Scaling SMB to $30M, Investing in RevOps Early, and Stage-appropriate Sales Hiring with Kyle Norton
Feb 5, 2025
auto_awesome
Kyle Norton, CRO at Owner.com and former lead at Shopify, shares his expertise on scaling SMBs in the SaaS landscape. He highlights the necessity of adapting sales strategies at each milestone, explaining how to identify a startup's potential for growth. Norton emphasizes the importance of early investments in RevOps and shares tips on hiring the right sales leader. He also discusses the balance between remote and in-office work and the key traits that define a successful sales team, making this a must-listen for startup founders and sales leaders alike.
Kyle Norton emphasizes that a dynamic sales playbook, adapted at each company milestone, is crucial for scaling from $2M to $30M ARR.
Early investments in Revenue Operations streamline processes, significantly contributing to accelerated growth and scaling efforts in emerging companies.
Founders must critically assess their growing organization's specific sales needs to effectively identify and hire the right sales leadership.
Deep dives
The Importance of Bold Bets for Growth
Making bold bets is crucial for sustaining growth in a company, even when business is doing well. A mindset focused on continuous improvement and expansion can lead to faster growth in future years, as reflected in the intention to exceed 2024's performance. Leaders are encouraged to prioritize understanding what is possible rather than just aiming for set targets provided by finance or boards. This strategy allows organizations to strive for extraordinary outcomes beyond traditional expectations.
Martial Arts Influence on Leadership
Martial arts training can significantly shape one's approach to business and leadership, fostering resilience and a tactical mindset. Engaging deeply with disciplines like Brazilian jiu-jitsu not only builds physical skills but also instills valuable lessons about persistence and adaptability. The speaker credits their martial arts background as a foundational element in their business leadership style, applying its learning methodologies to sales training. This connection highlights how overcoming challenges in martial arts parallels the sales process, where setbacks are common.
Navigating Early Career Product Challenges
Selling products of varying quality, particularly in the early stages of a career, can provide crucial lessons in persuasion and adaptability. Starting with less desirable products pushes salespeople to develop creative strategies and learn essential skills that are later invaluable in more favorable selling conditions. As experience grows, it becomes evident that aligning with a strong product in a thriving market enhances one's career trajectory significantly. Emphasizing the importance of product and company fit, successful leaders must also consider the quality of the environment they are part of.
Evaluating and Hiring Sales Leaders
When searching for a head of sales, founders must assess the specific needs their company faces as it grows. Identifying jobs to be done, required competencies, and candidate values becomes essential in this process to ensure proper alignment. Recognizing that early-stage sales leaders often act as bridge solutions for short-term growth while gradually introducing senior-level leaders is crucial for sustainable development. The correct leader at this stage can significantly influence the long-term trajectory and performance of the company.
Transitioning from Remote to In-Person Teams
Shifting from a remote workforce to establishing an in-person sales hub can bolster productivity and team cohesion. Early remote teams can see lower performance metrics due to isolation, while in-office environments often enhance learning and engagement amidst peers. Investing in physical spaces aims to mitigate risks as companies expand rapidly, driving better performance from newly hired sales representatives. This strategy is based on solid data indicating that structured environments afford teams better ramp-up times and greater retention rates.
Scaling SMB Vertical SaaS Owner.com from $2M to $30M with an Ever Evolving Playbook that Adapts Sales Strategy at Each Milestone: CRO Kyle Norton
The secret to the best Sales Playbook for scaling is that it constantly changes at each step. Kyle Norton took his company from $2M to $30M ARR in just a few years by pivoting the GTM strategy to the challenge at hand. Kyle offers actionable advice for Sales Leaders and Founders in early stages on:
- The people to hire in the beginning vs the people to hire to scale
- Indicators that determine if a $2M company has the potential to reach $30M
- How early investments in RevOps can help you scale faster
- Preparing for setbacks before they happen
You’ll hear everything a Founder needs to know about finding the right Sales Leader to take their startup to the first $30M, and everything that Sales Leader needs to know about getting there from Kyle Norton and Bravado CEO Sahil Mansuri in this episode.
Episode Content:
00:00 - Welcome Kyle Norton, CRO at Owner.com
03:20 - Doing hard things helped me be better at Sales
05:07 - Finding a winning company
16:43 - What to look for in a founding team
33:43 - Your first VP of Sales is a bridge
48:44 - You need Pirates and Romantics
58:010 - In office vs remote
1:08:35 - Shoot above your number
1:13:08 - Quick fire round
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode