From Founder-Led Sales to a Real Go-to-Market

The transition from founder-led sales to a repeatable sales motion is the second hardest scaling problem in a SaaS company, behind only the engineering scaling curve. The founder has been operating with a context that no one else has, in a market that has been changing the whole time, with a product roadmap that is partly inside their head.

Documenting the sales motion enough that someone else can run it usually surfaces uncomfortable truths about whether the motion is real or whether the founder has been individually carrying the deals.