Sales & Go-to-Market Considerations

Mike Laginski

Director, L-SPARK

October 2024

Agenda

1. 2 Important Reference Sources
2. Some Basic Guidelines
3. AI’s Impact on Selling Process
4. ICP Groundwork
5. Pricing Models
6. 5 Steps to Product Market Fit
7. Imperative of Digital Marketing

8. The Buyers Journey Reinvented
9. The 3 Stages of the Sales Funnel
10. Early Customer Traction
11. 5 Ways to Find Early Adopters
12. Realities of Selling
13. The Road to Success

Meet Kyle Poyar

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Partner OpenView Ventures Boston MA.�

Highly recommend you subscribe…and read�and implement what is relevant to your business

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Kyle is a GOLDMINE of relevant, actionable insights!�

https://www.growthunhinged.com/

Steal these Brilliant Growth Tactics

Case studies for each of these growth tactics�

• Onboarding Flow: Miro
• Ungated Products/Ungated Materials
• Cancellation flow – recovery process
• PLG Pricing Model
• It’s not a price increase - it’s a pricing update

Source: Steal these brilliant growth tactics Kyle Poyar 2024-06-19

The Basics

Foster the Right Mindset

• Intelligent Reasoning is a good guideline�
• If you are not learning along the way you are simply “Fast Flailing” not “Fast Failing”

You are Selling More than a Software Product

Satisfied customers come back until something better comes along.

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Loyal customers come back because they like doing business with you and have made an emotional connection with you.

You are the #1 Salesperson

• Only 3% of buyers trust sales reps�
• In the early days, you are selling the promise of your vision and the trustworthiness of YOU

• In the past 5-7 years win rates have been cut in half�
• Opportunities ending in no decision have doubled�
• 3 Main reasons for buyer indecision
• Preference for status quo 44% of the time
• Analysis paralysis
• Fear of negative outcomes

• How to overcome buyer indecision
• LISTEN and OBSERVE prospect behaviour

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• Are you losing to “Status Quo” or “Fear of Making the Wrong Decision”?�
• Status Quo
• Presents positive results from similar customers
• Limits the amount of data you bombard them with

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• Fear of Making the Wrong Decision
• TAKE RISK off the table
• Clear plan and outcome expectations
• Offer downside risk protection
• If necessary, break the sale into smaller deployments

Listen…Adapt…Act Accordingly

3 Phases of Scaling

Think Through Your GTM Approach

CAC vs Sales Complexity Guideline

Source: Battery Ventures

Team Size as you�GROW

Sales Processes�are Undergoing Rapid and Massive Change

“Death of a Salesforce”…. Andreessen Horowitz

Source: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange

The ”switch” from structured text-based DB to unstructured multi-modal (text, image, voice, video)

Key Areas Undergoing Sales Process Automation

Sources: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange and Kyle Poyar ICP Marketing done right Sept 25 2024

Intelligent Pipeline

Digital Workers

CRM + Automations

Sales Enablement + Insights

WHY NOW?

Where in the buyer’s journey do prospects connect with suppliers?

85%

Why Now?

• What is your go to process when buying software or any major purchase?
• Self managed research starting with Google/ChatGPT Search
• Trusted Source(s) Referrals – people
• Previous Experience – It worked there…it will work here. I know it. Just buy it!

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• What is your second move?
• Check out company and product review websites, social media platforms or….. call the sales reps?

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• When you are the prospect…what happens?
• % of times you answer a call from an unknown number
• % of times you listen to the VM and call the salesperson back
• % of times you open, read and respond to an unsolicited email from a sales rep

Why Now…�Tech is catching up to the way people want to buy

Cold Outbound Touches per Opportunity Generated

1000-1400 touches

now

200-400 touches

traditionally

Source: Jeremey Donovan, Insight Partners

Examples of Sales Process Automations

• Intelligent Pipeline
• Example: Keyplay https://keyplay.io
• Automate finding your ICP’s, prioritize markets and track account signals�
• Example: Clay Software https://www.clay.com
• Lead enrichment and AI research agent to prepare high quality lead lists and AI personalized messages�
• Example: Mutiny https://www.mutinyhq.com
• Automates generation of personalized microsites for target accounts

Sources: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange and Kyle Poyar ICP Marketing done right Sept 25 2024

Examples of Sales Process Automations

• Digital Workers
• Let AI own as much of the end-to-end sales process as possible
• Example: 11x Software https://www.11x.ai
• Automates the SDR role end to end going as far as booking meetings with prospects�
• Sales Enablement + Insights
• Example: Naro Software https://www.narohq.com
• Automatically scans emails and presents company documentation that is relevant to potential buyers' questions

Sources: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange and Kyle Poyar ICP Marketing done right Sept 25 2024

Examples of Sales Process Automations

• CRM + Automations
• Example: https://day.ai
• Reimaging CRM for the AI Generation
• Day automates collection and organization of prospect/customer data from all your infrastructure tools ( email, slack, teams etc) to capture context

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• Example: People.ai https://www.people.ai/product/sales-ai
• Can span multiple CRM’s to automate sales activities

Sources: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange and Kyle Poyar ICP Marketing done right Sept 25 2024

A Multitude of Options

Source: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange

Case Study:�Kyle Poyar Article on Thena

Source: Your Guide to Outbound Automation. Kyle Poyar Oct 25, 2023

IDEAL CUSTOMER PROFILE �AND ACCOUNT BASED GTM

Ideal Customer Profile

Ideal Customer Profile

ICP Fundamentals

1. You know exactly how many accounts are in your ICP�
2. You identified the exact buyer’s and can you market to them�
3. You know how many are aware of you? They are consistently opening your emails, engaging with your ads, visiting your website etc.�
4. You know how many are interested. These prospects are self-educating through interactive demo’s, signing up for a free account, attending a webinar, or viewing high intent website pages�
5. You know how many are considering a purchase ( SQL )�
6. You know how many are selecting, meaning they are engaged in a buying process�
7. You know how many have chosen you or your main competitor

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The purpose of this exercise is to ultimately reach the right people and sell them!

Source: Kyle Poyar ICP Focus July 25, 2024

ICP Mapping

Source: Kyle Poyar ICP Focus July 25, 2024

Source: Kyle Poyar ICP Focus July 25, 2024

Case Study: ICP Marketing - Mutiny’s Path

Account Selection

• Used Keyplay to add rigor to ICP definition and segmentations
• Sent ads to same person BDR’s were reaching out to with personalized messages
• Iterative approach to ICP as product evolved and market changes

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Account Engagement

• Make outreach feel 1:1 but on a 1:many scale
• Start in Keyplay for account scoring. Then SF and 6sense for its intent funnel to further prioritize accounts
• Clay is used to personalize outreach at scale
• They ask for feedback on problem statements in exchange for being entered into a giveaway on LinkedIn

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Account Measurement

• Work backwards to figure out how many meetings they need to generate, how many accounts they need to make contact with etc

Source: Kyle Poyar ICP Focus July 25, 2024

Account based vs “Spray and Pray”

The focus of Account Based GTM:

1. Align all members of GTM team on winning and growing the accounts that will be your next best customers�
2. Why shift to Account Based GTM
• If demand gen programs are not bringing in qualified leads
• Account based gets everyone focused on a set of customers to measure results and process

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

5 Building Blocks to Account Based

Target Account List

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• GTM team ( not marketing or sales) combined team must agree on the names
• Start by defining attributes and targeting lookalikes of your current successful customers
• The list must be in your CRM
• Activity must be recorded in the CRM so you can track the journey through the sales process

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

1

5 Building Blocks to Account Based

Team

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• Different skills than traditional demand generation marketing
• Need to assess and measure the entire customer experience (CX)
• Common framework of goals, structure and role definition that are focused on moving the accounts through the customer buying process
• Orchestrated approach vs uncoordinated outreach by channel

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

2

5 Building Blocks to Account Based

Target Account List

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• An account-based strategy is about running coordinated activities to influence target buyers within target accounts
• Deal Size >$100K should focus on 1:1 plays like C-level outreach program, customer stories and referral requests
• Deal Size of $50K to $100K should focus on 1:few plays like targeted content or virtual roundtables
• Deal Size < $50K should focus on 1:many plays like content syndication or account-based marketing chat engagement
• All plays need to be customer centric with specific value offered to the target persona such as high value content

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

3

Orchestration Guide to Play Types

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

5 Building Blocks to Account Based

Technology

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• Before adding tech focus on implementing an underlying infrastructure to support account-based�
• Will need a tech stack that is integrated, collects the right data and you can measure success in the account-based model�
• Hubspot and other GTM vendors typically have some out of the box support for account-based strategies

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

4

5 Building Blocks to Account Based

Measurement

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Track account-based metrics based on where they are in the sales journey and how fast they are moving through the sales process

• Awareness
• Education
• Selection
• Post sales deployment success

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

5

Picking the Right Target Accounts

Hardest part of Account-Based Process

2 ways to do this:�

1. Basic way: the accounts sales care about the most�
2. Advanced way: Dynamic target account list using intent data and constantly refining based on success metrics
• Map to historical customer base data using static attributes (size, industry,etc)
• Add in dynamic attributes ( they are hiring, announced new funding, major wins, new markets/products, website changes)

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

Picking the Right Target Accounts

Variables for how many accounts should a rep being working?

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• Average or expected deal sizes�
• Number of reps on the team�
• Professional level of response time �
• Tiers within target accounts
• Tier 1 should represent 20% of total targets
• Tier 2, 3, etc based on size

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

Picking the Right Target Accounts

• Named Global Accounts ($1M+ deal size) 2-6 Tier 1 accounts/rep�
• Named Large Accounts( $500K-$1M deal size) 6-20 Tier 1 accounts/rep�
• Field sales ($50K-$500K deal size) 20-50 accounts per rep

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• Inside sales ($10K-$50K deal size) 50-150 accounts per rep

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• Use the 80/20 rule
• 80% sales effort on target accounts and 20% on inbound outliers

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

Pricing Models

Pricing Models

User Based Pricing or Usage Based Pricing

Source: Kyle Poyer OpenView Ventures October 2023

Examples of Usage Based Pricing

Source: Kyle Poyer OpenView Ventures October 2023

Benefits of Usage Based Pricing

• It allows the customer to start at a low cost, minimizing friction of adoption
• It directly links the price paid with the value received
• It allows more users to access a product
• Broader use
• Seeding new use cases
• Expands your TAM by making the product more accessible while uncapping the potential upside

Potential Impact of Usage Based Pricing

Source: Kyle Poyer OpenView Ventures October 2023

AI’s Potential Impact on Pricing

• Per Seat Pricing vs Outcome-based Pricing
• Opportunity to more tightly align pricing with value delivered
• Need to determine which metrics or outcomes to base pricing model on

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• ZenDesk Example:
• Current Solutions shows cost of people + cost of software vs number of tickets closed works out to approximately $38/ticket
• New AI functionality reduces the need for as many people
• This drives down software revenue on a per seat basis
• ROI shifts to outcome-based pricing as focus shifts from a per user discussion to an outcome discussion

Sources: “Death of a Salesforce”: Why AI Will Transform the Next Generation of Sales Tech July 31, 2024. Zeya Yang, Marc Andrusko, and Angela Strange and Kyle Poyar ICP Marketing done right Sept 25 2024

FREEMIUM�vs�FREE TRIAL�vs�REVERSE TRIAL

Freemium vs Free Trial vs Reverse Trial

• Freemium products tend to see higher conversion from website visitors to new sign up
• Faster more efficient top-of-the-funnel growth
• Free Trial products tend to have faster and higher free to paid conversion
• Often 2-3X conversion rates of Freemium

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• Freemium vs Free Trial is a false trade-off

Source: Kyle Poyer June 29, 2022 your guide to reverse trials

Freemium vs Free Trial vs Reverse Trial

• Reverse Trial
• Time limited trial of full product features
• At the end of the trial period, they can either buy or downgrade to a fully free tier

Source: Kyle Poyer June 29, 2022 your guide to reverse trials

Product Market Fit

5 Steps to Product Market Fit

5 Steps to Product Market Fit

Digital Marketing

Digital Marketing:�Are you Discoverable?

Where in the buyer’s journey do prospects connect with suppliers?

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Look bigger than you are with a great website

85%

Source: Scribebase September 9, 2024

The Power of a Single Word

Source: Kyle Poyer OpenView Ventures October 2023

Own 1 Word – Grounded in 3 Principles

• The Law of Focus
• Own a word in the mind of customers
• Companies that own the category word usually become the market leaders

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• The Law of Exclusivity
• 2 companies are rarely associated with the same word in the minds of customers
• Other companies that try to muscle in and take the word association away usually spend lots of money and fail

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• The Law of the Word
• To build a strong brand, focus on owning one word in your customer’s mind
• Clarity is power

Source: Scribebase September 9, 2024

The Buyers Journey Reinvented

How to Think About Your Website

1. Your Homepage is a Product Marketing Asset�
2. A very high probability your Homepage is your leading Sales Asset

Your Home Page

Answer these Fundamental Questions�

• What does the Product do?
• How does it work?
• What does it look like?
• When should I use it?
• How does it help me make progress in what I am trying to accomplish?

7 Steps to an Effective Home Page

Step 1: Choose your Audience�

Step 2: Pick your Champion�

Step 3: Map their Situation�

Step 4: Map Limitations and Problems Associated with the current way�

Step 5: Map your Product’s Capabilities, Features and Benefits�

Step 6: Modify an Existing Product Category�

Step 7: Translate Strategic Messaging into Video/Copy

The Buyers Journey Reinvented

• Visual Content is the NEW KING�
• 91% of audiences seek out visual content in their first 3 touchpoints with a brand�
• Video’s infographics or product demos are relied on to guide buying decisions�
• Where do your buyers hang out?
• Instagram, TikTok, Pinterest and others are key visual channels

The Buyers Journey Reinvented

• Visual Content is the NEW KING…Why?�
• Human brain takes in visual information 60,000x faster than any other form of information delivery�
• Human brain takes 5-8 seconds to register a single line of text�
• In the year 2000, average human attention span was 12 seconds�
• In the year 2022, average human attention span was 5 seconds

• Visual Content �
• 94% of first impressions are based entirely on the design of the content
• Content must be customized for each target audience and persona�
• Use products like https://www.hippoc.ai

Preparation

The Sales Funnel

• Articulate the problem before diving into solutions�
• Audiences prefer to interact with video, social media ads and posts, keyword searches, physical and digital ads and email marketing�
• Avoid “cutesy” images and video’s�
• Educate! Buyers are looking for answers

The Sales Funnel

Leverage Product Videos

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• 94% of audiences rely on videos to make purchase decisions online�
• Keep videos under 90 seconds
• Act 1 outline the problem – max half the video
• Act 2 focus on your product as a solution to the problem
• Act 3 final 5-10 seconds call to action to drive audience to middle of the funnel�
• Selling by entertaining

The Sales Funnel

Social Media Ads

• 77% of consumers say social media inspired them to learn about new products or brands�
• 88% of customers value brand authenticity
• Content should lead with clear brand messaging that delivers authentic promise to your customers�
• Ads should send audience to a landing page with middle of the funnel messaging to learn more, or try the product risk free for a limited period

The Sales Funnel

Where the rubber hits the road

• Visual content and written content in this stage need to take prospect to the next level of detail
• Deeper use cases demo’s
• ROI calculators
• Case Studies
• Competitive differentiation��
• Convince me why your solution is the right choice – the ”best and safe solution””

The Sales Funnel

Visual Content goes beyond Consumer Products

• 85% of consumers are now doing most of their research and price comparisons online�
• 80% of large sales interactions will be digital by 2025�
• Only 17% of prospects time is spent meeting with solution providers
• Digitize as much of the sales process as possible
• Remove friction points in the try/buy process
• Make it brain dead simple for a prospect to learn about and try your product

The Sales Funnel

De-Risk the Deployment

• 75% of prospects require vendor to clearly show how their products and services will integrate into their workflow and impact their business�
• 77% of buyers want to learn something new when interacting with a potential vendor�
• 75% of prospects buy from the first vendor to show real value

The Sales Funnel

Early Customer Traction

Product Adoption Curve

Successful go-to-market strategies will require specific messaging and marketing tactics for each phase of the adoption curve

Early Adopter Marketing

• Mass marketing messages are not effective
• Product will not come across as unique �
• To capture early adopter’s attention
• Message of getting in on something special before everyone else

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• Example is you will see some companies have on their website….join the waiting list

Contextual Targeting Strategies

Common early adopter traits:�

• Identified business problem
• Clear definition of the problem
• Actively solution hunting

Innovators Profile

Tech Enthusiast

Open to High-Risk Technology

Excellent Business Feedback

Expect Free or Low Cost

Early Adopter Profile

Visionaries solving real problems

Willing to work with MVP

Expect Results

Buying based on ROI

Case Studies / Quotes

Working with Early Adopters

Demonstrate Value - FAST

Offer rewards to spread the news

Listen. Listen. Listen.

Demonstrate you are listening!

77% of B2B customers that have a positive experience with a company will recommend it to others

Finding Early Adopters - Communities

• Avoid using a “sales” messages �
• Your goal is to ask for expert feedback on what you are building as a founder�
• Demonstrate your domain expertise with quality content and valuable insights�
• Mine valuable data on problems discussed in the forums to help with your messaging

Buyers Preferred Sources are not Static

Finding Early Adopters��Cold Emailing

• Founders should reach out to ideal customer profiles on LinkedIn�
• Personalized message asking for feedback on your product – not “salesy”�
• Consider using these 3 software products
• www.apollo.io or https://www.zoominfo.com to find prospect contact info

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• Feed prospect names into 2 products
• for direct cold email campaigns. https://instantly.ai �
• for LinkedIn email campaigns. https://expandi.io

Finding Early Adopters��Blogging

• Easier to grow the number of indexed pages through a blog vs website�
• Blogs have the capacity to increase the number of key words. �
• Other sites are more likely to link to you if you provide interesting and fresh content regularly

Finding Early Adopters��Blogging direct impact on lead gen

• Blog traffic generation starts to grow once you write 24 – 51 posts�
• Posting quality content regularly is important�
• Guest blog as well on relevant sites

Realities of Selling

The Elephant in the Room

Customer Centric Culture��Common Founder Goal

Why EVERYONE is in Sales

• Every Customer Touchpoint is a Sales Event�
• Customers and Prospects continuously evaluate you as a vendor�
• Link compensation to sales performance for as many employees as possible�
• Make it fundamental to your culture

The Road to Success

• NO…is the ultimate moment of learning�
• 60% of customers say no 4 times before saying yes�
• 42% of startup failures are attributed to lack of market need

Professional Persistence is Critical

• It takes an average of 18 calls to connect with a buyer�
• 24% of sales emails are opened�
• 50% of your prospects are not a good fit for what you sell

Sales Follow Up is a Key Differentiator

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• 48% of salespeople never make a single follow up attempt�
• 80% of sales require 5 follow up calls and 44% of sales reps give up after 1�
• 35%-50% of sales go to the vendor that responds first�
• 75% of online buyers want to receive between 2-4 phone calls before a company gives up�
• Only 24.3% of sales reps exceeded their quota

Direct Channel Options

Indirect Channel Options

Things to ask yourself before hiring sales reps

• Is my lead generation engine up and running to provide leads?�
• What else can I be doing to the product and our website to improve low touch/no touch

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• Should I hire an inside sales rep, outside sales rep or channel sales rep…or should I hire Marketing lead gen and Customer Success Software Engineer?�
• Can I put together a sales handbook detailing:
• Ideal prospect profile and industry focus
• Key buyer, user and influencer’s persona’s
• Sales presentation/FAQ & objection handling cheat sheets

Things to ask yourself before hiring sales reps

• If the primary mode of selling will be by phone
• Do a phone interview as well
• Are they on time….can they converse…are they polite
• Test their critical thinking capabilities!�
• Same approach with email interviewing�
• Step back and ask yourself
• would you buy your product from them?
• Do they have the vibe you want as they are representing you
• Are they hungry to learn
• If they don’t ask you questions about the company, the product, the market, don’t expect they will be effective at asking prospects questions
• Did they end the interview by “asking for the order!”

Sales Rep Profiles

Early Startup Rep

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• Asks very inquisitive questions

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• Thrives on figuring things out

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• Fearless

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• High self-motivator

Scaling Rep

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• Learns sales process quickly and repeats effectively

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• Needs leads fed to them

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• Very efficient at working an established formula

The Road to Success – Be Fearless

“I am lucky that whatever fear I have inside me, my desire to win is always stronger.”

Serena Williams

“Most people never pick up the phone and call. Most people never ask, and that’s what separates the people who do things from the people who just dream about them.”

Steve Jobs 1994 Interview

Everyone is in Sales��Good Luck to Everyone!

APPENDIX

ICP: Ideal Customer Profile

• Target Smart�
• Ask friends/family/associates for introductions�
• B2B companies with referrals experience a 70% higher conversion rate�
• B2C referral leads have a 30% higher conversion rate

5 Ways to Find Early Adopters

1. Communities�
2. Early Adopter Platforms�
3. Leveraging Influencers�
4. Cold emailing�
5. Blogging

Finding Early Adopters��Influencers

• Influencers have 3 key characteristics
• They are niche experts
• They have large audiences
• They can engage their followers and shape opinions�
• Influencers are usually a paid resource�
• They only promote products they consider to be worthy of sharing�
• Use content analysis tools like Ahrefs’s Content Explorer to find most active authors in your market segment https://ahrefs.com/content-explorer

Account based vs “Spray and Pray”

Once the accounts are selected:

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• Decide on the play type: 1:1, 1:few, 1:many
• Regardless of the type message must be value based and personalized
• Decide on target buyer(s) to reach
• User, initiator, champion, decider, influencer, gatekeeper, or exec

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

The Value Exchange

• High value content
• Tailored workshops, custom e-book offer
• Custom content
• Relevant customer case studies or stories
• Networking
• Happy hour, roundtable, virtual event
• Notoriety
• Podcast interviews, custom direct mail gift, thought leader invite
• Executive Access
• Executive briefing
• Best plays are designed to influence target accounts across education, awareness and selection and cut across multiple channels ( email, inMail, direct mail, phone call etc)

Source: Kyle Poyar Your guide to going account-based Aug 21, 2024

It Starts with Product

Reference Articles

• https://content.buysellads.com/advertisers/how-to-target-and-sell-to-early-adopters
• https://www.newbreedmarketing.com/blog/product-adoption-curve
• https://blog.hubspot.com/sales/sales-statistics
• https://trafficgenerationcafe.com/how-blogging-increases-lead-generation/ �
• As with all input, I suggest you incorporate/adjust the nuggets that you believe are applicable to your business.

How to Build More Pipeline

** Will send along the Kyle Poyer newsletter on How to build more pipeline

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• Bet on events( virtual and in-person)…simply attending is a waste….work it
• Orchestrate account-based plays across teams
• Spray and pray is dead
• Identify specific ICP’s and focus on named accounts to systematically work
• Creative Outbound
• Highly personalized and company relevant
• Revisit pricing and packaging for land and expand
• Pricing typically increases by 100% between seed stage and $100M ARR

Differentiation Goes Beyond Your Product

• Be hyper responsive and true to your word

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• Create the sense of urgency for “why now”�
• Deep dives with early adopters, reference selling, testimonials�
• Solving a prospects problem is Professional Selling vs Selling

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• Present a detailed roll out plan

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• De-risk…De-risk…De-risk!

Sean Ellis��Product Market Fit Survey