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 Teams00:01:37 – 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 Strength00:05:42 – Building Resilient Teams: Keith's Approach to Tenacity, Ownership and Learning00:07:48 – Leveraging Personal Resilience at Work: Connecting Life Experiences to Professional Growth00:09:25 – The OWL Framework Explained: Empowering Sellers with Ownership, Wisdom, and Learning00:11:47 – Cascading Ownership Culture: The Crucial Role of Frontline Leadership00:13:01 – Flat Team Structures: Lessons from Google on Optimising Leadership Spans00:14:34 – Strategic Talent Acquisition: Why Keith Personally Sources Talent on LinkedIn00:16:00 – Contrarian Hiring: Seeking Candidates with Resilience and a "Chip on Their Shoulder"00:17:44 – Inside Keith’s LinkedIn Strategy: Personalised Outreach for Top Talent00:20:26 – 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 Managers00:24:35 – Leading Through Change: Key Lessons from PandaDoc’s Transformation Journey00:26:43 – Effective Learning in Sales Enablement: Customising Training to Individual Motivations00:28:50 – Final Thoughts: Driving Team Success Through Ownership, Repetition and Transparency