Behind Startup Lines

Phil Guest
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Behind Startup Lines

Welcome to Life Behind Startup Lines. In this podcast, we talk to entrepreneurs about building sales in early-stage businesses. Building and running a business is a daily battle. You operate behind enemy lines disrupting incumbents with improved products and services. You live with the reality that plans rarely survive first contact with the market. So join me as we explore the experiences of successful startup founders.

  1. 03/07/2024

    Engineer Driven GTM: The Intersection of Technology and Strategy with Tim Palmer

    Welcome back, in this, the final conversation of this series, where I explore the intersection of technology and business strategy with technology expert and good friend Tim Palmer, Founding Partner of Blue Hat Associates. This show covers a range of topics from a leading engineer's viewpoint, such as the importance of product leadership, the value of fractional roles, the technical savviness of your commercial team, the role of sales engineers, and balancing honesty and salesmanship. We discuss an emerging concept in my mind around what it takes to develop a product-market fit mindset, along with strategies for selling to technical people and finding a technical co-founder. As I mentioned in my close, I would love to hear from you about the topics you'd like me to explore in the next series. Please drop me a line at phil@revcelerate.com or via LinkedIn. I've looked forward to having this conversation with Tim for a while, and I'm sure you'll find his insight compelling. Please rate this episode if you like what you hear. Thank you. Phil Key Takeaways In the early stages of building a product, it is crucial for technical people to be in the room and listen to the needs and problems of potential customers. Product leadership is essential for shaping the product and ensuring it meets market needs. This role can be filled by someone with an engineering background or someone with a commercial background who understands the market and customer needs. Fractional roles, where experienced professionals work on a part-time or project basis, can be a cost-effective way to bring in expertise and accelerate growth. The commercial team should have a basic understanding of the technology underlying the product, especially in complex technical products. Sales engineers can play a crucial role in bridging the gap between technical and commercial teams. Balancing honesty and salesmanship is important in sales conversations. Sales engineers should be honest about the capabilities and limitations of the product while still presenting a compelling value proposition. Address concerns and build credibility by addressing questions and concerns honestly and transparently. Avoid product misalignment and wasted capital by ensuring that the product being built aligns with the market's needs and strategic goals. Develop a product-market fit mindset by understanding the problems your target customers are facing and continuously iterating and testing to find the right solution. When selling to technical people, timing is crucial, and it's important to approach them with ideas and solutions to their specific problems. Finding a technical co-founder can be done through meetups and events where technologists with ambition beyond their day jobs are likely to be present. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    1h 8m

  2. 02/08/2024

    Mastering Product Alignment: Crafting Product Strategy for GTM Success with Matthew Richards

    In this latest episode of Behind Startup Lines, I have the pleasure of speaking with my former colleague and good friend, Matthew Richards, the visionary Head of Product at Diffblue.  Delving into Matt's journey from Cisco to leading product development at a pioneering AI-driven coding company, this conversation is a treasure trove of insights for anyone operating in a startup. Matt opens up about his experience as an intrapreneur during the COVID crisis and his transition to a product leadership role, offering valuable lessons on early product strategy, aligning sales and marketing with product vision, and the art of nurturing a product culture. Key highlights include an exploration of when to take a product to market, prioritising customer feedback without getting overwhelmed, and the challenges faced by sales teams.  This episode is not just about product strategies; it's a deep dive into cultivating a Product-Market Fit mindset, understanding the synergy between engineering, product, and sales teams, and the importance of leadership in building a collaborative culture. 03:00 - Matt's career evolved from a C++ developer to a technical troubleshooter at Cisco, and now to a product lead at Diffblue, which specialises in AI-driven coding for developers. 05:20 - Matt's role as an intrapreneur at Cisco involved tackling challenges such as establishing a PPE factory during the outbreak of Covid. 13:48 - Origins of the product owner and its role in an engineering-led organisation.  19:00 - The right time to take a product to market and the benefits of getting out the door early to speak to users.  25:27 - Prioritising customer feedback, carefully evaluating user feedback without merely compiling a list of desired features and challenging their requests.  27:56 - Focusing on the challenges faced when sales teams struggle to sell existing products and suggest modifications to improve win rates. Showing up to prospective customer conversations and knowing when to say no. 34:44 - Developing a Product-Market Fit mindset, aligning your GTM team around a common mission and recognising that the sales team often identifies market shifts first.  37:52 - Building AI products long before AI became the hot topic of conversation it is today. How to think about the impact of emerging technologies generally and the part AI can play in completing mundane tasks, allowing humans to focus on more complex issues.  47:13 - Advice on enhancing the relationship between engineering, product, and sales teams that is underscored by the significance of effective leadership. Understanding there are two triads in the business and the importance of building a reciprocal relationship between them to foster a collaborative culture. 52:35 - Behind Startup Lines quickfire questions. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    57 min

  3. 02/01/2024

    Unlocking the Power of Procurement: Garry Mansell on Navigating Corporate Partnerships and Angel Investment

    Welcome to this new episode of "Behind Startup Lines," where we delve into the entrepreneurial journey with insights from startup veterans. Today's guest is Garry Mansell, a seasoned professional with 40 years in various sectors, including general management, procurement, and sales. Garry's roles as a public speaker, author, entrepreneur, and angel investor give him a unique perspective on startup life, which we'll explore today. In this episode, we'll navigate the intricacies of procurement, a key area for startups seeking partnerships with large corporations. Garry's expertise provides unique strategies for managing these vital business relationships. We'll also delve into angel investment, drawing from Garry's experience transitioning from corporate executive to entrepreneur, then investor, and uncover the essentials of attracting and maintaining the right investor relationships. Lastly, we'll discuss the core principles of entrepreneurship from Garry's books, offering valuable advice and strategies for entrepreneurs at all stages. Join us for a comprehensive session on mastering procurement and the essentials of successful entrepreneurship. 02:28 - Garry talks about his journey from procuring for Mars to building his first business. 06:18 - Who are these procurement people, and why do they exist other than to make our lives difficult 11:42 - Dealing with procurement specialists who don't understand your product or industry and how to make them an advocate of your business. 17:46 - Shifting your mindset about procurement and the value they can bring to a deal. 20:25 - Introducing the concept of Gain Share deals to help you extract the value your solution delivers to the customer. 26:30 – The revenue impact of offering lower prices to win the contract and how that influences future contract values. 29:50 – What else to trade when price is no longer an option.   34:00 – Building long-term value through sustained relationships with your corporate sponsors and the importance of having a customer success function. 37:20 – Pricing strategies for early-stage companies and working with value-based pricing. 43:50 – How early-stage businesses attract the right Angel investors, and the four Garry is a member in. 52:08 – Sharing knowledge in an authentic way to build trust and confidence in your buyer by becoming a knowledge leader. 55:33 - Fifty Golden Rules, The Beginners Guide to Entrepreneurship. A quick intro to Garry's books and some of the takeaways that stand out for him. 1:03:27 - Behind Startup Lines quickfire questions. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    1h 17m

  4. 01/18/2024

    The Power of Storytelling in Business with Robin Bayley, The Keynote Doctor

    Welcome back to Behind Startup Lines, where we delve into the heart of startup success through the eyes of founders, operators, and investors. In today's episode, I'm delighted to welcome an old colleague and dear friend, Robin Bayley, aka the Keynote Doctor. Far from just being a masterful storyteller, Robin is an experienced coach who aids business leaders in transforming their communication with the compelling power of storytelling. We're all naturally drawn to stories - they're our fundamental means of connecting and persuading, especially when it comes to marketing a product or securing investment. Yet, it's all too simple to default to the comfort zone of features and benefits, overlooking the potential of a narrative that truly resonates. In our discussion, Robin and I dissect the vital stories every business must harness, the craft of making an unforgettable first impression, and the magic of captivating an audience. Our conversation covers a range of topics, including the authenticity in presenting your genuine self within your story, adopting a 'servant leader' approach in your narrative delivery, and maintaining a dynamic energy to commence and conclude your story with conviction. In the world of pitches, storytelling is key, whether you're addressing customers, investors, or prospective team members. Robin's insights are nothing short of invaluable, and I can vouch for the transformative effect his methods have had on enhancing our communication. Let's dive in and soak up the wisdom he has to share. 02:27 - From building society advertising manager to a TV executive and becoming a storytelling coach. 05:15 - The connection between personal stories, organisational goals, and audience engagement. Exploring the connection between storytelling, leadership and controlling the narrative. 13:40 - Bringing your authentic self to the story and preparing people for TED talks. 16:00 - Adopting a servant leadership mindset and being willing to change your approach if the story is not resonating. 18:49 - The danger of telling the punchline without revealing the joke first and why connecting with the audience on their terms is important. 22:14 - The impact micro-stories can have to make you stand out and make a strong first impression. 27:39 - Developing the confidence to react to your audience and change the narrative on the fly. 33:19 - Building trust and the different types of stories that a start-up founder can use and a helpful framework for storytelling. 47:02 - From takeoff to landing, the aircraft metaphor keeps your opening and closing short and snappy. 52:00 - Recording your story and the value of feedback to help shape the narrative of your story. 55:41 - The Mango Orchard and Robin's amazing family story. 59:27 - How to get in touch with Robin Bayley, the Keynote Doctor. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    1h 3m

  5. 01/11/2024

    Crafting Winning GTM Channel Strategies with Ed Macnair, CEO and co-founder of Censornet

    Welcome to another episode of Behind Startup Lines, the podcast exploring thriving startups' commercial dynamics. In this episode, we are joined by Ed Macnair, the innovative force behind Censornet, a pioneering cyber security platform tailored for small to medium-sized businesses. Ed's captivating journey began with his early days as a door-to-door salesman, evolving through his tenure in sales and business development at Cannon, among other leading corporations. This extensive corporate experience laid the foundation for his first entrepreneurial venture, starting with a small and culminating in a successful merger. Now leading Censornet, Ed and his team are applying their corporate expertise to scale a new business. Our discussion today focuses on the pivotal role of channel sales, the key principles for forging strong commercial partnerships, and the crucial elements of an effective go-to-market strategy. We also delve into how the Pod model I developed influenced Ed's approach to building his go-to-market team. This episode is packed with great insights for those seeking practical advice on commercial strategy. (02:12) Introduction to Censornet and their work with SMB customers. (03:30) Ed's experience in the military and how it prepared him for entrepreneurship. (05:20) Learning about resilience as a door-to-door salesman before joining Canon. (07:59) Making the transition from working in large corporations to joining a start-up. (09.24) From management buyout to founding his first company and realising the potential of an underserved customer segment. (12:12) How a conversation with a Salesforce mentor led to the founding of Ed's first business. (15:35) The importance of researching your idea with potential customers and not putting too much weight on the analysts' view. (17:45) Tips on finding your technical partner, building the first product and pivoting quickly. (22:10) The value of having a clear GTM plan early on and being acquired quickly. (25:37) The value of building a channel strategy as a route to market and building meaningful channel partnerships. (34:30) How Censornet organises its GTM team and the application of my POD model. (37:10) How AI streamlines GTM and influences the businesses' tech stack. (40:00) Ed's advice to other start-up founders and the value of mentors and advisers. (41:55) What Ed would do differently next time around to go faster, earlier. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    47 min

  6. 01/04/2024

    Maverick Mindsets and Pockets of Joy: Nathalie Nahai's Guide to Navigating Stormy Waters and Living Our Full Potential

    Welcome to Behind Startup Lines, where today's episode features a genuinely refreshing and honest conversation with the brilliant Nathalie Nahai. Renowned for her expertise in web psychology, Nathalie brings a unique lens to marketing and consumer behaviour, offering strategies that are not just enlightening but also deeply honest – a perfect start to our year. In this episode, we explore key topics such as establishing a clear purpose for your startup, building resilience, and attracting the right team. Nathalie's pragmatic advice on overcoming self-doubt and her deep understanding of the psychology behind winning customers offer the precise guidance startup founders need as they steer their ventures towards new territories. Prepare to be enlightened by Nathalie's unique perspectives and strategies, which will undoubtedly supercharge your entrepreneurial endeavours. (03:40) The Monkey vs. the Octopus. (06:20) Building resilience and adaptability and doing it with other people. (11:20) Intrinsic and extrinsic motivations for others joining you on your entrepreneurial journey. (14:10) Creating a tolerant environment and embracing the quality of the maverick. (19:05) The unashamed culture is where all questions, however essential, are welcomed and can lead to valuable insights. (21:45) How to retain early talent as you scale by ensuring your team feels valued and heard. (26:25) Personal coaches and mentors who provoke you to live your full potential. (29:55) The power of personal referrals, recommendations, and generosity to build lasting credibility. (33:44) People don't remember what you said, but they do remember how you made them feel and the law of reciprocity. (37:55) The intentionality of doing things is that you are setting a course and adjusting as you go. (43:41) It's all a state of mind. (46:34) Simple advice on the importance of switching off and creating pockets of joy. (49:50) Wrestling with self-doubt and tactics for quietening that little critical voice to navigate stormy places. (57:45) About Nathalie's books' Webs of Influence' and 'Business Unusual'. (1:01:39) Introducing the Values Map and Nathalie's next project, Flourishing Future Salons. (1:05: 10) Behind Startup Lines quick-fire questions. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    1h 10m

  7. 12/14/2023

    Pivoting Paths: George Unsworth's Journey from Private to Public Sector Success with Mortar.

    This week, I'm thrilled to be joined by George Unsworth, founder of Mortar. A technology company that focuses on building better services utilising artificial intelligence (AI), data analysis, and user-led design to create more accessible and inclusive services, experiences, and relationships. In this episode, George shares his business transition from the private to the public sector, a move catalysed by the pandemic. He delves into the unique challenges and opportunities this pivot presented and the vital role of building trust and partnerships in the public sector. George also touches on the critical aspect of building a scalable product, emphasising Mortar's commitment to affordability and transparency in cost discussions. We also explore George's personal journey as a founder, discussing his coping mechanisms and offering sage advice to fellow entrepreneurs. He underscores the importance of advisory groups and seeking ongoing support to fuel Mortar's growth. Join us for an insightful and candid discussion with George as he shares valuable lessons from his journey and evolution as a founder. (02:10) Building Mortar and the initial focus on the private housing sector. (05:10) The value of joining a startup accelerator program. (07:29) Pivoting to the Public Sector when COVID hit the business. (11:29) Learning to work with local authorities and dealing with their slow sales cycles. (13:20) Building credibility and trust through a partnership approach selling into the Public Sector. (19:50) Taking a modular framework approach to building the product and making it scalable yet affordable for public sector customers. (22:05) Defining affordability and costing solutions early on. (25:06) Current stage of Mortar's business and thoughts on taking external investment. (29:37) Defining the business plan and evolving strategy on the fly. (30:50) Growing into a founder-led seller and advice to other founders along with considerations as to when to expand the sales team. (35:48) Managing the psychological challenges of being a founder and staying grounded. (41:00) How you can help Geroge in his quest for scaling Mortar and how to get in touch. (42:52) Reflections and advice for founders and the importance of working with advisors and advisory groups. (49:00) Creating clear and accessible case studies that hit the right points with customers. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    56 min

  8. 12/07/2023

    The SaaS Leader's Playbook: Insights from Authors Richard Blundell and Paul Watson on Go-to-Market Mastery

    In this episode of Behind Startup Lines, we delve into the essential world of Go-to-Market (GTM) strategies with experts Richard Blundell and Paul Watson, co-authors of "The Go-To-Market Handbook for B2B SaaS Leaders." This episode is a goldmine for founders at all stages, packed with practical advice from their newly released book. Key Highlights: 1. Comprehensive Guide for Founders: The book, initially aimed at early-stage founders, has proven beneficial for growth-stage entrepreneurs as well. It serves as a practical, workbook-style guide, filled with insights from Richard, Paul, and Chris Tottman from Notion Capital. 2. Value Proposition & Customer Validation: We discuss how to craft a compelling value proposition and the importance of validating your business idea with potential customers. 3. Understanding Pain Statements: The episode explores the concept of pain statements and their significance in business strategy. 4. The First Sales Hire Dilemma: Gain insights into the often unexpected aspects of making your first sales hire and what founders should really be looking for. 5. Role of Advisory Boards: We delve into how advisory boards can be instrumental in refining and enhancing your business proposition. This episode is not just a discussion but a masterclass with seasoned operators who have guided hundreds of founders towards successful business growth. Tune in for an episode filled with actionable insights set to propel your business forward. Listen and learn! (05:00) The value of customer feedback and the breakthrough Paul and Richard had with their first business when selling their proposition the wrong way around. (10:30) Introducing The Go To Market Handbook for SaaS Leaders and what inspired the authors to write it. (16:55) Understanding your value proposition and ensuring it remains relevant and competitive. (19:00) Pain Statment Visualisation and the importance of being internally aligned early on. (27:28) Pitching to the CFO and going beyond ROI to demonstrate strategic value. (30:25) Testing your GTM thesis in the real world and the value of understanding your why before you go to market. (37:24) Leaning into feedback that indicates you are building a product that your intended customers don't consider important enough to spend money on. (39:05) The value of building a Customer Advisory Board and how to create one long before you have any active customers. (44:35) Solve a genuine problem and be the pain killer rather than a vitamin to secure your niche. (48:08) Understanding product-market fit and the importance of winning quality early customers and the dialogue you have with them. (50:08) Not falling for user-market fit as having achieved success and the importance of obsessing over product usage. (54:17) The first person you should hire for your sales team and it's not a salesperson. (56:10) The most important metric in SaaS is speed to value. (57:00) Employ fractional leadership before you hire your full-time VP of Sales. (1:01:20) Hiring people with the right type of experience for your stage of business and not being wowed by their CV. (1:06:05) More about the Vencha team and how to get in touch with Paul and Richard. For more information: LinkedIn: https://www.linkedin.com/in/philipguest/ Website: https://www.revcelerate.com/ Twitter:  https://twitter.com/PhilGuesty

    1h 9m
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About

Welcome to Life Behind Startup Lines. In this podcast, we talk to entrepreneurs about building sales in early-stage businesses. Building and running a business is a daily battle. You operate behind enemy lines disrupting incumbents with improved products and services. You live with the reality that plans rarely survive first contact with the market. So join me as we explore the experiences of successful startup founders.

Information

  • Creator
    Phil Guest
  • Years Active
    2023 - 2024
  • Episodes
    26
  • Rating
    Explicit
  • Copyright
    © Copyright 2024 Phil Guest
  • Show Website
    Behind Startup Lines

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