Introduction Increasing sales is critical to the success of B2B software startups. A healthy customer base is essential to being able to access investment, scale up, and achieve ultimate success. Yet, many startups are founded by entrepreneurs who have backgrounds in technology, not sales. They don’t necessarily have the skills or experience they need to build an effective sales organization. They aren’t sure where to start, but even the best product in the world won’t sell itself. As sales expert (and engineer) Stefan Groschupf says, “If you want to create a successful company, it is as critical (or even more so) to build your go-to-market functions as it is to build a great product.” When I talk with B2B enterprise software entrepreneurs that are looking to scale up their business, and I ask about their biggest challenges, they always answer "sales". That’s why we’ve created this guide. Based on the insights of founders, experts, and entrepreneurs who have built successful startups, 3