Stephanie Friedman is an angel investor, advisor, and startup executive with over 20 years of go-to-market operations experience, with a focus on enterprise software. Previously, she helped build three successful startups as an operator and revenue leader, and after one acquisition stayed on for two years to manage sales operations for a 380 million dollar business as part of a public company. She joined her last startup, Xamarin, in 2012 as their first non-engineering hire and built the customer-facing organization from zero to 100 sales and customer success people and from 0 to almost 50 million dollars in run rate sales in less than four years. Xamarin was acquired by Microsoft in 2016. She has lived and worked in six countries, is fluent in five languages and holds a master’s degree in international business. She is also the founder of Love Dogs Rescue and Foundation and she lives in California with her husband, her two children and (currently) two rescue dogs.

• IntroductionI. ExperimentExperiment: PlaybookExperiment: HiringExperiment: RevenueExperiment: CustomersExperiment: CompensationExperiment: CultureExperiment: CollaborationII. BuildBuild: PlaybookBuild: HiringBuild: RevenueBuild: CustomersBuild: CompensationBuild: CultureBuild: CollaborationIII. ScaleScale: PlaybookScale: HiringScale: RevenueScale: CustomersScale: CompensationScale: CultureScale: CollaborationEpilogueEndnotesGlossaryAcknowledgmentsIndexAbout the Author

"Successfully scaling a company means building intentional, repeatable mechanisms that grow with your business. In Built to Grow, Stephanie Friedman has written the definitive guide to replacing start-up ambiguity with a rigorous, predictable revenue engine. If you need to build a high-performing go-to-market organization, this is the book for you."—Claire Hughes Johnson, corporate officer and advisor at Stripe; author of Scaling People: Tactics for Management and Company Building"In the world of enterprise software, trying to scale without a bulletproof go-to-market playbook is a recipe for disaster. Fortunately, Stephanie Friedman's Built to Grow demystifies the process and tells you what you need to know about hiring your early sales team, forecasting, managing a sales pipeline, and creating a sales playbook—in short developing a world-class customer-facing function. Anyone building a B2B business should read this book."—Aaron Levie, CEO at Box"Stephanie Friedman has written an indispensable companion for founders who must turn the first spark of sales into an organization built to endure and grow. With clarity and pragmatism, she shows how to choose the right people, follow the right processes, measure what truly matters, and unite those who build the product with those who carry its promise into the world."—Daniel Gross, entrepreneur and investor"A great product isn’t enough. You also have to build the machine that consistently sells it. In Built to Grow, Stephanie Friedman offers founders a specific framework on how to develop a repeatable sales motion, hire a high-performing sales and customer success team and build a revenue engine they can count on. This is where scaling actually happens."—Ravi Gupta, partner, Sequoia Capital"When you're building a business, the shift away from founder-led sales is inevitable, pivotal, and difficult. Stephanie Friedman's new book is exactly the kind of actionable roadmap you need to get this transition right—and to create a virtuous circle of customer success and sustainable revenue growth."—Christina Cacioppo, co-founder and CEO, Vanta

Stephanie Friedman is an angel investor, advisor, and startup executive with over 20 years of go-to-market operations experience, with a focus on enterprise software. Previously, she helped build three successful startups as an operator and revenue leader, and after one acquisition stayed on for two years to manage sales operations for a 380 million dollar business as part of a public company. She joined her last startup, Xamarin, in 2012 as their first non-engineering hire and built the customer-facing organization from zero to 100 sales and customer success people and from 0 to almost 50 million dollars in run rate sales in less than four years. Xamarin was acquired by Microsoft in 2016. She has lived and worked in six countries, is fluent in five languages and holds a master’s degree in international business. She is also the founder of Love Dogs Rescue and Foundation and she lives in California with her husband, her two children and (currently) two rescue dogs.

• IntroductionI. ExperimentExperiment: PlaybookExperiment: HiringExperiment: RevenueExperiment: CustomersExperiment: CompensationExperiment: CultureExperiment: CollaborationII. BuildBuild: PlaybookBuild: HiringBuild: RevenueBuild: CustomersBuild: CompensationBuild: CultureBuild: CollaborationIII. ScaleScale: PlaybookScale: HiringScale: RevenueScale: CustomersScale: CompensationScale: CultureScale: CollaborationEpilogueEndnotesGlossaryAcknowledgmentsIndexAbout the Author

"Successfully scaling a company means building intentional, repeatable mechanisms that grow with your business. In Built to Grow, Stephanie Friedman has written the definitive guide to replacing start-up ambiguity with a rigorous, predictable revenue engine. If you need to build a high-performing go-to-market organization, this is the book for you."—Claire Hughes Johnson, corporate officer and advisor at Stripe; author of Scaling People: Tactics for Management and Company Building"In the world of enterprise software, trying to scale without a bulletproof go-to-market playbook is a recipe for disaster. Fortunately, Stephanie Friedman's Built to Grow demystifies the process and tells you what you need to know about hiring your early sales team, forecasting, managing a sales pipeline, and creating a sales playbook—in short developing a world-class customer-facing function. Anyone building a B2B business should read this book."—Aaron Levie, CEO at Box"Stephanie Friedman has written an indispensable companion for founders who must turn the first spark of sales into an organization built to endure and grow. With clarity and pragmatism, she shows how to choose the right people, follow the right processes, measure what truly matters, and unite those who build the product with those who carry its promise into the world."—Daniel Gross, entrepreneur and investor"A great product isn’t enough. You also have to build the machine that consistently sells it. In Built to Grow, Stephanie Friedman offers founders a specific framework on how to develop a repeatable sales motion, hire a high-performing sales and customer success team and build a revenue engine they can count on. This is where scaling actually happens."—Ravi Gupta, partner, Sequoia Capital"When you're building a business, the shift away from founder-led sales is inevitable, pivotal, and difficult. Stephanie Friedman's new book is exactly the kind of actionable roadmap you need to get this transition right—and to create a virtuous circle of customer success and sustainable revenue growth."—Christina Cacioppo, co-founder and CEO, Vanta

Stephanie Friedman is an angel investor, advisor, and startup executive with over 20 years of go-to-market operations experience, with a focus on enterprise software. Previously, she helped build three successful startups as an operator and revenue leader, and after one acquisition stayed on for two years to manage sales operations for a 380 million dollar business as part of a public company. She joined her last startup, Xamarin, in 2012 as their first non-engineering hire and built the customer-facing organization from zero to 100 sales and customer success people and from 0 to almost 50 million dollars in run rate sales in less than four years. Xamarin was acquired by Microsoft in 2016. She has lived and worked in six countries, is fluent in five languages and holds a master’s degree in international business. She is also the founder of Love Dogs Rescue and Foundation and she lives in California with her husband, her two children and (currently) two rescue dogs.

• IntroductionI. ExperimentExperiment: PlaybookExperiment: HiringExperiment: RevenueExperiment: CustomersExperiment: CompensationExperiment: CultureExperiment: CollaborationII. BuildBuild: PlaybookBuild: HiringBuild: RevenueBuild: CustomersBuild: CompensationBuild: CultureBuild: CollaborationIII. ScaleScale: PlaybookScale: HiringScale: RevenueScale: CustomersScale: CompensationScale: CultureScale: CollaborationEpilogueEndnotesGlossaryAcknowledgmentsIndexAbout the Author

"Successfully scaling a company means building intentional, repeatable mechanisms that grow with your business. In Built to Grow, Stephanie Friedman has written the definitive guide to replacing start-up ambiguity with a rigorous, predictable revenue engine. If you need to build a high-performing go-to-market organization, this is the book for you."—Claire Hughes Johnson, corporate officer and advisor at Stripe; author of Scaling People: Tactics for Management and Company Building"In the world of enterprise software, trying to scale without a bulletproof go-to-market playbook is a recipe for disaster. Fortunately, Stephanie Friedman's Built to Grow demystifies the process and tells you what you need to know about hiring your early sales team, forecasting, managing a sales pipeline, and creating a sales playbook—in short developing a world-class customer-facing function. Anyone building a B2B business should read this book."—Aaron Levie, CEO at Box"Stephanie Friedman has written an indispensable companion for founders who must turn the first spark of sales into an organization built to endure and grow. With clarity and pragmatism, she shows how to choose the right people, follow the right processes, measure what truly matters, and unite those who build the product with those who carry its promise into the world."—Daniel Gross, entrepreneur and investor"A great product isn’t enough. You also have to build the machine that consistently sells it. In Built to Grow, Stephanie Friedman offers founders a specific framework on how to develop a repeatable sales motion, hire a high-performing sales and customer success team and build a revenue engine they can count on. This is where scaling actually happens."—Ravi Gupta, partner, Sequoia Capital"When you're building a business, the shift away from founder-led sales is inevitable, pivotal, and difficult. Stephanie Friedman's new book is exactly the kind of actionable roadmap you need to get this transition right—and to create a virtuous circle of customer success and sustainable revenue growth."—Christina Cacioppo, co-founder and CEO, Vanta