You built the product. Now you need sales.
I build the motion with you, then hand it back.
You can build a product nobody else could build and still have no idea how to sell it. That isn't a character flaw. It's a missing skill.
Most early-stage B2B companies don't have a sales problem. They have a "nobody has built the sales motion yet" problem.
The product works. A few customers said yes. And every new deal still depends on the founder improvising.
Hiring a rep doesn't fix it. A first sales hire inherits whatever motion exists, and when none does, the hire fails and the founder blames the hire.
Build the motion first. Then hire into it.
Two stages. Two paths.
Early-stage B2B technology founders. Click your stage.
Pre-seed
Product in market or weeks away. Zero to a handful of customers.
The founder is the sales team. You need the first ten customers, then a repeatable way to find the next ten that doesn't depend on luck or a warm intro.
Path: Diagnostic → Founder Sales Coaching → À la carte as needed.
Seed
A few paying customers. Revenue still depends on you in every call.
Investors are asking about pipeline. The company needs a motion that works without the founder on every call.
Path: Diagnostic → GTM Sprint → Fractional GTM Advisor.
Not a fit: pre-product companies without a build date, and anyone looking for commission-only sales.
Every engagement starts here.
The Diagnostic is the starting point. From there, the path depends on your stage.
- Everyone starts here: GTM Diagnostic, one week
- Pre-seedFounder Sales Coaching, then à la carte as needed
- Seed and beyondGTM Sprint, then Fractional GTM Advisor
What's available
One week · Starting point for every client
- Review of product, customers, pipeline, and current sales process
- One 60-minute working session
- Written diagnostic: the two or three things actually blocking revenue, ranked, with what to do first
Founders who continue into the Sprint start at week two. $1,500 Diagnostic fee credited toward Sprint.
Pre-seed path · You bring the deal, we work it
- 60-minute working sessions on live deals, outreach, and calls
- One async review between sessions, 48-hour turnaround
Four weeks, fixed scope · Seed and beyond path
From "we built it" to "here's how we sell it." Diagnostic credited toward Sprint cost.
Diagnose
Where revenue is stuck and why.
- Product and market review
- Customer and pipeline review
- Prioritized revenue bottlenecks
Define
Who you sell to and how you win.
- Ideal customer profile and buyer definition
- Recommended sales motion
- Qualification criteria and discovery framework
Prove
Run the motion on live conversations.
- Working session on real deals and outreach
- Adjust against what the market says back
Plan
A 90-day plan you can run without me.
- 90-day revenue plan with priorities and owners
- Handoff session
What you walk away with
Revenue Diagnostic
Where deals stall and why.
ICP & Sales Motion Blueprint
Who you sell to, how you qualify, how you run discovery.
90-Day Revenue Plan
Priorities, sequence, and a handoff so you can run it yourself.
3-month minimum · One anchor client at a time
Ongoing sales leadership without the executive hire.
- One 60-minute weekly call: pipeline review, deal coaching, the founder decisions that shouldn't wait
- One async review per week, 48-hour response
- Partner and channel strategy included
One Advisor client at a time, on purpose. Whoever holds the seat has my full attention.
Any stage · Fixed price, fixed deliverable
| Sales call reviewSend a recording, get written feedback within 3 business days. | $350 |
| Outreach messaging packEmail and LinkedIn sequences for one ICP, ready to send. | $750 |
| Partner & channel strategy session90 minutes plus written recommendations. | $900 |
| Founder-led sales playbookStages, discovery framework, qualification, pipeline setup. | $1,500 |
Simple terms. No surprises.
Cash only
No commission. No equity. You pay for the work, not a share of what the work produces.
Scoped deliverables
Named hours, named outputs, stated response times. You know exactly what you're getting before we start.
No revenue promises
I promise the work and the assets. Revenue, booked meetings, and closed deals are yours to run with.
Diagnostic and Sprint: 50% upfront. Coaching: prepaid. Advisor: billed monthly in advance.
Cher MacElhaney
More than a decade building and leading technology sales organizations, most recently as Global Head of Partner Sales & Success at Amazon. My experience spans GTM strategy, revenue ownership, partner strategy, enablement, customer success, and global commercial programs.
I'm also building yuli, a child safety technology company. Building a company from the ground up means I live the same ambiguity I help founders work through.