Justin Lawson, Cofounder/CEO at JJELLYFISH (New York City/Boston), a customer development firm for early-stage enterprise startups with between a million dollars to $20 million in revenue, explains how his company enables sales teams to move beyond the warm prospects of friends and family and "hunt very large game." JJELLYFISH analyzes sales processes, identifies customers, and then builds comprehensive, executable business sales playbooks with simple to understand, targeted value propositions that resonate with a company's market.

Keys to building his clients' and his company's success include:

• Codifying collateral and sales procedures as a foundation for sales execution.
• Reaffirming why a client bought what they bought.
• Ensuring congruency between how the business and its clients define success criteria.
• Articulating services and their outcomes as a product.