TW Sales Library

Sales Articles & Insights

Practical sales strategies, playbooks, and lessons from building and leading revenue teams.

All Founders Founding Sellers Mindset Newsletter Sales Management Sales Skills

  • How to Define Your Ideal Customer Profile (ICP) as a Startup

    This article is Part #1 of my Founder-Led Sales Series, diving deep into why ICP matters and how to develop yours. The biggest revenue mistake I see early-stage startup Founders make? Trying to sell to everyone. Early on, saying “no” to potential opportunities feels counterintuitive. As a Founder, every deal seems valuable. Every lead feels…

  • Mastering Discovery

    This article is part of my Founder-Led Sales Series, where I break down how to run discovery calls that actually close deals. Discovery is the heart and soul of sales. Deals are won because of great discovery and lost through poor discovery.  Most founders struggle with discovery because they rush toward the product. They ask…

  • What Is a Fractional CRO? Everything Startups Need to Know

    What Is a Fractional CRO? A Fractional CRO (Chief Revenue Officer) is an experienced revenue executive who works with a company on a part-time or contract basis, taking responsibility for revenue strategy, go-to-market (GTM) execution, and sales performance. Like a full-time CRO, they oversee the broader revenue organization, including Marketing, Sales, Customer Success, and the…

  • The Founder’s Guide to Demo Calls That Win Deals

    This article is part of my Founder-Led Sales Series, where I break down how to run demos that actually close deals. Most Founders go into Demo Calls with the wrong goal. They’ve spent months building the product, so the demo becomes a rehearsed walkthrough of features and benefits. They get on a call, share their…

  • The Art of Objection Handling

    This article is part of my Founder-Led Sales Series, where I’ll tackle how to handle objections from prospects. For the complete series, see The Guide to Founder-Led Sales. When most Founders encounter objections during sales calls, their natural instinct is to get defensive, start hard-selling, or avoid the objection entirely. But what if I told…

  • Developing Your Prospecting Strategy

    In my last article, How to Define Your Ideal Customer Profile (ICP) as a Startup, I talked about why early-stage startup Founders need to ruthlessly prioritize and focus on their ICP. Now it’s time to turn that clarity into a real pipeline. This article is Part #3 of my Founder-Led Sales Series, where I’ll break…