Sales Leader Playbook
Build a sales motion that matches how your product sells
Who This Is For
Founders becoming sales leaders, first sales hires, PLG teams adding sales
Post-first-customers
Selling works but doesn't scale past the founder yet
The first sales hire's job is to make the founder's motion repeatable, not to invent a new one.
1. Foundations
Know exactly who buys and what they pay.
Defining Your ICP
Dominate a highly specific, narrow niche to build the market share and ecosystem power necessary to...
View Skill → →Pricing Strategy & Optimization
Pricing for AI agents should move away from seat-based models and toward outcomes, aligning the cost...
View Skill → →Founder-Led Sales
Successful founder-led sales require transitioning from technical problem-solving to a direct reques...
View Skill → →2. The Motion
Early B2B wins, then the enterprise and PLG-assisted machine.
Acquiring First B2B Customers
Early traction for a developer tool is best achieved by solving a hyper-specific problem for a singl...
View Skill → →Mastering Enterprise Sales Motion
Enterprise product development requires a dual-track focus on feature delight and organizational gov...
View Skill → →PLG Sales Integration
Layer a sales motion onto a product-led foundation once you have significant scale and self-serve us...
View Skill → →3. The Support System
Marketing that feeds the pipeline.
Common Mistakes to Avoid
- Hiring a VP Sales before a repeatable motion exists
- Discounting what self-serve sells transparently
- Chasing enterprise logos before enterprise readiness