Strategy · GTM Glossary
B2B Sales
Business-to-business sales — selling products or services from one company to another. B2B sales typically involve longer cycles, multiple stakeholders, and higher deal values than B2C (consumer) sales. Most tech startup GTM roles are B2B.
Example
A Berlin SaaS startup selling HR software to other companies is doing B2B sales. Their SDRs prospect mid-market HR directors, not individual consumers.
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