*No Longer in Operation
Investors: Google Ventures, Foundation, Bessemer Venture Partners
2nd Address was a corporate housing platform for travelling professionals who needed long-term accommodations (30+ Days). The company provided a self-served online marketplace which supported the entire travel journey from end-to-end. This included discovery + booking, communication whilst traveling, and integrations to expense platforms to provide a seamless experience.
Responsibilities
Business Strategy
Austen helped redefine strategy during 2nd Address’ transition to a platform-oriented business model to drive increased ROI and lower operational costs. He led cross-functionally through this period to improve funnel conversion from top to bottom and lift MRR/ARR by 20%.
New Customer Personas
At the time of joining, 2nd Address’ customer base was primarily construction workers + travelling nurses. Austen was responsible for discovering higher ACV personas (ex: tech + education professionals) and building strong business cases within those sectors to show how 2nd Address could provide improved value.
Sales Processes + Messaging
Austen developed new sales tools, training processes, and collateral to equip the Sales team with resources needed to breach into new customer segments and increase 2nd Address’ SAM / TAM. This led into a 55% growth in new booking volume + revenue within 6 months time.
Reporting Infrastructure + Ops
Austen was responsible for overhauling the existing Salesforce instance to improve forecasting, ensure pacing, and generate new insights. He was also in charge of managing the data pipeline to-and-from Salesforce and other solutions within the toolstack (ex: HubSpot Marketing Hub, Tableau, MailChimp, etc.)
Work Sample - Business Model Shift
2nd Address was in the midst of transitioning their business from a high-touch call-center oriented service to a self-serve platform in order to target customer segments with higher ACV. At the time, the company’s biggest customer profiles were national construction companies + travel nurse agencies.
Wanting to break into tech companies, Austen began outreaching to CHRO’s + CFOs at tech companies and learned they were focused on building an integrated toolstack. More specifically, they preferred solutions that could seamlessly connect with their existing stack to expedite expense reporting and improve travel safety. Austen led this initiative by overhauling sales messaging + collateral, iterating on processes + reporting, and developed training on how the Sales team could speak to potential customers / stakeholders through value-additive conversations.
Approach
Drive Product Partnerships
Through exploratory conversations, Austen learned that a major painpoint of our desired customers could be solved by integrating with HCM platforms like ADP, Expensify, and International SOS. Austen ultimately developed first-of-kind integrations that highlighted the benefits of integrated solutions from end-to-end.
Create Data-Driven Insights
Austen also developed industry reporting to help expand both supply and demand sides of 2nd Address’ platform. He used data-driven insights to create marketing collateral that showed how both the company and long-term rental space in general were evolving to meet the growing needs of their customers.
Develop Company Narrative
Austen was tasked with creating a compelling narrative for 2nd Address that showed how the transition to a self-service platform would be beneficial for both new and existing customers. Building new resources like a modular pitch deck equipped the Sales teams with the ability to clearly articulate the value of the platform based on a client’s specific needs.
Results
55% Growth in New Booking Volume
Enabled Sales to breach into new segments and exponentially increase TAM via customers with higher ACV.
30% Reduction in ATC
By overhauling Sales processes and refining messaging, Austen helped reduce the Sales team’s average time to close by 30%.
25% Increase in Revenue QoQ
Breaching new markets, establishing a new company narrative, and overhauling processes led to a 25% lift in QoQ revenue.
Recommendation
“Austen is genuinely one of the most thoughtful and charismatic people I've ever had the pleasure of working with, his enthusiasm and energy were contagious. His holistic approach to understanding (and then diagnosing) sales and operations strategy took 2nd Address into more established territories and enabled us to pursue clients and partners that brought increased recurring revenue. Any company would be lucky to have Austen on their leadership team, he brings unbridled passion for success and in-depth knowledge to the table unlike any other.
- Sean Reddix | Director of Customer Success @ 2nd Address