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Founder-Led Sales Audit & Optimization

Founder-led organizations often grow fast, but not always with structure. Sales becomes a mix of instinct, hustle, and founder charisma, leaving the team unsure how to replicate what works.

 

My role is to step in as an outside expert, evaluate your current sales process end-to-end, uncover gaps, and translate your founder knowledge into a repeatable, scalable system. This gives you clarity, a clean blueprint to execute, and the confidence that your revenue engine isn’t dependent on one person.​

Sales Process & Funnel Audit

  • Review current discovery, demo, and follow-up workflows

  • Analyze funnel conversion points and time-to-close

  • Identify bottlenecks, inconsistencies, and lost deal patterns

Systems & Infrastructure Assessment

  • Audit CRM setup, lead stages, fields, and reporting

  • Review tools (prospecting, integrations, sequencing)

  • Identify areas to improve hygiene, visibility, and efficiency

Messaging & Positioning Review

  • Evaluate pitch decks, one-pagers, emails, and outreach

  • Tighten the value prop & align it to the buyer pain point

  • Clarify ICP (Ideal Client Profile) and segment priorities

Team & Role Clarity

  • Assess skills, responsibilities, and fit for each revenue-impacting role

  • Identify where founders are over involved or under leveraged

  • Recommend org structure & handoff points

Four Pillars of My Approach

Founder Reality First

I don’t force templates or theory. Rather I start with what you’ve built: your strengths, your story, your instincts and build the process around that. The system needs to reflect your DNA, not replace it.

Radical Clarity & Simplification

Founders don’t need complexity; they need a clear and repeatable path. I turn scattered notes, undocumented knowledge, and ad-hoc workflows into a simple, documented, actionable process the entire team can follow.

Evidence-Driven Recommendations

Every recommendation is tied directly to data, patterns, and practical observation. No fluff. No buzzwords. Just the changes that will make the biggest difference, fastest.

Bridge to Scalable Growth

The outcome isn’t just a cleaned-up process...it’s the foundation for a scalable revenue engine. The work sets you up to hire your first/next salesperson, hand off deals confidently, and grow without burning the founder out

TESTIMONIALS

"Working with Joel Cessna has been a game-changer for me, both as a salesperson and a sales manager. His authentic approach to sales, focusing on building genuine relationships and developing a deep understanding of clients' needs, really resonated with me and informed the way I approach business development."

Sales Manager, Massachusetts

Jeff Steblea

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