Startup Stories - Mixergy #2276 Close: The $50 Million / Year CRM
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Jun 18, 2025 Steli Efti, co-founder and CEO of Close, shares insights on his CRM platform designed to streamline sales processes and enhance human interactions. He discusses how Close’s focus on small to mid-sized businesses sets it apart from larger competitors. Steli emphasizes the importance of specializing in key features to improve client conversations while minimizing data entry. He reflects on the strategic shift to profitability and the crucial role of persistence in nurturing business relationships, highlighting how effective follow-ups can unlock new opportunities.
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Focus Beats Funding in CRM
- Raising large venture capital and chasing enterprise clients often dilutes a CRM company's focus.
- Close succeeded by focusing tightly on small and mid-sized businesses and avoiding feature bloat.
Start Focused, Then Expand
- Successful CRMs begin focused on a specific niche or feature before expanding.
- HubSpot grew by dominating inbound organic marketing before becoming a full CRM player.
Use AI to Amplify Focus
- Use AI to amplify your unique approach and creativity rather than try to be an all-in-one solution.
- Adapt continuously to changing markets since product-market fit is temporary in fast-moving industries.