How These Brothers Went from Hip-Hop Duo to Reworking the World of B2B Gross sales

Accord co-founders, Ross & Ryan Wealthy opening for Bone Thugs-N-Concord, circa 2012

Proper earlier than the pandemic hit, Ryan Wealthy and his brother Ross left their job at Google and Stripe for his or her craziest journey but: founding Accord! They’d labored collectively previously – performing as a hip-hop duo in school (yup, that’s them within the photograph) and organizing numerous fundraisers and concert events. Beginning a VC-backed tech firm was the subsequent logical step for them, proper?

It was late 2019 after they began Accord, the world’s first Buyer Collaboration Platform. It’s a shared workspace so patrons and sellers can work collectively all through the laborious B2B gross sales course of—making it much more collaborative and so much much less painful. 

As a part of the founding gross sales groups at Stripe (Ross) and Google Cloud (Ryan) noticed how little innovation there was across the purchaser <> vendor relationship. Account executives have been working multi-year, multi-stakeholder, multi-million greenback offers with electronic mail and convention calls. 

They went via Y Combinator’s Winter 2020 Batch and lately raised $6M from Stripe. A few of their early prospects embrace Figma, Productboard, and Very Good Safety.

Connecting with the minds behind Accord

I caught up with co-founders of Accord, Ross and Ryan Wealthy, who talked with me about the way forward for their firm and the world of B2B gross sales.

Q: Accord takes a buyer-first method, what precisely does this imply and why did you resolve to take this method?

As gross sales reps, Ryan and Ross shared that they used to assume closing a deal was arduous work… However that was earlier than they began speaking to patrons about their expertise. After interviewing dozens of patrons whereas getting Accord off the bottom, they shortly discovered what it was prefer to be on the opposite facet of the desk.  

“Looking back, we actually had no thought how difficult it was to truly purchase one thing! The authorized critiques, safety critiques, consensus constructing, price range negotiations. Most evaluations finish in no determination AND there are over 10 decision-makers simply on the shopping for group.” 

There are millions of gross sales instruments that concentrate on making life simpler for the gross sales group—but none constructed with the shopping for expertise in thoughts. That is the right instance of how gross sales aren’t actually centered on a very powerful particular person within the gross sales cycle: the client!

Out of all the gross sales instruments in 2021, it’s tough to seek out one constructed with the client in thoughts. 2021 gross sales know-how panorama (from good promoting instruments)

Q: There’s point out of shifting from“Vendorship” to “Partnership”, what precisely does this imply? 

Ryan shared his perspective on what Accord’s tagline “From Vendorship to Partnership” actually means: 

“A vendor is targeted on their product and promoting as a lot of it as potential. They love speaking about bells, whistles, and reductions. (Nobody needs to work with a vendor.) 

A associate, then again, is an issue knowledgeable involved with serving to their patrons make the very best determination. The fashionable purchaser involves the desk seeking to collaborate. They need a associate to assist them take into consideration their enterprise and its challenges. Take Figma for instance. Corporations need to purchase from Figma as a result of they need a associate to assist them with their general design and artistic course of, not merely due to a operate or function.”

Q: How will B2B gross sales evolve sooner or later? 

Consider every thing that’s occurred within the B2C shopping for course of within the final 20 years…shopping for insurance coverage, a visit overseas, or a brand new automobile. It’s frictionless and a human is just concerned within the final 20% of the method (if in any respect). That’s coming to the B2B world. 

Consumers are begging for a distinct shopping for expertise and gross sales leaders are struggling to maintain up. Particularly at extra conventional enterprise organizations. Ryan believes that there’s about to be an explosion of know-how to help this new relationship. There’s no method electronic mail, Slack, convention calls, and shared docs are going to chop it. You may’t replicate a frictionless B2C expertise utilizing home-grown instruments. 

It’s an costly downside and you’re already beginning to see plenty of new startups, like Accord, within the house.

Q: What are some actionable methods B2B gross sales reps can implement to place their patrons first?

Construct empathy in your patrons. The extra a gross sales group understands their patrons, the higher they might help them. Take time to interview your patrons after as many gained and misplaced offers as potential. What was essentially the most painful a part of the gross sales course of, the place did they expertise essentially the most friction? Ryan additionally recommends a current article on positioning your self as a associate and the way construct empathy in your patrons

Most groups are afraid to ask their patrons about their expertise—particularly when offers have been misplaced. Consumers are surprisingly open to serving to their promoting counterparts be taught and enhance.

Q: What are the plans for the current fundraise? What’s the longer term maintain for Accord? 

Off the again of their current $6M seed spherical fundraise (led by Stripe & YC), Accord is staying laser-focused on constructing the Accord Buyer Collaboration Platform to assist income leaders create a repeatable, collaborative gross sales movement. 

This consists of: investing much more in our R&D group (throughout engineering, product, and design), in addition to beginning to scale the GTM facet of Accord with new hires in gross sales and advertising and marketing. 

Be happy to achieve out to Ryan to speak B2B gross sales, hip hop, or no matter’s in your thoughts:, LinkedIn, or subscribe to Accord’s publication.

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