Essay · ~15 min read

Growth, Sales, and a New Era of B2B

Martin Casado · Andreessen Horowitz Free Intermediate

Casado's argument that the modern B2B winners combine bottom-up adoption with a sales layer is the clearest framing of why 'which motion are we' is usually the wrong question. Uses Dropbox, Twilio and Atlassian to show the shape.

• Casado argues the biggest shift in B2B is go-to-market, not technology: bottom-up growth stapled to a sales motion.
• SurveyMonkey turned 60M registrations into a 1.2 billion dollar business at 3 dollars a month.
• Roughly 70 percent of open source companies hit the give-away-versus-sell problem, and most fail it.
• Adding a sales engine can erode the organic growth that made the product spread in the first place.