How to Sell to a CRO of a $100M Tech Company: PandaDoc’s Keith Rabkin (ex-Google) | Belkins Podcast #10

Episode notes

Welcome back to the Belkins Podcast! In Episode 10, host Michael Maximoff sits down with Keith Rabkin, Chief Revenue Officer at PandaDoc, a company that reported over $120 million in annual revenue with a customer base of around 60,000 businesses. Keith brings over 20 years of operating experience from industry giants like Google, Adobe, and Johnson & Johnson. He's one of the few individuals to have won the Great Manager Award at Google and is currently mentoring various startups. In this insightful episode, Keith pulls back the curtain on the document handling industry, sharing surprising truths like why "nobody cares about document workflow." Discover how PandaDoc differentiates itself in a crowded market, the rationale behind eliminating SDRs in favor of full-cycle AEs, and the impact of integrating AI into their GTM strategy. Join us as we delve into: The psychology behind marketing campaigns: Why "Don't Lose Deals" outperforms "Win Deals." Keith's journey from Google to PandaDoc and how it shaped his leadership style. The importance of a customer-first approach and how it influences PandaDoc's operations.

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