Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

Secret Weapon for Business Growth: Executive Outreach for Massive Success! Flexport's ex CRO

13 Aug 2023 · 0 min

Watch on YouTube

0:29

Speaker (ex-Flexport CRO) advises that for very large customers—those spending hundreds of millions to billions annually—outbound executive outreach must come from company executives themselves. As firms move upmarket, executive involvement and ownership of outreach is essential; supporting materials and teams can assist but the executive must lead.

We have clients that spend on the largest end with us, hundreds of millions of dollars a year across their entire portfolio of vendors. Billions a year on the service we sell. And they will answer outbound. The thing that has to change as you move up market is there's really two things. One, executive outreach actually has to come from the executive. If you have executives that aren't willing to put in that work, I would probably fire them. You can certainly arm that person. You can have a team that writes the copy for them.