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.