In start-up companies, sales success typically relies on the heroic efforts of a few excellent sales people.  That's typically the founder plus a few right-hand men and women who know their market and proposition well enough to instinctively locate the lead customers, and often leverage their own personal brand and trusted relationships with those customers to make sales.   That's terrific, but it doesn't scale.

To scale, Sales needs to become an organisational capability - how to recruit and develop sales people; how to deploy them as a well-functioning selling team; how to standardise sales processes to ensure efficiency, visibility and predictability; how to set the right go-to-market strategy.  But it's not just about sales. 

Marketing and Sales need to be aligned - with so much of the buyer's journey now happening before engaging with a sales person, the company's marketing must be bang-on.  And for enterprise B2B sales, that means the right omni-channel strategies to connect with the right buyers at the right customers, to engage them successfully to build demand and early-stage pipeline, to support the sale, and then to nurture ongoing advocacy.

Revenue Operations is the third critical element - helping to drive successful acquisition through end-to-end funnel insights and operations, enablement, tools, and analytics.   

To us, getting it right means building a unified go-to-market engine - Marketing, Sales & Rev Ops - all aligned and working to fuel the growth of the organisation.