Make It Happen Mondays - B2B Sales Talk with John Barrows Meet Buyers Where They Are - With Rex Galbraith
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Dec 8, 2025 Rex Galbraith, CRO at Consensus with 20+ years in SaaS, built interactive demo automation and champions buyer enablement. He explains why traditional demos fail. He discusses using Unideal Customer Profiles to disqualify bad-fit accounts. He covers automating demos to free reps, prioritizing retention over acquisition, and how reps add value post-demo.
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Warehouse Manager To Sales After A $40k Offer
- Rex traced his sales start from warehouse manager to SDR after being offered a $40k salary plus variable pay, which pivoted his career.
- The predictable performance-based pay unlocked control over income and launched a 20+ year SaaS career.
Turning Away Revenue Fixed Churn Problems
- Rex described taking DemoChimp inbound buyers indiscriminately and later discovering the revenue was unsustainable.
- After rising churn and 30–40% churn metrics, the team built an ICP and an UCP and intentionally turned away bad-fit customers to recover retention.
Define Who You Should Refuse With A UCP
- Defining an Unideal Customer Profile (UCP) is as important as an ICP because it clarifies who you should refuse.
- Consensus used UCPs to stop taking accounts they couldn't service and later achieved ~90%+ retention.
