Creating Movement in Sales and Driving True Engagement with Gavin Tye

The GTM Kickback! #44 – Gavin Tye 

Released: October 24, 2021

Sales at early-stage SaaS companies isn’t just about pitching features—it’s about creating movement.

On this episode of The GTM Kickback!, I sat down with Gavin Tye, technology executive, GTM strategist, and founder of Sales Market Fit, a global consultancy helping SaaS startups build scalable sales strategies. Gavin has spent years closing high-value B2B SaaS deals in Australia and beyond, and he’s developed a unique perspective on how to drive true engagement in the sales process.

From Startup Sales to Consultancy

Gavin’s sales career began in high-ticket SaaS, where average deals were $25K–$45K per month with five-year commitments. Competing in Australia’s smaller market forced him to find new ways of creating demand—ways that went beyond simple qualification questions.

That experience inspired him to launch Sales Market Fit, where he now helps early-stage founders shift from being product builders to commercial leaders. His mission: teach startups how to create authentic engagement, build trust, and guide buyers through their journey.

Helping Buyers Buy

One of Gavin’s central ideas: no one really wants to be sold to anymore.

Instead, buyers need help navigating their own internal processes:

1. Identifying and quantifying the problem.

2. Building a business case.

3. Getting organizational approval.

4. Scanning the market.

5. Making a purchase.

   
   

By the time a buyer approaches a vendor, they’re often 70% through this journey. Startups can’t wait that long. They need to insert themselves earlier—guiding buyers through the problem definition and helping them create movement toward a decision.

What “Movement” Really Means

For Gavin, movement equals opportunity. Without it, there’s no deal.

• In personal terms: you only shop for a new car when your old one no longer works.

• In B2B SaaS: prospects only buy when they feel the cost of inaction is too high.

  
  

Salespeople create movement by:

• Demonstrating risks and costs of the current state.

• Helping buyers quantify those costs.

• Showing clear ROI from change.

  
  

When buyers realize staying put is riskier than moving forward, momentum shifts—and opportunities open.

Building Trust in a Virtual World

Today’s sales process is digital-first, which means traditional rapport-building is harder. Gavin emphasizes that trust now comes from expertise.

• Share insights that prove you understand the buyer’s domain.

• Teach them something new about their challenges.

• Position yourself as the SME guiding them to better outcomes.

  
  

This is why technical founders often excel in early sales—they know the problem space better than anyone, and that expertise builds instant credibility.

Scaling the Methodology

As startups grow, Gavin advises a measured, analytical approach:

1. Founders sell first. Even if imperfectly, they must learn the process before hiring.

2. Add SDRs. Start with pipeline generation before hiring multiple AEs.

3. Measure everything. Each meeting should drive toward a specific outcome.

4. Iterate, then automate. Don’t jump to automation before the process is tested and repeatable.

5. Scale slowly and deliberately. Avoid over-hiring before the levers of growth are clear.

   
   

“Everyone wants the hockey stick. But what they don’t see is the period of incremental improvement that comes first.”

Key Takeaways

Gavin left us with practical advice for founders and sales leaders alike:

• Understand what you’re really selling. It’s not a platform or a feature—it’s the outcome.

• Movement creates opportunity. Without it, there’s no reason to buy.

• Help buyers buy. Insert yourself early in their journey, not at the end.

• Trust comes from expertise. Share insights, not just pitches.

• Scale thoughtfully. Test, measure, and improve before automating or over-hiring.

  
  

Final Thought

Sales today isn’t about pushing products—it’s about creating momentum inside the buyer’s world. Gavin Tye’s approach reframes selling as helping: identifying problems, guiding decisions, and building trust through expertise.

For startups looking to grow beyond founder-led sales, this mindset shift can be the difference between stalled conversations and scalable revenue.