Discussions of Triple, Triple, Double, Double growth with the SVP of Global Sales at Kustomer

In the SaaS industry, the growth scheme that we call the “triple, triple, double, double, double,” or the 2T3D for short, is something to be admired. It’s become a mantra for many and a concrete model for aggressively growing your product into a world-class business.

I was recently reminded by Vikas Bhambri of where this scheme originated. It all started when Neeraj Agrawal wrote an article called The SaaS Adventure, in which he coined this illustrious phrase. Vikas also shared that Agrawal happened to be their investor during Kustomer’s Series C round. 

So one could say that Vikas, SVP of Global Sales at Kustomer, knows a thing or two about the triple, triple, double, double scheme.

We were lucky enough to get to speak to him about his experience rapidly growing Kustomer as the head of sales in a recent episode of the ScaleUp Valley podcast. You can access the whole episode here or read my highlights below!

Where do you want to be and how long do you want to take to get there? Leveraging the triple, triple, double, double

When Vikas was first approached by Kustomer, the thought of entering the startup world was not high up on his list of priorities. However, when he started to look into the team and the product – a CRM software which he recognized was really changing the game – he realized it was exactly the right move to make.

With his position on the leadership team, he’s challenged weekly to manage his performance against the OKRs that they establish during their quarterly off-sites. This is how they maintain their ability to grow at a rapid and consistent rate, something that’s demanded when looking at a scheme like 2T3D. 

“The triple triple double double is extremely aggressive, but it gives you a very clear set of milestones that you want to get to in a concrete set of time to be world-class.” – Vikas Bhambri

According to Vikas, this method depends on a number of factors including product, TAM, and investment appetite. For example, if you’re fundraising and putting money into the business, can it drive that growth? 

From here, businesses need to address the market or sometimes even grow the market to ensure that the opportunity is wide enough to fit the growth they seek. 

In the end though, it’s all about knowing where you want to be and how much time you want to spend getting there. Some companies are okay with multiplying by two every year without taking investments. But a method like the 2T3D gives you and your company a concrete set of expectations that can keep you on track. 

From there, it’s about ensuring that your leadership team is healthy and aligned every step of the way. 

Bring in people for where you’re headed

Keeping a similar tone with his mantra of knowing where you want to be and when, Vikas also advised that scale ups hire based on where they plan to go. This not only ensures that they’re hiring people who are aligned with the company’s goals, but also it guarantees that the people being hired will be interested in that particular stage of growth. 

We can’t underestimate the importance of employee enjoyment and satisfaction, which is often linked to the company’s scale up stage. Of course, this is just one of the many factors to consider when building the leadership team. 

Vikas shared some other factors too, but you’ll have to listen to the whole episode to find out more. Then keep scaling!

Mike Dias