Master the B2B Sales Fundamentals That Will Sharpen the Way You Assess & Support Founders
As a VC, you're not just backing companies - you're backing sales-led growth. Without firsthand sales experience, it's hard to gauge if a founder's go-to-market plan is working. This program gives you the language, frameworks, and insight to evaluate B2B sales readiness, guide founders effectively, and help turn GTM chaos into structured, scalable execution.
What You’ll Learn
Spot a Scalable Sales Process
Understand what good discovery looks like, how founders uncover buyer needs, and whether they’re building a value-based sales engine.
The Immediate Impact:
Assess founder-led sales quality early on - and know when it’s time to push for structure, process, or a key hire.
Evaluate Deal Momentum
Learn to identify if founders are truly driving urgency, qualifying correctly, and guiding deals toward clear next steps.
The Immediate Impact:
Diagnose deal risk faster - spot when a pipeline is real, when it’s fluff, and how to help course-correct.
Assess Pipeline Strategy
Get familiar with early-stage pipeline-building tactics – from outbound to warm intros – and how to evaluate whether they’re working.
The Immediate Impact:
Ask smarter GTM questions in board meetings and due diligence. Offer sharper feedback founders can act on.
Your Guide to Sales Mastery
Hi, I’m Raz Vicerabin, and I’ve spent over a decade leading sales teams at top tech companies like Riskified (NYSE), Seebo (Acquired), and Identiq. I’ve helped dozens of founders land their first customers and build scalable sales motions.
As a B2B Sales Lecturer at Reichman and Bar-Ilan Universities, I’ve seen firsthand how learning sales fundamentals early prevents costly mistakes and accelerates growth.
Over 60 founders have completed the program, with many calling it a game-changer for their ability to sell, build a sales process, and avoid costly mistakes.
I designed this program to help VC professionals better understand what great B2B sales looks like so you can evaluate founder-led sales with more clarity, support your portfolio more effectively.
What We Cover
First Call Excellence
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.
Mastering the Demo
Go beyond product walkthroughs. Understand how impactful demos connect to customer pain points and why many early demos fall flat. Learn to assess if the team is pitching features or solving problems.
Discovery is King
Learn what effective discovery actually means - the quality of questions, the ability to surface real pain, and whether a founder can create urgency without interrogating prospects.
Deliver a Winning Proposal
Break down what makes a strong proposal — clear structure, value alignment, and tailored language. Know what good looks like, and help founders avoid generic or pricing-only proposals.
Building a Winning Pitch
See how strong founders translate discovery into a compelling pitch. Learn to evaluate if the pitch aligns with buyer needs, differentiates the product, and creates real interest.
Building Your Pipeline
Explore the GTM motion behind early pipeline building. Understand how founders approach outbound, warm intros, and conferences — and learn to assess whether their pipeline strategy matches their goals.
This isn't a theory. It’s a field-tested program that’s already helped over 50 founders across industries build stronger sales foundations and close more deals.
It brings together the best of both worlds: real-world founder experience and proven sales frameworks drawn from decades of research by top sales leaders - including insights from The Qualified Sales Leader, The Challenger Sale, and Slow Down, Sell Faster.
What Makes This Program Unique?
✓ Battle-Tested & Proven– Designed for VCs, but validated through direct work with dozens of startups. You’ll see what actually works in early-stage B2B sales - not just what sounds good on paper.
✓ Strategic & Actionable – Every session gives you practical frameworks and a sharper lens for evaluating founders, spotting gaps, and offering meaningful go-to-market guidance.
Setting The Right Expectations
This program won’t turn you into a B2B Sales expert - and that’s not the goal. But it will quickly elevate your ability to assess, challenge, and support founders on the most critical part of their go-to-market journey: B2B sales. You'll leave with the language, mental models, and insight to be a sharper advisor and investor.
Trusted by 50+ Startup founders backed by the world’s leading VCs
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"What past founders say"
"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. The program exceeded my expectations – it was hands-on, practical, and full of insights I now use regularly in conversations with founders. I walked away with a clearer picture of what great sales execution looks like at early-stage startups.”
Alex Shmulovich, Viola Ventures
