The sales process in crypto sales has been largely “crypto-native” until now. If you were selling a crypto-based product, protocol, or software-as-a-service, the prospects and customers you were targeting generally had some familiarity with relevant terminology, specific technological primitives, and the benefits to them. This crypto-native approach simplified the go-to-market motion — which spans everything from business development and product marketing to sales and customer success — for most crypto companies.

But over the last year, customers interested in crypto industry products have broadened significantly. Consider these data points, which go beyond