this guide aims to demystify the entire sales process for startups. This guide explains where to start, what to do, and what to avoid. It covers everything from making the first sale to structuring the organization, expanding interna- tionally, building a partner channel, and identifying salary ranges for key roles across different countries. Sales is not a black art—success doesn’t just happen magically. It can be learned and mastered by even the most technical founder. You need to lead it. Wherever you are in the startup process, this guide will benefit your sales strategy, now and in the future. I hope you find it useful. Iskender Dirik Managing Director Microsoft ScaleUp Berlin Microsoft for Startups PS: I’d like to thank all the contributors who’ve so generously given up their time for this guide—check out their biographies at the end to find out more about them and their experiences. 4