In today's episode, I sit down with Kellen Casebeer, founder of The Deal Lab, and talk about his unique approach to message-market fit testing and GTM strategy.
We dive deep into his unconventional journey from sales rep to fractional VP of sales to agency founder, exploring how he discovered the power of segmentation and messaging before having a product to sell. We discuss the evolution from basic templates to sophisticated Clay workflows, the value of testing beyond just meeting generation, and why he believes most sales teams are missing massive opportunities for optimization regardless of whether they're hitting their goals.
Enjoy 🙂
(00:00) Introduction to Outbound Alchemists
(00:29) What The Deal Lab Does: Message-Market Fit Testing
(03:05) The Birth of Message-Market Fit Testing Concept
(04:32) Kellen's Journey from Sales to Agency Founder
(05:21) Early Days with Smartlead and Clay Discovery
(06:55) Why Segmentation and Testing Beat Volume
(09:01) Client Types and Strategic Applications
(13:15) Testing Value Beyond Early-Stage Companies
(14:30) Outbound as Market Research and Insight Engine
(15:20) Learning Market Language vs Company Speak
(22:08) Building Credibility Through Client Work
(25:13) Contact Information and Closing
🔗 CONNECT WITH KELLEN
🔗 CONNECT WITH Saurav
💻 Website
📧 Email - saurabh@salesrobot.co
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👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes on my email.