As it is rare that customers organically find you, building an efficient sales organization is a crucial part of the success of most startups. While at the face of it, sales might sound straightforward, building an efficient sales process is complex. Joining us to show just how startups should approach their enterprise sales is Geraldine MacCarthy, Chief Revenue Officer at Personio.

In this talk Geraldine outlines how the nature of sales changes as the company scales - from founder centrality in the beginning, to setting up a growth team sales function and beyond. What remains central throughout, however, is the importance of the sales/product feedback loop and utilization of metrics that allow for iteration and efficiency.