In this episode of Sales Talk for CEOs, Alice Heiman talks with Sumner Vanderhoof, Co‑Founder & CEO of Propensity, about how he built a high-performing account-based marketing platform from scratch. Learn how a hyper-focused niche, founder-led sales, and a low-risk strategy drove explosive growth and top-tier retention.
By zeroing in on underserved markets and rejecting traditional sales models in favor of opt-in outreach and verified contact-level data, Sumner and his team made it easier and more effective for sales to simply execute.
🎯 Action items for your leadership playbook:
- Focus on one niche where the gap is growing, not shrinking
- Rethink outbound: trade high-volume outreach for high-intent, personalized engagement
- Hire sales specialists, not ladder-climbers
Watch below or on our YouTube channel
Rapid Fire Recommendations:
Book: Being Wrong by Kathryn Schulz
Podcast: Making Sense with Sam Harris
About Guest
Sumner Vanderhoof is the CEO and Co-Founder of Propensity, the only ABM platform that delivers true contact-level attribution. With over 15 years of experience leading growth across Fortune 500 companies and startups, Sumner brings deep expertise in technology and Rev Ops. His strategic leadership has been instrumental to Propensity’s momentum and success, driving innovation, customer adoption, and measurable results in a competitive ABM landscape.
Connect with Sumner Vanderhoof :
LinkedIn: Sumner Vanderhoof – Propensity
Connect with Alice Heiman:
LinkedIn: Alice Heiman
Website: aliceheiman.com
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