The Official SaaStr Podcast: SaaS | Founders | Investors
SaaStr 699: CRO Confidential: The Proven Customer Acquisition Strategies Behind Toast's Record-Breaking Growth with Toast's CRO, Jonathan Vassil and Founders Fund Partner Sam Blond
Nov 9, 2023
Jonathan Vassil, CRO of Toast, and Sam Blond, Founders Fund Partner, discuss Toast's customer acquisition strategies, highlighting the importance of setting expectations, in-person interactions, segmentation, and data analysis in optimizing business decisions. They also delve into the unique challenges of selling software to restaurants and provide tips for career growth and effective leadership.
45:29
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Quick takeaways
- Toast combines field sales with an inside team, fostering a strong partnership between sales and marketing for driving growth.
- Toast prioritizes targeted segmentation, territory planning, and data analysis to optimize their go-to-market strategy.
Deep dives
Customer Acquisition Strategy
Toast has a strong go-to-market structure that combines field sales reps with an inside team. The partnership between sales and marketing is a key strength, with both teams working closely together to drive growth. They have a deep understanding of their target market, particularly the restaurant industry, and leverage the density of restaurants to their advantage. Social proof plays a crucial role in the decision-making process for restaurant owners, and Toast capitalizes on this by having field reps who build trust and act as trusted advisors to their customers.
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