Greg Lawton (Nodes & Links): Why product-market fit won’t get you through enterprise procurement

<p>A product can solve a real problem and still fail to make it through enterprise procurement.</p><p><a href="https://uk.linkedin.com/in/greg-lawton-3545497b" target="_blank" rel="ugc noopener noreferrer">Greg Lawton</a>, CEO at <a href="https://nodeslinks.com/" target="_blank" rel="ugc noopener noreferrer">Nodes &amp; Links</a>, joins <a href="https://www.linkedin.com/in/andreas-euvc/" target="_blank" rel="ugc noopener noreferrer">Andreas Munk Holm</a> to explain why technical founders selling into large, risk-sensitive organisations need more than product-market fit. </p><p>Greg argues that they also need company commercial fit: the processes, security, compliance and operational maturity required for a customer to actually buy from them. </p><p>Drawing on his experience selling into defence and building Nodes &amp; Links, Greg explains why complex enterprise sales is often about clearing milestones long before revenue starts to scale. </p><p>That means understanding how decisions are really made across users, management, budget holders, IT, security and procurement. </p><p>The conversation also explores why procurement friction can become a competitive moat, how to hire for relationship-led sales, why legitimacy matters more than lead volume and how Nodes &amp; Links built auditable AI for environments where hallucinations are unacceptable.</p><p><strong>Highlights</strong></p><ul><li>Why product-market fit is not enough for complex enterprise sales</li><li>What company commercial fit means in practice</li><li>Why procurement milestones can matter more than early revenue</li><li>How multiple stakeholders shape the enterprise buying process</li><li>Why procurement barriers can reduce competition</li><li>What Greg looks for in enterprise sales hires</li><li>Why legitimacy matters more than a huge top of funnel</li><li>How Nodes &amp; Links approaches AI where outputs need to be provably reliable</li></ul><p>-------</p><p>We’re pleased to be partnering with Luxembourg Venture Days on October 14–15 at Luxexpo The Box. Explore the agenda and register here: <a href="https://www.venture-days.lu/?utm_campaign=the-real-cost-of-a-funding-round&utm_medium=referral&utm_source=www.eu.vc" target="_blank" rel="ugc noopener noreferrer">venture-days.lu</a></p><p>-------</p><p><strong>Timestamps</strong></p><ul><li>(00:00) Intro</li><li>(02:45) Why product-market fit is only the first hurdle</li><li>(05:00) Why enterprise sales is a milestone game, not a revenue game</l