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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Welcome to another episode of Category Visionaries, the show that explores the future of tech with innovative B2B founders. In today’s episode, we’re speaking with Sarah Lehman, CEO of Zartico, a destination operating system that has raised $24.5 million in funding.
Sarah's journey as a mother, wife, and outdoor enthusiast informs her leadership style and her commitment to building a company that makes a positive impact on the world. By leaning into your own story and values, you can create a more authentic and compelling narrative for your brand.
When faced with the challenges of selling during a pandemic, Sarah's team rented an RV and brought the trade show directly to potential customers. This willingness to think outside the box and meet customers where they are can be a powerful differentiator in a crowded market.
With initiatives like costume parties, a weekly all-hands call, and an annual "base camp" gathering, Sarah has built a strong sense of culture and community at Zartico despite the challenges of remote work. By investing in these connections, founders can foster a more engaged and loyal team.
While it can be tempting to chase growth at all costs, Sarah made the difficult decision to slow down in order to improve processes, reduce implementation times, and build a stronger foundation for long-term success. Sometimes, taking a step back can ultimately help you move forward faster.
As a first-time tech founder, Sarah initially deferred to others' opinions on matters like tech stack and customer communication. Looking back, she wishes she had trusted her intuition more, even in the face of uncertainty. Founders should remember that their unique perspective and judgment are valuable assets, even in new industries or roles.