Software startup InsightSquared had recently hit $2 million in revenue and secured an $8 million round of venture capital. However, the founders disagreed on the path ahead, specifically on the sales and marketing plan. Should they focus on a sales-centric approach to growth or a marketing-centric one? Which strategy was optimal for their venture’s next phase of growth?
Harvard Business School Senior Lecturer Mark Roberge joins Brian Kenny to discuss the case, “InsightSquared: Developing the Sales and Marketing Plan” and ideas related to his new book, The Science of Scaling. They explore the penultimate startup question of how to scale and point to the importance of implementing and communicating an effective sales and marketing strategy.
