Welcome to Season 3 of 10/10 GTM: The Podcast for Revenue Leaders!
Our guest for Episode 49 is Asad Zaman, CEO at Sales Talent Agency. Asad has been with the Sales Talent Agency for over a decade and he’s also a Founding Member of Pavilion, the world’s leading private community for GTM leaders.
In this episode, Ross and Asad discuss the importance of putting in the work, raising the bar for hiring, and making product market fit (PMF) an ongoing concern.
Listen to the episode here, and get the key takeaways from our conversation below.
Do the hard things
In a culture driven by instant gratification, Asad observes that people often gravitate toward what seems easier. “I think this really harms them in the long run. A prime example is when salespeople rely on a ‘spray and pray’ strategy to win.”
The “spray and pray” approach involves sending generic, mass communications to a broad audience, hoping that a small percentage will respond. Instead of crafting personalized outreach, it's a one-size-fits-all method. “You end up compiling large lists and sending poorly written emails, hoping for a 5% conversion rate to generate some revenue,” Asad explains. “But when you invest the time to personalize your communication, you stand out. There’s real value in this approach. Our strategy involves reaching out to individuals with highly personalized, long-form notes, and it’s paying off. We see a 92% open rate and a 60-70% response rate.”
Asad’s main takeaway? Go against the grain and do the supposedly harder thing. When you do, there’s less competition, and your outreach is more likely to stand out and drive meaningful responses.
Raise the bar for hiring
With high interest rates and fierce competition for wallet share, Asad emphasizes the importance of raising the bar for hiring go-to-market (GTM) team talent. “Many people's habits and skills were developed in a low-interest-rate environment, where selling was easier because buyers had a more bullish mindset, willing to spend and invest. But as rates rise and budgets tighten, the percentage of people who can spark interest and nurture it into a deal in this market is much smaller.”
Asad’s solution? Bet on talent over experience. While hiring for talent may result in a longer ramp-up time, the potential upsides — such as better retention and higher productivity — are greater because talented individuals have a stronger drive to learn and grow. “Sometimes, you hire based on experience alone, especially when you need to backfill a position quickly and can’t wait for someone to ramp. But when possible, bet on talent because the returns are higher. If someone scores a 9.5 out of 10 in talent, I’m confident they can have quarters at 200-300% of their quota. I’m less convinced that someone with just relevant experience can achieve that.”
Make PMF an ongoing concern
PMF isn't just an early-stage problem that you solve within the first million in ARR and then move on to GTM fit. Instead, PMF should be an ongoing focus. “The first million often comes from friends, your network, and early adopters,” Asad explains. “I don’t see that as a clear indicator of deep product-market fit. Many believe that once they’ve achieved PMF, they can shift their focus to other challenges. But PMF has levels. As the market evolves, so does your fit within it.”
It’s important for companies to continuously assess and refine their PMF — especially as they scale. Keep in mind that what resonates with early customers may not have the same impact on a broader, more diverse market. By regularly revisiting PMF and making adjustments based on competition, market shifts, and customer feedback, organizations can stay relevant, drive sustained growth, and maintain a competitive edge.
About Asad
Asad joined Sales Talent Agency in 2014 as an Account Executive and steadily advanced through the ranks, becoming Managing Director, Managing Partner, and ultimately CEO. He also co-hosts Topline podcast — the #1 podcast for founders, operators, and investors in B2B tech.
