YouSaid · the spoken record

Kyle Norton

lines on the record: 110
first: 2025-05-30
most recent: 2025-05-30
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“We wanted AEs to start in the role better trained. We used to put people on the phones on day five. And now it's like day 11 or 12. Because again, the deal doesn't matter unless it launches. And so if you are a new rep and you're saying a bunch of stuff that's like sort of not accurate, then you get into launch and they're like, wait, I didn't know about this and this and this. Then the trust is completely broken and oftentimes people will pull out again because we're contracting month to month.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“At the beginning of the month, I can basically tell you where we're going to land because I look at what is coming in top of funnel from marketing. What do we project from the BDR team? And we can drive to that number. So it's really about butts and seats, ramp, the average attainment. You can mathematically just figure out where that's going to be. So oftentimes I can tell you that from dashboards. I don't need to do a bottoms up. What's your confidence level on this deal? Like that makes no sense in SMB. Enterprise, obviously it does, and you're going to doing weekly scrutiny on every deal and stress testing it. But for us, I can understand everything I need about the business basically from the sales force.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“So we don't do pipeline review We don't do deal review because you can just see it on a dashboard, it's all programmatic.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“They're way up market. They're trying to win enterprise brands and they're trying to play the customization and flexibility and the headless game in tons of cost pressure there from these major franchises. I don't know that it's a bad business, but they're just doing something completely different. We don't cross over with them hardly at all.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“It's surprisingly easy because we're committed to the mission and we're committed to this product philosophy. We're not against working with a 30 location brand, but we are against working with a brand that wants high degrees of customization. More of those brands are going to want more flexibility and choice and are just going to say, oh, actually, this isn't the right fit. But we closed a 33 location chain the other day and they came to us and they're like, yeah, I don't want to deal with all this stuff. I just want somebody else to figure it out for me. Okay, great. Here, but if you.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Some for sure. Really? Yeah. And we have some larger brands, 10, 20, 30 location brands now, many who have grown up on us. You know, we've helped them be so successful that they've franchised, they've opened a whole ton of locations.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“That transparency up front. What you notice is that you're starting that conversation with massive trust with the restaurant. This is like the four-star review thing from Taco Pony. Like people don't trust brands that have only five stars. They actually have a higher trust in four stars. I'm leading with strengths and weaknesses. So now people...”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Better results. And why that is because we have thousands and thousands of these restaurant customers and we're constantly doing experiments and A-B tests and the things that work, we're going to roll out to every single customer. And we're not even going to ask you some of the time. And you have to be comfortable with that. But in being comfortable with that, you now get an army of experts, legitimately the best restaurant marketers in the world and some of the best restaurant marketing technologists are working constantly on your behalf to do one thing and one thing only which is make you money. You make more money, do way less work, but if you've got a custom font that you really love or you want videos everywhere and a spinning pizza sign at the top of the website, you have like really strong brand opinions, then it's not really going to work. And so what happens is the wrong customers opt out immediately. And so you're not wasting a bunch of time in sales cycles. And the thing that drags on your total sales cycles is actually time to lose more often than it is time to win. But because we lead with...”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“A compelling product that helps, and it's a burning platform for people like we are helping them make money, which is very important. So folks are willing to move on it. But something else we do that I think helps a ton. The style of selling that I teach is radically transparent selling. At the beginning of every demo, what we lead with is both the strengths and weaknesses of the product. So like one of the first things I'll say to a customer when I'm on call is so I feature dump number one, which everybody tells you not to do, but I actually think people talk in such weird abstractions that customers don't understand. I'll be like, okay, we do five things. Website, online ordering, email, text message, marketing, custom branded app, listing management, all rolled into one. So that's like the product. But here's what you need to know about what's different than us and our competitors. We are going to give you way less flexibility in customization. If that's your main priority, owners probably not a good fit. But in exchange for sacrificing this flexibility, you're going to get way.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Wasn't that bad? That's the cost of experimenting. We're going to spend hundreds of thousands of dollars on these channels to try to figure it out. And we know that not all of them will take off immediately. And that's totally okay. You know, you got to think in bets, Annie Duke. The world is probabilistic and some of these will work and some of these will won't. Some of these won't. And we're going to triple down on the winners.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Really, what happened is we've got too many other things that are successfully taking off, and we just diverted resources.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“We just tried CTV and didn't have a ton of success with it connected to TV. So running pre roll ads on Amazon Prime or set top boxes.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“100%. This is something that a lot of folks get wrong they like squabble over attribution. They're like, oh, this is sales generated. This is marketing generated. And you end up at these local maximas. And we have a sort of a strange org structure where our VP of marketing who owns brand and PMM and customer marketing roles directly into Atom, I own growth and demand gen. You would think like, oh, that's a little squirrely. And it works awesome. And everybody collaborates and it's a really productive structure. My growth leader doesn't worry about like organic attribution, neither does the VP of marketing. They understand that a ton of organic is actually driven by the paid marketing halo. So we don't worry about it.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, long payoff time horizon, but compounding So now we have more social media followers than our public company rivals already. And we're only in the early innings of getting great at this. And people will come inbound and be like, I've watched 12 hours of Adam's YouTube. Like, here's my credit card. That happens fairly frequently. And we weave his content into our onboarding journey, into customer marketing. This channel seemed like a crazy bet at the time. And I knew better than to second guess this one. Like Adam just has ability to see ahead and make a bet. And when he does that, he's almost always right.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, this was a founder insight. This is Adam having an incredibly deep understanding of the customer and the market. And way before it made economic sense, he was all in organic. Adam just has like such an intuitive understanding of our customer base. And he was like, we're all in on YouTube. We are going to be the central hub for restaurant marketing. No one owns this position online. And so we hired people that manage the YouTube experience for like the biggest creators in the entire world. And we were paying millions of dollars for this organic strategy when it was driving like a handful of leads every single month.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Have a high degree of proficiency, or else you get surprised. This is what ends up happening to a lot of first time VPs of sales is they go into a quarter, they don't have enough pipeline, and they go, oh, we have to generate like an extra four million in pipe and close it at a 25%, but our deal cycles 120 days, you're cooked. There's no way to recover. You made that mistake six months ago. And so unless you really understand the model and are able to think both about today and delivering what's happening right now and be thinking six and 12 months into the future, you really struggle.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“They don't even understand it. They don't know where to start. They think it's the domain of finance, and finance gives them a headcount number, and they say, you have 17 reps and you have to do this. And they say, okay, or they get the number and they just complain about it. But they don't really understand sell by sell. The ARR model that we have, I understand it sell by sell. Every single input, because I own demand gen and growth as well. And so I have to connect all of these things to make sure that not only this month, but six months out, we have the right trajectory for all of these things to ladder up to the number. What's our AQL forecast from growth? What is the confidence interval that we're getting to this number by this date? Okay, what are the redundancies we have in place? And I'm always trying to layer in more than I actually anticipate we'll need because one channel will falter. Something weird will happen. But then on a input by input basis, you have to.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, or more, more in a lot of cases. Efficiency. This is the thing. So when people talk about, well, you know, one of the things that surprises people is Well, it does if on a per BDR basis the LTV CAC is really strong and then you're closing a high percentage of those deals. Again, this goes back to first principles. As a revenue leader, do you really understand your P&L inside out and backwards? And do you understand the inputs and outputs of your unit economics?”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“A good account executive, like our inbound account executives close 250k ARR every month. Wow. So it's a little different because we're not”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Depends on company stage. Early, you probably won't get that more mature for sure. We're way above that because we have instrumented so much. The product's really good. A bunch of is inbound.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Win some, you lose some. It all comes out in the wash. We feel really good about our economics, and we know that when we changed comp to include EGBV, which means they are going to be more focused on the higher value customers for the business, our estimated MRR on a perdeal basis went up pretty significantly.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“So, RBDRs only get paid on close one business alignment. Our account executives only get paid when their customers go live. We are month-to-month contracts. So we want to make sure that our account executives are doing high quality handoffs, setting good expectations or closing high quality customers. And so, again, they are highly incentivized to make sure that those customers are good so that they go live. And that does. It does. It includes an estimate. So we have these two machine learning models. One is eGPV. So it's an estimated gross payments volume. So we scoop in a bunch of information from them online and we can make an estimate of how much they'll actually do on our platform. And so that goes into their comp so that we're rewarding them for closing the highest quality deals because there is a spread.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“They are the future leaders of our industry and our company. We hire super high caliber people that have a ton of potential. And so you got to do a lot of training. But this is the point of their career that they're at. 80K is awesome for them. And they have a path to 100 and 150 within two years. You're 22 years old. That's awesome. I don't necessarily think it's like it's bad comp.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“In SMB, I don't think so. In general, I think relying on account executives to prospect is probably a losing proposition. Why would you pay a $250K rep money to make cold calls when you could potentially have an 80K BDR do that work for you if they're good at it? I think account executives, especially midmark and enterprise, have to do some prospecting, but it's not banging in the phones”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Just call it two. Call it two Inbound is different than outbound, so those it's too net new for outbound is one and a half to two. Inbound is a lot more than that. Inbound, they could be doing five to ten because it's a higher intent.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Three demos a day plus probably two to four follow up calls from previous pipeline. We also close a ton of calls on the first demo. We're doing a bunch of analysis right now to figure out exactly what that marginal point is.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“So, in Chris's context, there will be so much pre-call research and post-call work and coordination and quarterbacking. Like I've sold enterprise before. So I think that makes sense. We aim to have roughly four demos booked per AE per day with three held. We know that there's going to be some meeting three.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“You can find good BDRs everywhere. I like Jason's advice. Go to a company that's not number one in their category. Who's the number one BDR at a second and third place company? Because that's hard. And if you have a great product and you bring that person into your environment, they'll do really, really well. We've hired a bunch of people. You know, that company where we've hired nine people from, that's a mediocre product in a very competitive market. And those people are well-trained salespeople that come into our environment and they rip because our product's great. And so now they have, you know, good sales craft. They've got the grit and now you marry that with a number one product in its category and people will take off.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Depends on a lot, depends on the market and what you're trying to accomplish. I think some generic advice is overpay for a BDR who's really good and then give them a path to account executive. There's a lot of companies that are stagnant and there's a lot of BDRs who are quite good that don't necessarily have that path to AE where they're at.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“And then at some point, we were 70 outbound, and then we hired a new head of growth who's done an amazing job, and now we're 60% new inbound. And then we prospect into the base. So former inbounds, the BDRs will go after, plus some cold outbound. Plus, we've got a partner channel now. So there's a channel diversity. So it's ebbed and flowed over the years, and it will continue to do that. This is why it is so important to have a multi-channel strategy, in my opinion, so that as certain channels hit saturation or find challenges, you've got other places to go.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, you'd have to be calling a restaurant line, not an office line. People don't pick up their office phone anymore either way. But now our call to DMC is like 13 to 16%. Because we have mobile phone numbers for everybody, so you're calling somebody's cell phone. And so now BDR making 100 calls can talk to 16 people and be booking two meetings a day every single day with.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“So we built in house a whole ton of our own tools. Now we also use this company called DataLane. They're like Zoom info for SMB, essentially. And through DataLane, we get 95% of our leads mobile enriched. So now the economics of your team change drastically. If you previously, before we went on this mobile enrichment campaign, our call to decision maker Connect, call to DMC was like 3%. So you'd have to make 100 calls to talk to three decision makers. Yeah, you can't scale, and it's worse if you're going mid-market or selling to corporate.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Not very valuable. It's valuable at a macro level, but it's not valuable on an individual revenue generation perspective. And so we automate all that. So BDRs don't do any lead research. We centrally manage every lead, every record, do all of the enrichment.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Instrumentation, common wisdom would tell you that, oh, you can't make outbound work, you can't make a sales led motion work at these ACVs. Again, that's reasoning by analogy. People aren't thinking from first principles. Okay, well, why don't you think that's possible? Well, they can't close enough transactions to get that much MRR on a per-person basis. Well, why not? Well, if you really look at it, reps and BDRs spend 50% of their time doing nonsense, doing account research and finding leads and filling out their CRM.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Because there's subscription plus transaction revenue, so we have an estimate. The two new ones broke the record for the first month. The newest BDR in person broke the record for first month. And then the SDRs that are at month two and three both broke the previous records. This is the purely in-person team. So clearly there's been a sizable impact just having them all around one another sitting next to their managers. I'm in the office a whole bunch. I wasn't really supposed to be in the office, but I'm there like three, four days a week just because it's awesome.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“No, no. We still operate primarily as a remote company. And then there's certain roles that we're bringing back into office. I don't think you need your staff software engineers in an office to do their job well.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I mean, the content, I think, is pretty interesting. It's going to get a good facelift. And we move them fast. They are getting through a lot and there's check-ins pretty consistently. And they know week two is practical application. So they have to be ready for it”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Going through our learning management system. So everything is broken down into modules with specific content and then the examples. So we don't just throw them into the call library.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“I don't believe so yet, and for the next little while. Here's my big thing with scripting scripting the basics enables you to offload that cognitive work. If I'm just thinking about where to take this call next and I don't have a pattern that I've repeated all of these different times, I'm spending all of my cognitive load on low level stuff. Instead, what I need to be thinking of is, okay, so these are the things I learned from my discovery. So this is how I'm going to tailor that in the demo now. And I know this is going to be an issue and I want to ask this question later. So I've got a note about that. I think you can spend your mental energy on higher order things if you are executing a really like repeatable process. It's the same thing with sports teams. Unless you are highly regimented and rigorous and drilled on all of the basics, you can't worry about the most sophisticated tactics and strategies.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“So we have a Hall of Fame of calls, and I think the important thing is it's not just an entire call. Oftentimes it's called. We use momentum, which is our call recorder, and it's this AI tool that we can find the parts of calls that match our sales methodology the most closely. And then we can pull those clips to show exactly those things. So how to open a call, how to introduce. We have clips for that, how to ask good discovery questions and go two to three levels deeper. You've got examples for that, value prop, how to ask for the sale. It's like all scripted to the word.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Building an owner restaurant themselves. They're finding a prospect and doing all the pre-call research. Then they're running a mock demo on that exact customer. I think it's very, very practical. Then they graduate into the team.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Program building, and then some of it is delivery. Our sales enablement manager, he actually runs all of onboarding for new reps. It doesn't really fall to the manager all that much. Because the managers are running a million miles a minute, trying to hit the number every single month, and we're bringing in new cohorts of reps every single month between like five and ten people. We have built and rebuilt a bunch of times this onboarding program. So week one is mostly remote and asynchronous. So they're listening to calls, there's baseline product training, there's stuff about the company. They really get to know our methodology. And then week two, everybody comes in person to Toronto now, and we're doing much more practical application. Some of that is done through this tool Avara, which is like an AI sales simulator that we use. So they're getting tons and tons of practice reps in the sales simulator. And then they're doing live fire reps with our sales enablement manager. And so really like practical application.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Structurally, we have invested very, very heavily in this. I think one of the things that people find surprising about our business is the headcount allocations. So we've got 26 AEs and 30 something BDRs, and there's five people in enablement. Some of those support other functions like our onboarding and CS functions, but we have a big enablement team for the size of company. We've had enablement since way earlier than most people would tell you”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“For things that I don't deem to be coachable, yeah, I'm going to try to make a call there ASAP. Same thing couple companies ago. There was somebody in the onboarding program who was treating our enablement leader really flippantly and wasn't taking it that seriously. He was a little rude. I just said, get rid of him. If you're already treating this person, you're like supposed to be in your best behavior in weeks, you know, in the early weeks and months. And if that's how that person acts today, then it's only going to be worse later.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“So there were two scenarios like this. One, yeah, it was about values and work approach. We have a company value called Bring Good Energy, and it seems really cheesy, but I think when you're working as hard as we do and you're trying to build something generational, you actually do need people that are going to bring positivity, optimism, enthusiasm so that the organization just has a certain mindset. And that wasn't the case. And luckily, this was in person. I caught this on day 11. I was like, hey, this doesn't work. Like we're done here.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Or it was not their direct manager. It was like a manager from another team. And we just sort of accepted it because we were trying to move too fast. And now really pressing on like, no, no, no. I need your last two direct managers. Maybe not the one they worked for now for obvious reasons, but being really specific there. And if there's any hesitation or, oh, well, like, I don't know if I can get in touch with them. You know, that's a massive red flag. We really want to stress on references.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Something that we've doubled down on recently is references in not taking any excuses for not being able to get the exact references that we want.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“At their local orchestra, like when you do things, do you do it at a really high level? Are they curious? Are they coachable? Are they an absolute grinder? Do they have resilience? There's a bunch in there. And because I'm hiring folks that are early in their careers, 70 to honestly, 80% can be just like DNA and I'll teach them the rest. I feel really confident in our sales training program. That's different year for hiring your enterprise. If you're trying hiring legit multi-million dollar quota caring enterprise reps, you're going to be much more craft and specific knowledge weighted. So if you're Databricks, you might have great craft, but you probably need really specific expertise or they're going to have a hard time getting up to speed because it's a highly technical product. You need that credibility. My framework is relatively the same, but my weighting will change depending on the role that I'm hiring for.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Comes back to systems engineering. It comes back to do you have a programmatic way to identify the right talent on a consistent basis in a way that you can then have somebody else do it? Or is this all going to fall apart as soon as you hand it off to your first sales manager, first VP of sales? And so for us, I've been using the framework of the same scorecard for five to eight years and I've iterated on it over time. But it has three components. One is DNA, its mindset. So what are the intangibles and the things that are fairly intrinsic to the individual? The second piece of that is craft. What does their sales craft look like? And then the third piece is specific knowledge. And depending on the type of sales role that you're filling, your weighting is going to be different. I'm hiring S&B reps, so I'm like 70% DNA and mindset. I just want people who have a performance track record of excellence and I don't care if it was sales or the valedictorian captain of a sports team first chance.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source
“Can bring some people with you, or if you don't really have those advantages, you have to just go grind it out and you have to build really compelling messaging and you're sending those LinkedIn messages yourself and your hit rate's going to be lower, but you got to do it. I have long believed that building audience has compounding advantages. As we've seen, like your perfect example of that. And so I got to work on that like six, seven years ago. And now it pays off like crazy.”
2025-05-30 · The Twenty Minute VC · 20Sales: From $2M ARR to $40M ARR: The Playbook | How to Use AI To Supercharge Your Sales Team | Why Pipeline Reviews are BS | The Sales Call Script that Closes 99% of Prospects and How to Hire the Best Sales Reps with Kyle Norton, CRO @ Owner · IDENTIFIED FROM THE TRANSCRIPT · source