Worrying news emerged from a conversation with a founder of a ML startup. During an ‘office half-hour chat,’ she revealed that a major multinational firm, which had been engaged as a B2B sales lead, indicated they had no intention of assisting her with market access, despite prior email confirmations. 

This relationship had taken approximately nine months to cultivate.

The troubling aspect is the reported logging of time spent by the corporate entity in these engagements. This time was being recorded for the individual’s Continuing Professional Development (CPD) points. 

This situation illustrates a significant misalignment of values, objectives, and incentives within corporate-startup interactions. It serves as a crucial lesson for founders.

Key Takeaway: Ask Important Questions Upfront

To avoid similar pitfalls, it’s vital to ask the right questions early in the process. The B.A.N.T. system, utilized by Google’s sales teams, can be particularly effective:

• Budget: Do you have the budget for this solution?
• Authority: Are you the decision-maker for this purchase?
• Need: What specific needs are we addressing?
• Timeline: What is your timeline for implementing a solution?

This corporation employs over 250,000 people globally. This fact raises questions about whether this issue is isolated to an individual or division. Alternatively, it may reflect a broader systemic problem within the industry.