Founder-led sales | Pete Kazanjy (Founding Sales, Atrium)

Lenny's Podcast: Product | Growth | Career

Lenny Rachitsky

Technology, Business, Entrepreneurship

5 • 1.5K Ratings

🗓️ 15 December 2022

⏱️ 62 minutes

🔗️ Recording | iTunes | RSS

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Summary

Pete Kazanjy is the author of Founding Sales: The Early Stage Go-to-Market Handbook and the founder of Modern Sales Pros, an invite-only peer learning community focused on sales operations and sales leadership. He’s also the co-founder of Atrium, a B2B SaaS company that provides data-driven sales solutions. Pete got his start in product at VMware and then dove deep into the art and science of sales. In today’s episode, we talk about the importance of founder-led sales and how to methodically scale a sales department. He explains the difference between old-school sales and modern sales, which focuses on human connection and solving problems for customers. He also shares actionable tips to improve your sales technique and explains how to use data to monitor your success at different milestones in the sales process.

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Find the full transcript here: https://www.lennyspodcast.com/founder-led-sales-pete-kazanjy-founding-sales-atrium/#transcript

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Thank you to our wonderful sponsors for supporting this podcast:

• Vanta—Automate compliance. Simplify security: https://vanta.com/lenny

• Flatfile—A CSV importer that says yes instead of error: mismatch: https://www.flatfile.com/lenny

• Merge—A single API to add hundreds of integrations into your app: http://merge.dev/lenny

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Where to find Pete:

• Twitter: https://twitter.com/Kazanjy

• LinkedIn: https://www.linkedin.com/in/kazanjy/

• Website: https://kazanjy.svbtle.com/

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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Referenced:

• Founding Sales: The Early Stage Go-to-Market Handbook: https://www.amazon.com/Founding-Sales-Go-Market-Handbook-ebook/dp/B08PMK17Z1

• Brianne Kimmel’s SaaS school: http://briannekimmel.com/saas-school/

• Modern Sales Pros: https://modernsaleshq.com/

• The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses: https://www.amazon.com/Lean-Startup-Entrepreneurs-Continuous-Innovation/dp/0307887898

• The Four Steps to the Epiphany: Successful Strategies for Products That Win: https://www.amazon.com/Four-Steps-Epiphany-Successful-Strategies/dp/1119690358/

• Pete’s presentation on founder-led sales: https://www.youtube.com/watch?v=WAXIVAZJyPA

• Pete’s guest post on Lenny’s newsletter: https://www.lennysnewsletter.com/p/sales-bottom-up

• The Cadence: How to Operate a SaaS Startup: https://medium.com/craft-ventures/the-cadence-how-to-operate-a-saas-startup-436aa8099e8

• Maker vs. Manager Schedule: http://www.paulgraham.com/makersschedule.html

• Amplitude: https://amplitude.com/

• Atrium: https://www.atriumhq.com/

• Greenhouse: https://www.greenhouse.io/

• Pete’s ICP Template: https://www.foundingsales.com/2-product-marketing#building-narrative

• Marissa Fuhrer Bell on LinkedIn: https://www.linkedin.com/in/marissafuhrer/

• Data-driven sales master class: https://salesnerds.atriumhq.com/msp-nailing-science-of-sales-figma-webinar-video

• The Goal: A Process of Ongoing Improvement: https://www.amazon.com/Goal-Process-Ongoing-Improvement/dp/0884271951

• The Score Takes Care of Itself: My Philosophy of Leadership: https://www.amazon.com/Score-Takes-Care-Itself-Philosophy/dp/1591843472

• All-In podcast: https://www.allinpodcast.co/

• Encanto on Disney+: https://www.disneyplus.com/movies/encanto/33q7DY1rtHQH

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In this episode, we cover:

(00:00) How Pete met Lenny

(05:05) Pete’s background

(07:20) Modern sales vs. old-school sales

(09:17) What is founder-led sales, and why is it so important?

(14:58) When to hire your first salesperson

(18:20) Why you should keep your in-person events to around 10 people

(19:34) What a sales motion is and why it needs to be updated regularly

(20:55) What are the leading indicators of success?

(23:54) Why founders don’t need to be rock stars at sales

(28:28) Sales mindset changes—the number-one tip to improve your sales

(33:30) How modern sales should focus on helping customers solve problems

(36:00) A few tips to help you get better at sales

(36:40) ICP and personas

(39:14) Why you should hire junior sales staff in the early stages

(45:40) Signs your new hires aren’t a good fit

(47:38) The importance of using metrics for success

(49:33) Month-by-month expectations for sales hires

(51:19) Why work from home is bad for junior salespeople

(54:19) Why you shouldn’t be afraid of sales

(55:19) Lightning round

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Transcript

Click on a timestamp to play from that location

0:00.0	The thing that I just like to encourage founders and product managers, what have you,
0:03.9	is just don't be afraid of sales.
0:05.6	There's a lot of people out there who would love to tell you a story that it's, you know, it's
0:09.6	magical or like, oh, you got to be a born seller, things like that, it's really not right like those people are just talking their their book if you will and so just like getting good at those behaviors is gonna you know it going to benefit you in a myriad of ways.
0:24.0	Welcome to Lenny's podcast. I'm Lenny and my goal here is to help you get better at the
0:30.5	craft of building and growing products. Today my guest is Pete Kazanji.
0:34.6	Pete is the author of my single favorite book on sales called Founding Sales, which I
0:40.2	point every B2B founder to. He also runs a huge community of sales people
0:44.4	called Modern Sales Proze. He's also the CEO and founder of Atrium, which is a
0:49.1	SAS product that helps you make your sales team more efficient through
0:52.0	analytics and data. In our
0:53.8	conversation we focus on three things. One, why founders should be doing sales
0:58.4	themselves for a long time before hiring your first salesperson and also when it's time to hire that first
1:04.0	salesperson. We get into how to hire for your first salesperson what to look for in the
1:08.3	profile and the most common mistakes people make and finally we cover a bunch of tactical tips for getting better at
1:14.3	sales. Pete didn't come from my sales background and he learned everything by
1:18.6	just doing it, learning, researching, and repeating. I know that you'll learn a
1:22.4	ton from this conversation. With that I bring you
1:24.8	Pete Kacange.
1:28.7	This episode is brought to you by Vanta helping you streamline your security compliance to accelerate growth.
1:35.0	If your business stores any data in the cloud, then you've likely been asked or you're going to be asked about your
1:40.3	SOC2 compliance.
	...

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