FOUNDER’S GUIDE TO B2B SALES ABOUT THE AUTHORS Dave Kellogg Executive in Residence at Balderton Capital Read Kellblog In 2021, Dave joined Balderton as the company’s first Executive in Residence. Dave brings more than a decade’s experience at each of the CEO, CMO, and independent director levels across some of the world’s leading SaaS and enterprise software firms. He was previously CEO of cloud financial planning company Host Analytics (now Planful), SVP/ GM at Salesforce in charge of the Service Cloud business, CEO of MarkLogic and led marketing for nine years at business intelligence leader, Business Objects, working with Balderton’s Managing Partner, Bernard Liautaud. Dave started his career in technical and product marketing positions at Ingres and Versant. During his time at Silicon Valley’s Host Analytics, he grew the company’s ARR six-fold to more than $50M before selling to a private equity sponsor; he oversaw the growth of MarkLogic’s revenues from zero to more than $80M; and during his nine years at Paris- based Business Objects, the company grew from 250 to 4,500 employees and from $30M to over $1B in revenues. Dave has served on the boards of Alation (data intelligence), Aster Data (big data), Granular (AgTech), Nuxeo (content services), and Profisee (MDM), among others. Dave’s blog, Kellblog, covers topics related to starting, leading, and scaling enterprise software startups including corporate strategy, marketing strategy, messaging, positioning, management, go-to-market models, SaaS metrics, operational metrics, and venture capital (VC) financing. As an EIR, Dave advises Balderton portfolio companies on go-to-market strategy, SaaS metrics, marketing, positioning, corporate strategy, and international expansion. Michael Lavner Principal at Balderton Capital Balderton team page Michael joined Balderton’s investment team in 2021 and his primary focus is later-stage investing with Balderton’s Growth I fund. Before joining Balderton, Michael worked at Permira where he focused on large-cap technology and late-stage growth investments. He supported Pemira’s companies, helping them scale, drive sustainable growth and become global champions. He notably participated in the fundraising of Mirakl, the world’s leading marketplace software; Nexthink, Europe’s leading End User Experience monitoring platform; and Safti, one of the leading French digital Real Estate agencies. Michael began his career at L.E.K. Consulting in Paris where he worked on due diligence and corporate strategy projects for fast-growing companies, and co-founded the Data & Analytics practice. Special Thanks The authors would like to give a special thanks to Alice Lankester for her oversight of and vision for the project. SPRING 2023 .04