managed to grow to several million dollars in annual revenue, primarily by landing a few big accounts like Netflix. But a fellow CEO pointed out the obvious: If we ever hoped to cross the $100 million threshold someday, we needed to get scientific about sales.

For other founders who want to embark on a sales education, here are some steps I took:

- Accept that sales actually matter. Once a company starts growing, sales, marketing and distribution are as important as the product itself.

- Commit to learning — If a software engineer can learn programming, they can learn sales. That said, I won't sugarcoat it — learning sales is a years-long process and isn't something you figure out in a day.

- Study the competition — I studied companies similar to mine that were 3-5 years ahead: How did that company run its sales process, and what kind of salespeople did it recruit?

- Lean on experts — We were fortunate to have hired John McMahon, a top authority on enterprise software sales, for weekly whiteboard sessions. Eventually, I also hired a VP of Sales which was one of the best decisions I made as a founder.

Sales should never be an afterthought and while this education requires significant time investment, it's well worth it.

[Florence Broderick @FloBroderick]

@javisantana Welcome! Come say hello at Big Data LDN!

[Florence Broderick @FloBroderick]

Absolutely loving watching @jamesmartinchef 's Spanish Adventure 🇪🇸 Watching Gordon, Gino & Fred clown around in their "Viva España" show was quite the opposite - painful how it's all about them & not about the food or the wonderful people they meet around Spain. Well done James!

[Florence Broderick @FloBroderick]

@jatorre COME ON ENGLAND 🇬🇧🇬🇧🇬🇧🇬🇧 ⚽⚽⚽

[Wasteland Capital @ecommerceshares]

Taylor Swift made more FCF from one arena show than $SPOT made in its entire 17 year corporate history.

IPO her.

[Florence Broderick @FloBroderick]

@helenmakesmaps She's you Helen. You're awful.

[Florence Broderick @FloBroderick]

@hectorgeograph Black Mirror :P

[Florence Broderick @FloBroderick]

@auren They can smell the hot sauce on the skin....a nice chance to try something spicy 🌶️ 😛

[Florence Broderick @FloBroderick]

@inakib Looked at this recently as I was wondering if this might be a way around the post Brexit migration restrictions for young Spanish talent looking to come to 🇬🇧: https://t.co/JxmOUv5stp But as you point out, Spain is absent there 😔 Sad knowing how much young talent there is in 🇪🇸

[Florence Broderick @FloBroderick]

@HarrietNotton Me too. Really bad today! No idea which pollen it is.

Met office says: Peak season for grass pollen. Nettle, dock and plantain pollen also in peak season. Fungal spores: Cladosporium at increasing risk.

[Florence Broderick @FloBroderick]

Loved the opening presentation from @Jacco_vd_Kooij on how the golden age of SaaS is over at the #PavilionCROSummit2023. Time to *really* think about unit economics.