For B2B founders who have built a product but hit a revenue plateau.
Install a repeatable 3-phase system for positioning, closing, and delegating sales – without high-pressure scripts, hype or burn-out.
You’ve closed your first 5-10 deals through ‘Founder Magic’ (network and charisma).
But now, growth has flatlined.
You’re trapped in the Manual Sales Trap: a throughput ceiling caused by a sales playbook that only exists in your head.
Here’s our 3-Phase Roadmap for B2B Founders to get them unstuck, scaling more efficiently and building a Predictable B2B Revenue Engine:
Phase 1: Clarity & Positioning (First 30 Days)
Phase 2: Founder-Led Execution (Within 60 Days)
Phase 3: The Predictable Revenue Engine (In 90 Days+)
Hey, I’m Matt 
and I help B2B Founders turn “Founder Magic” into a predictable revenue (delegate-ready) engine.
I’ve spent 20+ years across startups and consulting, and I learned a painful truth early: Most sales advice is toxic for B2B founders.
If you are building with AI tools like Lovable, have an MVP or scaling a service, you likely don’t want high-pressure scripts or automated “growth hacks.” You want a way to talk to the market, gather evidence, and build revenue without pretending to be someone you’re not.
That’s why I built Founder Sales Lab.
By focusing on a human-only, evidence-based motion, I have grown other B2B businesses to nearly $2M ARR without a single sales hire or an aggressive outbound department.
Today, I guide founders through the exact 3-phase roadmap I used – moving you from a “Hero Founder” bottleneck to a scalable system you can eventually hand to a rep and trust.
The Mission: Clarity, evidence, and confidence. No hype. Just a predictable engine.
Hiring a rep before you have a repeatable system is the most expensive mistake a founder can make.
Until you actually build your "Learning Log" into a proven playbook (which we do in Phase 3), a rep will struggle because they lack your founder context and authority.
We don't teach you to be a salesperson forever; we teach you to be the Revenue Architect who designs the system a rep can actually follow and scale.
We explicitly avoid high-pressure scripts and "hustle" tactics.
Our methodology is Evidence-Based.
We use "Discovery Narratives" that focus on the customer’s economic pain and the cost of inaction, allowing you to maintain your technical or domain integrity while closing high-stakes deals.
No - it’s the perfect time.
The "Preparation Trap" kills more startups than bad tech does.
We help you use that clickable prototype to land pre-sales or "Design Partnerships," ensuring you build what the market actually pays for, not just what you think they want.
You are actually our primary target.
You’ve proven the concept, but you’ve hit the "Manual Sales Trap".
Growth has flatlined because your sales motion only exists in your head.
We help you move from "Founder Magic" to a repeatable engine that scales beyond your personal time.
The "Hero Founder" bottleneck doesn't care about your background.
If you are the single point of failure for revenue in your company, you need a system-first architecture.
We help both technical and non-technical founders build predictable revenue (delegate-ready) engines.
"Matt is a great and responsible guy to work with. I tried different coaches before, but he is the best and I got a lot of insight every session. If you are going to work with him, I promise you will develop some great outcomes"
Take the 10-minute assessment to identify your revenue bottleneck and see which path is right for your stage.
© 2026 Founder Sales Lab. Founder-Led Sales for B2B Startups.
