"Sell the alpha, not the feature": The enterprise sales playbook for $1M to $10M ARR | Jen Abel

Scaling from $1M to $10M ARR requires a strategic shift toward enterprise-focused sales that prioritize vision-casting over traditional problem-solving. Startups should target tier-one logos early, as these industry leaders act as early adopters seeking a competitive edge. Rather than pursuing ill-defined mid-market segments, founders must choose between marketing-led SMB strategies or sales-led enterprise approaches. Successful enterprise sales involve "deal crafting," where initial contracts are priced between $75,000 and $150,000 to ensure commitment and defendable value. Offering services as a wedge can facilitate entry into large corporations, eventually transitioning to product-led adoption. When hiring, founders should seek individuals who can "cosplay" the founder by effectively communicating the company's vision. Jen Abel, co-founder of Jellyfish and GM of enterprise at State Affairs, emphasizes that enterprise sales is an art form centered on building deep, trust-based relationships rather than relying on automated, high-volume outreach.