© 2020 BALDERTON CAPITAL
THE BALDERTON B2B
SALES PLAYBOOK.
SPRING 2020
Everything a founder needs to know about how
to build an efficient B2B sales team.
© 2020 BALDERTON CAPITAL
PAGE 2
THE BALDERTON B2B SALES PLAYBOOK
INTRODUCTION.
A complete Playbook for building an efficient B2B sales team.
Over the last two decades, the team at Balderton has had
the remarkable privilege of playing a role in the growth
journey of a number of highly successful enterprise Software
as a Service (SaaS) companies.
We, and those teams, would not have been successful were it
not for the advice and counsel from those who had done it
before. In turn, we believe we too must pay this advice
forward.
While there are many short articles and comment pieces on
enterprise sales, we have been unable to find a complete
Playbook that the founders and executive teams of early
stage companies can use as a core guide to setting up the
right foundation for efficient, rapidly growing sales teams.
We want to set that right with this document – the Balderton
B2B Sales Playbook.
We hope this Playbook will serve as a comprehensive guide
to everything a founder needs to understand about their
enterprise sales function. As well as hundreds of board decks
and dashboard reports we are eternally grateful to the
interviews and input we have received from our founders,
their executive teams and, of course, many of our
companies' excellent marketing, sales and customer success
representatives.
We salute you for your great work and for your willingness to
share what you have learned with those who follow!
© 2020 BALDERTON CAPITAL
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THE BALDERTON B2B SALES PLAYBOOK
TABLE OF CONTENTS.
1. THE BASICS.
a.
Sales team structure
b.
Process funnel
c.
Pipeline generation
d. Compensation mechanisms
2. THE DETAILS.
a. Optimal sales team structure
b. Compensation
c.
Timing it right
d.
Indirect channels
e. Case studies
What you should think about when it comes to building a sales machine.
3. CREATING A STRONG SALES CULTURE.
4. GOING GLOBA