#115 Building a Customer-Centric Revenue Org – with Robert Kaiser & Christoph Dünhuber, Revenue & RevOps Leaders at Tacto

In this episode of the RevOps Lab, Janis and Philipp sit down with Robert Kaiser and Christoph Dünhuber from Tacto — the Sequoia- and Index-backed AI procurement platform powering 300+ industrial customers across the German Mittelstand. Robert leads revenue functions, Christoph leads RevOps. Together they unpack how Tacto scaled to 130 employees by making customer value the center of gravity across every revenue function — from BDR to renewals — and why "customer-centric" only works when it is operationalized, not just stated.

We cover:

Why customer value (not org design) is priority #1 in a scaling revenue org
How webinars with 200–500 weekly attendees became Tacto's top-of-funnel engine
The "Customer Internship" program: every new hire spends 2–3 days embedded with a customer
Why marketing and outbound are converging — and how to make cold outreach feel warm
Selling to dual personas: the procurement team (user) vs. the MD/CFO (economic buyer)
How forward-deployed Customer Value Managers (ex-BCG, ex-Roland Berger) drive renewals and expansion
Why 70–80% of new Tacto customers speak to an existing customer before signing
Building a value-engineering motion that makes ROI tangible inside the sales cycle

Links:

Tacto: https://tacto.ai
Robert Kaiser on LinkedIn: https://www.linkedin.com/in/-robert-kaiser/
Christoph Dünhuber on LinkedIn: https://www.linkedin.com/in/christophduenhuber/
Janis Zech on LinkedIn: https://www.linkedin.com/in/janiszech/
Philipp Stelzer on LinkedIn: https://www.linkedin.com/in/philippstelzer/
WeFlow: https://www.getweflow.com
Join the RevOps Chat Community: https://www.getweflow.com/community
Subscribe to the RevOps Letter: https://www.getweflow.com/revops-letter
Book recommendation: The Qualified Sales Leader by John McMahon

Chapters:

(00:00) Intro & welcome
(01:36) Meet Robert & Christoph — their paths at Tacto
(03:13) What Tacto does and the $500M procurement opportunity
(07:47) Why customer-centricity is a two-sided coin (users + economic buyers)
(10:24) The Tacto customer journey: from webinars to account management
(15:44) Org design for scale: renewals, upsells, expansion leads
(17:00) Selling to procurement vs. selling to the managing director
(19:43) How outbound stays customer-centric when brand and webinars lead
(23:24) Customer Internships: every new hire embeds with a customer
(28:00) Hiring for cultural fit and the "warm calling" academy
(29:35) Referrals and why 70–80% of new customers speak to existing ones
(31:10) Dual-persona strategy: power user vs. economic buyer
(32:49) How a CX mindset reshaped Tacto's entire sales motion
(35:21) Org design deep dive: SEs, Value Engineers, CVMs
(37:39) Book recommendation & close

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