Matt Lerner

SYSTM

At SYSTM (formerly Startup Core Strengths), our mission is to help early-stage startups find their big growth levers (and pull them). We've noticed that great startups don't waste time on small stuff, so we  focus everyone on the most impactful work.

Founder & CEO

TransferGo

During my part-time interim role, our team more than doubled the YoY growth rate of acquisitions while lowering CPAs and improving retention and revenue per transaction. I also sourced their full-time VP Growth, and hired 4 other diverse and talented marketers to the team.

Interim VP of Growth

500 Startups

I led 500 Startups operations in London, investing in 35 seed-stage companies including Storemaven, SimplyCook, ZenJob, AirSorted, Popsa, Settled, Lexoo, Thriva, CharlieHR, HonestBrew, Fy and Second Nature. I also set up and ran the "Distro Dojo" growth marketing program for our portfolio companies in London and Berlin, which I was able to staff with a handful of the most extraordinary growth marketers in Europe.

Partner, London

PayPal

I led business-to-business marketing for PayPal UK, and oversaw the SMB/SME merchant business as a general manager.

Director, SMB

Created and lead PayPal’s first website marketing team, including conversion specialists, web analysts, developers, designers and writers. With a $3.5M budget, I oversee all business-facing areas of PayPal.com, driving over 85% of PayPal’s small business acquisition. The team boosted conversion (visitors to signups) in 2011 by 28%, generating an extra $67M over three years.

Director, On-Site Marketing

Built and managed a team of direct marketers who oversaw all marketing to PayPal’s existing small business customer base including activation, cross-sell and retention, generating $30M in incremental revenue.
+ Led pricing in North America.
+ Oversaw all marketing for the PayPal Debit Card, a $60M business, accelerating growth from 7% to 20% YoY in 12 months.
+ Deployed a propensity model targeting our most promising new customers with a high-touch “welcome” experience, boosting their value by 34% vs. control. The program generated an extra $11M in revenue in the first year and $55M over three years.

Group Manager, Merchant Engagement Marketing

Promoted within the same role, grew the team to 18. Developed processes & metrics around go-to-market. Oversaw the launch of many of PayPal’s most popular small business products.

Group Manager, Product Marketing

Built PayPal’s first outbound Product Marketing team. We oversaw all outbound B2B product marketing, launched a dozen major products and features.

Sr. Manager, Product Marketing

+ Originally hired to oversee developer marketing
+ Managed partner marketing through our shopping cart partners including GoDaddy and Yahoo!
+ Ran PayPal’s first consumer engagement campaigns
+ Launched Website Payments Pro, which currently generates over $100M revenue/year.

Marketing Manager

Macromedia

Brought Fireworks MX 2004 to market. The launch exceeded sales forecast by 20%. Planned subsequent release including researching and writing the MRD.

Product Manager

Visited 36 countries, wrote a book, climbed two 18,000 ft. Himalayan peaks, dove some of the world's best reefs, and learned to "think globally."

International Traveller

+ Led the successful development and launch of two products and discontinued a third product without alienating valuable customers.
+ Led demand generation among designers and developers for four of Macromedia’s largest launches including the flagship Dreamweaver product. Sales consistently beat forecasts. Tactics included print advertising, online media, direct mail (Harte Hanks) and email (Digital Impact) campaigns.

Product & Marketing Manager

Elemental Software

Poppe Tyson

Led B2B online marketing programs for clients including Novell Inc., Edward Jones Inc. and IDG.

Assistant Account Executive

Startup growth strategist, Ex PayPal, 500 Startups VC, Founder @ SYSTM

I founded SYSTM to help startups find their big growth levers - the small actions that can have the biggest impact on their growth. We’ve worked with over 200 companies and earned a 96% founder “likely to recommend” score.

Before founding SYSTM, I was the London-based Partner of 500 Startups, an early-stage VC fund, where I built and ran an accelerator seed-stage growth program for our portfolio companies.

Prior to joining 500 Startups, I worked for many years building and managing growth teams for three  startups (two disasters, one exit), and later at PayPal. 

I approach my work first as a general manager and then as a marketer, product manager or both, as needed. My lens is quantitative, but rooted in deep customer insights and testing, and based on fast iteration. I’m always learning, and I really enjoy teaching and helping those around me to learn and improve. Skip to the references below, you'll see that I'm regarded as a thought leader in many areas of business, and an inspiring people manager who reliably delivers ahead of expectations.

Imparta

Imparta is a global leader in performance improvement for customer-facing teams, including sales and account management, negotiation, business acumen, customer success, customer experience, and sales management and leadership. The modular Imparta ecosystem includes three elements, developed over 25 years of research and experience with leading global organisations: Agile sales methodology, Agile change process & development, Sales technology

Associate faculty, customer-centric sales training

A-focus AB

We identify and analyse customer needs outside-in and help you to turn the insights to decisions and actions. We make our customers to act on the needs of their customers, new digital challenges and market changes. To manage this we have gathered and refined set of powerful sense making tools and methods that we are happy to share in lectures under the A-focus brand or on behalf of IHM Business School, KTH Innovation, Stockholms Universitet and Almi.

Partner and Senior Consultant

IHM Business School

Customer focused business development for intrapreneurs. This is the final module to prepare IHM Business Executive Degree students for taking on the external business development project that completes their two year education.

Associate Lecturer, supervisor and examiner: Strategic Business Development

Tele2

Responsible for the Kabelvision 2.0 makeover project which upgraded the Tele2 cable TV business with a new digital infrastructure, new consumer offerings based on a complete repackaging of the TV channel content, new distribution agreements with the TV content providers, a new marketing communication strategy and a new organisation. I continued working in the same role but as an external consultant after July 2005 until Kabelvision had been transformed to a separate company and a Vice President had been recruited.

Transformation Project Manager

HiQ Data AB

Business consultant focused on value proposition development and implementation.

Senior Consultant

Ericsson Business Networks

Lead the Product Management Unit responsible for the global Ericsson MD110 PBX system portfolio.

Manager Global Product Management

Lead a team of highly qualified product champions responsible for defining Enterprise communication solutions for global market.

Manager Solution Engineering

Lead a product management and development unit responsible for Ericsson's screen based telephony applications (Computer Integrated Telephony).

Manager CTI product unit

- Product Marketing Manager Mobility
- Responsible for time-to-market product development and launch process
- Sales Program developer
- Area Marketing Manager Middle East
- Area Marketing Manager Nordics

Var. Marketing & Product Mgt positions

I help B2B companies understand and make sense of customer needs when developing, marketing and selling new and existing products and services.

Most B2B companies get that successfully addressing customer needs is crucial. In practice however they often do the opposite. They focus on technology and speculate about customer needs, convinced that customers will always be attracted by a "better" product. Unfortunately that's not the case.

I help ...

1) Management teams assess and develop their way of working with customer centricity.

2) Business developers, designers, marketing people and sales reps to build the motivation, customer insight, approach and toolset they need to work outside-in, starting with the customer's job-to-be-done to:

- Identify and truly understand customer needs.
- Validate the need for planned or existing innovations
- Develop new relevant value propositions that help customers succeed.
- Prepare go-to-market, marketing and sales based on how customers actually
   buy, and the buying challenges they have to overcome in order to buy from you.

3) I offer lectures and train people to apply customer centricity under the A-focus brand as well as other established brands:

- Strategic Business Development (Associate faculty - IHM Business School)
- Customer centric personal selling (Associate faculty - Imparta Ltd)
- Customer insight creation (Associate faculty - NyTeknik Education)

- Business modelling (A-focus)
- Customer need discovery and validation (A-focus)
- Go-to-market preparations for marketing and sales (A-focus)
- Sales for entrepreneurs (A-focus)
- Personal B2B sales (A-focus)

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Matt Lerner

Anders Ångström

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