I’ve worked in various B2B tech startups and I now speak to lots of B2B tech founders looking to grow their business as they transition from founder led sales.
I’m a massive believer in the importance of early founder led sales. But founders need to understand the importance of not just delivering sales, but building a sales culture.
Many founders, especially those from technical backgrounds, often overlook this crucial aspect of business growth. But creating a sales-driven environment is essential for your B2B tech startup’s success
The founder’s dilemma: Technical expertise vs. Commercial acumen
I speak to more technical founders than those with commercial experience. They’ve poured their heart and soul into developing an incredible product, but selling it? That’s a whole different challenge. The reality is that running an engineering team is vastly different from how you manage a commercial team. This disparity often leads to a critical gap in many startups – the lack of a robust sales culture.
Why a strong sales culture matters
A sales team is a unique beast. It requires a different management style, and a distinct culture compared to other departments. Here’s why it’s crucial:
- Performance optimisation: High-performing salespeople thrive in environments with elements of stress and clear targets. Without this, they simply won’t do their best work.
- Motivation and drive: A good sales culture provides the challenge and recognition that salespeople crave, pushing them to exceed expectations.
- Alignment with business goals: A sales-oriented culture ensures that your team’s efforts are directly tied to your company’s revenue objectives.
- Competitive edge: In the fast-paced world of B2B tech, a strong sales culture can be the difference between leading the market and falling behind.
Building your sales culture: 6 key strategies
Now that we’ve established the ‘why’, let’s look at ‘how’ you do it:
- Implement a robust sales cadence
Set up a clear internal sales cadence. This structure is the backbone of your sales culture.
- Daily stand-ups: Start each day with a quick 10-minute meeting. It’s a chance to celebrate small wins, share successful strategies, and maintain positive momentum.
- Weekly one-on-ones: These aren’t pipeline reviews. Use this time to understand your salesperson’s mindset, address any personal challenges, and provide coaching or mentorship.
- Weekly pipeline reviews: This is where you dive deep into the numbers. Involve marketing and customer success teams to ensure a holistic approach to your sales funnel.
- Monthly and quarterly reviews: Look back at performance, plan for the future, and make necessary pivots. These sessions reinforce the importance of continuous improvement and adaptability.
- Develop a backward sales plan
Work with your sales team to create a backward sales plan. This approach helps break down seemingly insurmountable targets into achievable daily and weekly goals.
- Start with the end goal: For this scenario, let’s say your target is £500k in revenue.
- Break it down: If your Average Contract Value (ACV) is £50k, you need 10 customers over 12 months.
- Analyse conversion rates: Understand your conversion rates at each stage of the pipeline. This will help you determine how many leads you need at the top of the funnel.
- Set micro-goals: Instead of focusing solely on the £500k target, set smaller, more manageable goals like “create 4 new opportunities this week.”
This approach not only makes targets feel more achievable but also allows for more frequent wins, boosting morale and motivation.
- Understand the person behind the role
You need to know what drives your salespeople outside of work. Are they saving for their first home? Planning a wedding? Use this knowledge to tie their personal goals to their professional targets.
For instance, if a salesperson needs to save £100k for a house deposit, help them understand how achieving their sales targets translates into reaching this personal milestone. This approach creates a personal motivation that goes beyond just hitting company targets.
- Foster a competitive but collaborative environment
Encourage healthy competition within your sales team, but also promote collaboration. Set up team challenges, leaderboards, and incentives that reward both individual and team performance. The aim is to keep energy high whilst ensuring that your team is working towards common goals.
- Invest in continuous learning and development
You can’t stand still as a sales team. Invest in regular training, bring in experts when needed, and encourage your team to stay updated on the latest trends and technology. This not only improves their skills but also shows your commitment to their professional development.
- Celebrate successes, big and small
In sales, every win counts. Whether it’s closing a big deal or simply getting a response to a cold email, make sure to acknowledge and celebrate these successes. This creates a positive reinforcement loop that keeps your team motivated and engaged.
The impact of a strong sales culture
Businesses that successfully implement this will see a real transformation not just in their sales team, but across the business. You’ll notice:
- Increased motivation and engagement from your sales team
- Higher conversion rates and more closed deals
- Better alignment between sales, marketing, and customer success
- A more resilient team that can handle the ups and downs of the sales cycle
- Improved retention of top sales talent
Remember, building a sales culture is not a one-time effort. It’s an ongoing process that requires consistent attention and refinement. As your business grows and evolves, so should your sales culture.
Building a sales culture – a journey worth taking
As a founder, particularly if you come from a technical background, embracing and fostering a strong sales culture might feel like uncharted territory.
But I can assure you, it’s a journey worth taking. The long-term success of your B2B tech startup depends not just on the quality of your product, but on your ability to sell it effectively.
By implementing a robust sales cadence, developing backward sales plans, understanding your team’s personal motivations, and creating an environment that balances competition with collaboration, you’ll be laying the groundwork for a high-performing sales organisation.
Having a great product is just the beginning. It’s a strong sales culture that will ultimately drive your startup’s growth and success. So start early, stay committed, and watch as your sales team, and your business grows.
Author: Matthew Codd
I’m Matthew, I have 15 years of commercial leadership experience, helping VC-backed B2B technology companies scale revenue and transition from founder-led sales.
I use my experience to help early-stage start-ups with GTM expertise, sales best practice, and hiring insights.
I co-founded Cosmic Partners in 2022. We are SaaS sales recruitment specialists for VC backed B2B tech companies.
