Richard F. Purcell

MoxieGTM

"We are seeing a low ROI from 'self-service' software. People want value instantly in today's market, and just buying software usually doesn't get you there. We canceled those self-service tools and switched to MoxieGTM’s fully operational solution. We saw 4x ROI in 2 months”
- CEO of Revcast

You're not buying the software; you're buying the outcome. 

You can't get to the outcome by only buying the software. 

You think you have a pipeline problem when you really have a process problem. 

SaaS tools that market themselves as self-service require bandwidth and processes to operationalize that you don’t have.

Here is the real-world case study of two different companies with two different go-to-market processes:

Company A: 

1️⃣ Bought a website tracking tool.

2️⃣ Sent every visitor an automated email.

3️⃣ Generated a high reply rate but lower conversion rates later down the funnel.

4️⃣ Three months later, replies dry up.

5️⃣ GTM leader blamed the website tracking tool and canceled their subscription.

Company B:

1️⃣ Tracked 15 different signals: website visitors, third-party content engagement, new followers, profile views, event attendance, Google searches, and more.

2️⃣ Tested what signals and messaging increased conversion rates at all funnel stages.

3️⃣ After three months, they identified 7 signals that truly indicated buying intent.

4️⃣ Every week, they pay close attention to those 7 signals to generate new high-intent leads, and now have a proven sales enablement plan to operationalize.

Are you more like Company A or Company B?

We can help you become more like Company B.

MoxieGTM combines in-house-built software with a human and AI-assisted experimentation process to help fast-growing companies build & scale new growth channels.

Founder

Rebel Fund

Tasked with replicating the go-to-market processes used by SaaS companies for Rebel's $65M Fund I and $100M Fund II.

Rebel’s mission is to identify and invest in the top 0.1% of the 40,000 tech startups that apply to each batch of Y Combinator, the #1 accelerator in the world, and is supported by founders of some of the most accomplished ‘unicorns’ (Reddit, Instacart, Cruise, and others) to ever graduate from the program.

Associate

Revenue Collective

Revenue Collective is a private, invite-only, membership organization for commercial growth operators.

Membership consists of 500+ leaders from Sales, Marketing, and Operations. 

Chapters in New York, Los Angeles, London, Denver, Boston, Toronto, Indianapolis, San Francisco, and Amsterdam.

Executive Member

Ocurate

(acquired by Fenix Commerce in 2024)

Challenge: Large proprietary database & deep machine learning sold to political campaigns needed to expand to eCommerce.

Solution: Built the entire foundation of product, sales, and marketing. Results within the first six months: Closed 6 enterprise deals, ACV $60K, avg sales cycle <30 days, 100% of pilots converted to annual, 75% of deals sold without discounting, every customer was referenceable

Challenge: In Q4 2022, the company moved up-market with a new product. 

Solution: Devised and executed over 30 new GTM experiments to get more pull from the market through organic conversations instead of a push from the seller through cold outreach. With a lower headcount powered by Generative AI and a Virtual Assistant, company saw only a minor reduction in meetings booked, higher conversion rate from first meeting to close, and 75% of new meetings booked were from target accounts generating over $1B in revenue.

Co-Founder

CrowdAI

(acquired by Saab in 2023)

Challenge: Company sold technology as project-based revenue for three years to US Government. Needed to take a cutting-edge computer vision deep learning technology with no repeatable product and find a way to sell to commercial enterprises. 

Solution: Conducted initial market research to validate Oil & Gas, Manufacturing, and Insurance as key verticals to go-to-market. Worked backwards to find the biggest pains of each vertical and tie them back to the company’s solutions. Ran end-to-end sales cycles to close marquee logos.

Head of Enterprise Sales, Founding Team

Hustle

(acquired by Social Capital in 2020)

Challenge:  Series A funded company with product adopted by political campaigns and non-profits needed a leader to propel Enterprise expansion.

Solution: Led efforts to turn the product into an Enterprise platform adopted by the Fortune 50 and some of the most valuable companies in the world. Created a systematic process to validate and invalidate new use cases based on product/market fit which became the company’s engine for operational efficiency and future growth.
- Built and managed an organization of salespeople to turn a hypothesis into initial market analysis then into the first customer wins in a new market and ultimately to finding repeatability and predictable revenue.
- Navigated a highly regulated market by leading cross-functional teams to pro-actively de-risk Enterprise compliance and data security blockers such as GDPR, TCPA, SOC 2 Type II, and customer data deletion.

Hustle is a campaign-based, peer-to-peer messaging platform designed empower to organizations to humanize communication with their audiences while maintaining data privacy and compliance.  Texting with Hustle compliments other communication strategies and brings real human connection back in the digital era when people ignore bots and prefer to talk to real people.

Hustle is the leader in transforming how individuals and institutions build meaningful, long-lasting relationships.

Backed by world-class venture firms including Insight Venture Partners, Google Ventures, Social Capital, Salesforce Ventures, and Kapor Capital.

Director of Enterprise Sales

Partnerize

Challenge:  UK-based company built a repeatable business in the EU. First non-executive salesperson hired to expand the product into NA. Required an enterprising agitator to instill best practices and prove product/market fit.  Lean start-up mentality with no BDRs/SDRs, no sales engineers, very little brand awareness, and minimal support from marketing.

Solution:  Exceeded quota within the first year by closing deals with Fortune 500. Responsible for end-to-end sales process including prospecting, executive summaries, RFPs, sales presentations, demos, etc.
- Forged co-selling relationship with a strategic technology partner.
- Sold complex enterprise product at 2-3x the nearest competitor’s price using STRONGMAN methodology.

Performance Horizon is a technology company replacing the traditional networks connecting advertisers to their digital partners.  Clients are empowered to drive online traffic and sales based on strategic objectives such as margins, inventory, seasonality, geography, new vs. returning customers, and more.

We do this for some of the largest, most complex enterprises including Uber, Google, Expedia, Spotify, Virgin Australia, Marriott, Square, Burberry, Tommy Hilfiger, Nike, and British Airways.

Our platform drives $3B+ in advertiser top line revenues across 120,000+ marketing partners in 170+ countries processing payments in 50+ currencies and providing support in 50+ languages.

Mithril (Thiel Capital) is lead investor.

Sales Director

Medallia, Inc.

(IPO'ed in 2019)

Sales Pioneer of first SMB product
Challenge:  Medallia’s first foray into SMB market.  Product was two years old and never had a full time sales person and needed to escalate revenue and process improvements.
Solution:  Led efforts to simplify sales price, update contracts, extend subscription length, optimize outbound sales activities, refresh sales messaging, and streamline sales cycle.

Catalyst for Lead Gen
Challenge:  Second lead gen rep ever hired for the company and went six months without a manager.  Needed someone to help scale the operation and efficiently (and creatively) generate pipeline.
Solution:  Tested innovations and scaled them across the sales ecosystem including sales tools, C-level messaging, prospecting blitz, a system to source leads from employees, and “chaski” deliveries to executives.

Tech Inclusion
Challenge:  As company grew, needed to increase inclusion and access to opportunities for underrepresented talent.
Solution:  Co-founded "Medallia Medley".  Galvanized grass-roots, cross functional teams and later earned executive sponsorship from Head of HR and co-founder/President.  Led weekly meetings to drive institutional change including hiring FT D&I resource, rebuilding unconscious bias workshops to include race, and expanding talent pool.

New Business

Fleetmatics (Formerly SageQuest)

(acquired by Verizon in 2016)

The foundation of my cold calling technique was built during my time at Fleetmatics.  Minimum of 100 cold calls a day selling software to blue collar business owners in New York/New Jersey who still had aol.com email addresses.

- Top selling agent in office of 40+ and fastest selling rookie in publicly traded company’s 10 year history.  
- Inducted into highly coveted and prestigious “Century Club” for sales achievement in first selling month.  Award bestowed on agents that sell 100 units in one month. Average agent sells 30/month and takes him/her 6+ months to reach 100 unit/month. 
- Innovated company’s traditional lead generation via Twitter. Led to a six figure deal in first week of launch.

Inside Sales Representative

Build better businesses by taking action on lifetime value

Richard Purcell's Leadership Purpose:

"Build and maintain meaningful, long-lasting relationships that help individuals live up to their full potential."

+++

In 2014 Richard Purcell came to Silicon Valley from North Carolina to follow the 21st-century gold rush with nothing but his car and his clothes. 

Richard has turned his experience leading GTM at venture-backed SaaS startups into systematic processes to scale efficient growth.

His creative approach to sales & marketing has closed new business with Fortune 500 companies and some of the most valuable private companies in the world: AXA, Expedia, Square, Comcast, Verizon, WeWork, Priceline, Air Canada, RingCentral, Airbnb, Bally's, Live Nation, Affinity Gaming, and more.

"Superior sales and distribution by itself can create a monopoly, even with no product differentiation. The converse is not true." 
- Zero to One

Just as your product is constantly tested and updated, your distribution strategies should too.

Go-To-Market (GTM) tactics aren't meant to last forever. GTM has evolved from “dialing for dollars” off of printed spreadsheets to the automated personalization we see today.

The democratization of knowledge, channel over-saturation, and the rise of automation inevitably depreciates even the best strategies.

Most companies struggle to objectively test, validate, and scale GTM experiments due to the lack of creativity and unnecessary complexity.

Think about the resources needed for experimentation:

1. Marketer for crafting messages

2. Sales engineer for testing against a control group using objective success criteria

3. SDR for outbound efforts

4. New tools to facilitate campaigns

5. Sales Ops to put all the pieces together

For more mature companies, redirecting these resources from core functions poses uncertain risks many aren't willing to take. 

For less mature companies, these resources are sparse.

It's time for a new era of GTM.

GTM 3.0

If you're seeing depreciating performance in your Go To Market tactics or if you're not sure if you're ready to scale, we are here to help.

🚀 We help you know when & how to scale by objectively measuring Product-Market fit as a spectrum

🚀 We manage unconventional GTM experiments from end-to-end through strategy, messaging, technologies, outbound efforts, and measurement.

Sign up for the weekly newsletter to get step-by-step instructions on how to run unconventional experiments that will supercharge your GTM.

https://moxiegtm.substack.com/

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