As a former CEO and software engineer (Citrix, XenSource, VERITAS, etc.), Board member of GitHub (recently acquired by Microsoft), and lecturer in management at the Stanford Graduate School of Busines, a16z-general partner Peter Levine is constantly asked "Why sell? "By entrepreneurs and technical founders. He himself had the & # 39; engineer-oriented & # 39; believe that if you build a great product, customers will come. But the fact is, all world-class companies must have a strong sales team. So – how do they get there? How does a technical founder start making a sales motion at the highest level?

In this series of snack-sized video "s – which you can view all together, or mix-and-match for your specific questions and needs – Levine distils the foundations that every founder should know about the sale. The 16 lessons in this "mini-MOOC" offer everything from definitions to concrete guidance for the following:

1. All Things Sales! 16 mini lessons for start-up founders [Introduction]

2. Understand and define sales channels

3. Sales involved: how much to spend on marketing vs. sale?

4. Segmentation of markets for go-to-market

5. Why set up a sales organization?

6. Building a sales organization: who, when, how

7. Set the sales number

8. A short Coda on (sales) quotas

9. Assign Go-to-Market to Customers: & # 39; The Coverage Matrix & # 39;

10. Management of a sales organization: prognoses

11. Management of a sales organization: turnover composition

12. How to compensate sales employees

13. Simplifying sales compensation

14. Sales Force productivity: how do you know that?

15. Predict your pipeline

16. Takeaways for technical founders: how to think about sales [conclusion]

Acknowledgments: Thanks to Mark Leslie and Jim Lattin for their contributions to the concepts – including the "sales learning curve" (see this article in Harvard Business Review 2006 by Leslie and Charles Holloway) – in this series. Many of these concepts are developed and discussed in an MBA elective that we give to the Stanford Graduate School of Business, Building Sales and Managing Professional Sales Organizations & # 39;