Sales & growth
A commercial motion that outlasts your instinct.
The founders' record
- New and expansion business closed by the founders across their careers.
- Closed
$85M+
TCV · $25M+ ACV
closed by the founders
- Further business closed by teams the founders led or sold alongside.
- Influenced
$35M+
TCV · $9M+ ACV
influenced across teams
- Enterprise deals studied, from first call to close or loss.
- Studied
50+
enterprise deals studied
- Recorded sales calls analysed for what wins and what loses deals.
- Analysed
1,400
sales calls analysed
What matters
What sales leaders are judged on.
Pipeline you can trust
Fewer deals that were never real, and a clear reason for every one that is.
Speed to lead
Every serious enquiry answered while the buyer still cares.
Forecasts that hold
A number the board can plan on, built from evidence rather than optimism.
Sellers selling
Hours back from research, admin and CRM upkeep, spent with buyers.
Walkthrough
The same request, three ways.
The request
Web formDana Reyes, VP Operations, Acme Robotics
Demo request
We open in Berlin and Paris next quarter.
Can we see how this would work for a team of 40?
Autonomy level 1
Deployed AI
A chat assistant. Someone asks, it answers, people do the rest.
- A person types
Write a follow-up email to a VP Operations at a robotics company who asked for a demo.
- AI replies
Hi Dana, thanks for your interest! We'd love to show you how our platform helps teams work smarter. Are you free for a quick call this week?
- Person
Seller. Researches the account, checks the CRM for an owner, rewrites the email, books a slot and logs it by hand.
3 steps · one to a person · about 40 minutes per lead
- How long
- About 40 minutes per lead
- Who does the work
- The seller does the research and the follow-up
- What keeps it safe
- None: a generic draft, nothing recorded
- What goes to people
- Everything
Autonomy level 2
Specialised AI
It works from your data and tools and prepares the work. A person approves.
- Trigger
The demo request lands in the CRM.
- Tools
crm.account("Acme Robotics") · research.signals(90 days)Returned: New account, no owner. Series B. A new VP Revenue three weeks ago. Hiring in Berlin and Paris.
- AI replies
A brief and a draft email that ties their European expansion to the cost of opening each new region. Every claim is tagged confirmed, signal or inferred.
- Person
Seller. Changes two lines and sends.
Edited - Record
[09:14]Email and brief saved to the account; a follow-up task set for day three.
5 steps · one to a person · about 8 minutes of the seller's time
- How long
- About 8 minutes of the seller's time
- Who does the work
- AI prepares, the seller decides
- What keeps it safe
- Sources tagged; nothing sent without the seller
- What goes to people
- Every email
Autonomy level 3
Operational AI
It runs the process within set limits, logs every step and hands people the exceptions.
- Trigger
Every inbound request, at any hour.
- Rule
Check ownership first: an existing customer or an open deal goes straight to its owner.
Not a fit for the ideal customer profile: a helpful reply and a resource, no meeting.
- Tools
crm.owner("Acme Robotics") · calendar.free("Europe team", 3 days)Returned: No owner. A strong fit. Territory: Europe. Deal size: mid-market.
- Action
A brief, a tailored first email and a booking link into the right seller's diary, sent within five minutes from approved templates.
- Person
Exception: goes to a person
Account executive. Strategic accounts above the agreed deal size skip the template. The brief goes to an account executive, who calls the same day.
Escalated - Record
[09:03]Every touch, source and reply written to the CRM.
- Report
Weekly to the head of sales: speed to lead, meetings booked, pipeline created, and the messages that did not land.
7 steps · one to a person · five minutes to a first reply
- How long
- Five minutes to a first reply
- Who does the work
- AI runs first response; people own the relationships
- What keeps it safe
- Ownership check, approved templates, CRM record
- What goes to people
- Strategic accounts and every reply
Controls
- Owner
- Head of sales operations
- Measure
- Speed to lead and meetings booked
- Limit
- Approved templates; strategic accounts to a person
- Log
- Every touch in the CRM
- Fallback
- Leads queue for the team
- Stop
- One switch pauses all sending
Illustrative: names, figures and timings are invented.
The engine we install
We install the engine. You keep the motion.
Selling has changed.
Deals now turn on two fluencies at once, technical and commercial, and on AI that does real work rather than sitting in the pitch. Both our founders started as engineers, so we lead the technical conversation ourselves.
| The old motion | The motion we build |
|---|---|
| The founder's instinct in every deal | A motion a first hire can run |
| Research and outreach by hand | AI across research, outreach and call preparation |
| One thread, one champion | Several threads, up to the economic buyer |
| Pitch first, discover later | Discovery first, value in the buyer's numbers |
Five moves, from instinct to a system.
Diagnose
We study your motion the way we study enterprise deals: evidence first. Seven areas, and the two or three constraints holding your number back.
Rebuild the motion
Qualification, discovery and a value story that hold up in front of a technical buyer and a CFO. Written down, so a new seller can run it.
Put AI to work across it
Account research, outreach, call preparation and CRM upkeep. The AI takes the busywork; your team keeps the judgement.
Run it alongside you
We work your live deals with you, part-time, until the motion holds without the founder in every one.
Hand it over
You keep the motion, the playbooks and the AI workflows, each with a named owner. We build capability, not dependency.
What we build and run
From a demo request to an approved first email.
- Request09:06
- Research09:06
- Draft09:07
- Approve09:13
- Record09:14
Account brief
6 sources read
Acme Robotics
- CompanyIndustrial automation, Series B, about 180 peopleConfirmed
- CRMA new account, with no owner yetConfirmed
- SignalA new VP Revenue started three weeks agoSignal
- SignalSales roles open in Berlin and ParisSignal
- PersonaThe VP Operations owns the problem, not the budgetInferred
- PersonaThe CFO signs, and weighs margin over featuresInferred
Tie the European push to the cost of opening each new region.
Sources
- Company website
- Funding news
- Job listings
- Leadership changes
- Industry press
- Your CRM
- Confirmed:
- from a primary source
- Signal:
- a recent change worth acting on
- Inferred:
- the AI's reading, for the seller to check
First email
draft.email(to: "VP Operations", angle: brief.angle)- To
- Dana Reyes, VP Operations, Acme Robotics
- Subject
- Your demo, and the cost of the European push
Hi Dana, thanks for asking for a demo.
Opening Berlin and Paris in the same quarter usually means costs run ahead of pipeline for a while.
In the demo, we will show how it would work for your team of 40.
If your CFO is weighing the cost of the push, bring them too. Does Tuesday or Thursday suit?
Approved by the seller
Two lines edited, sent 09:13
- Activity
- First email sent from the seller's mailbox
- Contacts
- Dana Reyes, VP Operations. The CFO added as economic buyer
- Sources
- Six, saved with the brief
- Next step
- Follow-up task set for day three
- How long
- About 8 minutes of the seller's time
- Who does the work
- AI prepares, the seller decides
- What keeps it safe
- Sources tagged; nothing sent without the seller
- What goes to people
- Every email
Everything we build
Built in your systems, run with your team.
- A go-to-market plan your team can run: who to sell to, why now, and how to qualify
- Research and outreach agents wired to your CRM
- Lead routing, qualification and first response
- Deal reviews and forecasts built on evidence
- Sales practice with the AI buyer simulation, as the Academy's Sales track opens
What we measure
Numbers you already track.
- Speed to lead
- Meetings booked
- Pipeline created and converted
- Forecast accuracy
- Hours given back to sellers
Results
What the work has produced.
- Client resultFounder advisory, 2025
4xARR
$200K to $800K in 12 months for a B2B services founder, after we rebuilt pricing, qualification and the AI that gave back their time.
- CoachedFounder advisory, 2025
5xpipeline
$1M to $5M for a B2B AI-security founder, through founder-led sales we coached.
- Track recordThe founders
5
Commercial functions built from zero, as first commercial hire or co-founder.
Where to start
Processes that pay back first.
2Automate with approval
Account research and call briefs
Sources tagged; the seller approves.
3Run with exceptions
Inbound routing and first response
Strategic accounts always go to a person.
3Run with exceptions
CRM updates after every call
Notes, next steps and stages kept current.
2Automate with approval
Proposals and follow-ups
Pricing and terms stay with people.
1Assist
Deal and forecast reviews
AI gathers the evidence; managers judge.
1Assist
Sales practice
An AI buyer to rehearse against, in the Academy's Sales track.
GTM scorecard
Not sure where to start? Score your go-to-market.
Eighteen questions across seven areas, in about five minutes. You get a score for each area and the one move that will help most.
What it scores
- Founder time and focus
- ICP and positioning
- Sales motion and pipeline
- Discovery and demo craft
- Value articulation
- CRM and rhythm
- AI in your commercial week
Ways to work with us
Three ways to work with us.
Diagnostic sprint
Two to four weeks
A close read of your commercial motion, and the moves that will shift your number most.
What you get
- A diagnostic across the scorecard's seven areas
- A review of qualification and the value story
- One written plan, with owners, measures and dates
- The first AI quick wins
Go-to-market programme
Usually eight to twelve weeks
We build the motion and the AI around it with your team, as a system your first sales hire can run.
What you get
- The repeatable motion, written down
- Discovery and value frameworks
- AI for research, outreach and call preparation
- Training, so your team owns it
Fractional leadership
As long as the plan needs
A senior sales leader runs the motion alongside you, in live deals, until it holds without us.
What you get
- An operator in your pipeline
- Deal strategy on the deals that matter
- Your team coached in real time
- A clean hand-over when the motion is yours
Fixed fees or retainers, agreed in writing before the work starts. How we work
The Academy
Learn to run it yourselves: the Sales track.
Practise the deal before it costs you one. The AI buyer pushes back like the real thing, and every round ends with coaching, not a verdict. The Academy is being built, and this track opens first.
The first track, with the AI buyer simulation
Buyer
We looked at three tools like yours last year. Nothing stuck. Why is this different, and why should I give you thirty minutes?
You
Fair. Most of them sell features. Before I earn the thirty minutes, what made the last three not stick?
Buyer
Honestly? They never tied it to a number our CFO actually cared about.
- Discovery86
- Value framing82
- MEDDPICC depth71
- Competitive positioning64
- Avoiding failure modes90
Coaching note: the economic buyer is not confirmed yet.