92.4
Concept
Founder-led sales
Founder-led sales means you own discovery, demo, and close until pitch, proof, and pricing are handoff-ready. Hiring AEs before you can win deals burns runway. If you cannot explain the last five wins, you do not have a sales-hire problem yet.
Where founders get this wrong
- Hiring AEs to 'scale' before the founder has closed enough deals to teach the motion.
- Confusing activity (demos booked) with learning (why buyers say yes or no).
- Handing off before ICP, objection map, and proof points are written down.
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Related concepts
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