The Official SaaStr Podcast: SaaS | Founders | Investors

SaaStr 813: From Startup to $11B: ServiceTitan's CRO Breaks Down Their Sales Playbook

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Jul 30, 2025

Ross Biestman, CRO of ServiceTitan, shares insights on transforming a small company into an $11 billion vertical SaaS leader. He discusses the company’s mission to support tradespeople and the pivotal role of customer interactions in their success. Ross recounts a memorable sales meeting that resulted in a significant investment and reflects on the innovative use of AI to enhance customer service. The conversation highlights the balance of operational discipline and growth, offering valuable lessons for aspiring SaaS leaders.

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INSIGHT

Merit-Based Lead Distribution

ServiceTitan distributes incoming leads based on each account executive's highest probability to close, not by round robin or named accounts.
This approach prioritizes merit and improves sales efficiency.

ADVICE

Discipline in Customer Focus

Focus intently on your ideal customer profile and be intentional about where you invest marketing and R&D resources.
Avoid chasing every dollar, which leads to churn and poor unit economics; discipline drives repeatable success.

INSIGHT

Methodical Multi-Vertical Expansion

ServiceTitan expanded from plumbing to multiple trades by hiring industry professionals and deeply understanding customer workflows.
They methodically tested new verticals before scaling, ensuring success criteria were met before large investment.

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In this session, CRO of ServiceTitan, Ross Biestman, and Chemistry's Managing Partner and Co-Founder, Kristina Shen, discuss ServiceTitan's founding principles and growth from a small company to a $11 billion vertical SaaS leader. Together they cover ServiceTitan’s mission-driven approach, and its successful adoption of AI for operational efficiency. Ross shares personal anecdotes about customer interactions and pivotal moments leading to ServiceTitan’s massive success. The episode underscores the importance of on-site customer interactions and the role of AI and disciplined expansion in their growth strategy.

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