Build It. Test It. Prove It.
Why You Must Develop a Sales & Marketing MVP Alongside Your Product MVP to Lower Risk 🚀
Only 1 in 10 B2B Tech Startups Survive to See Series C
And it’s not for lack of great ideas or talented founders. It’s because most startups launch under a flawed assumption: “If we build it, they will come.” But they don’t. And they won’t—unless you deliberately engineer a parallel path to product-market fit through your go-to-market strategy.
Why Brilliant Products Fail
From Google Glass to the Segway and Amazon’s Fire Phone, even well-funded innovations have crashed because they failed to answer the most important question of all: What job is the product actually hired to do?
As taught by the late Professor Clayton Christensen in The Innovator’s Dilemma, customers don’t just buy products—they “hire” them to solve specific problems. If you haven’t validated what real problem your product solves, you’re rolling the dice with your future. At The Artesian Network, we’ve helped dozens of startups navigate this perilous phase. In fact, over 50% of our client base has gone on to achieve successful exits through IPO or acquisition—vastly higher than industry averages—because we focus relentlessly on building a Sales & Marketing MVP alongside the Product MVP.
The Sales & Marketing MVP: A Learning Process, Not a Launch
Instead of hiring a VP of Sales and scaling a full sales team, smart founders start small and focused: – 2–3 entrepreneurial sales reps who thrive in ambiguity – 1 marketing generalist to test messages and gather market feedback – A fractional strategist to guide positioning, pricing, and early market entry This team isn’t about revenue yet—it’s about learning.
Visualizing the Sales & Marketing Learning Curve (SMLC)
Like product development, your go-to-market approach must iterate toward efficiency. Productivity starts low, but as messaging sharpens and objections are understood, conversion rates improve. Premature scaling before this learning curve flattens leads directly to burnouts and failures.
Recommended Benchmarks Before Scaling
Before pouring fuel on the fire, ensure you’re hitting these conversion metrics:
Resist the Urge to Scale Too Soon
– Are your customer acquisition costs within range? – Is your sales cycle predictable? – Do you know which customer segments convert—and why? – Can you clearly articulate ROI to the buyer? If the answer to any of these is ‘no,’ keep testing before you scale.
Final Thought: Think Like a Scientist, Not a Seller
The startups that survive—and thrive—approach go-to-market as a discovery process. They don’t bet the company on assumptions; they experiment, validate, and then scale. That’s how you build it. That’s how you prove it. And that’s how you win.