Hi and welcome to the A16Z podcast. I'm Hannah, and in this episode, Bob Tinker, author of the new book,

Survival to Thrival and founding CEO of Mobile Iron, and Peter Levine, A16Z general partner, talk with me

all about finding go-to-market fit for the enterprise startup. Even once you've found product market

fit, a lot of enterprise companies never quite hit the gas on growth and can stall out at that critical juncture.

So what are the right tools to figure out that missing link of the right go-to-market model?

How do you unlock real growth from that moment?

What are the different sales and go-to-market models and how do you choose between them?

And what are the important metrics you need to be

paying attention to? So, Bob, let's first maybe start by talking about what product market

fit means for the enterprise startup. How is it different for the enterprise startup versus other

categories? I think there's a bug in Silicon Valley, which is that at our core, I think we're

fundamentally a product shop.

And we are really, really, really good at helping entrepreneurs build products.

But we are not that good at helping entrepreneurs build go to markets on the back of their

products.

There's not necessarily sort of the institutional knowledge that has passed from company

to company to company about how to

markets. For consumer companies, when you find product market fit, the company takes off.

Magic happens. Growth unlocks. For enterprise and B2B companies, where the sales process is

more systematic, customer decisions are more complicated, You can get the product market fit when

your first 15, 20 customers, but growth never really unlocks. One of the real core challenges

for the B2B community is there's a lot of startups that get to product market fit but never

...