How PandaDoc's CRO Keith Rabkin 4x Their Teams Average Selling Price

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Sales Transformation Lab

Uhubs

109 episodes

5 days ago

Welcome to the Sales Transformation Lab: Reinventing Revenue Leadership. Join host Matt Milligan & Ash Ali who are the founders of Uhubs.ai, as they sit down with the world’s top revenue leaders, founders, and go-to-market innovators to explore how the best teams are built, scaled, and transformed. From AI-driven enablement to modern sales leadership, data-led performance,and culture design, discover the ideas, stories, and strategies shaping the next era of growth.

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How PandaDoc's CRO Keith Rabkin 4x Their Teams Average Selling Price

Sales Transformation Lab

30 minutes 37 seconds

5 months ago

How PandaDoc's CRO Keith Rabkin 4x Their Teams Average Selling Price

In this episode, Keith joins host Matt Milligan to unpack how he helped PandaDoc scale efficiently after pandemic hypergrowth, revamp its GTM strategy and 4x average selling price, all by doubling down on execution, team alignment, and ICP focus.

Keith shares the radical mindset shift that enabled his team to stop chasing "ankle biter" deals and start prioritising the biggest opportunities.

You’ll also learn how letting go of non-core use cases helped PandaDoc solidify its category dominance in sales and rev ops.

This is a masterclass in sustainable scale, ownership culture, and resilient team building.

00:00:18 – Introduction: Keith Rabkin, CRO at PandaDoc, on Scaling High-Growth SaaS Teams
00:01:37 – PandaDoc’s Strategic Shift: From Sales Proposals to E-Signatures
00:02:25 – Sustainable Growth: How PandaDoc Quadrupled Average Selling Price (ASP)
00:03:30 – The Power of Focus: Prioritising High-Impact Deals Over "Ankle Biters"
00:04:40 – Mastering the ICP: Why Sales & RevOps Became PandaDoc’s Core Strength
00:05:42 – Building Resilient Teams: Keith's Approach to Tenacity, Ownership and Learning
00:07:48 – Leveraging Personal Resilience at Work: Connecting Life Experiences to Professional Growth
00:09:25 – The OWL Framework Explained: Empowering Sellers with Ownership, Wisdom, and Learning
00:11:47 – Cascading Ownership Culture: The Crucial Role of Frontline Leadership
00:13:01 – Flat Team Structures: Lessons from Google on Optimising Leadership Spans
00:14:34 – Strategic Talent Acquisition: Why Keith Personally Sources Talent on LinkedIn
00:16:00 – Contrarian Hiring: Seeking Candidates with Resilience and a "Chip on Their Shoulder"
00:17:44 – Inside Keith’s LinkedIn Strategy: Personalised Outreach for Top Talent
00:20:26 – The CRO's Role: Balancing Detail Orientation with Strategic Leadership (T-Shaped Model)
00:22:51 – Empowering vs. Micro-Managing: Navigating Leadership Dynamics with Frontline Managers
00:24:35 – Leading Through Change: Key Lessons from PandaDoc’s Transformation Journey
00:26:43 – Effective Learning in Sales Enablement: Customising Training to Individual Motivations
00:28:50 – Final Thoughts: Driving Team Success Through Ownership, Repetition and Transparency