Sales development for B2B founders

You can win customers.
Now build a team
that can too.

Turn what makes your selling effective into a repeatable sales motion, tested with reps and supported by AI.

Talk about your sales motion

For founders ready to move beyond leading every deal.

Who we work with

B2B founders with a pattern of customer wins, preparing to hire their first sales reps, or already hiring but still driving the deals.

The founder bottleneck

Your sales approach works.
Can someone else execute it?

Much of what makes your selling effective still lives in your head: which customers to pursue, how to explain the value, what to ask, and when a deal is worth advancing.

Hiring someone doesn’t automatically transfer that knowledge. Until another person can execute the approach, you haven’t established that your sales motion works beyond you.

Hire before it’s transferable

Reps take longer to become productive. Costs rise before revenue becomes reliable. You keep stepping in.

Keep carrying the deals

Revenue stays tied to your availability, leaving less time to build and lead the business.

How we help

Make what works repeatable.

We work with you to refine what wins customers, then test that approach with a rep. Together, we build and improve the playbooks, qualification criteria and workflows needed to repeat it.

01 / REFINE

Define the approach

Clarify who to pursue, how to explain your value and what makes an opportunity worth advancing. Turn founder knowledge into an approach a rep can use.

02 / TEST

Put it into practice

Test the approach with a rep. Build and improve sales playbooks, measurable stages and qualification criteria around what happens in real deals.

03 / REPEAT

Support execution

Implement AI around the workflows to reduce repetitive work. Measure the time saved and the quality of execution, so you have better evidence for your next sales hire.

Practical AI.
Built around the work.

AI can support account research, analyse sales conversations and reduce repetitive preparation and administration. Combined with hands-on sales development, it helps the team test and execute the sales motion with less manual effort.

Case study / Checkfirst

From an unclear sales process to measurable progress.

Checkfirst

Checkfirst helps audit and certification bodies plan and run more effective audits, working with some of the biggest certification bodies in the world.

When we started, they had six clients and real product-market fit, but revenue hadn’t caught up. Monthly burn exceeded income, with investors funding the gap.

The result, 10 months in

3New clients won
£125kNew ARR won
£660kARR in live pipelineAcross 7 deals · not closed revenue

The starting point

  • No defined ideal customer profile or clarity on who to pursue.
  • No prescribed sales process, measurable stages or exit criteria.
  • No qualification methodology to assess deal progress.
  • Deals discussed and chased for months without moving.
  • A £1.2m ARR target (24 new customers at £50k ACV) missed consistently.

What we built

  • A defined ICP: who to go after, and who not to.
  • A roundtable series and industry event presence to generate pipeline.
  • A five-stage B2B sales process with defined exit criteria.
  • MEDDIC qualification across the four-person sales team.
  • Weekly pipeline reviews and quarterly business reviews.
  • Five AI agents for account research, prospect sourcing, pre-call analysis, inbound lead qualification and discovery-call feedback.

Results reflect the first 10 months of the engagement.

Why the approach matters

More capacity needs
a clear sales motion.

Hiring a sales leader or more reps

Hires can add capacity, but if the approach is still unclear, they must discover it while carrying revenue expectations.

Continuing to lead every deal

This protects sales in the short term, but leaves the business dependent on the founder.

Bringing in a lead generation agency

More opportunities can help, but the team still needs a consistent way to qualify and convert them.

Build beyond founder-led sales

Give your team an approach
they can execute.

Let’s discuss where your sales motion depends on you and what it would take to make it repeatable.

Book a GTM strategy conversation