Dini Mehta on multi-product strategy and building high-engagement teams

1. Embrace the multi-product journey

Dini shares the approach she took at Lattice when launching a new product:

• Understand what the product is
• Understand how — and if — the product connects with your current offerings
• Determine how you will message the product, with help from other business units

This approach became a playbook for Lattice, launching a new product every year. As Dini knows, complexity increases with each new product. To navigate, stay open to surprises. Assumptions may be challenged, but this can also lead to unexpected opportunities.

2. Prepare your team for product launches

Invest heavily in team preparation ahead of launch. Dini’s approach involved creating comprehensive role-specific certifications for all client-facing employees, ensuring the right level of product knowledge and storytelling. Foster cross-functional collaboration in your launch prep, involving product marketing, sales, and customer success teams to create a unified go-to-market strategy. Thorough preparation positions your team to capitalize on new product opportunities from day one. 

3. Use multi-product strategies for growth

Effectively launching a new product unlocks new growth avenues and strengthens your market position. Dini saw firsthand how this approach can increase win rates, boost ACVs, and drive expansion revenue. When developing your multi-product roadmap, look for opportunities to create unique value propositions that set you apart. As Dini says about her experience at Lattice, “The chance to have a second product and saying ‘we were the first in the market to consolidate performance management and engagement surveys’ was powerful.” Don’t be afraid to position yourself as an innovator — Lattice’s annual product launches became part of their brand identity. 

4. Incentivize — beyond comp plans

Many sales organizations use product-based quotas to motivate sellers to promote new products. Dini found success by keeping the same simple ACV comp plan, focusing instead on short-term SPIFFs (Sales Performance Incentive Funds) and cultural incentives. Create momentum through friendly competition and celebrating wins prominently, announcing successes in all-hands meetings or company Slack channels. Help your team visualize the personal benefit: show them how selling additional products can lead to quota attainment with fewer deals. As Dini put it to her sellers, “You can give yourself a raise by adding this product to your playbook.” 

5. Harness the power of enablement

Don’t underestimate the strategic value of enablement for new product launches. “I’m a huge believer in enablement. A lot of times revenue leaders underutilize enablement…it can be the glue that connects all the pieces of the org,” Dini says. Involve your enablement team early in the process, working alongside product marketing to craft narratives tailored for different stakeholders — from high-level value propositions for BDRs to in-depth product knowledge for customer success teams. This collaboration creates a more cohesive, effective GTM strategy across your entire organization. 

6. Cultivate a mission-driven sales culture

It’s a misconception that salespeople are solely motivated by money. As Dini has learned, a people-first approach and highly engaged team can drive consistent performance. Foster a culture where your team feels deeply connected to the company’s mission. This starts from the hiring process; look beyond skills to find candidates who are passionate about what you represent. “When you invest in your people, people invest back in your business,” Dini says. An environment where your team feels part of something larger than themselves empowers them to outperform expectations.

7. Invest in community, growth, and purpose

Also important to your team environment is the feeling of connection, value, and growth. Start with your hiring process: Dini implemented values-based interviews to ensure new hires aligned with the company culture. Incorporate this culture into onboarding as well. Foster community through regular team activities, like Dini’s “Friday hangouts” and “show and tell,” where team members shared their interests outside of work. 

For growth, create clear career paths with defined skills for each role. Regularly discuss long-term goals with your team members, showing them how their current position connects to their future aspirations. Investing in community, growth, and purpose creates a highly engaged team that performs well and stays with your organization long-term. As Dini says, “When you’re bought in and you feel like an owner in the business, you feel accountable. You’re not doing it because your manager’s asking you to, you’re doing it because you care.”

Dive deeper into Dini’s insights on revenue leadership and team building on her LinkedIn and Twitter pages.