Founders shouldn’t have to figure out go-to-market alone.

Helping early-stage founders close key customers, scale their GTM motion, and build high-performing teams.

Ways to work together

  • GTM Advisory

    Flexible support for founders 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

    Weekly pipeline reviews

    Support with developing ICP, messaging, positioning, and pitch

    Sales process and playbook consulting

    Support with hiring founding GTM team

Rob Williams, Principal

Portrait of a young man with red hair and beard, wearing a black shirt, standing in front of a brick wall.

Rob Williams is a sales advisor who helps founders of early-stage B2B SaaS startups build go-to-market engines that scale.

He’s directly supported two companies on their journey from Seed to Series B — most recently at Merge, where he contributed to revenue growth from $150K to $10M+ ARR in under two years and guided the development of a sales organization that scaled from 0 to 20 people.

With over a decade of experience in technical sales, Rob thrives in fast-moving environments where expectations are high and execution matters. He partners closely with founders to accelerate revenue, close key customers, and build high performing GTM teams.

Rob loves the early stages of company building and brings the experience, energy, and GTM expertise to help founders scale to tens of millions in ARR.