RIPPLING'S OUTBOUND GTM STRATEGY IS WORTH $17B

Summary from the TLDR Founders newsletter

Rippling was exhausting its account lists with automated emails before it built an outbound team in 2022. Replacing sequences with people working the same accounts reportedly lifted conversion from roughly 1% to between 3% and 7%. Reps get paid for meetings held with decision makers, and account executives don't prospect. Managers supervise just four or five reps each. Selling multiple products to each customer helps fund that staffing. Before copying the team size, calculate how much you can spend to win an account, including the additional products customers actually buy.