The Art of Building SaaS Success from the Ground Up
with Shane Cough, VP of Sales at Monitaur
In the world of tech startups, the journey from a fledgling idea to a thriving business is a formidable challenge. For those in sales, particularly the first commercial hire, this path is often filled with both excitement and trepidation. In a recent episode of Tech Salescraft, Shane Cough, VP of Sales at Monitaur, joined host James to delve into his experiences as the inaugural revenue leader at Pointlist, a company he helped grow from zero to a $10 million acquisition. Shane’s story is not just about sales strategies but about the mindset and approach necessary to build something lasting in the hyper-competitive SaaS market.
Finding the Right Fit
One of the most striking points Shane made was the importance of alignment between personal beliefs and the company’s mission. As he put it, “You really have to believe in what you’re selling.” For Shane, joining Pointlist wasn’t just about the potential for financial gain; it was about seeing the value in the product and the leadership guiding the company. This belief is crucial, especially for those stepping into the role of the first commercial hire, where the stakes are incredibly high, and the role often requires wearing multiple hats.
Shane’s decision to join Pointlist was driven by the company’s proposition and the leadership team’s vision. The early stages of a startup are often volatile, and having faith in the product and the people around you can make the difference between success and failure.
The Challenge of Being First
As the first revenue leader, Shane found himself deeply embedded in every aspect of the sales and marketing processes. He described the experience as a “baptism by fire,” where learning on the job was not just a possibility but a necessity. The role demanded not just expertise in sales but also a deep understanding of the market and a hands-on approach to every challenge.
Shane emphasized the importance of a close-knit, collaborative environment where everyone, from the CEO to the marketing and operations teams, was involved in the day-to-day grind. This kind of integration is essential in the early stages of a startup, where roles are fluid, and every decision can have a significant impact on the company’s trajectory.
Building the Foundation
Shane’s approach to scaling the business was rooted in discipline and focus. He shared insights on how Pointlist avoided the common startup pitfall of trying to be everything to everyone. Instead, they adhered to a strategy of being an inch wide but a mile deep—focusing on a specific market and excelling within it.
This strategic focus was complemented by a strong partnership with the marketing team, which Shane referred to as the “revenue team.” By aligning sales and marketing efforts, Pointlist was able to generate highly targeted leads and maintain a steady pipeline, even with a relatively small team.
Hiring the Right Team
One of the critical success factors in scaling Pointlist was hiring the right people at the right time. Shane advised against hiring too early or bringing on salespeople without a clear mission. He underscored the importance of having a strong support system in place before scaling the sales team, including business development and sales operations roles.
Shane also highlighted the need for curiosity and adaptability in early hires. In a startup environment, where the landscape is constantly shifting, these traits are invaluable. The right hires are those who can not only sell but also contribute strategically to the company’s growth.
The Road to Acquisition
Pointlist’s journey to a $10 million acquisition was marked by careful planning, strategic hiring, and a relentless focus on execution. By staying true to their core market and maintaining a disciplined approach to sales and marketing, the team was able to achieve significant growth in a short period.
Reflecting on this journey, Shane shared that the experience and patience of the leadership team played a crucial role in navigating the ups and downs of the startup world. This experience allowed them to stay the course even in challenging times, ultimately leading to a successful exit.
Closing Thoughts
For those looking to embark on a similar journey, whether as a founder or a first commercial hire, Shane’s experience offers invaluable lessons. Success in the SaaS world requires more than just good sales skills—it demands belief in the product, strategic focus, and the ability to build and lead a team through the inevitable challenges of a startup.
“Thoughtful and curious people attract thoughtful and curious people.”
This mindset, coupled with a disciplined approach to business, is what ultimately drives success in the highly competitive SaaS market.