Stevie Case, CRO at Vanta, explains how the company surpassed $100 million in ARR in just five years by building a predictable and scalable revenue engine. From founder-led sales to structuring a global sales organization, Stevie shares actionable insights for designing a repeatable go-to-market strategy and scaling effectively.

She breaks down the importance of discovery, identifying customer pain points, and building trust, along with tips on hiring and incentivizing your first sales team.

What You’ll Learn in This Episode

Key Elements of a Predictable Revenue Engine

Why discovery is the most critical skill for founders and sales teams
How to define and scale repeatable metrics for predictable revenue

Scaling a Sales Organization

When and how to hire your first sales reps
The importance of proper incentives and avoiding common hiring mistakes

Building Repeatable Sales Processes

How Vanta scaled from a single lead source to multiple diversified revenue streams
Using frameworks like MedPIC to identify and quantify customer pain points

Managing Revenue Growth

How to balance short-term wins with long-term scalability
The importance of focusing on a single channel or ICP before diversifying

ALL ABOUT UNICORN BAKERY:

https://zez.am/unicornbakery

Where to find Stevie:

LinkedIn: https://www.linkedin.com/in/steviecase/

Website: https://www.vanta.com/

Join our Founder Tactics Newsletter:

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https://www.tactics.unicornbakery.de/

Chapter:

(00:00:00) Similarities between Building a revenue engine & gaming

(00:05:38) How to: Scaling after product market fit

(00:15:29) First signals of a buyer-to-be

(00:21:17) Mutual Sales Plan at Vanta

(00:27:34) How to handle too small budgets & approach the follow-up

(00:38:22) Setting boundaries vs. making everything happen

(00:42:46) What makes a great case study?

(00:44:45) What is a predictable revenue engine?

(00:48:17) Never change a winning team? How long do I pursue my first lead-channel?

(00:52:07) From what time is a revenue engine relevant?

(00:55:04) How to avoid the overkill

(00:58:06) The first metrics to start with

(01:02:50) How to define a ramp-up-period

(01:09:53) Behind the scenes of Vanta

(01:18:49) The final advice for your revenue-engine

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