Sept. 15, 2021

Scaling Software Movements

In episode 41 of the Augmented podcast (@Augmentedpod), the topic is: Scaling Software Movements. Our guest is Hilarie Koplow-McAdams(@HilarieKM), Venture Partner at NEA (@nea).

Augmented is a podcast for industrial leaders, process engineers and shop floor operators, hosted by futurist Trond Arne Undheim (@trondau), presented by Tulip (@tulipinterfaces), the frontline operations platform, where Hilarie as of this year serves as a Board of Director member, and is also associated with, the industrial upskilling community launched at the World Economic Forum. 

In this conversation, we talk about What Hilarie has learned from 35 years in the software industry, reflecting on her path, which includes taking Oracle from $100M to $11B revenue, via building a user movement of small business owners and their accountants at Intuit, integrating all those lessons with the simplicity that Salesforce brought to the customer relationship channeling the move towards trusted cloud computing, to Tulip, which enables the co-design of products and services in frontline operations, starting with the manufacturing shop floor.

Trond's takeaway: At hyper scale, growing software companies is not just about sales numbers and strategies, it is about channeling social movements. Perhaps it takes an outsider to see it and run with it? Hilarie has, through 35 years of trailblazing product and sales leadership, shown that truly understanding features, markets, users, and governance, is not just about following Silicon Valley personality cults. Rather, mega scale follows from tapping into big movements in the market, movements that are social in nature, delivering value to people who become believers and tell their friends, colleagues, and family about it. But although sales, at the core, may be social, it is also about being disciplined about market entry decisions and following through with a total solution.

Thanks for listening. If you liked the show, subscribe at or in your preferred podcast player, and rate us with five stars. If you liked this episode, you might also like episode 18, Transforming Foundational Industries, episode 42 Business Beyond Buzzwords, or episode 23, Digital Manufacturing in the Cloud. Hopefully, you'll find something awesome in these or other episodes. 

The Augmented podcast is created in association with Tulip, connected frontline operations platform that connects the people, machines, devices, and the systems used in a production or logistics process in a physical location. Tulip is democratizing technology and empowering those closest to operations to solve problems. Tulip is also hiring. You can find Tulip at

To find us on social media is easy, we are Augmented Pod on LinkedIn and Twitter, and Augmented Podcast on Facebook and YouTube:

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Hilarie Koplow-McAdams

Venture Partner, NEA

Hilarie joined NEA as a Venture Partner in 2017 on the technology team where she focuses on enterprise software and services A software industry veteran, Hilarie spent the last three decades at growth-stage companies in operating and board roles. Most recently, Hilarie was President at New Relic. Prior to that, Hilarie was President at responsible for the company’s worldwide sales organization. Hilarie started her career at Intuit and Oracle.
Hilarie currently serves as a member of the board of directors of public and private companies including Zendesk, Data Robot, Automation Anywhere, HackerOne, BloomReach, Beyond Identity, Tulip and Knotch. She is Chair of the Pancreatic Cancer Action Network. She also is Chair of University of Chicago’s Harris School of Public Policy Advisory Council and serves on the Board of Trustees. She previously served on the board of directors for Informatica, now a private company, Duo Security which was acquired by Cisco and Tableau which was acquired by Salesforce.
Hilarie has a master’s degree in Public Policy from the University of Chicago and a bachelor’s degree from Mills College. She lives in the San Francisco Bay Area with her husband and two children.