Founders shouldn’t have to figure out sales alone.
Helping early-stage founders close key customers, design their sales process and build high-performing teams on the journey from $0 to $20M ARR and beyond.
Ways to work together
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Sales Coach / GTM Advisor
Flexible support for navigating founder-led sales. Strategic guidance on customer acquisition, messaging, and building repeatable sales processes to drive initial traction and growth.
Typical engagement includes:
Hands-on sales coaching and skill development
Sales asset creation
Weekly pipeline and deal reviews
Support with developing ICP, messaging, positioning, and pitch
Support with hiring founding GTM team
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Fractional GTM Leader
Hands-on support designed to help you scale beyond founder-led sales with confidence.
Typical engagement includes:
Sales process and playbook development
Customizable GTM projects and customer facing work based on your requirements
Hands-on sales coaching and skill development for team
Weekly pipeline and deal reviews with teamSupport across interviewing, hiring, and onboarding your GTM team
Rob Williams, Principal
Rob Williams is a sales advisor who helps founders of early-stage B2B SaaS startups build go-to-market engines that scale.
With more than 10 years of experience in software sales — starting in 2015 as a top-performing seller and later as a sales leader — Rob has built and led GTM teams in high-growth environments where execution matters. He’s directly supported two companies on their journey from Seed to Series B, most recently at Merge, where he helped grow revenue from $150K to $10M+ ARR in under two years and scaled the sales organization from 0 to 20 people.
Rob partners closely with founders to accelerate revenue, close key customers, and build high-performing teams. He thrives in the early stages of company building and brings the experience, energy, and GTM expertise to help startups grow from their first sales to tens of millions in ARR.