How PVFARM wins six-figure enterprise deals in a finite market | Maksim Markevich

What does go-to-market look like when your entire market has only around 500 potential customers? In this episode of Finite Markets Lab, I talk with Maksim Markevich, co-founder and CTO of PVFARM, a software company helping engineers design and optimise large-scale solar and battery storage projects. PVFARM operates in a highly specialised B2B market, with an average contract value of around $40K and its largest accounts worth hundreds of thousands of dollars. We get into the actual mechanics of winning and expanding enterprise accounts, building trust in a risk-averse industry, and making GTM repeatable beyond the founders. What we cover: Why better software doesn't necessarily win. Established competitors have decades of industry trust that new technology alone can't replace. How to navigate complex buying committees. A real example of managing engineers, innovation teams, and decision-makers in parallel. Why attention is cheap, but trust is expensive. What works for PVFARM in marketing, and why mass outreach and paid ads have been disappointing. How to approach industry conferences. Why the team focuses on relationships rather than product demos. Why account expansion beats chasing new logos. Prioritizing net revenue retention, increasing adoption, and building adjacent products for existing customers. How to reduce founder dependency. Why the same skills that help founders win their first deals can eventually prevent a company from scaling. One of my favorite parts is Maksim's breakdown of an actual enterprise sales process. Three stakeholder groups, three different motivations, and three parallel conversations that all had to succeed. If you're a founder selling complex B2B software to a relatively small number of enterprise buyers, this conversation is for you. About the guest Maksim Markevich is the co-founder and CTO of PVFARM and CEO of SUNBIM. With a background in structural engineering and software development, he builds specialized software for complex engineering industries. PVFARM: https://www.pvfarm.io Chapters 00:00 Introduction to Maksim and PVFARM 00:53 From structural engineering to software entrepreneurship 04:29 Market structure and the 500 potential buyers 07:49 Enterprise buying committees and organizational change 10:09 Why innovative software alone doesn't win customers 14:52 How PVFARM wins its first enterprise relationships 15:55 Bottom-up vs. top-down enterprise sales 18:21 A real example of multi-threading an enterprise account 25:21 How marketing supports enterprise sales 26:22 Attention is cheap, trust is expensive 30:59 Why cold outreach and paid ads underperform 33:24 Why PVFARM avoids demos at conferences 35:08 Building repeatable GTM playbooks 38:54 The economics of a finite B2B market 40:23 Account expansion and net revenue retention 42:08 Growing through adjacent products 45:34 Trust as a competitive advantage 49:34 Founder dependency and scaling sales 56:39 Final thoughts and recommendations About Finite Markets Lab Conversations with founders and operators building B2B companies in finite markets, where buyers are limited, sales are complex, and relationships matter more than volume. Hosted by Tihon Erofeenko. #B2BSales #GoToMarket #EnterpriseSales #FiniteMarkets #PVFARM