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
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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.
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Jonathan Vassil's Journey at Toast
- Jonathan Vassil joined Toast in 2017 as SVP of Sales when it was a Series B company with $20M ARR.
- He progressed to CRO and oversaw Toast's growth to over $1B ARR, demonstrating career growth alongside company growth.
Toast's Business Overview
- Toast is a vertical software and embedded payments solution serving the restaurant industry across US, Canada, UK, and Ireland.
- It's a fast-growing software business with a large total addressable market (TAM) and significant growth potential.
Go-to-Market Strategy
- Toast's go-to-market strategy leverages a field-based sales model for densely populated areas.
- Inside sales reps cover less dense areas, ensuring market coverage across different geographies.