Rav Dhaliwal

Sales orthodoxy

Almost every aspect of building and running a Software business has been studied, measured, and systematised over the years, none more so than building and running a commercial organisation.

If we were to compare the sales team of a contemporary, subscription-based SaaS start-up to a perpetually licensed on-premises software business from 25 years ago we would (somewhat surprisingly) find very little difference in how both teams are structured, measured and incentivised.

Despite there being a quarter of a century gap between them we would likely see a familiar “production line” of inbound and outbound sales activities such as lead generation…


The Crane herd

Scaling pains

Hiring for roles outside of their area of expertise is one of the biggest challenges start-up founders face.

The early phase of a software start-up is usually characterised by rapid product experimentation, selling to “friends and family” and a lack of formal structure or processes. During this phase, hiring enthusiastic generalists typically works very well for founders.

Once the business starts scaling however, the pace of everything increases, including the volume and complexity of paying customers.

It is at this stage that organisational gaps, a lack of specific skills and process shortcomings can start to negatively impact paying customers, with…


At Crane we absolutely love working on all things Go to market with early stage European Enterprise software startups.

What founders, startup executives and (especially) investors typically mean when they refer to “Go to market” is how best to plan, organise and utilise your (often limited) resources for effective Sales and Marketing.

The accepted wisdom being that if you have a great product that offers value and you can nail your Sales and Marketing (or “Go to market fit” as it’s sometimes referred to), then customers will come flooding in and the long term success of your business is all…


It’s hard to believe but it’s actually only been a few weeks since the rhythm of life and business has been well and truly disrupted.

As we all begin to get over the initial shock and start to adjust and adapt to new ways of working, taking care of existing customers is going to be critical in ensuring things recover well.

To that end, I decided to set some time aside in the calendar every day for Office Hours for anyone in the SaaS or Customer Success community looking for help, advice or wanting to brainstorm ideas.

It’s been a…

Rav Dhaliwal

Investor & Venture Partner @crane_vc . Alumni @slackhq @zendesk @yammer @salesforce and others.

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