In this episode, we grab coffee with Martin Duhamel (Head of Sales EMEA at Front) and talk about defeating internal biases and boosting creativity in sales. Martin combines experience from SaaS and consulting. He joined Front 2 years ago, opening the EMEA HQ and hiring a team of 20. In our discussion, he opens his playbook into how to start with customer needs before moving to the solution, what it means to sell software for multiple use cases, and how to go beyond the script to address each customer on their own terms. 

YC's culture-add: 0:45 - 4:30

Creativity in sales: 4:30 - 8:10

The 5 "why's": 8:10 - 9:50

Need-based selling: 9:50 - 11:20

Selling to SMBs AND the enterprise: 11:20 - 16:00

The dissertation framework: 16:00 - 20:30

Encouraging new ideas: 20:30 - 23:59