General
Maximize the founder’s value in sales — forever
28/07/25, 00:00
Who is it for?
Founders and revenue leaders at B2B SaaS companies looking for practical GTM and revenue guidance.
When to use?
When you want a clear approach to a commercial problem and a practical next step.
One of the most consistent patterns I see in early-stage companies: Founders can sell — often better than trained AEs.
One of the most consistent patterns I see in early-stage companies: Founders can sell — often better than trained AEs.
They’ve lived the problem. They speak with authority. They build trust fast.
That’s how most companies get to $1M in revenue. Then they bring in a sales team… and founders often step back too far.
Recently, a founder told me: If the team gets me on the call, I can close almost anything.
That’s exactly where sales teams and founders both need to lean in.
Even as the company scales, founders have two irreplaceable roles:
1️⃣ The Super-SE — No one matches the customer problem to the product value like the founder. 2️⃣ The Exec Sponsor — No one signals commitment like the founder.
The sales team drives the engagement. The Founder hits the home run (hits it for six and other sport related metaphors are available).
If you’re a founder: don’t retreat from sales — evolve your role.
If you lead a team: build systems that bring founders in at the right moments.