How Datarails Grew 30x in 5 Years (90% Outbound → 90% Inbound) | Aviv Canaani (CRO & CMO)

Today marks Aviv Canaani’s 5-year anniversary at Datarails! When he first joined Datarails five years ago, the company was 90% outbound, with analysts emailing inbound leads to SDRs once a week. Today it’s 90% inbound, 30x bigger, $70M Series C, and The Information named it the #1 startup of the year.  Transcript: Full interview transcripts can be found by episode at https://gtmnow.com/tag/podcast/  What you’ll learn: - How Datarails flipped from 90% outbound to 90% inbound, and why they doubled down on inbound after the 2022 crash - The Gong-inspired brand playbook: why “98% of marketing is noise” and how to be the 1% people care about - Why niche memes for 0.1% of the market work (FP&A vs. accounting in-jokes) - How to prove brand ROI: the four-way attribution model (HubSpot, open-form website question, SDR ask, Gong calls) - Why his VP of Brand is the only report with no revenue KPIs, and how he measures brand instead (engagement from the ICP) - The marketer-to-CRO path, and why he thinks one person owning the whole funnel is the future - The “revenue architecture” waterfall model: working backward from a number to channels, meetings, and cost - Why they killed their own category and relaunched as a “Finance OS,” and how to pull off category creation - How he hires: the “biggest accomplishment” question, and screening for ownership over blame - Why he automates everything in sales so reps only show up, follow up, and sell Aviv Canaani, CRO, Datarails LinkedIn: https://www.linkedin.com/in/avivcanaani Datarails' website: https://www.datarails.com/ Datarails' career page: https://www.datarails.com/company/careers/ Sophie Buonassisi, Partner at GTMfund LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/ X: https://x.com/sophiebuona About the guest: Aviv Canaani is the CRO and CMO of Datarails, an FP&A platform the company now positions as a “Finance OS.” He joined roughly five years ago as its first marketing leader (VP of Marketing), later took over sales, and was promoted to CRO, overseeing the full revenue funnel across marketing, sales, growth, and partnerships. Under his tenure Datarails grew about 30x and was named a top startup of the year by The Information. About GTMnow: The media brand, GTMnow, shares how the best companies get built, told from every perspective: founders, operators and investors, at every stage of company building. GTMnow is owned and operated by VC firm, GTMfund.  Visit us: https://gtmnow.com LinkedIn: https://www.linkedin.com/company/gtmnow X: https://x.com/GTMnow_ IG: https://www.instagram.com/gtmnow_   Tiktok: https://www.tiktok.com/@gtmnow_ YouTube: https://www.youtube.com/@GTM_now The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.