Jul 17, 2020
Episode 16 of the Legal Tech StartUp Focus Podcast with Teruel Carrasco, Chief Revenue Officer at dealcloser
In Episode 16 of the of Legal Tech StartUp Focus Podcast (www.legaltechstartupfocus.com/podcast), your podcast host, Charlie Uniman, interviews Teruel Carrasco, Chief Revenue Officer at dealcloser (www.dealcloser.com).
Teruel first talks about how his journey began with working in B2B marketing outside of legal tech. From there Teruel moved on to being involved with private equity investing and startup consulting. And then Teruel describes how he next joined dealcloser to head up revenue and growth. And, as you'll hear from Teruel, it was quite a bit of serendipity in his consulting and investing roles that brought him to his position at dealcloser.
Charlie and Teruel next talk about just what kind of product dealcloser offers. As should be clear from its name, dealcloser provides transaction management solutions for law firms and in-house legal departments. Among the things that Teruel mentions in this segment of the podcast are the features that distinguish dealcloser from other players in the transaction management space.
Following a pattern established in discussions with previous podcast guests who are involved in a startup's marketing to law firms and legal departments, Teruel and Charlie go over some of the steps that dealcloser takes to market its product. These steps include: (i) going to where innovation-minded lawyers can be found (e.g. trade shows and other conferences), (ii) educating the market with thought leadership content delivered through social media, (iii) hiring a full-time and experienced director of marketing and (iv) marketing to champions at a customer to encourage non-users at that customer to "come aboard."
Following this marketing discussion, Teruel talks about dealcloser's customer onboarding efforts. Here, Teruel talks about achieving product "stickiness," and recommends generous use of training videos, together with more standard (but always user-friendly) documentation, virtual training in real-time with users working on actual transactions, and periodic follow-up's both to get feedback and smooth out user interface and user experience kinks.
In closing the podcast, Teruel talks about how the COVID crisis has affected dealcloser's customer acquisition efforts. In this regard, Teruel stresses the importance of demonstrating genuine empathy with customers who are confronting work-from-home challenges. Teruel also mentions the silver lining that dealcloser encountered during the crisis as customers showed a greater willingness to consider tech adoption in the face those work-from-home challenges.