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:

1. Find a growing gap and own that niche
   
   
2. Build trust first with opt-in engagement
   
   
3. 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