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.

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

- Building a strong sales organization

- What immediate pain do you solve?

- Taking a consumer approach to enterprise

- What is the sales motion?

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:

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."