The Revenue Leadership Podcast with Kyle Norton E28: Interns to Enterprise: How Cresta’s CRO Built a Category Leader
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Apr 9, 2025 In this conversation, Alex Kramer, the CRO of Cresta, shares insights from his journey transforming Cresta into a contact center AI leader. He dives into the gritty realities of securing that first enterprise customer and the necessity of team endurance in a competitive landscape. Alex discusses the evolving dynamics of enterprise sales, the role of AI in optimizing success, and the critical importance of resilience, using Shackleton's Antarctic expedition as a metaphor for overcoming business challenges.
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Cresta's Unconventional Start
- Cresta's CEO and CTO interned at Intuit to gain access to customer data and understand contact center behaviors.
- This hands-on approach allowed them to identify key behaviors for winning sales calls and build a targeted AI solution.
Targeting Early Customers
- Secure a champion within a target company who trusts you and your solution.
- Start with mid-sized companies willing to take risks on new innovations, then gradually work your way up to larger enterprises.
The Cold Start Moat
- Cold-starting in enterprise is challenging, but creates a competitive moat.
- Cresta's initial struggles with Intuit became a strength, deterring competitors.
