A guide to your first customer-facing job in tech

Gone are the days when you had to be a software developer or UX designer to get a foot on the tech career ladder. Today, new opportunities for customer-facing professionals are cropping up everywhere you look. 

But breaking into tech from a non-engineering background can be intimidating. If you’re looking at customer-facing roles that involve selling, supporting, and marketing the software rather than coding it—it’s hard to have a sense of what you should know about the tech industry. 

Which industry vertical is right for you? What size of company should you go for? And what impact might different tech startup growth stages have on your day-to-day work?

Fear not: We’re here to lift the veil of mystery with a whistle-stop tour of the tech landscape. By the end of this blog post, you’ll have all the information you need to confidently stake your claim in tech as a non-technical professional.  

Here’s what we’ll cover today:

1. Tech industry verticals 
2. Tech company sizes: founding, mid, growth, hyperscale
3. What size of company should you work for?
4. Funding for tech companies: bootstrapping, angel, seed, series A - C, IPO
5. How much do you need to know about software to work in tech?
6. Roundup

Ready? Here we go!

The term ‘industry vertical’ is used pretty frequently in the tech world, but what does it actually mean?

Simply put, tech industry verticals refer to the various types of tech companies in the market. Just like how different types of businesses occupy different floors or ‘levels’ in a building, tech verticals signify which tech companies are doing what, and which tech players are competing with whom. 

Organizations typically break tech into vertical groupings based on their specific areas of specialization. This can include tech companies specializing in creating hardware, software, applications, or cloud computing services. 

Examples of tech industry verticals include

• Fintech: Financial services software and technology that includes money transfers, payment systems, and banking apps.
• HealthTech: Medical technology, telemedicine, medical devices, and other healthcare-related software
• EdTech: Educational technology or educational software that helps to facilitate learning or improve education.
• B2C SaaS: Software or applications used by individual consumers, like Netflix or Duolingo
• B2B SaaS: Software as a service that helps businesses run their operations or grow revenue, like Salesforce or Zendesk. 

These tech verticals provide an essential overview of how today's tech market looks as a whole, and afford investors and entrepreneurs invaluable insights into emerging trends and untapped opportunities for innovation.

You've probably heard that size matters when it comes to startups. In fact, size is one of the key things that sets startups apart from tech companies. Customer base, funding sources, and services offered are all factors determining a startup’s size; each of which changes and evolves as it moves through various growth phases. 

But what do each of these stages look like for the employees? And what are the implications of joining a startup, depending on the size and funding it’s secured? 

Over the next few sections, we’ll lift the lid on the tech startup lifecycle—and what kind of funding is available at each point in a tech company’s growth curve.

Founding stage

Once an idea has been tested on real users—and founders have proved there’s an actual need or demand for it—it progresses from ‘concept’ to ‘existing company.’ This is known as the founding stage. 

Most founding stage companies are pre-revenue, with around five employees or fewer. At this stage, the startup usually has more employees than actual customers—so while they might invest in a sales professional to start building out the sales cycle, there isn’t much need for customer success or support teams. 

The few customers the company does have are like gold dust for founding-stage startups: Not just for building up a sales pipeline, but because their feedback, insights, and experiences with the product will help the company develop and adapt the product to fit the market. 

Positive feedback and insights from early customers will also help founding-stage startups secure their first funding rounds from angel investors or venture capitalists (we’ll talk more about this further along).

Early stage

Next up is early-stage startups. In this category, you'll find startups that have raised a Series A or B round. They're at least two years old, and typically have five to 20 employees. 

At this point, the company's revenue is growing rapidly enough to be considered self-sustainable, and it’s shown signs of being able to scale in the future. Early-stage startups can’t afford much—but one thing they really can’t afford is a bad review. To keep churn to a minimum, they’ll hire a customer-facing generalist; who’ll engage and nurture customers in both a pre and post-sale capacity.

In a startup's early stages, customer-facing professionals will usually wear multiple hats; nurturing leads through to close, supporting clients through onboarding, providing technical assistance, and ensuring the customer has an overall positive experience with the company. 

Mid-stage

Once a startup has built up a steady flow of customers, the mid-stage phase of its life begins. In mid-stage growth mode, companies have proved they’ve got a product people want—and are starting to see traction in the market. Now, they can focus on understanding—and living up to—customer needs and expectations. 

Paying attention to customer success will plump up a startup’s revenue, but it should never overshadow the customer experience. During the mid-stage, startups usually start getting creative with sales tactics, which are designed to keep customers engaged across longer, more complex sales cycles. 

Any growth strategies need to balance customer satisfaction with growing new audiences. Without customer support and customer success in check, startups run the risk of not making it past this critical stage!

Growth stage

In the growth stage, companies are typically funded by venture capitalists. A growth-stage company might have raised more than $10 million in funding, and grown to anything from 100 to 250 employees. 

The growth stage is about…well, growing the company. During this stage, startups have to hustle hard to acquire more customers. This usually means investing in marketing strategies, building customer support systems, and refining sales processes. 

Reaching the growth stage in a startup can be as exciting as it is challenging. Growth-stage startups need to be able to scale quickly to secure additional funding, and expand their reach in the marketplace. Any investments made at this stage, like growing and scaling an in-house CX team, will position the company for long-term success. 

Growth isn’t always easy or linear, but it represents the progress that allows a business to scale up.

Hyperscale stage

When a startup moves into its hyperscale stage, it means they're on- track to mass growth—with increased funding and resources helping them to expand the customer base in record time. 

For a startup, the hyperscale stage isn’t just a time of rapid growth: It’s a crucial period where teams need to start optimizing their operations to support (and go the extra mile for) large numbers of customers. This is when senior c-suites will double down on their investments in customer support, customer success, and customer experience (CX). In order to secure successful and sustained growth, every aspect of the business—from presales to product—has to be prepared for a brand-new influx of customers.

Hyperscale startups need to be agile and flexible; balancing scalability and responsiveness to ensure they get a foothold in the marketplace. 

At what point does a startup become a tech company?

This is a widely-debated question across the tech industry, especially given that ‘becoming a company’ is a milestone every startup aspires to. Although there isn't an exact litmus test, a great indicator of a startup reaching the point of 'company-hood' is when their venture graduates from the hyperscale or ‘scale-up’ phase. 

This is when customers start buying into the product on a national—or international—scale, and customer support becomes an essential arm of operations, along with sales. At this point, it’s more about sustaining growth rather than fast growth.

Customer-facing professionals who want to make their career in the tech world should carefully consider their options when deciding between a tech startup or a big company. Working at a tech startup might offer more creative freedom and new challenges, but also more instability and fewer perks. 

As we explored in the previous section, the size of the company you work for can also massively impact what you do in your day-to-day as a customer-facing professional. It might be tempting to strive towards one of the brand-name tech titans, like Google or Salesforce, but it’s key to think about the type of experience you’re after: Do you want dynamism or stability? Risk or certainty? Big fish in a small pond, or small fish in a big pond? 

To help you weigh it all up, we’ve laid out some of the key pros and cons of tech startups vs. large companies.

Advantages of working in a smaller company or startup

• Workers are viewed as individuals rather than numbers 
• More direct contact with senior decision-makers 
• A bigger impact on the overall growth of the business
• More opportunities for cross-team collaboration
• Faster decision-making processes
• More opportunities for upskilling and professional development 
• The chance to gain more exposure to other disciplines
• Flatter hierarchies 

Disadvantages of working in a smaller company or startup

• Lower salaries and fewer perks
• A bigger workload (you’ll have to wear multiple hats) and less work-life balance
• More pressure to directly contribute to business success 
• Less job security 

Advantages of working at a bigger tech company

• Rewarding salaries and more opportunities for career progression
• A better work-life balance 
• Competitive perks and benefits 
• More resources available 
• Clearer process 
• More stability
• More opportunities for mentorship 
• Brand recognition (to embellish your resume)

Disadvantages of working at a bigger tech company

• Longer, more complex decision-making processes
• Less face-time with key decision-makers or senior stakeholders
• The risk of being siloed in your specific team or niche
• Less ownership and autonomy over your work
• Harder to get buy-in for your ideas

Technology startups are the lifeblood of innovation, but getting them off the ground is pretty hard (who knew!) Generating revenue is key to fueling growth, and tech startups need money to get their products in front of their intended audience. 

But where does the money actually come from?

Venture capitalists, angel investors, and even public companies provide capital in exchange for an equity stake in a startup. These funding sources allow businesses to acquire resources quicker than traditional financing methods, which can take months—or even years. And in today’s competitive tech landscape, entrepreneurs have to move at lightning speed to get their ideas off the ground.

Each method of raising funds comes with its own set of pros and cons; from mentorship, high-level connections, and growth opportunities in the case of venture capital investments; to smaller sizings and limited mentorship opportunities in the case of angel investments. 

Let’s look at the startup funding lifecycle in more detail.

Bootstrapping

Getting a project off the ground without proper funding is no small feat. This is where bootstrapping comes in (surprisingly, it’s not shoving dollar bills into your boots for safekeeping). 

In a nutshell, bootstrapping is managing funds through internal resources to generate revenue. By taking small steps to create income and fuel growth, entrepreneurs can bypass traditional means of funding and move their project down the success runway by themselves. 

Bootstrapping is an alternative to traditional fundraising, with startups relying on their own income rather than outside sources of growth funding. It involves finding ways to monetize assets, cut costs, and seek out alternative sources of revenue. It certainly isn’t the easiest option, but savvy startups are learning how powerful self-funding can be in creating leaner companies that can maximize their revenue. All it takes is a little creativity (and elbow grease).

Angel funding

Angel funding is a financial boost for startups to jumpstart their growth, allowing them to generate revenue that would otherwise be difficult or impossible to gain. Angel investors provide capital and guidance in exchange for equity through an agreement that works for both parties. They’ll usually offer more leniency than traditional venture capital financing, making them a go-to choice for startups who want more flexible terms without sacrificing investment quality. 

Having an angel investor involved in a project isn’t just a win in terms of cash flow; startups also get the added benefit of business expertise, encouragement, and access to resources that can help bring it all together (kind of like Shark Tank). All in all, angel investing is the perfect solution for new companies in need of a little oomph to get them going.

Seed funding

As we’ve established, startups need funding to get off the ground. But unsurprisingly, most business owners have difficulty securing initial capital. Enter, seed funding: A way for entrepreneurs to access the funds necessary for getting their business idea up and running— without landing themselves in hefty debt. 

Seed funding is usually provided by investors who own or manage venture capital firms, angel investing networks, or incubators. Like angel funding, these investors can offer experience and resources beyond just cash; helping startups grow through mentorship and industry contacts.

For startups, seed funding is also a way to protect their business idea from destruction in cash-strapped moments. 

Series A

Series A funding is the term startups use to describe their first round of venture capital. A startup seeking Series A funding usually has an established product, a lengthy customer list, and has proven that they know how to generate revenue. By obtaining Series A funds, these startups have a chance at supercharging their growth. 

Series A funding finances the development of new products, expansion into new markets, and the completion of strategic partnerships. In exchange for this investment, investors receive equity in the company—which can result in a lucrative return.

Series B

Series B funding is typically the stage when a startup begins to get serious about growth. This is when venture capitalists and other financing sources start writing bigger checks in exchange for larger stakes in the company. 

Series B funding involves additional investment, enabling startups to scale their operations and expand their product or service offerings. This increased funding also allows companies to hire more staff, invest in market research, and develop new technologies. Series B funding can be a major growth driver for companies expanding beyond their early stages, and it's essential for entrepreneurs who are serious about taking their businesses to the next level.

Series C

Startups that make it to the Series C stage can crack open the celebratory prosecco—this is usually the last major round of funding before an IPO. 

Series C funding allows companies to raise funds from private investors and venture capitalists for expansion purposes. This third round of venture capital financing typically includes larger investments with more valuation than earlier rounds, allowing startups to cover their operational expenses and invest in resources required to grow substantial revenue streams. This really is the ‘where dreams come true’ stage.

IPO

An Initial Public Offering (IPO) is when a privately-held startup aims to generate revenue by selling part of its business to willing investors on the open market. For startups and entrepreneurs on the hunt for funding and additional capital, an IPO can be the perfect way to make their venture a reality. Above all else, IPOs are about opportunity—both for the company offering shares and the people who choose to buy them.

At this point, you’ve decided on what size—and stage—of a tech startup you’d like to join. But what about what’s expected of you when you get there? If you’re expected to wear multiple hats as a customer-facing professional at a tech startup, wouldn’t one of those hats be technical? 

Not too long ago, getting a foot in the tech industry without coding or UX design skills was seen as borderline impossible. But today, rather unsuspectingly, most tech roles are filled by non-technical, customer-facing professionals. 54%, to be exact. 

While developers might be responsible for the product itself, it’s customer-facing professionals who turn technology into revenue. These hyper-visible roles across sales, customer support, and customer success bridge the gap between the customer needs and the product; ensuring both sides are getting the most value out of the partnership.

And so arises the age-old question: How tech literate do customer-facing tech professionals need to be? 

Most customer-facing tech roles won’t find technical skills like coding or product development in their job descriptions. But while you might not be developing the software, you’ll still be convincing customers of its value within the context of their needs and business goals—which requires an in-depth, working understanding of the software and technology that underpins the solutions you’re selling. 

Being technically literate means that you’re comfortable with the basics of how technology works, and critically, you have an in-depth understanding of the vertical and discipline you work in. Rather than trying to hit the bare minimum tech literacy required to do your job, instead focus on the benefits of becoming more tech literate. 

No, you don’t need to be able to code to sell access to an API. But if you take the time to learn what code is and how it’s written, you’ll be able to confidently explain to developers how they can build integrations using that API. That level of expertise means you’re much more likely to build a trusting relationship, which, in turn, will lead to a sale. 

Being more tech literate will also help you work better with the product team internally, identify chances to automate or improve your workflows, and become a whiz in the tools you use to get your job done and help the business grow. In short, technical literacy provides a path to excel in a developer-dominated field.

For customer-facing professionals looking to foray into tech, there’s no time like the present. Customer-facing professionals who are

• Intrinsically customer-centric,
• Confidently tech literate, and
• Well-versed in the tech startup lifecycle,

are already in skyrocketing demand—especially as tech companies of every size continue open their eyes to the power of CX as a critical growth driver.

But before you make the switch, it’s important to familiarize yourself with the industry and bone up on your technical knowledge. You don’t need to become a coding expert overnight, but developing a basic understanding of technical concepts—and the tech landscape—will undoubtedly boost your confidence and make you all the more hirable. 

The good news? There are plenty of resources (including SaaS Savvy) to get you talking tech, not coding it.