How to Sell to a CRO of a $100M Tech Company: PandaDoc’s Keith Rabkin (ex-Google) | Belkins Podcast #10

Welcome back to the Belkins Podcast! In Episode 10, host Michael Maximoff sits down with Keith Rabkin, Chief Revenue Officer at PandaDoc, a company that reported over $120 million in annual revenue with a customer base of around 60,000 businesses.

Keith brings over 20 years of operating experience from industry giants like Google, Adobe, and Johnson & Johnson. He's one of the few individuals to have won the Great Manager Award at Google and is currently mentoring various startups.

In this insightful episode, Keith pulls back the curtain on the document handling industry, sharing surprising truths like why "nobody cares about document workflow." Discover how PandaDoc differentiates itself in a crowded market, the rationale behind eliminating SDRs in favor of full-cycle AEs, and the impact of integrating AI into their GTM strategy.

Join us as we delve into:

• The psychology behind marketing campaigns: Why "Don't Lose Deals" outperforms "Win Deals."
• Keith's journey from Google to PandaDoc and how it shaped his leadership style.
• The importance of a customer-first approach and how it influences PandaDoc's operations.
• Insights into PandaDoc's go-to-market strategy, including their successful SEO program and integration with platforms like HubSpot.
• The cultural dynamics of working with a team from Eastern Europe and how it enriches the company.
• What CROs are really looking for when being pitched and the big no-nos in sales outreach.
• Whether you're in sales, marketing, or leadership, this episode is packed with actionable insights and fresh perspectives on modern business strategies.

Timecodes:

0:00 - Intro
1:11 - Introducing Keith Rabkin: From Google to PandaDoc's CRO
2:30 - PandaDoc's Market Position and Differentiators
4:04 - Who Are PandaDoc's Main Competitors?
5:21 - What Makes PandaDoc a Leading Company?
7:04 - Keith's Contributions and Vision at PandaDoc
8:54 - Streamlining Customer Experience: Eliminating SDRs
11:03 - The Role of Key Partnerships and Integrations
14:01 - The Importance of Customizable Solutions
15:24 - Transitioning to Full-Cycle Account Executives
16:33 - Surprising Industry Facts: Overages and Rate Increases
17:46 - PandaDoc's Go-To-Market Strategy and SEO Success
20:01 - Exploring New Channels: Social Media and Connected TV Ads
22:07 - In-House vs. Outsourcing: Content and SEO
24:03 - Why Keith Stopped Writing on Substack
25:18 - The T-Shaped Leadership Philosophy
27:07 - Adapting GTM Strategies: AI and Market Changes
29:01 - Keith's Reflections on His Time at Google
32:05 - Why Makita Mikitani Feels Lucky to Have Keith as CRO
34:00 - The Importance of Collaboration and Grit
35:42 - People and Culture at Google vs. PandaDoc
39:04 - The Impact of Eastern European Culture on PandaDoc
41:28 - Advice for Working with U.S. Leadership Teams
44:03 - Key Metrics Keith Focuses on as CRO
46:06 - Building Long-Term Value and the Flywheel Effect
49:45 - Keith's Perspective on Being a CRO
51:53 - The Big No-No When Selling to a CRO
56:05 - Quick-Fire Quiz: Selling Strategies That Work
1:07:14 - Final Thoughts and Key Takeaways
1:07:37 - Outro

Stay connected with us:
👉 Keith Rabkin - https://www.linkedin.com/in/krabkin/
👉 Michael Maximoff - https://www.linkedin.com/in/michael-maximoff/
👉 Michael’s newsletter “From Zero To Agency Hero” From Zero To Agency Hero - https://www.fromzerotoagencyhero.com/
👉 Belkins - https://www.linkedin.com/company/belkins/

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