How an enterprise group moves from a first conversation to a live venue - and where each person plugs in along the way.
There's a lot of excitement around Fox, and plenty of groups are keen. The problem isn't demand - it's that nobody has a full picture of where every deal sits. This flow exists so one person (Stefan) owns the pipeline end to end: what's coming in top of funnel, where everything's at in the middle, and what's happening at the bottom. Luca stays focused on product, engineering and customer experience. Currently we can run around five enterprise accounts at once - to scale beyond that we need to add PM and engineering capacity. Until then, we set expectations honestly and stagger groups rather than overcommit.
This can come from anyone - account managers, salespeople, whoever has the relationship. The goal is simple: get the NDA signed and gauge whether the group has genuine interest in Fox. Frame where the product is heading, share that we're going live alongside our first customers, and read the room.
Outcome: NDA signed, genuine interest confirmed.
Once the NDA is signed, Stefan gets brought into the conversation. This is either a chat with the AM who owns the relationship or a follow-up call directly with the customer. This isn't a demo - it's understanding how keen they actually are and whether they warrant a proper run-through with Luca.
Stefan is the gatekeeper before anything hits Luca. If a group isn't serious or the timing doesn't work, this is where it gets filtered.
Luca and an engineer walk the group through the full product and vision. This is a 90-minute in-person session and it needs all major stakeholders in the room - doing this online loses people every time.
Batch these by city: line up several groups across one or two days so the trip always carries its weight. Stefan should be at these meetings where possible.
After the run-through, Stefan follows up and locks in a dedicated feedback session. The framing is clear: this is a two-way relationship - if we go live and it doesn't work, that's on both parties. They need to be genuinely engaged.
About a week after the feedback session, the group completes a structured feedback form (not just an email) covering what they thought of the session, what they'd want done differently, and any specific requirements. Stefan sends the form and chases the response.
Once the list is in, Stefan and Luca have a joint conversation about the group. Is this the right customer? Are they qualified? Do we have the capacity? Only after that alignment does it move to commercials.
Stefan runs the commercial conversation. Pricing is kept simple - typically around a 25% discount on what the group currently pays SevenRooms or Ivy. Once agreed, Stefan owns the project management of slotting the group into onboarding and coordinating the go-live timeline.
One person should have a full understanding of where everything's at. Luca focuses on product, engineering and customer experience. Stefan focuses on top-of-funnel, mid-funnel status, and end-of-funnel execution.
First touch can be remote. The demo and vision cannot. Batch in-person meetings by city so every trip carries two or more.
Better to keep groups warm and offer later slots than to promise a timeline we can't deliver on. As capacity grows, the pipeline grows with it.
Be in the venues for go-lives where possible. Watching real people use the product teaches more than any pipeline call.