Youβre reading an excerpt of Founding Sales: The Early-Stage Go-To-Market Handbook, a book by Pete Kazanjy. The most in-depth, tactical handbook ever written for early-stage B2B sales, it distills early sales first principles and teaches the skills required, from being a founder selling to being an early salesperson and a sales leader. Purchase the book to support the author and the ad-free Holloway reading experience. You get instant digital access, commentary and future updates, and a high-quality PDF download.
In early-stage B2B sales, once youβve hit product/market fit, your biggest cost is the opportunity cost from missed, or even just delayed, sales. This is especially true in greenfield markets, where the competitive landscape is only just forming and itβs a true landgrab. The salesperson you havenβt hired yet, and havenβt gotten productive yet, isnβt generating the ~$50K, ~$100K, ~$200K a month in sales they could be. Consider the future value of those customers as they recur, proliferate, and refer other customers, and that lost revenue looks even more troubling.