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SaaStr 737: How to Build Go-to-Market Efficiency in SMB Sales with Owner.com CRO Kyle Norton

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May 3, 2024

Guest Kyle Norton, CRO at Owner.com, shares insights on building GTM efficiency in SMB sales. Topics include staying focused, scaling without inefficiency, and operational excellence. Discussions on prospect data enrichment, optimizing sales infrastructure, content production efficiency, sales rep compensation, and transitioning to outbound sales models.

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ADVICE

Prioritize Quality Over Quantity

Prioritize customer quality over quantity, especially in the early stages.
Focus on improving unit economics and churn before scaling the sales team.

ANECDOTE

Focusing on Quality at Owner.com

Kyle Norton reduced closed deals to prioritize quality over quantity upon joining Owner.com.
Despite initial revenue dips, this strategy improved long-term growth and efficiency.

INSIGHT

Data-Driven Customer Quality

Data-driven analysis is crucial for identifying high-quality customers.
Understanding the digital footprint of ideal customers enables targeted acquisition and reduced churn.

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SaaStr 737: How to Build Go-to-Market Efficiency in SMB Sales with Owner.com CRO Kyle Norton

How do you build GTM efficiency in SMB sales? The CRO at Owner.com, Kyle Norton, shares his learnings and strategies for building better efficiency into your GTM motion.

While this title is SMB-oriented, the advice applies to Mid-Market and Enterprise, too. The three topics we’ll cover in today's podcast are:

The importance of staying focused and how to say no.
Ways to scale that don’t include rampant inefficiency and burn.
How to build operational excellence into your organization at different stages of the growth curve.

Full playbook, video and recap of this session here on saastr.com.

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