Before you hire your first sales lead, raise your next round, or spend serious money scaling go-to-market, you need to know whether what you have built is repeatable.
Early traction can make a business look further along than it is.
Customer conversations, pilots, signed deals and a growing pipeline all create momentum, but momentum is not the same as a sales motion that scales. When a first sales hire struggles, founders often assume they hired the wrong person. Sometimes they did.
More often, the company had not yet built the commercial foundation that person needed: an ICP that was too broad, a buying trigger that was never quite clear, a sales narrative that depended too heavily on the founder being in the room.
I have sold in the messy middle, not inside a well-oiled corporate machine with a famous brand and guaranteed inbound demand, but into markets where the category was still forming and the buyer had every reason to be sceptical, building the sales motion at the same time the company was still learning what the market actually wanted. I have built pipeline from nothing more than once, closed new business, expanded accounts, and coached the teams who came after me.
We work together to pressure-test who actually buys, why they buy, and what proposition and pricing hold up under real scrutiny. You leave with a clear, evidence-based plan for reaching revenue quickly, and a commercial foundation your first sales hire can build on rather than have to work out for themselves.