CEO of PandaDoc Shares Lessons in Scaling Past $100M

It took PandaDoc 4.5 years to reach $1M ARR and 6 years to scale from $1M to $100M ARR

Company evolved from a consulting firm to a product company, starting with a different product before becoming PandaDoc

Growth was driven by product-led, inbound motion focused on CRM ecosystems and building online presence through SEO, review sites, and content marketing

Team structure evolved from generalists to specialists as they scaled:

• Early team members handled multiple functions
• Around $10M ARR, brought in CRO and started building dedicated functions
• Further specialized within functions above $50M ARR

Key scaling challenges included:

• Managing growing scope of responsibility
• Transitioning from being a “doer” to communicator/leader
• Building proper organizational structure
• Maintaining efficient customer journey as teams specialized
• Making decisions after emotions settle vs quick reactions

Capital efficient growth with less funding than typical $100M ARR companies

Current metrics:

• 600+ employees globally as distributed team
• Serves 60,000+ businesses
• Focused on streamlining contracts, quotes, proposals

Product remained core growth driver throughout scaling phases while maintaining product-led approach

Success attributed to:

• Patient, gradual approach to growth
• Testing multiple channels/approaches
• Building conviction before scaling initiatives
• Hiring experienced leaders at key stages