Lars Helgeson knows that the Customer Relationship Management (CRM) space is crowded, with Goliaths like SalesForce, Oracle, HubSpot, and Pipedrive taking up their well-established places. But, a strong believer in the underdog, he bootstrapped a multimillion-dollar business and carved out his own space in the CRM and marketing automation industry. 

In this episode, Lars joins host Jim Barnish to share his go-to marketing strategy that has allowed him to consistently acquire new customers while competing with more established companies. They discuss making your product stand out, understanding client-company relationships as a whole, and thinking through the lens of the customer. 

3 Key Takeaways

• Commoditization: Innovative technology today will become a commodity over time. Figure out how you stand out (i.e., GTM approach, pricing strategy, feature set, etc.), and lean into it to differentiate from competitors. 
• Feedback Loop: Honest feedback, especially negative, is necessary for innovation.
• Company Priorities: If you take care of your employees, your employees will take care of your customers, and your customers will take care of the business

Resources
Lars Helgeson’s LinkedIn
Greenrope Company Website
Greenrope LinkedIn Page

About
Lars Helgeson is a retired Air Force veteran, the Author of CRM For Dummies, and the Founder of GreenRope CRM and marketing automation platform. He is dedicated to helping businesses grow and run more efficiently through the concept of "Complete CRM" by using software to build a culture of accountability and team-based sharing of sales, marketing, customer service, and operations in business. 

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