Founders shouldn’t have to figure out sales alone.
Helping early-stage founders close key customers, scale their sales motion, and build high-performing teams.
Ways to work together
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GTM Advisor
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
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Fractional GTM Leader
Hands-on support designed to help you scale beyond founder-led sales with confidence.
Typical engagement includes:
Support across interviewing, hiring, and onboarding your GTM team
Sales playbook buildout
Customizable GTM projects and customer facing work based on your requirements
Hands-on sales coaching and skill development for reps
Weekly pipeline and deal reviews with 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.
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.