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Bryce Winkelman
Company
Typeform
Location
Lehi, Utah, United States
Bio
Current: At Typeform, I lead our GTM organization which is responsible for our revenue growth, marketing effectiveness, customer success, and operational excellence. I work with an incredible team that is disrupting the way organizations understand and act on business critical insights. Past: As a founding team member, I helped take Qualtrics from it's beginning with fewer than ten employees (team member #9) in the founders' basement, to a disruptive force in the experience management/SaaS industry with over 3,000 employees and which was recently acquired by SAP for $8B. I sat on the Employee Experience global leadership team at Qualtrics, and was responsible for all new global revenue and growth for our Employee Experience solutions where we accelerated growth to 100%+ YoY and tripled revenue growth. My past experience enabled me to pull levers such as marketing strategy, pipeline generation, hiring, product strategy, partners/channel, and enablement to execute our revenue objectives. I co-founded the academic division of Qualtrics, taking our client base from fewer than 20 academic institutions to over 1,300 worldwide. In my role as Academic Sales Director, I developed the division's sales strategy and marketing plan, implemented growth strategies, and effected model pricing structures. I have launched and developed effective teams across the U.S., Europe, APJ, and Latin America. Through a focus on hiring the best, combined with development, coaching, and accountability, these teams have produced incredible results.
Current: At Typeform, I lead our...
description
Typeform is a refreshingly different form builder. We help over 150,000 businesses collect the data they need with forms, surveys, and quizzes people enjoy. Designed to look striking and feel effortless to fill out, Typeform drives 500 million responses every year and integrates with essential tools like Slack, Zapier, and HubSpot.
Typeform is a refreshingly different form...
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Actionable Takeaways
PLG and enterprise are not either/or:
Typeform runs two parallel growth engines: a self-serve PLG motion for small businesses and solopreneurs, and a sales-led enterprise motion for large organizations. The 98% Fortune 500 footprint wasn’t built top-down — it grew through viral product adoption at the team level, which created the enterprise foothold that sales could then expand.
Paid media is predictable, but organic is the compounding multiplier:
Paid has been Typeform’s most reliable acquisition channel. But without an organic foundation, paid costs scale unsustainably. The current strategic shift is toward content, UGC, influencer marketing, and AI-visible organic (AIO/AEO) — building a flywheel that generates natural traffic rather than renting it indefinitely.
Use your own product as the research instrument:
The Get Real campaign used Typeform itself to survey 2,000 marketers on AI adoption and published the results as a thought leadership report. One campaign delivered brand awareness, product demonstration (including video and audio response capabilities), and millions of impressions — and launched a new product concept (Insight Flow) in the process.
Test channels with a hypothesis and ring-fenced budget:
Typeform’s framework: define success criteria before spending a dollar, ring-fence incremental budget so working channels aren’t cannibalized, deploy, measure against the original hypothesis, then scale or shut down. Uber ads and TikTok have both been validated through this process. The approach requires close partnership with FP&A and clear upfront communication of expected outcomes.
Optimize for LTV, not CAC:
The standard B2B marketing efficiency metric is LTV:CAC ratio with pressure to minimize CAC. Bryce’s team reframed it: they’re willing to increase CAC significantly as long as LTV is increasing. The anchor is ICP quality and revenue optimization, not cost minimization. Paying more to acquire the right customer with high long-term value is a better bet than optimizing for cheap acquisition of low-LTV accounts.
Conversation Highlights
Bryce Winkelman joined Typeform as CRO 14 months ago — a profitable, 150,000-customer form and survey platform with a footprint in 98% of Fortune 500 companies. Before Typeform, he was the 10th employee at Qualtrics, which he helped grow through $700M+ in revenue, an SAP acquisition, and an IPO. In this episode, Bryce unpacks how Typeform is repositioning from world-class form builder into a full flow activation platform, why they’re pivoting marketing investment from paid toward AI-visible organic, and the specific frameworks they use to test and scale new channels — including a LTV-first take on marketing efficiency that flips the conventional CAC optimization model.
Topics Discussed
- Career arc: 10th employee at Qualtrics through $700M+ revenue, SAP acquisition, and IPO — then Quantum Metrics and SeekOut before Typeform
- Typeform’s two growth engines: PLG self-serve (1-50 employee organizations and solopreneurs) and sales-led enterprise (98% Fortune 500 footprint)
- Product repositioning: from form builder to “flow activation” — lead routing, nurturing, payment processing, and AI-moderated research via Insight Flow
- Marketing channel strategy: paid as the primary and most predictable engine, now shifting investment toward SEO, AIO/AEO, UGC, influencer content, and owned community
- Reddit and third-party communities as non-negotiable infrastructure for AI search visibility
- The Get Real campaign: surveying 2,000 marketers on AI usage using Typeform itself, publishing a report that generated millions of impressions while demonstrating the product’s video/audio response capabilities
- AI inside Typeform: Glean deployed across all systems and every employee, full AI chat experience in the product, AI-first brand messaging on the website
- New channel testing: Uber ads (validated), TikTok (doubling year-over-year), sports sponsorships, ABM, Typeform-hosted events
- Channel testing framework: define success criteria and hypothesis upfront with FP&A, ring-fence incremental budget, deploy, measure, then scale or shut down
- The LTV-over-CAC reframe: willing to increase CAC significantly as long as LTV is rising — optimize for revenue and ICP quality, not cost efficiency
