Caroline is a portfolio founder, launching Treefera last year and a former Chief Customer officer at UiPath. At UiPath, Caroline led teams ensuring successful partnerships and helped scale the company from $1 million ARR to IPO. Her hard-won experience driving rapid growth through sales and partnerships offers a blueprint for early-stage companies looking to scale.
Here are 3 key takeaways from Caroline’s session on how startups with limited resources can develop and optimise efficient sales strategies:
Caroline’s number one piece of advice is to clearly define and understand your target customer persona:
“You need to understand what drives them and makes them tick. Ask yourself, what are the triggers you should discuss with a potential customer that will make them fall in love with the vision for your product?”
Avoid throwing facts about yourself at customers in sales meetings. Instead, demonstrate your understanding of their problem by describing it with examples, thereby telling a story of how your product will limit or solve their problem.
Advice on finding your target persona:
As a young startup with limited resources, you will have to seek creative ways to convert leads into early adopters and gain a network effect across markets. One approach to convert target personas to first customers is by creating exclusivity and urgency around early adopter offers.
Tips on creating FOMO and early adopters:
Moreover, Caroline highlights the importance of avoiding over-reliance by giving all the perks to one client. The strategies could therefore be used for clients across different markets to maximise output.
Establishing a habit of being metric driven in the early stage, helps to think about the output of the work you do and being mindful about your growth. The key metric here is Annual Recurring Revenue (ARR).
How to set metric driven execution:
Lastly, Caroline shares her advice around building a sales team. The top traits Caroline looks for in early sales hires are sales drive and a network that can open doors, as these people can be game changers for your business. That being said, founder-led sales can suffice in the beginning if you have great tech.
Huge thanks to Caroline who provided pragmatic tips for optimising B2B sales for early-stage startups!
Check out Caroline’s reading recommendations: