In the latest episode of “Path to Market,” Natasha and Micah are joined by Fanny Talagrand, Head of EMEA sales for startups and SMBs at Stripe to discuss key sales strategies from startups to enterprises. Drawing from her extensive experience in global tech companies like Google Cloud and Stripe, Fanny emphasizes the importance of understanding user needs and journeys, leveraging user feedback, and the different dynamics between selling to startups versus enterprises.
She also provides advice for hiring the first sales reps, highlighting the need for candidates to be smart, driven, and coachable. She stresses the significance of onboarding processes and embedding new hires with users early on. Additionally, she explores how to balance product-led growth with enterprise sales and shares metrics to optimize sales performance.
Tune in to learn about:
how to align sales strategies with the needs and journeys of different types of users;
how PLG and enterprise motions can coexist with careful planning and differentiation in user journeys;
why as companies grow, including a sales team becomes vital to extend market reach and support users who require more comprehensive solutions;
and more practical strategies for founders looking to enhance their sales operations and build successful teams.
Here’s what’s covered:
00:00 Introduction to Fannie Talegrand
00:46 Fannie’s Career Journey
03:11 Comparing Sales Strategies at Google Cloud and Stripe
09:02 Product-Led vs. Enterprise Motion
12:13 Sales Metrics and Funnel Optimization
15:14 Differences in Selling to Startups vs. Enterprises
22:50 Hiring the Right Sales Leader
33:11 Onboarding New Sales Hires
38:51 Conclusion and Final Thoughts
Show Notes:
From Startup Hustle to Global Scale
Fanny Talagrand, Head of EMEA Sales for Startups and SMBs at Stripe, joins Natasha and Micah to unpack what it takes to build and scale sales teams that truly serve user needs. Drawing on her experience at global tech giants like Google Cloud and Stripe, Fanny shares how to craft sales strategies that evolve with your company’s growth — from early-stage startups to large enterprises.
She provides practical advice for founders wondering:
When to hire your first sales reps and what to look for in them
How to onboard new sales hires and embed them with real users
How to balance product-led growth with enterprise sales motions
The differences in selling to startups vs. enterprise customers
Which sales metrics matter most for funnel optimization and growth
Key Takeaways from the Conversation
Align with user journeys. A strong sales strategy starts with a deep understanding of different user needs — and mapping sales motions to each stage of the user journey.
Balance PLG with enterprise sales. Product-led growth and traditional enterprise sales can coexist when teams plan carefully and tailor the experience for each user type.
Hire smart, coachable reps. Early sales hires should be driven, adaptable, and hungry to learn. Embedding them with users early builds credibility and product insight.
Onboard thoughtfully. A robust onboarding process sets new reps up for success and aligns them with company culture and user expectations from day one.
Use metrics to iterate. Continuously measure funnel performance and user feedback to fine-tune outreach, qualification, and deal conversion.
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