How PandaDoc's CRO Keith Rabkin 4x Their Teams Average Selling Price

When Keith Rabkin joined PandaDoc as CRO and President in late 2022, the business was at a critical inflection point. Growth had surged during COVID, but the post-pandemic reality brought new challenges: pipeline unpredictability, pricing pressure, and the need for leaner, more effective execution.

In less than two years, Keith and his team 4x’d their Average Selling Price (ASP), dramatically increasing deal size, win rates, and retention.

Here’s how they did it 👇

🎯 1. Ruthless Focus on the ICP

PandaDoc’s platform can serve a wide range of use cases from sales and RevOps to legal and finance but that flexibility had a hidden cost: scattered focus.

Keith doubled down on the Ideal Customer Profile: fast-growing sales and RevOps teams that value automation and speed. Why? Because:

They close bigger deals.
They value PandaDoc’s core innovation.
They’re easier to expand within.

“You have to be okay letting the ankle-biters go. We focused on the largest opportunities that align with our strengths.” — Keith Rabkin

💪 2. Ownership-Driven Culture = Higher-Quality Execution

Keith introduced the OWL framework: Ownership, Wisdom, and Learning.

This wasn’t just a motivational slogan it became the cultural engine for execution:

Reps were encouraged to act like mini-CEOs of their books of business.
Managers were tasked with personalising coaching based on intrinsic motivators (career growth, learning, compensation).
Every initiative was tied back to outcomes, not activity.

“Ownership means you take full responsibility not just for the number, but your growth, your learning, your success.”

📉 3. Flat Org Structure to Eliminate Noise

Borrowing from his Google days, Keith flattened the org chart:

Fewer management layers = clearer accountability.
Each manager supported 6–10 reps = just enough span for personal attention.
Information moved faster, decisions were clearer, and excuses got filtered out.

This clarity enabled the team to iterate and improve rapidly especially in high-stakes deal cycles.

🎯 4. Strategic Hiring (Yes, the CRO Sends LinkedIn DMs)

Keith personally headhunts high-potential hires—often sending 20+ custom messages on Saturdays.

His playbook?

Skip the resume fluff.
Look for resilience: people who’ve succeeded at challenger brands, not just incumbents.
Use outbound tactics to recruit like a top AE.

“I look for talent with a chip on their shoulder. They’ve had to fight for every deal and they bring that hunger.”

📚 5. Learning That Drives Pipeline and ASP

PandaDoc’s learning culture is:

Personalised: Aligning corporate goals (like launching CPQ) with what reps actually care about.
Performance-Driven: Learning is linked to metrics—like pipeline velocity, deal conversion, and ASP.
Enablement-Backed: Their enablement team turns strategic goals into tailored, role-specific training that reps want to take.

This alignment fuels motivation and keeps reps sharp on how to sell value, not just features.