Why Indian Gen AI and SaaS Start-ups Need to Prioritise Sales

In the early days of building Eka Software, I found myself sitting across from prospective customers with no formal playbook in hand—just a relentless curiosity to understand their needs and a desire to sell. I had no choice but to rely on instinct and adaptability, skills I had picked up trading commodities across Southeast Asia and Europe.

What struck me back then—and still holds true today—is how easy it is for founders to assume that if you build a great product, customers will line up. But reality rarely plays out that way. Even the most groundbreaking technology needs a sales engine to push it into the world, create demand, and ensure it becomes a must-have rather than a nice-to-have.

Over the past few years, I’ve noticed that Indian SaaS founders are increasingly leaning into product-led growth (PLG) at the expense of building a robust sales machine. Some believe that with a great product, growth will happen organically. But even PLG stalwarts like Salesforce maintain massive sales operations—blending direct sales teams and partner ecosystems—to fuel growth.

With the rise of Gen AI, Indian start-ups have a unique opportunity to take centre stage. However, access to venture capital or a cutting-edge product alone won’t ensure success. Start-ups need a disciplined, repeatable sales strategy right from the start to unlock their full potential.

The Product Trap: Why PLG Isn’t Enough

Founders often think that focusing solely on the product will take them across the finish line. But PLG can only get you so far. A sustainable, scalable business needs a well-oiled sales engine driving revenue growth and customer acquisition.

In a study conducted by McKinsey for SaaSBooMi, the numbers told a revealing story: Indian SaaS companies were under-investing in sales and marketing by nearly 50% compared to their US counterparts. Worse, they started thinking about sales too late in the process.

Without a proper sales infrastructure, companies struggle to break through revenue ceilings. This challenge becomes even more critical as SaaS ventures mature into Gen AI opportunities, where rapid commercialization can make or break a business.

Three Steps to Build a Winning Sales Engine

1. Adopt Foundational Sales Principles for Success

For many Indian founders, particularly those with engineering backgrounds, sales can be a daunting journey. Unlike building a product—where processes are linear and outcomes predictable—sales is full of surprises, endless negotiations, and hearing 'no' far more often than 'yes.' At times, it can be all-consuming, requiring relentless persistence and emotional resilience. However, embracing these challenges early will make the process smoother over time.

Here are five key principles to help you build a winning sales engine:

1. Invest in Sales Early On
2. Get Your ICP (Ideal Customer Profile) Right
3. Understand Your Winning Position
4. Monitor and Manage Churn Early
5. Start Small, Then Scale

2. Build a Scalable and Repeatable Sales Machine

Once your foundational principles are in place, you can build a scalable and repeatable sales machine. Here’s a step-by-step roadmap, assuming a product with a $100K Annual Contract Value (ACV):

1. Set Your Revenue Goal:
2. Calculate Your Win Rate:
3. Map the Sales Funnel:
4. Break Down Monthly Targets:

What Your Sales Roadmap Looks Like

• Engage 3,340 prospects per month
• Generate 167 MQLs per month
• Convert 42 SQLs per month
• Close 8-9 deals monthly
• Hit $10M ARR by closing 100 deals

3. Leverage Tools, Data, and Churn Insights for Efficiency

A robust CRM system is essential to track every stage of your funnel and automate routine tasks. Data insights will help fine-tune the process—whether it’s optimising your MQL-to-SQL conversion rate, improving win rates, or addressing early signs of churn.

Here are key metrics to monitor and optimise:

• Sales Velocity: How quickly deals move through the pipeline
• Pipeline Coverage Ratio: Your pipeline should be 3x your sales target to account for conversion rates
• Deal Size: Track average deal sizes to ensure you’re engaging with the right customers
• Churn Rate: Monitor churn closely and build customer success teams that engage actively post-sale to ensure retention. A lower churn rate compounds growth, amplifying the impact of your sales engine.

Regular pipeline reviews are crucial. If deals are stalling at any stage, analyse why and take corrective action. Ensure your team practises pipeline hygiene—removing dead leads to avoid false optimism.

Conclusion: Build Momentum with Strategy and Discipline

A scalable sales machine is built on a foundation of early investments, clear ICPs, churn management, and a strong winning position. By starting small and refining your strategy, you create a repeatable, predictable process. Tools, data, and disciplined pipeline management ensure that your sales engine can grow with your business, no matter how fast you scale.

Sales isn’t a sprint—it’s a marathon. Indian founders—especially those from engineering backgrounds—must prepare for surprises, relentless negotiations, and hearing ‘no’ more often than ‘yes.’ Selling can be all-consuming, but it’s the foundation of scalable growth. With persistence and the right strategy, Indian SaaS and Gen AI start-ups can build growth engines that power long-term success.

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