Rava Rahil appeared first He was the Chief Marketing Officer at Triple Whale, an analytics platform. We discussed customer acquisition, demographics, etc.
He currently serves as CMO at Fermàt Commerce, a customized customer journey SaaS provider. Founded in 2021, it has raised nearly $30 million from venture capitalists.
During a recent conversation, Rahil and I discussed Fermat’s software, target customers, and his role in the company. The entire audio is embedded below. The transcript has been edited for length and clarity.
Eric Bandholz: Please tell us about Fermat Commerce.
Rabah Rahil: Our software allows sellers to offer customized products customer journey Path – from external ad click to product details or category page to conversion. A traditional sales funnel has multiple stages, including ads, landing pages, product detail pages, cart, and checkout.
We provide tools for sellers to customize their process with different landing pages, product detail pages, carts, and upsells. We’ve shifted our mindset from funnels to hub and spokes, where the hub is the transformation.
Create another site, such as Shop.beardbrand.com, on a subdomain linked to Shopify.This allows sellers to build custom product detail pages and Test offers and travel. Sellers can test conversion rates, order sizes, and other metrics by sending traffic to Fermàt product pages and their own pages.
Bandholz: So sellers can build conversion paths for specific niches. is that so?
Rahil: That’s exactly right.
Bandholz: What size companies does Fermàt target?
Rahil: Ideal for businesses that spend at least $50,000 per month on facebook and annual revenue of at least $10 million.
I have found that these two metrics are the biggest indicators of success. Our software is expensive. We’re bringing tremendous value to companies that have the scale to make it work. Our plan comes with an account manager and a chief revenue engineer. We are considering removing it and using the platform via self-service.
Bandholz: What is the sales process?
Rahil: Typically approved by the Chief Marketing Officer. We’re now in the high-end market, selling to a monster company with a lot of bureaucracy: Head of Acquisition, Head of Growth, Media Buyer, and other roles.
Once a company joins, we focus on optimization goals for the first 30, 60, and 90 days. This includes average order value, initial subscription rate, and products purchased.
Bandholz: Triple Whale is a much larger company. How did you adjust it?
Rahil: At Triple Whale, I was managing 30, 40 people. That’s not me. I’m not a general. I’m more of a commander of SEAL Team 6. We want to work with many experts to tackle large and complex problems. Managing a large staff destroys it. It’s not right or wrong. It’s just not my thing.
I work based on something called RACI: Responsibility, Accountability, Consultation, and Information. If the scope of responsibility is clear, conflicts such as people fighting over territory will disappear.
Bandholz: Where can people follow you?
Rahil: our site is FermatCommerce.com.I’m riding ~ X and linkedin.
