20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma
20Sales: Inside Figma's $1BN ARR Revenue Machine | Why We Do Not Have Customer Success or SDRs | Why I Do Not Believe in Sales Quotas with Shaunt Voskanian, CRO @ Figma
Podcast1 hr 2 min
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Note: AI-generated summary based on third-party content. Not financial advice. Read more.
Quick Insights

Investors should monitor Figma as a premier pre-IPO candidate following its $1BN ARR milestone and impressive 136% Net Retention Rate. Consider building exposure to Datadog (DDOG), which remains a high-conviction benchmark for enterprise execution due to its superior sales culture and internal talent retention. Shift focus toward Agentic AI startups like ROX and Monaco that replace manual labor with automated revenue agents rather than simple productivity tools. Prioritize software companies moving away from traditional seat-based pricing toward consumption-based models or AI-driven credit systems to capture higher margins. When evaluating the SaaS sector, favor lean organizations that utilize "Full-Cycle" Account Executives and avoid those burdened by high-turnover sales structures.

Detailed Analysis

Figma (Private - Pre-IPO)

Figma is a design and collaboration platform that has recently reached a $1BN Annual Recurring Revenue (ARR) milestone. The discussion highlights how the company is transitioning from a pure Product-Led Growth (PLG) model to a sophisticated enterprise sales machine.

  • Financial Performance: Figma recently saw a significant jump in Net Retention Rate (NRR), increasing from 131% to 136%.
  • Monetization Shift: While currently a seat-based pricing model, Figma is launching AI usage monetization through credits, signaling a move toward consumption-based revenue.
  • Sales Structure: Figma operates without traditional Customer Success (CS) teams or Sales Development Representatives (SDRs). Instead, Account Executives (AEs) are responsible for their own pipeline generation.
  • Market Strategy: The company categorizes its business into three tiers:
    • Self-Serve: Credit card transactions via the website.
    • SMB (Small/Medium Business): Focused on companies with <500 employees using product signals to trigger upgrades.
    • Sales-Led (Mid-Market/Enterprise): Strategic outbound targeting of existing customers to drive platform expansion.

Takeaways

  • Monitor IPO Prospects: As a $1BN ARR company with 136% NRR, Figma is a top-tier candidate for a future IPO. Investors should watch for any filings, as its "sales-led expansion" model is proving highly efficient.
  • The "Multi-Product" Play: Figma is successfully moving from a single tool to a platform (acquiring companies like Weavy). This "land and expand" strategy is a key driver for valuation growth in SaaS.
  • Efficiency as a Moat: By eliminating traditional SDR/CS roles, Figma maintains high margins. This lean go-to-market (GTM) strategy is a blueprint for high-profitability software companies.

Datadog (DDOG)

Mentioned as a benchmark for high-quality sales organizations and internal talent development.

  • Sales Culture: Recognized for its ability to retain talent for long periods and its "promote from within" philosophy.
  • Efficiency: Used as a comparison point for Figma’s early-stage revenue growth and customer penetration.

Takeaways

  • Bullish Sentiment on Talent: Datadog’s reputation for building a "sales machine" suggests strong institutional knowledge and execution capabilities, which are often leading indicators of long-term stock performance in the cloud monitoring space.

AI & Sales Technology (Investment Theme)

The transcript highlights a shift toward Agentic AI—AI agents that do work rather than just provide productivity shortcuts.

  • ROX: An AI startup pioneering "revenue agents" for the Global 2000. These agents handle research, outreach, and deal risk management.
  • Monaco: An AI-native platform designed to replace legacy CRMs by automatically scoring TAM (Total Addressable Market) and running outbound sequences.
  • Framer: A no-code website builder used by high-growth companies like Perplexity, Miro, and Mixpanel.

Takeaways

  • Sector Shift: There is a move away from "productivity apps" toward "automated agents." Investors should look for companies that replace manual labor (SDR tasks) rather than just "augmenting" it.
  • Death of Seat-Based Pricing? The podcast notes that for AI companies replacing labor, seat-based pricing is becoming obsolete in favor of outcome-based or consumption-based models.

Enterprise SaaS Trends

Shaunt Voskanian (CRO of Figma) provided several insights into the current state of enterprise software sales:

  • The End of the SDR: Figma’s success without traditional SDRs suggests that high-growth tech companies may move toward "Full-Cycle" Account Executives who generate their own leads.
  • Prescriptive Selling: Modern enterprise buyers do not want to be "qualified"; they want insights. Success now depends on teaching the customer something new about their own business.
  • Quota Philosophy: Figma uses "aggressive" (favorable) quotas (3-4x OTE) to attract top-tier strategic talent, rather than high-pressure quotas that lead to burnout and "lazy leadership."

Takeaways

  • Investment Filter: When evaluating SaaS companies, look for those moving toward specialization and verticalization early. Companies asking one rep to do "too much" (manage 14+ tasks) are flagged as higher risk for execution failure.
  • Human Capital: A "jumpy" resume (12-18 months at multiple stops) is viewed as a major red flag for long-term company stability and sales execution.
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Episode Description
Shaunt Voskanian is the CRO @ Figma, where he has scaled the sales machine to over $1BN in ARR and over 400 people. Prior to Figma, Shaunt was Senior VP of Global Sales at Datadog where he scaled the revenue org to $1BN in ARR.  AGENDA:  04:33 - Are Great Sales Leaders Born or Trained? 06:55 - In a world of PLG, is sales less important than ever? 11:51 - Why does Shaunt not believe in traditional customer success teams? 14:31 - Does the role of the SDR survive in two years' time? 19:19 - When is the right time for sales to intercept in a PLG motion? 21:43 - How to Set Sales Quotas in a PLG AI Sales World? 31:19 - How has what you look for in sales hires changed over time? 42:54 - How do you judge sales performance if not on quota? 54:49 - Quick fire: Outdated sales tactic, What Role Dies, Best Sales AI Tool
About The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch
The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

By Harry Stebbings

The Twenty Minute VC (20VC) interviews the world's greatest venture capitalists with prior guests including Sequoia's Doug Leone and Benchmark's Bill Gurley. Once per week, 20VC Host, Harry Stebbings is also joined by one of the great founders of our time with prior founder episodes from Spotify's Daniel Ek, Linkedin's Reid Hoffman, and Snowflake's Frank Slootman. If you would like to see more of The Twenty Minute VC (20VC), head to www.20vc.com for more information on the podcast, show notes, resources and more.