Storytelling and Sales Growth for Early Stage Founders


(5 ratings)


3 Days


Cohort-based Course

A step-by-step guide to storytelling and executable GTM strategy. Enhance your founder sales skills, and grow revenue for your startup.

Course overview

How to improve storytelling, founder sales skills, and grow your startup.

This course is for founders looking for actionable strategies to grow their businesses sustainably. You will develop sales skills, processes, and tools that will influence every stage of building your startup and improve your success rate.

This course is for you if..


You are an early-stage founder/CEO, the first sales hire gaining small traction & stuck on how to take sales and revenue growth to the next


You want to learn from a proven operator experienced in selling and growing revenue across diverse-sized companies & startups like yours.


You are terrified about sales & want to do sales the non-salesy way, increase leads, and conversion rates & grow your existing customer base


You cannot afford to hire a Head of Sales or delegate this critical function at this stage of your startup.

After taking this course you will...

Understand authentic selling, and how to apply these skills to secure funding, storytelling, finding PMF, marketing, and closing more sales

Learn actionable strategies for growing revenue acquired over 17 years as an operator and advisor; leverage sales positioning to improve your pitch and presentations. Learn about the tools and sales process for success.

Accelerate incremental revenue for your startup with clear steps on how to generate and convert leads, and grow the existing client base.

You will grow revenue in the areas below:

  • Increase the number of leads through enhanced market positioning
  • Increase sales conversions through improved sales execution
  • Grow existing opportunities in your customer base
Move from a founder with an amazing product to one with an amazing product that is generating sales with raving fans & profitability.

You will:

  • Identify your target audience and what matters to them
  • Master discovery & value based consultative selling for yourself and train your team
  • Craft winning messaging to increase win rates
Key Outcomes
  • Confidently leverage sales skills in your pitch, marketing, and sales execution
  • Gain clarity on who you sell to, why, how, and define metrics for success
  • Hone consultative selling skills to increase revenue
  • A practical plan to increase leads, convert more & grow existing customer
Other Outcomes
  • Be armed with the tools needed to drive sales and execution
  • Build a solid sales process tailored to your startup
  • Connect with other founders and get diverse perspectives

What past students have to say!

        This course is jam-packed with great content and though-provoking exercises. It helps you to sit down, think, and re-evaluate your approach to pitching your start-up and products. Come with an open mind and be prepared to get stuck in to get the best value!
Emmanuel Edward

Emmanuel Edward

Founder & CEO - EE Digital Capital
        In less than 7 hrs I was able to get over the mental block I had for sales and selling. It was awesome going through the frameworks Abi taught us, and getting the opportunity to pitch in front of peers was really helpful in solidifying the learnings. performers
Ajibola Aiyedogbon

Ajibola Aiyedogbon

Software Engineer & Aspiring Founder
        Abi is an outstanding leader when it comes to helping growth start-ups with their growth strategy and improving their revenue. I've engaged with her as Techstars mentor and the diverse expertise she has in leadership, sales, marketing, and growth were a great combination that really made her insight unique.
Marc Banoub

Marc Banoub

Founder & CEO at LyRise (Techstars '22) | Build your AI team faster | Forbes 30U30 | MIT Deep Tech

Meet your instructors

Abi Williams (CRO, GTM Advisor, Ex Udemy, Meta, LinkedIn, Pluralsight, Oracle)

Abi Williams (CRO, GTM Advisor, Ex Udemy, Meta, LinkedIn, Pluralsight, Oracle)

Founder@Leadnotlag, CRO @Oliva,Techstars Mentor, Portfolio Advisor@ Hatchet Ventures. Ex Udemy, Pluralsight, Meta, Linkedin, Oracle

I am passionate about driving positive & sustainable growth in people, businesses, and processes. Having spent over 17 years in revenue leadership roles in companies like Oracle, Meta, LinkedIn, Pluralsight, and Udemy in the SMB segment. I have excelled in improving bottom and top-line performance, consistently. 

Most recently, I grew a business unit from $2M ARR to $25M in just over 2 years.

As an operating partner and a mentor to several techstar start-ups, I understand the challenges and strategies for success.

I am keen to help your business achieve the same and more.

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Course syllabus


The connection between sales skills & your pitch, funding, product map, PMF, market share, marketing positioning, leads & $$$$

In this first session, you will learn more about the founder's mindset for growth, and revenue growth success frameworks. You will learn how to leverage sales skills in your pitch for funding, your messaging, and your USP. You will also build a defined target market & persona, what their pains are and how to sell to them.


Increase conversion rates & and improve founder selling skills

You will learn all about sales execution to grow your average deal size, grow MRR, increase your customer base, and be empowered with better selling skills as a founder.

After this session, you will have an efficient sales play and steps for execution that wins. You will also understand sales better and become more comfortable selling your product


Grow existing business

You will learn how to drive customer adoption, achieve client outcomes and drive upsells, increase NPS

After this module, you will have built an executable strategy to get more from your present customers to drive more upsell and create raving fans


Bonus : Founder traps to avoid

Here we will discuss traps several founders fall into when trying to grow revenue & sell and how to avoid them for your startup success.


No homework or pre-work required

This course has been developed with your busy schedule in mind. You will leave with actionable takeaways to implement instantly.

All sessions will be recorded and sent to you, incase you happen to miss a session.

Course schedule

2hrs per session over 3 days
  • Tuesday - May 17

    3.00pm - 5:00pm (Dublin time)

  • Wednesday - May 18

    3.00 pm - 5.00pm (Dublin time)

  • Thursday - May 19

    3.00 pm - 5.00 pm (Dublin time)

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
“How do I get this reimbursed by my company?”
How do I contact you?
Refund policy

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Storytelling and Sales Growth for Early Stage Founders


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