SIMETRIC

Old Colleagues Building New Technology

In March of 2020 I got a phone call from an old boss of mine…. the Head of Sales while I was at PayScale. She had been an Angel Investors in Seattle for the previous 5 years and they had a new startup in their portfolio that she wanted to discuss.

When I received the call, I knew that I was going to dive in head-first. The company was pre-revenue and was founded by 3 VERY esteemed individuals… all of which were early employees at either Microsoft of CISCO.

Like my experience at 10,000ft, I would be working side-by-side with the Co-Founders to build out a sales motion. This included hiring a team of AE’s, SDR’s, and outsourcing our marketing efforts. The challenge wasn’t the role, it was the industry. This was my first experience in IoT so building out our target audience was a challenge.

Our first year was a struggle. Starting from scratch as a pre-revenue company is very difficult. We failed and we learned. We had to figure out who our target market was, what kind of sales motion we should pursue (SaaS vs Channel vs Freemium), and then purchase all the software licenses we needed to ensure we could achieve our goals (CRM, Marketo, Outlook, Sales Nav, etc.).

That first year was brutal.

Fast forward 4 years to today. Simetric is generating roughly $5M in ARR and has grown to 30 employees. Working alongside our CEO, we landed deals/partnerships with companies such as ServiceNow, Microsoft, Tata Communications, Ericsson, and T-Mobile.

In April of 2024 I stepped down from my role at Simetric to do some consulting for my family’s Wine business. I have been able to take my experience and skillsets and apply them to the business my father started almost 20 years ago and help them grow.

While this consulting is only temporary, it has been a great opportunity for me to recalibrate and focus on where my next landing spot will be.

I am hopeful that I can apply my skillsets and knowledge to your business.