Founding Sales: The Early Stage Go-to-Market Handbook
“This book by Pete Kazanjy demystifies it. Highly recommend.”
Why it is worth your time
Founding Sales is Pete Kazanjy's 2020 handbook on early-stage B2B sales, written for founders who have never sold before. Kazanjy founded TalentBin, a recruiting search tool sold to Monster in 2014, where he was the company's first sales rep and later VP of sales. He went on to co-found Atrium and runs the Modern Sales Pros community. The book covers the first 30 customers, product marketing, pitching, pricing, closing and hiring the first reps, and runs to around 560 pages. Sacks posted in Nov 2020 that the book demystifies the subject. Go-to-market for SaaS is his core subject as an investor, and the book matches his view that founders must sell before hiring sales. It suits technical founders with a B2B product and no sales background. The caveat is length. The Holloway edition runs to 560 pages.
