To validate their direction, AirOps' founders sent cold emails and LinkedIn messages to their ICP. They measured the response rate and enthusiasm from people with no natural incentive to reply, providing a raw, unbiased signal on whether their positioning was landing.
To find PMF, founders should embed themselves with the most discerning, representative buyer they can find. The goal is to live in their world, understand their mental model, and uncover the non-obvious points of friction that consensus software misses.
The founders managed the entire sales cycle—prospecting, demos, and paperwork—to get to $1.3M ARR. This intense period was crucial for deeply learning the customer's problem and refining the sales motion before attempting to scale it with a team.
Bringing on the first AEs forced AirOps' founders to distill their intuitive, "founder jazz" sales process into a repeatable playbook. This transition is a critical moment that requires making hard decisions and focusing the product offering to enable new hires to succeed.
With AI being a scary and emotional topic for buyers, AirOps' sales team focuses on a consultative approach. They show up highly prepared with data on the customer's business to build trust and make the buyer feel secure, earning the right to be part of their tech stack.
When asked what's most important in a sales leader, Alex Halliday's answer was hiring and recruiting, followed by management. The core idea is that great people want to work for great people, and a leader's ability to attract A-players is the ultimate flywheel for growth.
Alex Halliday and his co-founder spent two years building nights and weekends before raising any money. This period was not just for product exploration but was critical for stress-testing and forming their co-founder relationship, which Halliday calls "the bedrock of the whole thing."
Instead of serving everyone, AirOps focused on marketers who used their tool in unexpectedly complex ways. Halliday's advice is to build for the user with "high taste" who will keep rejecting your product until it meets their high standards, forcing you to achieve excellence quickly.
Instead of a simple trial, AirOps runs a 4-5 week paid pilot with a highly structured onboarding. This process, which includes calibrating the customer's brand voice, builds immense trust and ensures they "get to great," leading to an extremely high conversion rate to annual contracts.
With categories constantly shifting, focusing on present-day feature fights is a losing game. Halliday advises founders to use competitive pressure as fuel for excellence, but to aim their product strategy at what the buyer's life will look like in 18-24 months to skate where the puck is going.
Alex Halliday's definition of PMF isn't a metric, but a moment: when he took a week off and the company closed $300-400k in new ARR without his involvement. This signifies that the product, marketing, and sales processes are working independently of the founder's direct effort.
Before ChatGPT, Sam Altman told Alex Halliday "the AI stuff's getting really good." This simple, non-specific comment was enough to send Halliday down the LLM rabbit hole, ultimately leading him to pivot his entire company. It shows the power of acting on weak signals from trusted sources.