Stop Guessing. Start Growing.
Build Sales Infrastructure Before Your First Hire
90% of first sales hires fail within 12 months. Not because they're bad at sales — because there's no system for them to execute.
I help founder-led B2B companies build the positioning, messaging, and processes your first sales rep needs to succeed — using the same approach that grew Fresh Tilled Soil from $3M to $5M ARR.
The $150K Mistake Most Founders Make
Just Hire a Good Salesperson
You assume a talented rep will "figure it out." They don't. They need documented systems, not guesswork
We'll Build It Together
You hire someone expecting them to help create the playbook. That's not a sales role — that's a CRO role at $150K+
We Need Revenue Now
Desperation hiring creates a 6-month death spiral: poor onboarding → slow ramp → missed quota → blame → turnover.
They Have Experience
Prior sales experience doesn't matter without infrastructure. Even great reps need a system to execute
What Actually Works: Infrastructure Before Hiring
Before you post that job description, you need these six foundational systems:
Clear Positioning
Document your WHO/WHAT/WHY (not "we help companies grow"). Your first hire needs to articulate value in 30 seconds.
Messaging Matrix
Map personas, pain points, and discovery questions. Reps know exactly what to say to each buyer type.
Prospecting System
Trigger-based outreach (not random cold calls). Your hire knows who to target and when.
Discovery Framework
45-minute conversation structure that qualifies and positions. Every call follows the same proven pattern.
Qualification Scorecard
Objective criteria for pursuing opportunities. No more chasing deals that won't close.
AI Learning Loop
Every call follows the same proven pattern" style: Your discovery gets measurably sharper every week, automatically.
Build this infrastructure first. Then hire. Your first rep walks into a system designed for them to win.
What Happens When You Build Infrastructure First
90 Days to First Deal
First hires with documented infrastructure close their first deal within 90 days (vs. 6+ months without systems)
$150K+ Saved
Avoiding a failed hire pays for the playbook 6x over
From $100K to $5M
The same approach that grew Fresh Tilled Soil's ARR — now systematized for your first hire
16+ years building B2B revenue engine
Fresh Tilled Soil employee #3 | Currently CRO at Metaspex
EXPERTISE SPANNING
Digital Product & UX Agencies | Enterprise Technology Platforms | Strategic Consulting Firms | Marketing Technology Providers |
|---|---|---|---|
Built for Growing B2B Tech Companies
This approach works for companies large enough to have real challenges, small enough to move decisively.
SaaS & Tech Companies
Recurring revenue models needing predictable pipeline and scalable sales processes
Digital Agencies
Service firms ready to move beyond founder-led sales and build systematic new business
Tech-Enabled Services
B2B companies leveraging technology to deliver professional services at scale
Fintech & Transformation
Companies disrupting traditional industries with digital solutions and complex sales cycles
Built for seed-stage tech companies ($500K-$5M ARR) and boutique agencies ($1M-$8M) ready to systematize revenue
Three Ways to Work Together
Most Popular
First Hire Growth Playbook
Complete System Development
Complete infrastructure build: positioning, messaging, prospecting systems, discovery frameworks, qualification scorecards, and 90-day onboarding plan. Your first hire walks into a system designed for success and the AI Learning Loop so your discovery framework gets measurably sharper every week."
Fractional CRO
Embedded Leadership
Embedded revenue leadership for companies who hired without infrastructure (and want to save the hire) or who are scaling from 1 rep to 3+. Strategic direction + hands-on execution as you grow. Includes the AI Learning Loop running continuously, your team's discovery and objection handling improve week over week."
