What we are learning about building commercial engines in deep tech. Frameworks, patterns, and what actually works.
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The biggest mistake deep-tech founders can make is to use the SaaS GTM playbook to scale their deep-tech startup. Worse still is hiring a seasoned SaaS GTM executive who then applies the learnings from SaaS.
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AI makes research faster, outreach more personal and ops leaner. What it cannot do is talk to your first fifty customers or work out why they buy. Human+AI is the way to go when it comes to deep-tech GTM
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Geoffrey Moore’s “Crossing the Chasm” is a must-read for startup founders. It maps out the real-world path of how new innovations grow and why so many promising companies fail to make the leap from early traction to mainstream success. A playbook is the way to cross that chasm.
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A startup is always evolving. And so should its sales model. As the company grows, the founder’s role in sales needs to shift from doing the selling, to directing the sales engine, to guiding it at a strategic level.
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With the right playbook a deep-tech startup, and for that matter any organization, avoids the pitfalls of selling – targeting the wrong customers, positioning the incorrect offering, hiring the wrong people, having an ineffective GTM process or worse having no process, and many more.