Here’s a short presentation by Jay Simons on how Atlassian built and scales their B2B self-service* sales process. I think a lot of us doing B2B here will find themselves in the description, but it’s great to see that it’s possible to scale this model:
*) Atlassian often points out that they don’t have sales persons, but I’m not sure how accurate this is. They do have Customer Advocates, who apparently mainly educate/support customers instead of trying to push/sell licenses. I guess it depends on your definition of sales person.