His lessons on the early days of Yammer provide a go-to-market playbook for early-stage B2B founders:

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

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.

- Who exactly is the buyer?

- Taking a consumer approach to enterprise

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

- What immediate pain do you solve?

- Generating repeatable and non-associated revenue (e.g. “crossing the penny gap”)

- What is the sales motion?