Practical tools for founder-led sales and sales teams.
Scorecards, templates, calculators and guides we would want in our own hands. Free to use, practical, and honest about where they stop.
What are you trying to fix?
I do not know who to target
I do not know why outbound is not working
My pipeline is unreliable
Deals keep disappearing
My team is not improving
I am thinking about hiring
Nothing matches that. Try a shorter word, or clear the filters.
Aim: who to go after
Decide who is worth your time, and why now.
- Excel templateFree
ICP One-Page Canvas
A one-page canvas to define who you sell to, why they buy now and who to avoid, plus a weighted grid to compare segments.
Founder-led sales · 45 minutesSee what is inside → - PDF guideFree
25 Buying Signals Beyond Hiring and Funding
A field guide to 25 signal types, what each can mean, how to check it carefully, and a simple test for whether it is worth acting on.
Founders and teams · 20 minute readSee what is inside → - Excel templateFree
50-Account Prioritisation Engine
Score up to 50 target accounts on fit, evidenced triggers, urgency, access and value, with editable weights. Get a ranked list, tiers and a first action for each.
Founders and teams · 60 minutesSee what is inside →
Outbound that lands
Check that your outreach is aimed, relevant and set up properly.
- Excel checklistFree
Outbound Audit Checklist
A weighted checklist across eight areas of outbound, with a dashboard that shows your biggest leak.
Sales teams · 40 minutesSee what is inside → - Self-diagnosticFree
Outbound Readiness Check
Twelve questions on whether your outbound is ready to scale. See your readiness level, your biggest weakness, the one thing to do first, and what to measure next.
Sales teams · 4 minutesTry it → - PDF checklistFree
25 Pre-Send Tests for Outbound Messages
Twenty-five practical tests to run before you send a message, each with a passing and failing example.
Founders and teams · 15 minute readSee what is inside →
A pipeline you can trust
See what is really in your pipeline and forecast it honestly.
- CalculatorFree
Funnel Maths Calculator
Enter your own target and conversion rates. See the conversations, meetings and opportunities you need, and which single improvement helps most.
Founders and teams · 2 minutesTry it → - Excel templateFree
Weekly Pipeline Review Template
A deal sheet that flags stale, slipping and unsupported deals automatically, with a 30-minute agenda, 12 questions and rules for an honest forecast.
Sales teams · 30 minute weeklySee what is inside → - CalculatorFree
Pipeline Coverage and Velocity Calculator
Coverage against what is left to win, weighted and unweighted pipeline, the pipeline you still need to create, and which lever moves velocity most.
Founders and teams · 4 minutesTry it → - Excel templateFree
Forgotten Pipeline Finder
Paste a CRM export and find the deals that have gone quiet but are still worth a conversation. Ranked, with a suggested action for each.
Founders and teams · 30 minutesSee what is inside → - Excel templateFree
Mutual Action Plan Template
A shared plan you build with the buyer: steps, owners, dates, a weekly timeline and a risk log. Gives you real evidence for the forecast.
Sales teams · Per dealSee what is inside →
Discovery and losing well
Ask better questions and learn from deals you lose.
- Excel templateFree
Lost Deal Autopsy
A log and pattern summary for lost deals, a buyer-confirmed reason beside the salesperson's view, and an interview guide for the call that tells you the truth.
Founders and teams · OngoingSee what is inside → - PDF guideFree
Discovery Call Question Bank
Over sixty questions organised by what you are trying to uncover, with what to listen for, questions to avoid, and when not to ask another question.
Founders and teams · 25 minute readSee what is inside →
Coaching and performance
Help people improve, and find out where the team is weakest.
- Self-diagnosticFree
Sales Team Health Check
Twenty questions for sales leaders. See your team's maturity level, the breakdown by area, and whether the issue looks like a people, process or pipeline problem.
Sales teams · 8 minutesTry it → - Excel packFree
1-on-1 Coaching Pack
A 45-minute coaching agenda, a weighted call scorecard with rep self-scoring, and a tracker to follow one behaviour across sessions.
Sales teams · 45 minutes per sessionSee what is inside → - Excel trackerFree
Rep Ramp Tracker
30, 60 and 90 day milestones for new SDRs and AEs, with evidence, manager sign-off, overdue flags and a ramp score.
Sales teams · Over 90 daysSee what is inside → - PDF handbookFree
The Sales Manager's Coaching Handbook
How to coach rather than inspect: diagnosing skill, will and process, running call reviews that help, coaching experienced reps, and measuring whether it worked.
Sales teams · 30 minute readSee what is inside →
Hiring, ramp and capacity
Decide whether, who and how to hire, and what it costs.
- Excel checklistFree
First Sales Hire Readiness Checklist
Sixteen checks and a cash and payback model. You get one of three answers: hire now, fix first, or not yet.
Founder-led sales · 20 minutesSee what is inside → - CalculatorFree
Sales Capacity Planner
How many reps do you really need? Model ramp, attrition, hiring lead time and the pipeline you already have, month by month, across three scenarios.
Founders and teams · 5 minutesTry it → - Excel modelFree
Commission Reality Checker
Model a pay plan at every level of attainment: what reps earn, what you pay, your cost of sales, and where the plan may reward the wrong behaviour.
Founders and teams · 30 minutesSee what is inside → - Excel packFree
Sales Hiring Scorecard and Interview Guide
Competencies, structured questions, practical exercises and a scoring grid that compares up to five candidates on evidence, not instinct.
Founders and teams · Per hireSee what is inside →
Founder-led sales
For founders who still sell.
- Self-diagnosticFree
Founder Sales Scorecard
Twenty honest questions across the five areas of founder-led sales. See your overall score, your area-by-area breakdown and your biggest constraint.
Founder-led sales · 8 minutesTry it → - Excel templateFree
Founder Selling-Time Audit
Log a week and see how much of your time is really spent selling, and which of the rest only you can do.
Founder-led sales · One weekSee what is inside → - PDF field guideFree
The Founder's First Ten Customers
A practical guide to finding, talking to and winning your first ten customers, including telling politeness from real demand and what to do if ten conversations lead nowhere.
Founder-led sales · 25 minute readSee what is inside →
Operations and reporting
Definitions, handoffs and tools that keep the team aligned.
- Excel templateFree
Sales Tech Stack Audit
List every sales tool with cost, users and usage. See unused spend, overlaps and renewals due, with a keep, fix, merge or cut decision for each.
Sales teams · 45 minutesSee what is inside → - Excel packFree
SDR-to-AE Handoff and SLA Pack
A meeting definition builder, SLA terms, rejection reasons and a monthly scorecard, so SDRs and AEs stop arguing about what a good meeting is.
Sales teams · 60 minutesSee what is inside → - Excel templateFree
Sales KPI Dictionary
25 pre-filled sales metrics with a definition, a formula, inclusion rules, an owner and a prompt for what to do when each one dips. Plus a dashboard spec.
Sales teams · 60 minutesSee what is inside →
Articles
Short, practical reads on the problems these tools help with.
- ArticleFree
Seven signs your outbound is activity, not aim
A candid checklist for founders and sales leaders: seven signs that outbound is busy rather than aimed, and what to test this week.
Founders and teams · 6 min readRead it → - ArticleFree
The forecast-call trap: when 1-on-1s stop being coaching
Many 1-on-1s quietly turn into forecast calls. Why it happens, what it costs, and a simple way to separate coaching from deal inspection.
Sales teams · 5 min readRead it → - ArticleFree
Challenger, MEDDPICC or Social Selling: which, and when?
Three well-known approaches solve three different problems. A plain guide to what each is for, how they get misused, and how to introduce them without overwhelming a team.
Founders and teams · 6 min readRead it → - ArticleFree
What a good sales scan looks at (and why symptoms mislead)
Missing targets is a symptom. A good sales scan looks underneath it: who you sell to, how you reach them, how deals move, how people are developed and how the numbers are kept.
Founders and teams · 6 min readRead it → - ArticleFree
Founder-led sales: how to win your first ten customers
The first ten customers are about learning what repeats, not about scaling. A practical approach to finding them, talking to them and telling politeness from real demand.
Founder-led sales · 6 min readRead it → - ArticleFree
How to write an ICP your whole team can use
Most ICPs are too broad to act on. A short guide to writing one that decides who gets contacted, who gets left out, and why now.
Founders and teams · 5 min readRead it → - ArticleFree
Pipeline coverage is a question, not an answer
"You need 3x coverage" sounds precise and hides everything that matters. What coverage can and cannot tell you, and the numbers to read alongside it.
Founders and teams · 5 min readRead it → - ArticleFree
Seven questions before you commit a deal to the forecast
A forecast built on hope is the most common surprise in sales. Seven questions that replace optimism with buyer evidence.
Sales teams · 5 min readRead it → - ArticleFree
How to use buying signals without being creepy
Buying signals can help you start better conversations, or make you look like you have been watching someone. How to use them with care and honesty.
Founders and teams · 5 min readRead it → - ArticleFree
The SDR-to-AE handoff: the meeting definition nobody wrote down
SDRs count a booked meeting as a win. AEs sometimes count it as wasted time. The disagreement is about a definition nobody agreed. How to fix it.
Sales teams · 5 min readRead it → - ArticleFree
When to hire your first salesperson (and when not to)
The first sales hire is expensive and hard to reverse. Five signs the business is ready, and five signs it is not.
Founder-led sales · 6 min readRead it → - ArticleFree
Why discovery calls fail in the first few minutes
Most discovery fails early: the call starts with a pitch, a script or an assumption. What strong openings do instead, and why listening wins.
Founders and teams · 5 min readRead it → - ArticleFree
Your team does not have a pipeline problem. It has a pipeline creation problem.
When the forecast looks thin, teams work harder on the deals they have. Often the real issue is that not enough of the right pipeline is being created in the first place.
Sales teams · 5 min readRead it → - ArticleFree
A full CRM isn't the same thing as a healthy pipeline
A CRM can be full of deals and still be unreliable. Signs that your pipeline is padded, and how to clean it without making the team defensive.
Founders and teams · 5 min readRead it → - ArticleFree
How to run a win/loss review that actually changes something
Most loss reviews confirm what the team already believed. A way to run them that surfaces what buyers actually think, and turns it into one change.
Founders and teams · 6 min readRead it → - ArticleFree
The most expensive person in your sales team might be the founder
In many young businesses the founder is the best salesperson and also the most expensive one, because of everything else they are doing. A look at where founder time really goes.
Founder-led sales · 5 min readRead it →
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