Welcome to Season 3 of 10/10 GTM: The Podcast for Revenue Leaders!
Our guest for Episode 67 is Christian Kletzl, CEO of UserGems. Christian co-founded the company in 2018 alongside his twin brother, and since then, the UserGems team has been dedicated to helping companies build bigger pipelines, accelerate sales cycles, and close larger deals.
In this episode, Ross and Christian discuss how to drive execution excellence across the entire go to market organization — from BDRs to AEs and CSMs.
Listen to the episode here, and get the key takeaways from our conversation below.
BDR: Prioritize High-value Accounts & Contacts
“Outbound is harder than ever before,” says Christian. “We need to be spearfishing and extremely precise about who we’re reaching out to and why. That means analyzing multiple signals to gauge a prospect’s interest, identifying the right contacts, crafting personalized messaging, and leveraging our innovative creative process to make every outreach count.”
But asking sellers to do more — like multithreading, closely monitoring competitors, and hitting their targets — isn’t the solution. As Christian notes, “reps fall back to what’s easy.” Overloading them only makes things more difficult unless they’re provided with tools to automate manual tasks and increase efficiency.
To make every rep your best rep (or as close to “best” as possible), Christian offers four recommendations:
- Spearfish: Use the signals that matter to you to prioritize buyers who are likely to purchase or are about to enter the market.
- Remove manual tasks: Define the buying group (by persona and size) and use automation to enroll these prospects into sequences so reps have all the data and context at their fingertips and only need to execute the tasks.
- Use AI to help: When signals become overwhelming, use AI to draft messaging that incorporates all available signals to raise the average reps’ email quality.
- Hold reps accountable: If reps haven’t completed the tasks within a set timeframe, remove those prospects from the sequence and re-enroll them in a fully automated workflow. That way, no one falls through the cracks.
“The winners in this new era will be leaders who can identify their team's best practices and use AI to scale them across the board. Every rep performing like your top performers — that's the future we're building toward,” says Christian.
AE: Swarm the Accounts You Target
“Multithreaded opportunities have 5x higher win rates,” says Christian. “When an open opp hits a certain stage, we automatically advertise to the rest of the buying group by saying things like, ‘Hey X, someone in your team is talking to us — want to join the conversation?’”
This strategy isn’t just about increasing numbers — it’s about swarming the account through coordinated team selling and targeted ads. By engaging multiple stakeholders across the buying group, multithreading ensures that the entire team is aware of and invested in the conversation. This collective engagement builds trust between companies and helps align various decision makers, which accelerates the sales process and reduces the risk of deals stalling due to internal silos.
CSM: Proactively Prevent Churn
CSMs typically interact with just one or two champions per customer account — often at the manager or individual contributor level. This limited engagement means they can miss connecting with key executive decision makers. When renewal time arrives, unexpected shifts in strategic initiatives can catch CSMs off guard, leading to last minute churn decisions from the top.
To help CSMs proactively prevent churn, Christian recommends CSMs focus on both adoption and executive awareness. “Our product is being used by the end user, who could be two or more levels away from the person that actually makes the decision [to renew],” says Christian. “We ask our CSMs to make sure people are using the product, and we also make sure the person that makes the decision continuously knows about our success.”
To keep key stakeholders in the know, UserGems sends a weekly summary to every customer who is a VP in sales and marketing. This update details the product's impact over the past week — highlighting key metrics, success stories, and actionable insights — to educate these executives with real time data that highlights the platform's value.
About Christian
Originally from Austria, Christian is the CEO and Co-Founder of UserGems, an AI-powered platform that captures and integrates signals to help teams identify the best buyers and automate outreach. He launched UserGems with his identical twin brother to transform data insights into actionable sales strategies.
