From Founder to CEO

B2B tech startups often stall not because of weak technology, but because founders underestimate the need to orchestrate a growth system.

This growth system connects market validation, commercial prioritization, and internal execution. Sustainable growth requires moving beyond product obsession, opportunistic selling, and the innovation-only game play into a disciplined, repeatable Go-To-Market engine.

Let me go back to the three most recurrent syndromes that I have observed while interviewing 25+ B2B Tech founders for the primary research which led to the ‘From Tech To Growth^IP’ framework.

1. The “It Will Sell Itself” Syndrome, also known as the Product Obsession Trap

• The Belief: The product’s technical superiority guarantees success.

• Reality: Markets reward value perceived and delivered, not just technical brilliance.

• Key Learning: Even disruptive tech needs structured early market engagement and positioning. Two years of heads-down development without commercial validation is often fatal.

2. The “Business Development Leads Swamp” syndrome, also known as the Execution Misalignment Trap

• Scenario A: The founder tries to manage business development personally. The result? Overload and scattered, unqualified leads.

• Scenario B: A salesperson is hired but lacks the strategic-commercial-technical bridge.

• Key Learning: Growth is not just about “doing sales” but designing a clear customer qualification and value path, aligned with internal delivery.

3. The “Chief Innovation Officer’s Trough” syndrome, also known as the PoC Plateau Trap

• Symptoms: Endless Proof of Concepts (PoCs), innovation awards, press visibility maybe… but no real revenue.

• Pain Point: No process to convert exploratory innovation into scalable deployment.

• Key Learning: Selling to large corporates demands more than innovation. It needs trust-building, procurement alignment, and deployment credibility.

As a tech founder, you must design some form of “Growth Orchestration Triangle”, a system-level approach which links Strategy, Structure, and Roles.

Not a complex one. A simple one which works for you.

A simple one which turns the company from an innovation-led startup to a tech-led, growth-oriented company ready to scale up.

Key Takeaways

1. From Founder to CEO
   B2B Tech founders must evolve from “builder of innovation” to “orchestrator of commercial execution.”

2. Systems Over Saviors
   Hiring a strong salesperson doesn't fix a weak Go-To-Market system. B2B Startups need a structured growth process before scaling sales effort, especially when selling to large corporations.

3. Role Clarity Enables Execution
   Blurred lines between tech and sales functions kill momentum. Every team member should know what they own and how they contribute to scalable growth.

4. PoC ≠ Business Traction
   Multiple pilots or innovation interest don’t equal product-market fit. Sustainable growth begins with converting learning into structured repeatability.

A thought: You know your tech can change the game. But you’re stuck juggling random sales leads, pilot projects, and internal friction. How do you build a real business engine without losing your technical edge?

Thank you.

Philippe

P.S.1. You may take the “From Tech To Growth” self-assessment scorecard. It is free, it only takes two minutes. It offers some reflective questions on the 9 steps and provides some customized tips based on your score.

P.S.2. Whenever you are ready, you can take a short, complementary appointment with me to discuss your business growth issues at hand. Go to the “From Tech To Growth” Recognition Call.

Philippe Poggianti, CEO, Poggianti Insights

[email protected]

+33-6-6404-3802