The Caveman Strategy for Modern Sales

Cracking Outbound

How to build a SaaS company from scratch with a sales-focused mentality from day 1.

In this episode, Todd Bustler talks with Alex Olley, Co-Founder and CRO of Reachdesk, about what it really means to build a go-to-market motion from scratch.

Alex gets into the bold outbound bets that paid off, why attribution debates are a distraction, and how one smart RevOps hire changed the game. He also breaks down how tightening their ICP—and giving frontline teams a seat at the strategy table—helped Reachdesk hit its stride.

It’s a behind-the-scenes look at how a little chaos, ownership, and constant testing fueled their early sales motion.

In this episode, you’ll learn:

• How to scale pipeline without relying on inbound
• What a “caveman strategy” looks like in modern sales
• When it’s time to rethink your hiring and team structure

Things to listen for:

(00:00) Introduction

(01:31) Founding Reachdesk and choosing the CRO path

(05:15) The caveman strategy behind early sales motion

(10:56) One-to-one personalization that drove real results

(12:43) How a RevOps hire unlocked next-level growth

(16:06) Narrowing the ICP using clear buyer signals

(24:03) Giving the front line a voice in GTM decisions

(27:06) Why “Allbound” beats attribution arguments

(33:38) Testing verticals with a focused outbound squad

(35:57) What Alex would do differently if starting today