This week's webinar with the founders of TrendSpek wasn't about sales tactics or software demos. It was an honest conversation about what it really takes to build and scale a B2B technology company and why understanding your customer's problem is the foundation of sustainable growth. Key Takeaways 1. Great companies start with a real problem. TrendSpek wasn't built by chasing a market opportunity, it was built by solving a problem the founders understood deeply. That customer-first mindset has shaped everything from product development to sales. 2. Founders don't have to be born salespeople. One of the most refreshing parts of the discussion was hearing how Derek and Fiona learned to sell. They didn't come from traditional enterprise sales backgrounds, but they developed the ability to communicate value by listening, learning, and continually refining their approach. 3. Product knowledge isn't enough. The conversation reinforced that buyers don't purchase features, they buy outcomes. The businesses that grow fastest are those that can clearly articulate the commercial impact of solving a customer's problem. 4. Trust is built long before the proposal. Winning complex B2B deals is less about delivering the perfect pitch and more about becoming a trusted advisor. The webinar explores how credibility is earned through education, curiosity, and a deep understanding of the customer's world. 5. Building a company is a constant learning process. The founders shared some of the challenges, mistakes, and pivotal moments that shaped TrendSpek's journey. Their honesty provides valuable lessons for anyone leading a growing business. Why You Should Watch Whether you're a founder, sales leader, or building a go-to-market strategy, this webinar offers practical insights that go far beyond sales. You'll learn: - How successful founders think about customer problems. - What it takes to sell complex B2B solutions. - Why creating demand is more effective than pitching products. - How to build trust with enterprise buyers. - Lessons from a company that has successfully scaled by staying focused on customer value.

Just a reminder...I have a 2 great webinars coming up over the next few weeks about sales and growth. Webinar 1: TrendSpek How a great sales process became a competitive advantage We'll unpack how TrendSpek transformed the way they sell by focusing on buyer outcomes rather than product features—and why that's helped them stand out in a competitive market. Register here:​ ​[https://streamyard.com/watch/yVYGtfhyJngP] Webinar 2: ProcurePro Scaling sales from startup to industry leader ProcurePro has become one of Australia's fastest-growing construction technology companies. We'll discuss the lessons they've learned building a repeatable go-to-market strategy, scaling sales, and winning enterprise customers along the way. They also recently won the QLD round of the Startup World Cup Register here:​ ​[https://streamyard.com/watch/g5Be8UV2BZ9Z] Hope you can make it and if you have any questions, please let me know.

One of the goals of the Problem-Led Growth community is to learn directly from founders and sales leaders who are building exceptional B2B companies, not by talking about theory, but by unpacking the decisions, strategies and lessons that actually drove growth. I'm excited to announce our first two live webinars. 📅 How TrendSpek Turned Their Sales Process Into a Competitive Advantage 🗓 Register here: https://streamyard.com/watch/g5Be8UV2BZ9Z Most software companies compete on features. TrendSpek chose to compete on how they help customers buy. We'll explore how they evolved from a traditional sales approach to a problem-led process that helps customers identify business problems, build internal business cases, prove ROI and navigate complex buying decisions. We'll discuss: - Why their sales process has become a competitive advantage - How they create demand before talking about product - Helping buyers justify change internally - Lessons learned along the journey - Practical ideas you can apply to your own business 📅 From Startup to $100M: Lessons from ProcurePro's Growth Journey 🗓 Register here: https://streamyard.com/watch/yVYGtfhyJngP ProcurePro has become one of Australia's leading construction technology companies, growing rapidly while solving one of the industry's biggest operational challenges. This conversation goes beyond fundraising and growth headlines to unpack what it actually takes to build and scale a category-leading B2B SaaS company. We'll cover: - Finding product and Sales Market Fit - Building a scalable go-to-market strategy - Selling into complex enterprise organisations - Creating demand and proving value - The biggest lessons from scaling a high-growth SaaS business Whether you're a founder, sales leader, or building your own go-to-market strategy, I think you'll come away with practical ideas you can implement immediately.

This is timeline Matt was talking about last week.