Meet Thoropass’s new CRO: An Interview with Bryan Caplin

In the dynamic world of sales, truly great leaders can have a transformative impact on their organizations—not only through their extensive background in sales but also through the diversity of their experiences and life adventures. One such individual is Bryan Caplin, and we couldn’t be more excited to welcome him to Thoropass’s executive suite as the first-ever Chief Revenue Officer (CRO.) 

From his early days in Fortune 500 companies to his current position as the Chief Revenue Officer (CRO) at Thoropass, Bryan’s journey is a testament to his determination, adaptability, and commitment to personal growth.

An unexpected journey

Bryan’s career spans two decades, primarily in sales and leadership roles. However, it took an unexpected turn when he briefly explored the legal industry, only to realize that he didn’t want to become a lawyer. Despite not pursuing that path, he gleaned many transferable skills that helped shape him into the leader he is today.

After realizing law wasn’t for him, he joined the Corporate Executive Board (CEB), which Gartner later acquired. While at CEB, Bryan honed his sales skills and quickly became a top performer. This success helped him transition into a leadership role, where he managed a small but mighty team that achieved remarkable results.

CEB facilitated continuing education as Bryan wanted to expand his skillset further. He pursued an MBA at NYU Stern, specializing in marketing. The program allowed him to gain valuable knowledge and complete an internship at American Express. Returning to CEB, he took on yet another sales leadership role.; this time, leading a diverse team of Account Executives (AE) and Sales Development Representatives (SDRs). 

Then, in 2008, an opportunity for adventure arose. Bryan and his wife moved to London, where he led a sales team catering to customers in the EMEA region. This new uncharted territory didn’t come without its challenges (more on that in the next section.) But Bryan wrapped his arms around the experience and learned how to lead a new team in a new country with its unique culture and values. While living abroad, he learned some of his most valuable leadership lessons (and he and his wife grew his family by two small humans as well!) 

Throughout his 10-year tenure at CEB, Bryan played a pivotal role in transforming the company into an industry disruptor while simultaneously nurturing a high-performing sales organization. The company’s success paved the way for two successful spin-offs and, ultimately, a sale that generated significant returns for employees, investors, and customers.

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Challenges and lessons learned

Like any great leadership story, Bryan’s journey has not been without its challenges. One such instance was after moving to the UK to lead CEB’s EMEA sales team. 

Initially, he approached the role with the same strategies and communication style that had worked in the US. However, he soon realized that a one-size-fits-all approach wasn’t effective. This experience taught him the importance of adapting his management style to individuals’ needs, a lesson that he now applies when leading teams in various functions and stages of their careers.

On choosing Thoropass

When evaluating opportunities, Bryan followed a meticulous process. Several factors influenced his decision to join Thoropass as the first CRO. Is the market opportunity both sizable and expanding? 

1. Is the product-market fit aligning with the buyer’s needs?
2. Does the company have a strong growth trajectory?
3. Does the company have financial stability?
4. Does he have good rapport with the founding and executive teams?
5. Could he leave a significant impact and further strengthen an already accomplished team?

For Bryan, the answer to all of the above was a resounding YES! He joined Thoropass at the end of 2022 and hasn’t looked back.

Bryan’s advice for CROs in high-growth startups

Reflecting on his experiences, Bryan has this valuable advice for other CROs joining high-growth tech startups. He emphasizes the importance of thorough diligence, asking critical questions, and ensuring a cultural and team fit. 

He urges CROs to take their time with the process and to run a comprehensive evaluation.

What’s next for the GTM organization at Thoropass?

Looking ahead, Bryan is enthusiastic about the future of the Go-To-Market (GTM) organization at Thoropass. With the success of inbound marketing, he envisions building outbound muscle to complement the existing strengths. 

He sees tremendous opportunities in the healthcare sector, mid-market expansion, and the unique offering of the HITRUST Certification and Validated Assessment. 

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