FOUNDER’S GUIDE TO B2B SALES SECTION 01 WELCOME Welcome to the Founder’s Guide to B2B Sales INTENDED AUDIENCE This guide is written for founders and CEOs of early- and growth-stage startups. It starts at the beginning — how to do sales yourself and builds from there. We’ll cover everything from how to be your company’s best salesperson to how to manage your VP of sales and align your marketing team. It takes a founder/CEO point of view — i.e. we’ll put more focus on how to manage your VP of sales than on how to manage an individual seller. We think this guide will be of interest to executive team members as well as to anyone with a genuine interest in the B2B sales process. The content of this guide is informed by Dave Kellogg’s broad industry experience as well as the collective experience of the Balderton team. The guide expands on the first Balderton Sales Playbook created in May 2020. STRUCTURE OF THE GUIDE • Selling: what founders need to know about sales • Building: how to build a sales organisation • Managing: how to manage a sales organisation • Renewing / expanding: teaming sales and customer success • Marketing: using marketing to build sales pipeline • Partnering: how to use partners to improve reach and win rate • Planning: planning and the role of key metrics and benchmarks SPRING 2023 .03