The WINGS Sales Program for Founders

WINGS B2B sales training for founders teaches founders how to manage complex sales processes from the first meeting to closing. It provides a structured framework for discovery, demos, qualification, building champions, navigating decision-making, running POVs, and maintaining momentum. It helps founders avoid common mistakes and sell more effectively.

We cover the entire end-to-end B2B sales process, from the first meeting to closing the deal. We go deep into how to run an effective first meeting, discovery and qualification, how to build and deliver a strong pitch, when and how to demo, and how to create momentum after every interaction.

We then cover the more complex parts of an enterprise deal: champions, economic buyers and other stakeholders, managing the decision process, running an effective POV, alignment, building the business case and proposal, handling objections, competition, and forecasting.

The goal is to give you a structured way to manage a complex B2B sales process and ultimately increase conversion, increase deal size, and shorten your sales cycle.

There isn't one perfect stage. Most founders join around Seed or Series A, when they have started selling and are still heavily involved in sales themselves. But we've also had founders join pre-funding and even during ideation.

The frameworks are especially valuable once you start speaking with potential customers and design partners. Understanding how to do proper discovery and identify real pain, including its implications, can help you validate not only how to sell your product, but whether you're solving a problem people will actually pay to solve.

Yes. The program was built to teach founders how to sell, not specifically how to do ideation, but I've seen how valuable many of these skills are even before there is a product to sell.

At that stage, you're already having conversations with potential customers, doing discovery and trying to understand whether the pain is real and significant enough. Learning how to run those conversations properly can help you avoid building a solution around a problem that isn't painful enough.

Very practical. I teach frameworks and methodologies, but always through the lens of how you actually apply them to a real B2B deal. The program includes many real-life examples and analysis of real deals, so you can see how the frameworks work in practice.

We talk about questions such as: Should I demo in the first meeting? How do I avoid a feature-dump demo? How do I know if someone is really my champion? When should I meet the economic buyer? What should happen before a POV? When should I send a proposal? And how do I make sure a promising deal doesn't end with "let us discuss internally" and disappear?

If several co-founders are involved in customers and sales, I strongly recommend it. Many companies send two or even all of their founders, including CEOs, CTOs, CPOs, and COOs.

Even if only one founder ultimately leads sales, having a common language and understanding of how to manage deals makes a significant difference. The founders who are more focused on product or engineering don't need to become salespeople, but having the sales knowledge and speaking the same language helps the entire founding team navigate the ship together on the sales side as well, rather than leaving the CEO alone to figure it out.

Founder-led sales is a company effort, and it's much easier to execute when the founding team understands the process and is aligned around the same methodology.

Founders are the primary audience, but not exclusively. Most cohorts are predominantly founders, alongside a small number of first GTM or sales hires.

We often see founders who have already completed the program send their first GTM hire afterward, so the team can work with the same methodology and speak the same sales language.

No. The program is built for B2B founders selling complex products to enterprise customers. A large percentage of participants happen to be cybersecurity founders, so many of the discussions and examples naturally come from cyber, but the methodology applies across B2B categories.

The common denominator is not the industry. It's founders who need to manage complex B2B sales processes professionally.

Not in this program. The focus is what happens once you have the meeting: how you manage the opportunity from the first conversation all the way through to closing.

Top of Funnel is a different discipline. This program focuses on becoming much better at converting the opportunities you already create into customers.

The in-person program consists of two intensive half-days, from 9:00 AM to 1:30 PM. Cohorts are intentionally small, up to 15 participants, so there is enough room for discussion, questions and real examples rather than just lectures.

Most cohorts have around 10 to 15 participants, primarily founders, with a few first GTM hires. The small-group format is an important part of the experience because a meaningful part of the learning also comes from the questions and situations other founders bring into the room.