Vanta: The Evolution of a Sales Organization
2025
| Case No.
SM378
| Length
20 pgs.
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.
Learning Objective
The learning objective for this case study is to understand the strategic and operational challenges involved in building and managing a sales organization. The case delves into the transition from founder-led sales to a structured sales team, highlighting the importance of data-driven decision-making and the role of CRO in scaling sales operations. Students will examine the implementation of the high-velocity sales model, identifying effective sales strategies, and the impact of competitive pressures on sales performance. Through this case study, insights will be gained into optimizing sales processes, fostering a high-performance sales culture, and navigating the complexities of market positioning and customer focus in the tech industry.
This material is available for download by current Stanford GSB students, faculty, and staff only. For inquires, contact the
Case Writing Office.
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