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Lopez: SEM and SEO only work today for high-value products

Robert Lopez · 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks · Aug 15, 2023 · at 8:02

Justworks CRO Robert Lopez discusses customer acquisition economics across search engine marketing channels.

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“And the SEM SEO game is like become so expensive to make it, unless you have a really high value product and you can spend the amount of money.”

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More from Robert Lopez

Disclosure
Lopez: Justworks pays tenured sales reps a percentage of their customer book
“And so we implemented these mechanisms where as a wrap, you can, after certain tenure thresholds, you can start making a percentage on your book, net of expansion, net of turn.”
Robert Lopez Aug 15, 2023 ▶ 16:20 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks
Insight
Lopez: Startups do not need sales hires with prior software experience
“Sometimes when I see companies like, oh, we need software experience. It's like, you don't need software experience. You need somebody that, like, has the ambition and the drive and the will, and like, you can train. It's your responsibility as a VP of sales t…”
Robert Lopez Aug 15, 2023 ▶ 27:25 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks
Insight
Lopez: Very few software products can succeed on PLG alone
“Cause everyone talks about product-led growth, sales-led growth. Like, I believe like you gotta have a marriage between the two, like very few products can exceptionally execute. Like PLG well, but like if you have the two that are married, like some buyers, l…”
Robert Lopez Aug 15, 2023 ▶ 44:01 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks
Insight
Lopez: Direct executive outreach to candidates carries far more weight than recruiters
“The power it holds when like a founder, a CO, CO, RCRO, like reaches out directly to a candidate just holds so much more weight.”
Robert Lopez Aug 15, 2023 ▶ 3:24 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks
Insight
Lopez: Channel strategy requires a multi-year investment to see returns
“The challenge of channel is it takes a really long time to pay off. And so it's like a multi-year investment and, but it's just something that's like tough to see the return early on.”
Robert Lopez Aug 15, 2023 ▶ 6:47 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks
Disclosure
Lopez: Hired sales ops specialist as fourth team member
“I hired my first three reps and like the fourth hire I made was a sales ops person.”
Robert Lopez Aug 15, 2023 ▶ 11:48 10 Things Top CROs Wish They Knew Early in Our Careers with CRO Justworks
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