The Official SaaStr Podcast: SaaS | Founders | Investors SaaStr 699: CRO Confidential: The Proven Customer Acquisition Strategies Behind Toast's Record-Breaking Growth with Toast's CRO, Jonathan Vassil and Founders Fund Partner Sam Blond
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Nov 9, 2023 
Jonathan Vassil, CRO of Toast, and Sam Blond, Founders Fund Partner, discuss Toast's customer acquisition strategies, highlighting the importance of setting expectations, in-person interactions, segmentation, and data analysis in optimizing business decisions. They also delve into the unique challenges of selling software to restaurants and provide tips for career growth and effective leadership.
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Territory Segmentation
- Toast segments territories based on restaurant density rather than revenue opportunity, maximizing field rep effectiveness.
- This model is facilitated by strong unit economics from their software plus embedded payments model.
In-Person vs Remote Sales
- Brex saw a 3x higher conversion rate when sales reps conducted onsite visits with potential clients.
- In-person interactions can significantly improve sales outcomes, offering a missed opportunity for many companies.
Key Success Factors
- Toast's success is attributed to a multi-faceted approach: thoughtful territory design based on restaurant density.
- Product-market fit influences segment focus, and incentive structures drive desired behaviors.