From random to unified GTM in 30 days

How Parabola rapidly built and automated ABX from scratch

👋 Hi, it’s Kyle Poyar and welcome to Growth Unhinged where I explore the unexpected behind the fastest-growing startups.

I’ve been a big advocate of shifting away from spray-and-pray marketing and toward a unified, account-based approach. One of the reasons why: my first-hand experience working with the brilliant team at Parabola. When Parabola – the spreadsheet alternative for automating complex processes that involve messy data – raised a $24M Series B from OpenView last year, they immediately started scaling their go-to-market (GTM). Like many SaaS startups, they thought they had a focused GTM strategy, but found themselves doing ‘random acts of marketing’ instead.

Recently, Parabola went all-in on account-based – and, honestly, moved faster than any team I’ve worked with (doing it in <30 days). I’ve been impressed by how they’ve automated all things ABX including how they measure success and convert target accounts into sales pipeline. Adam Reisfield, Parabola’s Special Projects Le…