Find the lowest person on the org chart who might have all four attributes of the end user, business owner, technology owner, and budget owner. Sacks describes this as the “lowest atomic unit in the enterprise”. Then, sell to that person.

"The central learning of Yammer, from a company building standpoint, is that we had to get good at sales."

- How does the team and its belief system need to evolve?

- What is the sales motion?

- Who exactly is the buyer?

- What immediate pain do you solve?

Escaping the Wilderness Period and finally crossing the Penny Gap, requires clearly reverse-engineering your buyer and concisely answering the following questions about your product:

“A decade ago there was a really sharp divide between consumer and enterprise, these spaces were highly compartmentalized. We brought a lot of consumer thinking and consumer tactics to enterprise...Gradually over the last decade or so, the barriers have really come down, to the point where I think most founders see this consumerized approach as... See more

- Building a strong sales organization