Executing the shift from outbound to inbound: An interview with Justin Schweisberger, CRO of Pramata
Meet buyers where they are and help them through the buying process
This week I had the immense pleasure of chatting with one of my subscribers, Justin Schweisberger, CRO of contract management platform Pramata about how he’s built their go-to-market motion.
Justin is big on using process and data to inform his decisions, which has helped him execute a shift from doing complex outbound sales across multiple stakeholders to simpler inbound sales with a consolidated buyer in legal ops.
He also took a non-traditional route to being a CRO, coming up from law school via consulting and product, a journey that has heavily influenced how he approaches his role. From how he created a webinar that broke Zoom, to how he qualifies buyers, to how he deals with investor pressure, to how he handles buyer objections: there’s so much gold in this podcast I’ve personally learned a ton!
Please give it a listen and let me know if you’d like to hear more real world stories like this. And if you haven’t done so already, please consider subscribing!
0:15 — Can you give us a primer on Pramata and the problem you are solving
1:10 — You took a very non-traditional career path to becoming a CRO. Can you tell us about your journey?
3:20 — How has your experience shaped how you solve problems as a CRO?
6:00 — How did you figure out who your ideal customer profile is?
8:25 — Legaltech is a fairly new category in SaaS. How ready are they to buy?
12:15 — How do you qualify where buyers are in their journey?
14:50 — What strategies are working for you in generating leads?
17:10 — How do you handle leads that aren’t ready to buy?
18:30 — Dealing with investor pressures.
19:30 — What objections do you run into and how do you overcome them?
23:30 — How has your GTM team grown over the years?
26:00 — How going downmarket and simplifying the product actually led to more enterprise deals