How Software Startup InsightSquared Wrestled with Creating an Optimal Sales and Marketing Strategy

About this episode

Mark Roberge joins Brian Kenny to discuss InsightSquared's strategic dilemma between sales and marketing approaches for growth.

Software startup InsightSquared had recently hit $2 million in revenue and secured an $8 million round of venture capital. However, the founders disagreed on the path ahead, specifically on the sales and marketing plan. Should they focus on a sales-centric approach to growth or a marketing-centric one? Which strategy was optimal for their venture’s next phase of growth? Harvard Business School Senior Lecturer Mark Roberge joins Brian Kenny to discuss the case, “InsightSquared: Developing the Sales and Marketing Plan” and ideas related to his new book, The Science of Scaling.

People in this episode

Host: Brian Kenny

Guest: Mark Roberge

Topics covered

• sales strategy
• marketing strategy
• startup growth
• venture capital
• business development

Keywords

• InsightSquared
• sales-centric
• marketing-centric
• venture capital
• startup strategy

Mentioned in this episode

Organizations: InsightSquared, Harvard Business School

Books & works: The Science of Scaling, InsightSquared: Developing the Sales and Marketing Plan

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