In this episode of the Growth Elevated Leadership Podcast, host Julian Castelli interviews Dan Chapman, a go-to-market advisor and fractional Chief Revenue Officer (CRO) specializing in early-stage B2B SaaS companies. Dan shares his journey from a technical founder to a GTM leader, emphasizing the importance of the "selling to learn" phase. He discusses key concepts such as product-market fit, the transition from founder-led sales to initial sales teams, and the development of effective sales playbooks. The conversation provides valuable insights for tech founders on refining sales processes and achieving scalable growth.

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Timestamps:

Introduction to the Podcast (00:00:02)
Julian Castelli welcomes listeners to the Growth Elevated Leadership Podcast, discussing its purpose and format.

Guest Introduction (00:01:20)
Julian introduces Dan Chapman, a go-to-market advisor specializing in early-stage B2B SaaS companies.

Dan's Background and Journey (00:02:57)
Dan shares his unique path from technical founder to go-to-market expert, highlighting lessons learned from mistakes.

Military Experience's Impact (00:04:03)
Dan discusses how his military background shaped his understanding of leadership and organizational dynamics.

Transition to Consulting (00:05:03)
After working at McKinsey and Google, Dan explains his decision to pursue advisory roles with startups.

Google's Role in Startups (00:06:30)
Dan describes his experience at Google, helping acquired startups leverage distribution advantages for growth.

Selling to Learn vs. Selling to Scale (00:08:27)
Dan distinguishes between the two stages, emphasizing the importance of refining messaging before scaling.

Defining Product-Market Fit (00:09:37)
Dan elaborates on product-market fit, highlighting the need for traction, consistency, and momentum in sales.

Documenting the Learning Process (00:11:15)
Dan stresses the importance of founders documenting their sales processes to optimize learning and strategy.

Transitioning from Founder to Non-Founder Sales (00:13:05)
Dan discusses the challenges founders face when transitioning sales responsibilities to new team members.

Consistency in Sales (00:14:13)
Dan emphasizes the need for consistency in customer engagement and product usage during the selling phase.

Scaling Beyond the Founder (00:16:48)
Dan outlines strategies for founders to effectively scale sales beyond their personal efforts.

Sales Playbook Development (00:19:06)
Discusses the importance of having a structured sales playbook for effective training and onboarding of new salespeople.

Training New Salespeople (00:19:18)
Highlights the challenges faced when new salespeople lack proper training and understanding of the sales cycle.

Sales Process and Playbooks (00:20:23)
Explains the different types of sales processes and the necessity for tailored playbooks for transactional and enterprise sales.

Hiring a Sales Leader (00:22:29)
Details the ideal timing for hiring a sales leader based on company traction and the readiness of the sales team.

Resources for Sales Skills (00:25:25)
Recommends valuable books and resources for improving sales skills and understanding sales strategies.