Noyo: Building a Two-Sided Benefits API Marketplace Through 7-Figure Enterprise Sales with Shannon Goggin

Join Pete in conversation with Shannon Goggin, Co-Founder and CEO of Noyo, the infrastructure company revolutionizing employee benefits data exchange.Shannon shares her journey from "terrified of sales" product manager to closing seven-figure enterprise deals with insurance giants like UnitedHealthcare (which took 6 years from first contact to close!).Pete and Shannon dig into Noyo's brilliant cold-start solution for their two-sided marketplace, how they bootstrapped with a glorified PDF form library, and why "true believers" were more valuable than early customers.Shannon's candid insights on enterprise sales include why they eventually added advisory services, how they negotiated the tricky balance of selling to both HR software companies and insurance carriers, and her biggest regret: "I wish we'd lowered our prices earlier."Noyo's founder-led sales journey has propelled them to more than $50m in funding - most recently a Series B from Norwest Ventures - all while powering benefits data exchange for industry leaders like Rippling and Gusto, and signing enterprise deals worth up to $1M+ ARR with major insurance carriers.More on Noyo here: https://www.noyo.com/Sales motion details: Benefits API infrastructure, two-sided marketplace connecting HR software with insurance carriers, $35k-$100k ASP for software companies and $150k-$250k for insurance companies (growing to $1M+), 12+ month enterprise sales cycle, product/operations and distribution leader personas.