Recapping with Recapped
Jan 9, 2024

Recapping with Recapped: Carabiner Group's CRO Cliff Simon

Mark Fershteyn
CEO & Co-founder

This RevOps as a Service Firm Grew 100%+ Despite SaaS Gloom - Here's How

Between mass layoffs and tightened budgets, 2023 challenged even leading SaaS companies. Yet RevOps consultancy Carabiner Group defied gravity to triple-digit expansion anyway.

So what fueled their momentum when rivals struggled? I sat down with Carabiner co-founder and CRO Cliff Simon to unpack the growth lessons that powered them through the storm.

Today's Revenue/GTM Leader Speaker:

Double Down on Community and Authentic Connections

According to Cliff, people still buy from people even if products boast superior capabilities. So amid global uncertainty, Carabiner leaned into relationships rooted in genuine helpfulness - online communities, partners, small events - as business accelerators.

These trust-building avenues drove 91.5% of 2022 revenue for Carabiner through word-of-mouth referrals despite minimal ad budgets. And Cliff expects community-sourced deals to account for 95%+ of business in 2023.

As he put it, "Our whole thesis on go-to-market is that people in B2B want to buy like we buy in B2C." Hence cultivating community effectively gives sellers sorely needed consumer-like distribution advantages.

Stay Nimble Across Multiple Markets

Unlike SaaS-centric rivals, Carabiner's early financial services roots afforded essential insulation when tech budgets froze overnight.

With long-tenured insurance, banking, and nonprofit clients buoying revenue, Cliff quickly pivoted digital acquisition efforts to verticals still spending as the economy shifted from abundance to efficiency.

That flexibility let Carabiner sustain triple-digit growth while others scrambled - proving adaptability and serious vertical expertise keep small ships afloat in big waves.

The Future Belongs to the Helpful

When I asked Cliff how founders could potentially collaborate, his answer distilled Carabiner's ethos perfectly:

"If you just want someone to talk to and get some understanding around aligning customer journey, I'm happy to have a conversation and point you in the right direction."

At the end of the day, community-centric service above self-sows seeds for collective success - especially amid adversity. And Carabiner's remarkable resilience despite headwinds proves it.

Rather than novel tactics, the foundations powering this expansion juggernaut boiled down to authentic human relationships. And that universal recipe unlocks sustainable growth regardless of conditions.

Giving Back to the Community

What Cliff Simon can do for you

If you just want someone to talk to get some understanding of customer journey alignment, he's happy to have a conversation and point you in the right direction.

What you can do for Cliff

If you know anyone in RevOps that needs help, feel free to contact Cliff.

About Recapping with Recapped

Recapped CEO Mark Fershteyn interviews and unpacks the critical lessons learned by top revenue and GTM leaders in 2023. This series dives deep into their insights, strategies, and hidden tactics, offering you the blueprint to dominate 2024.

Recapped believes in the power of knowledge sharing. We're passionate about amplifying the voices of these industry leaders and helping their insights reach a wider audience. Learned something? Share this page with others, you're not just gaining valuable knowledge – you're becoming part of a community dedicated to pushing the boundaries of revenue excellence.

Apply to interview for our Recapping with Recapped series by emailing

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