This case study follows Christina Cacioppo, founder and CEO of Vanta, as she navigates the complexities of building and managing a sales organization. The case explores the evolution of Vanta’s sales strategy, from initial founder-led sales to the establishment of a dedicated sales team, the introduction of a Chief Revenue Officer (CRO), and the implementation of a data-driven, high-velocity sales model. Faced with strategic decisions about market positioning and customer focus, Vanta’s journey provides valuable insights into scaling sales operations, optimizing sales processes, and maintaining competitive advantage in a dynamic market.
