How to scale past $10M ARR and more (With Maja Voje)
Mar 20, 2025
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Maja Voje, a GTM Strategist known for her expertise in go-to-market strategies, joins the discussion on scaling past $10M ARR. She dives into the challenges of growing businesses, highlighting the balance between automation and human interaction. Maja emphasizes the transformative role of AI in outreach and pricing strategies while addressing how to leverage messaging for sales success. The conversation also touches on outcome-based pay models and the importance of equipping teams with AI skills to navigate the evolving business landscape.
Scaling past $10M ARR requires a shift from traditional inbound marketing to targeted outbound and ABM strategies due to market saturation.
AI technologies enhance outreach by refining customer profiles and automating communication, demanding a balance between automation and human connection in sales efforts.
Deep dives
Challenges in Scaling Beyond 10 Million
Companies face substantial hurdles when attempting to scale beyond the ten million annual incremental adjustment (AIA) mark. Current market dynamics, influenced by AI advancements, have raised entry barriers, making it essential for businesses to refine their approaches. For instance, traditional methods like organic inbound marketing are becoming increasingly ineffective, particularly on platforms like LinkedIn, where organic reach has significantly declined. In response, strategies such as go-to-market (GTM) engineering are being employed to enhance outreach efforts and account-based marketing (ABM) practices.
Navigating Inbound and Outbound Strategies
Inbound marketing, which relies on creating content to attract clients, has become more challenging due to the oversaturation of AI-generated content and shifting algorithm preferences. Meanwhile, outbound strategies, such as account-based marketing and personalized outreach, require a more nuanced approach due to difficulties in engaging multiple decision-makers. Companies like Clay, which successfully integrate both inbound and ABM tactics, demonstrate the importance of targeted outreach based on enriched data. By operating with smaller databases and crafting tailored messages, businesses can potentially overcome these challenges and drive better engagement.
Leveraging AI for Enhanced Outreach
AI is increasingly being utilized to improve outreach efforts by enhancing data enrichment and automating communication processes. Organizations are shifting towards AI-supported sales development representatives (SDRs), using these tools to better define ideal customer profiles (ICPs) and craft personalized outreach sequences. The use of platforms like Swan AI facilitates this process, allowing teams to analyze website traffic and social media engagement effectively. By refining outreach sequences through batch processing and tailored messaging, companies are finding success in improving engagement rates and booking more meetings.
The Future of AI in Business Strategy
The landscape of business strategy is rapidly evolving as organizations embrace AI technologies with varying degrees of adoption. While there is a growing concern about job displacement due to AI, companies must educate and empower their teams to harness these tools effectively. Emphasizing human elements in communication and relationship-building will be crucial as organizations navigate the double-edged sword of automation and personalization. As firms continue to experiment and refine their pricing strategies, especially with outcome-based pricing models, they must also maintain a focus on providing genuine value to their customers to stay competitive.
How to scale past $10M ARR. GTM Engineering. How AI is changing the game and much much more.
We got Maja Voje, also known as the GTM Strategist, to join us and share her thoughts on this and more.
(00:00) - Introduction
(02:34) - Challenges in Scaling Beyond 10 Million
(03:30) - Inbound Marketing Struggles
(04:50) - Outbound and ABM Strategies
(07:05) - AI SDRs and Personalized Outreach
(11:52) - Navigating LinkedIn's Compliance Issues
(13:53) - Humanization vs. Automation in GTM
(19:21) - Adapting to AI in Product Market Fit
(21:54) - Revisiting Messaging and Pricing Strategies
(25:38) - Outcome-Based Pay in the Workforce
(26:33) - Understanding Value Metrics
(27:55) - Pricing Experiments and Strategies
(36:49) - Adopting AI in the Workforce
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