This week on How To Win: Mark Kosoglow, B2B SaaS thought leader and CRO of the customer success platform Catalyst Software. Founded in 2017, Catalyst's founders saw a need to create a tool that integrated customer success tools into a platform that was easy to learn and implement. To date, Catalyst has raised over $45M in funding and employs more than 100 people. Before Catalyst, Mark spent 8 years at the sales execution platform Outreach where he led their sales team as VP and later Senior VP of sales. In this episode, Mark breaks down his five-step growth process. We discuss pipeline generation, engineering company processes, and creating moments of impact for your customers. I weigh in on the importance of understanding your ICP, why you should always be striving to learn new things, and the retention economy.Key Points:
Step One - Choosing your ICP (01:37)
I weigh in on how to decide which customer segment to target (04:17)
How does ACV play into Mark's strategy? (05:18)
Step Two - Generating a pipeline (07:32)
I discuss why you shouldn't be afraid to be a student with a quote from author Tom Vanderbilt (08:19)
Mark lays out his SDR-heavy approach to sales (09:33)
Step Three - Converting the pipeline (11:26)
Why if you want to scale it, you should teach it and repeat it with a quote from Databox's Peter Caputa (15:38)
Step Four - Retaining customers (17:39)
I talk about the new retention economy (21:25)
Step Five - Optimization (22:18)
Mark explains why one person should be in charge of the customer journey (24:10)
Wrap-up (27:55)
Mentioned:Mark Kosoglow LinkedInCatalyst Software LinkedInCatalyst Software WebsiteTom Vanderbilt TwitterHow building methodically is helping Peter Caputa and Databox disrupt the business marketing analytics industryMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL