Isa Sher

Isa SherOct 14, 2026

Leaving a senior sales leadership role to become a founding AE at a pre-seed company was one of the scariest decisions I’ve made. Today it feels a bit less scary. I was in a really solid career, leading the top-performing team at a well-known SaaS company. Joining a pre-seed startup was a complete 180. But I’d felt the problem Symbe solves first-hand. Getting a team to consistently sell on value, demonstrate ROI and articulate economic impact to a CFO who never joins the sales call is hard. For reps, linking features and outcomes to economic value is complex and time-consuming. It’s easy to push aside when you’re juggling everything else. As a leader, you can’t be on every call, so doing it well across every deal hits a natural bottleneck. Believing in the problem is one thing. Getting the market to understand you’re building a category to solve it is another. So I’m really proud to share that Symbe has raised $5.7M led by Kfund It reflects the traction we’ve built over the last few months, and it’s a clear sign we’re solving something real. The last few months have been all about learning and building for me, but the foundations are in. 2027 is going to be a big one. Here’s to team Symbe, and thank you to our investors and current customers. This rocketship is only just getting started. P.S. We just launched our brand new website... so definitely check it out: www.symbe.co

Isa SherOct 9, 2026

Social media addiction is becoming a bit of a problem for me. I'm noticing more and more that I keep reaching for my phone whilst waiting for even the smallest tasks to complete. I'm prioritising scrolling endlessly through short-form videos over watching a movie, or a TV series, playing a video-game or reading a book. It's like my attention span just isn't what it used to be. And I REALLY DON'T LIKE IT... It feels like I'm building a really bad habit, so I've decided to do something about it. I've seen Brick advertised for a while now so I decided to take the plunge. For those of you who don't know what it does, it's a plastic "brick" that you have to tap on your phone on to unlock any apps that you want. This creates a physical barrier to all the times you subconsciously grab your phone to check social media. Because to access these apps you have to get up, go get the brick and tap your device to it. In theory, it should break the habit over time. If anyone else feels like breaking this habit and investing time back into hobbies, passion products or just anything other than doomscrolling, I'd recommend it! I'd also love to hear how that journey goes for you! P.S. The irony of posting this on social media is not lost on me 🤣

Isa SherOct 15, 2026

You win the tech. Who wins the budget? That was the question we put to a table of Solution Engineers and pre-sales leaders last night at Bob Bob Ricard City, for the first pre-sales edition of our value selling dinners. Every SE knows this moment. The POV hits every success criterion and the champion loves it. Then the quote lands, and suddenly there’s no budget. That’s not an SE problem. It’s a value problem. A few ideas we kept coming back to: Success criteria aren’t business value. A POV proves the product works. It doesn’t prove what it’s worth, and CFOs sign off investments, not passed test cases. You tell the story once. Your champion retells it five times. They retell it to the CFO, IT, procurement, ops and the exec sponsor, and you’re in none of those rooms. A champion isn’t someone who likes you. It’s someone who can sell for you when you’re not there. Everything has to ladder up to economic value. Feature, capability, team outcome and company objective are all useful steps. But only the £ impact on a company-wide objective means the same thing to every stakeholder. Most of us stop a rung or two short. Value needs to run through the whole POV, not just the end of it. The SE should work with the SE the value drivers in discovery, and the AE collects the inputs. Success criteria become the value scorecard, and POV results feed the ROI as you go. AE and CS then inherit the case at handoff, so it doesn’t get rebuilt from scratch. The point that landed hardest: if the buyer won’t put their own numbers in, that’s your qualification signal. Huge thanks to everyone who joined us from Shopify, Vertice, BMC Helix, HubSpot, Oracle, Dialpad, Zendesk, Certinia, Medallia, Deltek and Klaviyo. First one for pre-sales. Won’t be the last.