Ah, the classic chicken-and-egg dilemma: what comes first, product delivery or sales? Opinions vary. Some argue the product must come first; others say creating awareness is essential, as sales shape product development. But let’s cut through the noise and get to the heart of the matter.
If you’ve not new to sales, you might feel the itch to start your sales org ASAP. If you are not a salesperson, you might think, “Is there ever really a good time?” The truth is, unless you’ve struck gold with your product and customers are flooding your channels just cause, the answer isn’t obvious. So how do you figure out what approach will work best for your company?
The Common Trap
Consider this typical scenario: Your product is ready. Now, you think, “I’ll secure a few deals myself, maybe hire a VP of Sales later, and only then start building out the team.” While this approach may get you off the ground, it can also create a bottleneck. Why? Because “building a sales org” doesn’t mean hiring 15 sales reps and expecting them to figure out sales for you. That’s just setting them—and yourself—up for failure.
Building a successful sales org requires a good deal of planning ahead. You need to lay the foundation: infrastructure, processes, tools, and—most importantly—an understanding of your sales cycle and how your product fits into the market. If you don’t have this groundwork done at the right time, scaling becomes chaotic and inefficient.
The Right Answer: As Soon as You Can
Your sales org isn’t just there to sell, but, also, to validate. The earlier your product gets into the hands of its audience, the faster you’ll learn whether it truly solves the intended problems and how to refine it. Keeping your product in a silo, away from potential customers, delays this critical feedback loop.
Here’s one more way to think about this: just as you plan your product roadmap years ahead, you should also envision your sales roadmap. A well-structured sales plan doesn’t just help you sell—it helps you grow. It’s your guide to identifying new verticals, planning market expansion, and tracking your progress toward sustainable revenue growth.
Start Small, but Start Smart
Building a sales org isn’t about going big overnight. It’s about creating a strategy that matches your current stage of growth. Start small. Establish your processes. Define your ideal customer. Understand your sales cycle. With this foundation, you’ll be ready to scale when the time comes—and avoid costly mistakes down the line.
So, when’s the right time to start your sales org? The moment you realize your product isn’t just an idea—it’s something the world needs. From there, it’s all about building the bridge between vision and value.
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Ah, the classic chicken-and-egg dilemma: what comes first, product delivery or sales?
