Sales & Go-To-Market Strategy
The distance between interest and use is where most sales die.
The business case
Give Me Your Laptop — Patrick and John Collison, Stripe · United States · 2010–2011. Stripe was building payment infrastructure for developers. The competing products existed and worked, but setting them up was slow and unpleasant.
Why it matters
The distance between interest and use is where most sales die. Founders assume selling means persuading someone to want the product. Much more often, the person already wants it and simply never gets around to starting. Every step you remove between yes and first use increases conversion more reliably than any improvement to your pitch. In your first year, doing something absurdly manual for each customer is not a failure of strategy. It is the strategy.
What you will be able to do afterwards
- Why the founder must sell first, and cannot delegate it early
- What a go-to-market strategy actually decides
- Designing a simple sales funnel you can track
37 screens, audio-narrated, with a quiz at the end.