Founder-led sales | Pete Kazanjy (Founding Sales, Atrium)Lenny's Podcast: Product | Growth | Career (private feed for amyguo@outlook.com)

Founder-led sales | Pete Kazanjy (Founding Sales, Atrium)

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Pete Kazanjy is the author of Founding Sales: The Early Stage Go-to-Market Handbook and the founder of Modern Sales Pros, an invite-only peer learning community focused on sales operations and sales leadership. He’s also the co-founder of Atrium, a B2B SaaS company that provides data-driven sales solutions. Pete got his start in product at VMware and then dove deep into the art and science of sales. In today’s episode, we talk about the importance of founder-led sales and how to methodically scale a sales department. He explains the difference between old-school sales and modern sales, which focuses on human connection and solving problems for customers. He also shares actionable tips to improve your sales technique and explains how to use data to monitor your success at different milestones in the sales process.

Find the full transcript here: www.lennysnewsletter.com

Thank you to our wonderful sponsors for supporting this podcast:

• VantaAutomate compliance. Simplify security: vanta.com

• FlatfileA CSV importer that says yes instead of error: mismatch: www.flatfile.com

• Merge—A single API to add hundreds of integrations into your app: merge.dev

Where to find Pete:

• Twitter: twitter.com

• LinkedIn: www.linkedin.com

• Website: kazanjy.svbtle.com

Where to find Lenny:

• Newsletter: www.lennysnewsletter.com

• Twitter: twitter.com

• LinkedIn: www.linkedin.com

Referenced:

• Founding Sales: The Early Stage Go-to-Market Handbook: www.amazon.com

Brianne Kimmel’s SaaS school: briannekimmel.com

Modern Sales Pros: modernsaleshq.com

The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses: www.amazon.com

The Four Steps to the Epiphany: Successful Strategies for Products That Win: www.amazon.com

Pete’s presentation on founder-led sales: www.youtube.com

Pete’s guest post on Lenny’s newsletter: www.lennysnewsletter.com

The Cadence: How to Operate a SaaS Startup: medium.com

Maker vs. Manager Schedule: www.paulgraham.com

Amplitude: amplitude.com

Atrium: www.atriumhq.com

Greenhouse: www.greenhouse.io

• Pete’s ICP Template: www.foundingsales.com

Marissa Fuhrer Bell on LinkedIn: www.linkedin.com

Data-driven sales master class: salesnerds.atriumhq.com

The Goal: A Process of Ongoing Improvement: www.amazon.com

The Score Takes Care of Itself: My Philosophy of Leadership: www.amazon.com

All-In podcast: www.allinpodcast.co

Encanto on Disney+: www.disneyplus.com

In this episode, we cover:

(00:00) How Pete met Lenny 

(05:05) Pete’s background

(07:20) Modern sales vs. old-school sales

(09:17) What is founder-led sales, and why is it so important?

(14:58) When to hire your first salesperson 

(18:20) Why you should keep your in-person events to around 10 people

(19:34) What a sales motion is and why it needs to be updated regularly 

(20:55) What are the leading indicators of success?

(23:54) Why founders don’t need to be rock stars at sales

(28:28) Sales mindset changes—the number-one tip to improve your sales

(33:30) How modern sales should focus on helping customers solve problems

(36:00) A few tips to help you get better at sales

(36:40) ICP and personas

(39:14) Why you should hire junior sales staff in the early stages

(45:40) Signs your new hires aren’t a good fit

(47:38) The importance of using metrics for success

(49:33) Month-by-month expectations for sales hires

(51:19) Why work from home is bad for junior salespeople

(54:19) Why you shouldn’t be afraid of sales

(55:19) Lightning round

Production and marketing by penname.co. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.



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