From founder-led to sales-led, without the false starts.
We help early-stage founders find and close their key customers, build a sales process that repeats, and hire the team that runs it — skipping the expensive detours on the way from Seed to Series B and beyond.
Book an intro call →“Rob was an advisor as we started building our enterprise sales motion in healthcare. I was new to B2B sales at the time, and a lot of his advice shaped how I approach sales and how I run the org today. He was hands-on in early enterprise deals and helped us structure things as we scaled past $1M ARR and into our Series A. I'm a big fan and happy to be a referral anytime.”
Ali Khokhar
Co-founder & CEO, Amigo.ai
“Rob had an immeasurable impact at Siro, and raised my bar for what I can expect from a leader.”
Jake Cronin
Founder & CEO, Siro.ai
Ways to work together
Sales Coach / GTM Advisor
Best for founder-led sales
Flexible, hands-on support for founder-led sales. Building an outbound motion that generates real pipeline, sharpening your ICP, messaging, and pitch, and working deals with you week to week — so you close key customers and build a process that repeats.
Fractional Sales Leadership
Best for scaling beyond the founder
Embedded sales leadership to take the motion off your plate — owning pipeline generation and forecast, building the playbook, coaching the team through live deals, and hiring your GTM org.
From first sales to tens of millions in ARR.
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 in software sales — first as a top-performing seller, later as a sales leader — he has built and led GTM teams in high-growth environments where execution matters.
He has directly supported two companies from Seed to Series B, most recently at Merge, where he helped grow revenue from $150K to well past $10M ARR in under two years while building the sales organization from scratch.
As an advisor he has supported the founders of Siro, Amigo, LM Studio, Omnea, Vibranium Labs and more through various stages of growth. He thrives in the earliest stages of company building — closing key customers, accelerating revenue, and building high-performing teams.