# 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

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Podcast: [The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch](https://stenobird.com/podcast/twenty-minute-vc)
Published: 2026-03-21T07:07:00+00:00
Episode link: https://thetwentyminutevc.libsyn.com/20sales-inside-figmas-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
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Duration seconds: 3770

## Resource

Figma's CRO Shaunt Voskanian reveals how the company scaled to $1BN ARR by abandoning traditional SDR and Customer Success roles. The discussion explores the intersection of Product-Led Growth (PLG) and enterprise sales motion.

## Highlights
- Main idea: Figma utilizes a hybrid model where SMB follows a pure PLG motion, while mid-market and enterprise are driven by a specialized sales-led approach
- Practical takeaway: Use product usage gaps as a proactive education tool rather than relying on traditional customer success interventions
- Failure mode: Avoid hiring based solely on negotiation skills; look for 'all-in' candidates who demonstrate curiosity and perseverance during the interview process
- Main idea: Sales quotas are secondary to evaluating a rep's ability to translate enablement into meaningful customer conversations
- Practical takeaway: In a PLG environment, AEs must take direct responsibility for driving expansion and adoption within their existing accounts

## Topics

Product-Led Growth, SaaS Sales Strategy, Revenue Operations, Sales Hiring, Enterprise Sales, Customer Success, Sales Enablement, Figma

## Chapters
- 1:00 — The Future of Revenue Agents: An exploration of how AI-driven revenue agents are automating the end-to-end sales process from research to opportunity management.
- 5:40 — The Core of Sales Success: Advice on the fundamental importance of curiosity and understanding the customer persona in a successful sales career.
- 10:30 — Closing the Usage Gap: How Figma uses the discrepancy between actual and ideal product usage to proactively educate and expand their customer base.
- 15:10 — The Evolution of the SDR: A debate on whether the SDR role remains valuable in a PLG world and where they add true incremental value.
- 20:00 — Segmenting the Sales Motion: Defining the boundaries between SMB PLG motions and the traditional SaaS sales approach used for enterprise accounts.
- 24:40 — Hiring for Personality and Grit: Why training and the right personality traits are more critical than innate talent when building a scalable sales team.
- 29:20 — Evaluating Sales Talent: Using discovery challenges and product perseverance as key indicators of a candidate's potential success.

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