Ep170 Niche Down to Scale Up: How Propensity’s CEO Ignited Growth

Sumner Vanderhoof, CEO & Co‑Founder of Propensity, shares how he transformed an idea into a nimble, niche-focused account-based marketing platform. In just two years, Propensity achieved remarkable growth and retention by combining founder-led sales, month-to-month agreements, and an “opt‑in” SDR outreach model. His approach shifted the sales game, targeting only in-market buyers with verified contact data and it’s something any CEO can learn from, especially those navigating a crowded SaaS space. Key action items:Find a growing gap and own that niche Build trust first with opt-in engagement Hire elite specialists for focused execution Rapid Fire Recommendations: 📖 Book: Being Wrong by Kathryn Schulz 🎙 Podcast: Making Sense with Sam Harris 🔗 Connect with Sumner Vanderhoof : LinkedIn: Sumner Vanderhoof  -  Propensity 🔗 Connect with Alice Heiman:  LinkedIn: Alice Heiman Website: aliceheiman.com