Founder Sales Playbook
Your instincts codified. How you sell, why it works, and how someone else can learn it. Not a generic playbook — yours.
You've been closing every deal yourself. It got you here. It won't get you to the next stage.
You're the best salesperson in your company. That's not a compliment — it's a problem. Every deal runs through you. Every relationship depends on you. Every key conversation requires you in the room.
Before you hire a VP of Sales, ask yourself: what are they walking into? If the answer is "nothing but my personal relationships and instincts," you're setting them up to fail.
In 8-12 weeks, I work alongside you on live deals to extract what makes you effective — the instincts, the relationship patterns, the judgment calls — and make it transferable. We build the infrastructure your first sales hire actually needs: documented ICP, repeatable process, CRM that works, and a 30/60/90 plan they can execute from day one.
You don't stop selling. You keep closing deals while we build what comes after you.
What 8-12 Weeks Looks Like
Phase 1 →
Weeks 1-2: Shadow & Extract
I work alongside you on live deals. Not watching from a distance — in the calls, in the follow-ups, in the negotiations. I'm mapping what you do instinctively that you've never documented.
Phase 2→
Weeks 3-5: Document & Codify
Your selling instincts become a repeatable playbook. ICP documented. Sales stages defined. Objection handling captured. The things you do without thinking get written down so someone else can learn them.
Phase 3 →
Weeks 6-8: Build the Infrastructure
CRM architecture, pipeline stages, reporting, templates, pricing documentation. Everything a new hire needs to operate without having to guess or constantly ask you.
Phase 4 ↓
Weeks 9-12: Hiring Blueprint & Handoff
A clear job description for your first sales hire — based on what we learned about what the role actually needs, not what a generic VP of Sales job posting says. Plus a 30/60/90 day plan they can execute from day one.
What You Walk Away With
CRM & Infrastructure
Pipeline stages, reporting, templates, and workflows built so your first hire can operate from day one instead of building from scratch.
ICP Documentation
Who you actually sell to, how they buy, what matters to them. Documented from your real deals, not assumptions.
Hiring Blueprint
Job description, compensation framework, interview criteria, and a 30/60/90 plan. Built from what the role actually needs.
Let's Build the Foundation
Investment is in the low-to-mid five figures over 8-12 weeks, scoped to the complexity of your sales motion. Most founders start with a conversation about where they are and what they're building toward.
FAQ
Do I stop selling during this?
No. You keep selling — that's the point. I work alongside you on live deals, so nothing slows down. The extraction happens in the real work, not in a conference room.
What if I'm not sure I need a sales hire yet?
That's fine. This engagement gives you clarity on what the hire should look like and when you actually need one. Some founders realize they need more infrastructure before they need a person. You'll know by the end.
What if my sales process is just... me being me?
That's the most common starting point. What feels like "just being me" is actually a set of patterns — how you qualify, how you build relationships, how you handle objections, when you push and when you wait. I've done this extraction enough times to know that founder instincts are transferable. They just need to be made visible first.
Can this lead into a Revenue Engine Build?
Absolutely. If we discover during the extraction that the infrastructure needs go beyond just preparing for a hire — you need a full revenue engine — we can scope a combined or sequential engagement.