FLIGHT 2018: Recent learnings from early stage Go-To-Market (1/3)

Erik Stadigh
Jan 16, 2019 · 3 min read

We recently hosted FLIGHT, our annual event for founders of European intelligent enterprise companies at pre series A stage. The quality of speakers and insights shared at the event was such that we wanted to share this knowledge with the wider European enterprise community.

FLIGHT is solely focused on how to scale the commercial side of an enterprise software business. On stage we had practitioners ranging from early stage founders to experienced founders/execs, sharing experiences and key learnings around early stage GTM, marketing and scaling sales.

Image for post
Image for post

In a series of three posts we will be sharing the videos and presentations from the main strands of FLIGHT. In this post we start with the content from the Go-To-Market theme which included:

  1. Finding your way to product-market fit (Rui Sales, Co-Founder & COO, Stratio Automotive)
  2. How to systemise sales (Abhirukt Sapru, CRO, Tessian)
  3. Transitioning from founder led sales: How to build a lean GTM team (Yodit Stanton, Founder & CEO, OpenSensors)

In the next post we share content from the Marketing theme with the final post being about early stage Sales & Customer Success.

1. Finding your way to product-market fit (Rui Sales, Co-Founder & COO, Stratio Automotive)

  • Building a sales ready product by obsessing over customer needs and gathering learnings from multiple geographies to build a global product from day one
  • Hustling to close your first customers by e.g. selling to smaller customers before you have a product, positioning yourself as expensive and going the extra mile (sometimes literally) for customers
  • Your job as a founder will always be to sell, but you can hire support once you have a process that can be repeated

Watch the full presentation below! Link to slides

2. How to systemise sales (Abhirukt Sapru, CRO, Tessian)

  • Defining a clear sales process early on and iterating!
  • Defining a process is a good first step, but it must be accompanied with a focus on executing a sales process to drive leads through the funnel, e.g. developing key documentation (legals, factsheets, installation guides etc.) and PoC criteria (structure by time frame and deliverables, assessment timelines etc.)
  • Creating a list of “commandments” for better onboarding and ramping of sales people, e.g. “Script everything for new sales people”, “FAQs are essential” and “Create lists of anecdotes”

Link to slides

3. Transitioning from founder led sales: How to build a lean GTM team (Yodit Stanton, Founder & CEO, OpenSensors)

  • “Figure out why people are saying no” — Are you not demonstrating the value well enough? Are you talking to the wrong people? etc.
  • Hiring a junior “helper” to get book meetings and a marketing lead gen person to fill the funnel, focusing on 2–3 key personas
  • Having hired the first sales rep(s), figure out if you can repeat sales (with heavy founder involvement) or if early data was a fluke

Link to slides

Panel Discussion: Defining your Go-To-Market

  • How do you know when the right time to hire a head of sales is?
  • When should you hire your first marketing person?
  • Should you sell ahead of the product roadmap? How do you find the balance?

In the next post we share the Marketing theme presentations.

Crane — Taking Flight

Building European Software Champions

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store