Breaking Barriers with Curiosity and Grit
Yoav Susz, General Manager of US at Atera
On a recent episode of Tech Salescraft, James was joined by Yoav Susz, General Manager of US at Atera who shared his journey through the tech landscape is a testament to resilience, curiosity, and the power of adaptability. With a career spanning global transitions and industries, Yoav’s experiences offer invaluable insights for CEOs, aspiring unicorn builders, and sales leaders aiming to navigate a dynamic market landscape.
Learning Through Transitions
From managing army recruitments in Israel to building sales teams in the U.S., Yoav’s story exemplifies how varied experiences create strong foundations for leadership. Transitioning into sales roles without formal training, Yoav’s ability to thrive stemmed from his military discipline and an insatiable curiosity.
“I found that curiosity and the willingness to learn are the keys to breaking barriers. When you care enough to ask ‘why,’ you unlock opportunities you never imagined.”
Unicorn Building and Sales Dynamics
The post-pandemic era reshaped the unicorn narrative in tech, with tighter budgets and heightened expectations. Yoav’s role in scaling sales teams highlights how startups must adapt to stand out in a competitive field. For companies aspiring to reach unicorn status, focusing on deep customer understanding, product-market fit, and scalable sales operations is critical.
- Customer Insight: Sales success begins with empathy. Yoav’s approach to learning from customer calls before designing sales strategies emphasizes that listening is as important as selling.
- Founder-Led Sales: Observing and adapting founder-driven sales techniques offered Yoav the clarity needed to refine his own style. However, he notes, “What works for founders may not scale with traditional sales teams.”
Leadership Lessons for CEOs
As a leader, Yoav champions two guiding principles: leading by example and fostering growth among team members. Whether managing soldiers or salespeople, he emphasizes empowering others as a multiplier for success.
- Hiring with Intuition: Despite his military background, Yoav acknowledges the challenges of identifying the right talent in civilian markets. “Big titles and impressive résumés can blind you,” he admits, underscoring the importance of cultural alignment and practical aptitude.
- Growth Mindset: A key to success is nurturing a team’s potential, even if that means training someone to replace you one day.
Navigating Uncertainty
Yoav’s story is a reminder that uncertainty is an inevitable part of building a career or a company. Facing a newborn child and a new sales role in an untested market, Yoav embraced challenges with optimism and strategic learning.
Takeaway for Entrepreneurs: Treat every opportunity as a learning experience. Invest in relationships, seek mentors, and allow your curiosity to drive your growth.
This episode with Yoav highlights how curiosity, adaptability, and an unwavering focus on people are the pillars of success in leadership and sales. For anyone building their career in tech or scaling a startup, these lessons are invaluable reminders that growth comes from the willingness to step into the unknown.