Industrial software sales are a different beast. Unlike consumer or even enterprise SaaS, selling to industrial businesses means navigating long sales cycles, complex decision-making hierarchies, and a web of stakeholders—each with their own priorities.

In this episode, I sit down with Dave Westrom, author of Industrial Software-to-Market: A Go-To-Market Guide for Early-Stage Software Companies, to break down what really works in GTM strategy for industrial software.

His book isn’t just another GTM playbook—it’s a field manual for selling industrial software, packed with real-world lessons from the trenches. Dave provides a roadmap on how to position, sell, and scale industrial software businesses with clarity and execution. If you’re in this space, it’s a must-read.

We discuss:
✔️ Lessons from his book—why industrial software sales need a different approach
✔️ The cat, dog, and tiger framework—understanding how different customers buy
✔️ The importance of partner ecosystems in industrial GTM strategy
✔️ How to align sales efforts with organizational dynamics for better deal closures
✔️ Common GTM pitfalls and how to avoid them

If you’re selling, marketing, or building industrial software, this episode (and Dave’s book) will change how you think about GTM execution.

Link to Dave's book: https://www.amazon.in/Industrial-Software-Market-Go-Early-Stage-ebook/dp/B0DV731FT5