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Hello Fellow Founder,

Congratulations on reaching initial levels of Product-Market Fit your business! This is a significant achievement in the entrepreneurial journey, and it deserves a virtual high five.

But now, you may be realizing the stark truth:

Great Products Don’t Sell Themselves

You likely have a customer acquisition channel that’s working. It’s bringing leads in, but you may be wondering how to install a repeatable, scalable sales process that delivers results over and over.

This is the time to elevate your Go To Market strategy to grow your business further.

I understand this journey well.

My experiences with Castos, growing them from scratch to over $100k+/mo MRR, have shown first hand the importance of having a strong sales motion in a business.

And I believe you can do this too.

The strategies in this sales growth phase will differ from those you used to start your business. You’ll face new challenges like scaling your sales processes, refining your customer acquisition strategies, and leveraging different business levers for growth.

Recognizing the need for a sales coach shows you’re already ahead.

Who Am I?

In case we haven’t met before, let me tell you a bit about myself and what I’ve done professionally recently:

  • I’m currently the Founder and CEO of Castos, an industry leading podcast hosting SaaS platform.
  • I previously founded and later merged PodcastMotor into the Castos brand in an equity deal.
  • I’ve raised over $1M in funding for my businesses.
  • I’ve sold well over $20M in SaaS and Productize Service engagements in my startup career. Entirely remotely.
  • Before startup life my background is in enterprise medical sales working for companies such as Johnson & Johnson and Boston Scientific.
  • I’m a 3x published author, international speaker, and (at this point) veteran podcaster
  • I’ve been featured in several startup publications such as Forbes, LifeWire, SaaS Magazine, and in The SaaS Playbook by Rob Walling.
  • I’ve been a guest on over 100 different podcasts, and have published thousands more of my own, all talking about startups, founder life, growth and sales.

You’re probably aware of generic coaching programs that offer standard content irrelevant to your specific needs.

Unlike them, as someone actively growing my business, I understand the reality of founder-led sales, and am still an operator, still running the day-to-day of a mid 7-figure business.

The tough decision to make is which sales coach is right for you.

Without knowing more about you and your business, I don’t have an answer, but let me share a bit about who I am a good fit for…

📣
Craig has been a game changer for our GTM. He’s helped us across our technology, sales process, business intelligence and most importantly how we prioritize our time to achieve the greatest results. His self-disclosure and personal experiences as an operator have been invaluable to our team as we’ve launched and started to get customers. Most impressive of all, Craig gives without asking and is a joy to work with. Couldn’t recommend a better sales coach. ~ Jonah Salita: Founder at Diall

Who I May Be A Good Sales Coach For

Let’s explore more about my strong suits and where I can offer real value to help founders grow their businesses.

1. You Are > $20k MRR

This is my sweetspot and I have grown a couple of businesses past this point

You’ve found product-market fit but you may be struggling to find a repeatable, profitable, and scalable customer acquisition strategy.

Maybe you had a big ProductHunt launch that got you some initial customers. Maybe you tapped your personal network.

But now it’s time to build a real business, and a real customer acquisition machine.

You may have a bit of extra cash and need help deciding who (and how) to make those first critical hires.

Or you may be mostly on the right path, but just need an objective third party perspective on things that are going on in your business.

2. Founder Led Sales

My background is in engineering, and I’ll tell you, technical salespeople are hands down the best. It’s a lot easier to teach a technical person sales than it is teach a salesperson the technical side of the business.

Bonus points if you’re a founder…I believe that in every business the founders should be the first salespeople. We have superpowers that nobody can replicate.

Sure you might end up hiring dedicated sales people in the future (that’s the goal!) but you need to be the one to implement a disciplined sales process in your business.

3. Bootstrapped or Funded

As I mentioned, I’ve run my businesses completely bootstrapped and have raised angel rounds for one. Additionally, I was fortunate enough to become a founding member of the inaugural batch of the TinySeed startup accelerator.

The math is different depending on whether your business is entirely bootstrapped, if you’ve raised a bit of money, or if you’re truly VC-backed. How you sell, who you hire, how you scale are all very different depending on the path that your business is on.

I’d help you navigate those decisions to build the sales organization that your business needs in your unique circumstance.

4. Process-Driven Sales

Putting my humble shield down for a minute, there are a few things I’m really quite good at.

Sales:

In my previous work life, I had experience in enterprise-level sales in the medical field. So I know how to navigate a long, complex sales cycle with multiple stakeholders, and negotiating multiple 7-figure, multi-year contracts.

If it’s your first time trying to crack enterprise, B2B sales, the nomenclature alone of what needs to get done, who needs to sign off on it, and even how you’ll get paid is daunting. You don’t have to go it alone.

It’s often surprising (and a bit sad) to see great products and potentially great companies that haven’t mastered how to sell their product to the market effectively.

This is where I get the most enjoyment in my day-to-day running of Castos, and where I think I can give massive value to coaching clients.

Marketing

Sales is no good if you don’t have any leads. And some businesses are fortunate enough not to require a real sales function. Product Led Growth and self-serve SaaS businesses usually don’t have any active sales process for the majority of their customers.

In these cases, it’s all about effective digital marketing to attract new leads to your solution, and show them that it is the answer to their prayers.

Easier said than done, but this is the stuff that I’m working on every day of my work life as the founder and chief marketing strategist of Castos.

Of all the roles I could ever delegate away, this is probably the one I’ll never give up.

It is the highest value thing I ever do in my business, I love it and it totally energizes me, and would be great to help you with yours.

📣
Craig is an emphatic listener. After a first in-depth discussion he helped reframing problems in my SaaS into goals with actionable steps. Craig knows Saas and sales, and has the experience to back it up. I wholeheartedly recommend to work with Craig. ~ Marc Hoffman: Phased Locked

Let’s Chat!

Ultimately, great sales is a combination of art and science. Navigating this complicated mix is imperative as you level yourself up in your founder-led sales journey.

If you’ve gotten this far, you’re a founder with some revenue, a great product, and goals of growing your business to $100k/mo and beyond…but just need a bit of help with sales so you can grow effectively.

I’d love to talk.

Let’s find a time to chat where you can learn more about me, and I can learn more about your business to see if we might be a good fit to work together.

Look forward to speaking soon.

Schedule A Free Intro Call With Me