Tonic: Selling Fake Data To Engineering Leaders with Karl Hanson of Tonic

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Founder-Led Sales Stories with Pete Kazanjy - Startup Sales Expertise From Founders Who've Done It

Peter Kazanjy

11 episodes

4 days ago

Join Pete Kazanjy, author of Founding Sales, in conversation with a who's who of founders who have successfully completed their founder-led sales journeys. Founder-Led Sales Stories is where founders who have successfully completed their founder led selling journey (recently!) share their stories with those who are still in the middle of it! The better to help learn from their successes and avoid their mistakes.

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Tonic: Selling Fake Data To Engineering Leaders with Karl Hanson of Tonic

Founder-Led Sales Stories with Pete Kazanjy - Startup Sales Expertise From Founders Who've Done It

1 hour 35 minutes 33 seconds

3 months ago

Tonic: Selling Fake Data To Engineering Leaders with Karl Hanson of Tonic

Join Pete in conversation with Karl Hanson, Co-Founder of Tonic, makers of synthetic data solutions for software and AI development! (The "Fake Data Company"! Lol!)

Karl and Pete discuss the ins and outs of a "top down" dev-tool founder-led sales motion (very much not product led), and the implications of this.

Karl also talks about how he grew to appreciate the "craft" of sales over time, the secret to charging for pilots, how they drove efficiency and compression in their sales motion, and more.

Karl's successful founder-led sales journey ultimately lead Tonic to graduate to a scaled sales organization, having raised $45m from blue chip investors like Heavybit, Bloomberg Beta, and Insight Partners.

More on Tonic here: https://www.tonic.ai/

Sales motion details: Synthetic data generation tooling, large engineering organizations targets, engineering leadership and security buyer persona, six-figure average selling price, multi-quarter sales cycle.