Alex Knight: Untapped Potential of Referrals

Summary

In this podcast episode, Justin interviews Alex Knight, the CRO of Snoball. They discuss Alex's background, the evolution of Snoball from a business listing site to a SaaS product, and the indicators that led to the decision to focus on software. They also talk about the maturity level of companies when it comes to referrals and the skills that have benefited Alex in his role as CRO. They touch on hiring strategies, time management as a sales leader, and the future goals of Snoball.

Takeaways

• Snoball evolved from a business listing site to a SaaS product based on the indicators of self-contained sales motions and organic groundswell in demand.

• Companies often view referrals as a net new cost and are hesitant to proactively engage with customers, creating an opportunity for Snoball's ongoing customer nurture and conversation engine.

• When hiring, it's important to screen for qualities like instincts, curiosity, and grit, and to always make reference calls.

• As a CRO, Alex focuses on strategic deals that have ancillary value and acts as a support system for his AEs, jumping in on demos and providing feedback.

• Snoball's short-term goal is linear revenue growth, while their midterm goal is net profitability. They are also exploring opportunities in broader markets.

• A great day in sales is characterized by clarity, where every member of the organization has a clear understanding of the company's identity, messaging, and their own role in achieving success.

Sound Bites

"We're not trying to build a billion dollar or a $500 million business either."
"Companies are not designing their referral program because they don't want to open Pandora's box."
"You get one word to describe what your sales organization gets every single day going forward. I actually think clarity would be the word."

Chapters

00:00 Introduction and Background
02:22 The Evolution of Snoball: From Business Listing Site to SaaS Product
05:38 Hiring Strategies for Sales Roles: Screening for Instincts, Curiosity, and Grit
13:14 Time Management as a CRO: Strategic Deal Focus and Support for AEs
25:29 The Importance of Clarity in Sales: Confidence, Goal Tracking, and Mission Alignment

Great Day In Sales Podcast Intro 

Great Day in Sales Podcast Outro