Village Global Podcast How To Build Your First Go-to-Market Team with Swing Search
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Jan 15, 2026 In this engaging discussion, Magnus Sandstrom and Debbie Wiss from Swing Search share their vast expertise in go-to-market strategies. They highlight common pitfalls, like hiring overly senior talent too early and the misunderstanding of product-market fit. Founders often remain essential in sales, even at $100M companies. The duo emphasizes the importance of hiring two founding AEs for competition and resilience. They also delve into the nuances of marketing roles and the critical need for clear processes in onboarding. Tune in for actionable insights!
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Hire Hands-On Over Overly Senior
- Avoid hiring too senior for your first go-to-market hires; hire someone who can do the tactical work for the next 18 months.
- Prioritize hands-on sellers who will make outbound calls and chase deals over executives who demand teams and foundations.
Don't Use Sales To Fix PMF
- Don't hire a go-to-market lead to solve product-market fit; validate product with customers first.
- Delay hiring sales until you have clear PMF to avoid a poor match and quick turnover.
Founders Never Fully Leave Sales
- Even at $100M+ ARR, founders still take sales calls and remain involved in selling.
- Accept that selling never fully leaves the founder role and get good at it rather than trying to hand it off entirely.