Founding Sales: The Early Stage Go-to-Market Handbook

Most technical founders have never sold anything, yet the first sales almost always fall to them. Pete Kazanjy wrote this handbook for that moment, drawing on his years as a founder and sales leader. He walks through finding product-market fit, building a pipeline, prospecting, running discovery calls and demos, and closing deals. Later chapters cover when and how to hire the first salespeople and managers, so founders can hand off the work without losing what they learned.

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David Sacks: “Sales excellence is the missing piece for a huge number of product and tech founders. This book by @kazanjy demystifies it... Highly recommend.”