For investors
As a VC, you are backing sales-led growth. Without firsthand sales experience, it is hard to judge whether a founder's go-to-market plan is working. This program gives you the language, frameworks and insight to evaluate B2B sales readiness and guide founders effectively.
What you'll learn
Understand what good discovery looks like, how founders uncover buyer needs, and whether they are building a value-based sales engine.
The immediate impactAssess founder-led sales quality early, and know when it is time to push for structure, process or a key hire.
Learn to identify whether founders are truly driving urgency, qualifying correctly, and guiding deals toward clear next steps.
The immediate impactDiagnose deal risk faster. Spot when a pipeline is real, when it is fluff, and how to help course-correct.
Get familiar with early-stage pipeline-building tactics, from outbound to warm intros, and how to evaluate whether they are working.
The immediate impactAsk smarter GTM questions in board meetings and due diligence. Offer sharper feedback founders can act on.
What we cover
Understand what a great first meeting looks like from a founder: how they build trust, set the right tone, and frame the sales process. Spot early signs of confidence, clarity or confusion.
Learn what effective discovery means: the quality of questions, the ability to surface real pain, and whether a founder can create urgency without interrogating prospects.
Go beyond product walkthroughs. Understand how strong demos connect to customer pain points, and why many early demos fall flat.
See how strong founders translate discovery into a compelling pitch. Learn to evaluate whether it aligns with buyer needs and differentiates the product.
Break down what makes a strong proposal: clear structure, value alignment and tailored language. Help founders avoid generic or pricing-only proposals.
Understand how founders approach outbound, warm intros and conferences, and learn to assess whether their pipeline strategy matches their goals.
Format and schedule
Why it works
Over 60 founders have completed the founder program. This version brings the same frameworks to the people who back them.
Designed for VCs, and validated through direct work with dozens of startups. You see what works in early-stage B2B sales, not what sounds good on paper.
Every session gives you practical frameworks and a sharper lens for evaluating founders, spotting gaps, and offering meaningful go-to-market guidance.
It combines founder experience with frameworks from the research of leading sales authors:
In good company
“The program exceeded my expectations. It was hands-on, practical, and full of insights I now use regularly in conversations with founders.”As an early stage investor, and a true believer in founder led sales, I joined Raz's Sales Program to deepen my understanding of the B2B sales process, help clear the news to assess product market fit during DD and work with our portfolio founders with practical support. I walked away with a clearer picture of what great sales execution looks like at early-stage startups.
Alex ShmulovichViola VenturesFAQ
VC professionals who back B2B founders and want to judge sales execution with more confidence, in due diligence, in board meetings and when supporting portfolio companies.
No. The program is built for investors without firsthand sales experience. It gives you the language and frameworks to evaluate founder-led sales.
Assess founder-led sales quality early, diagnose deal and pipeline risk faster, and ask sharper go-to-market questions. You will know what good discovery, demos, proposals and pipeline building look like.
Two formats, both for up to 15 VC professionals and both $4,499. In person in Tel Aviv over two condensed half-days, or virtual over five two-hour sessions.
It follows the same curriculum as the WINGS Sales Program for Founders, taught from the investor's point of view: how to recognise good execution, and how to help when it is missing.
A short conversation about where you are, what you're trying to achieve, and whether one of the WINGS programs can help.
Prefer email? Write to raz@sales-wings.com
It takes under a minute.