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The Founder’s Revenue Kit. For everyone who can’t hire me yet.

A self-scoring audit of your website and your sales team, the four frameworks worth knowing cold, four weeks of sales training, and five AI skills you can use this afternoon. The same material I install in a paid engagement — without the paid engagement.

Start the Audit→Read the frameworks→

Most of the people who find this site cannot hire me, and most of them should not. A fractional CRO engagement runs $60,000 to $180,000 a year. If you are a founder still doing the closing yourself, or running three sellers on a good month, that is the wrong use of your money — and I would rather tell you that than take it.

But “come back in two years” is a useless answer. So this is the other one. It is the audit I run in week one, the frameworks I teach, the training I would put a new team through, and the AI work I would have you set up on day three. Nothing here is a teaser.

What you buy when you hire me is speed, accountability, and having done it before. Not secret information. So here is the information.

What’s In It

Four parts. All free. All on this page.

01

The 15-Minute Revenue Audit

Sixteen honest statements about your website and your sales team. It scores both, then tells you the three things to fix first.

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02

Four Frameworks

The ones worth knowing cold — demand math, discovery, closing, and the weekly cadence. One per pillar of the system I install in paid engagements.

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03

Four Weeks of Sales Training

A self-paced month: what to learn, the drill to run, and how to tell it actually worked. No videos to sit through.

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04

Five AI Skills

Copy-paste prompts for call prep, debriefs, pipeline hygiene, objection practice, and follow-up. Working by this afternoon.

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Part One — The Tool

The 15-Minute Revenue Audit

Two things decide whether revenue compounds or has to be re-earned every quarter: whether your website sells while you sleep, and whether your team runs a system or runs on heroics. Score both honestly. Everything is calculated in your browser — no email, no sign-up, and your answers are never sent anywhere.

Does your website sell, or does it just exist?

Score these honestly. The point is not the number — it is finding the two or three lines that are quietly costing you pipeline.

A first-time visitor can tell what you sell and who it is for within five seconds, without scrolling.
Every page has one obvious next step, and it is the same next step.
You publish your pricing, or at minimum an honest range.
There is specific proof on the page — numbers, named outcomes, real customers — not adjectives.
You can name your top three pages by traffic and say what each one is supposed to accomplish.
A lead who fills out a form hears from a human in under an hour.
The site answers, in plain text, the five questions buyers ask before they buy — clearly enough that an AI assistant could quote your answer.
The site loads fast and is genuinely usable on a phone.

Does your team run a system, or run on heroics?

Answer for the team as it actually behaves in a busy week — not for the version of it described in the handbook.

Every rep would define a "qualified opportunity" the same way, out loud, without notes.
Your pipeline stages describe what the buyer has done, not what your rep hopes will happen.
You know your conversion rate between each stage over the last two quarters.
Discovery calls end with a quantified cost of doing nothing, not just a stated pain.
Every deal past the halfway point has a written close plan with dates and names, co-authored with the buyer.
You run the same revenue meeting, with the same agenda, every week — and it survives busy weeks.
Last quarter’s forecast landed within 15% of actual.
A new rep can reach full activity in 30 days using something written down, not by shadowing whoever is free.

Your Score

Answer the statements above

Your website
—
0 of 8 answered
Your sales team
—
0 of 8 answered

Part Two — The Frameworks

Four frameworks to know inside and out.

There is no shortage of sales methodology in the world. These four are the ones I would take into any company at any stage — one for each pillar of the Revenue Operating System. Know them well enough to teach them without notes.

01Demand

The Revenue Equation

Work backwards from the number until it stops being a wish.

Pipeline needed = target revenue ÷ win rate. Deals needed = target ÷ average deal size. And because pipeline takes one sales cycle to convert, the pipeline you need for next quarter has to be created this quarter. Three inputs — win rate, average deal, cycle length — turn a revenue goal into a weekly pipeline-creation quota that someone can actually be accountable for. Most founders set a target and then hire against it. The equation tells you what has to be true first, and it usually reveals that the problem is not effort, it is arithmetic.

The drill Compute your four numbers today: win rate, average deal, cycle length, and pipeline created last month. Then compare pipeline created against what the equation demands. The gap is your real plan.

02Deals

Pain → Impact → Cost of Inaction

A pain point is a story. A cost of inaction is a business case.

Pain is what they tell you hurts. Impact is what that pain does to the business — the missed quota, the churned account, the hours a team burns every week. Cost of inaction is the number attached to leaving it alone for another twelve months. Most sellers stop at pain, which is why so many deals die of "we decided to wait" rather than losing to a competitor. Nothing is a stronger competitor than the status quo, and the status quo is beaten in discovery, not in the close. If you cannot state the cost of inaction in your buyer’s own numbers, you do not yet have a deal.

The drill On your next five discovery calls, do not hang up without a number. Ask: "If this stays exactly as it is for the next twelve months, what does it cost you?" Then write their answer down in their words.

03Close

The Mutual Close Plan

Work backwards from their go-live date, together, in writing.

Take the date the buyer wants to be live and walk backwards: security review, legal, procurement, the exec sign-off nobody mentioned, the contract, the kickoff. Every step gets an owner and a date, and the buyer co-authors it. This does two things at once. It gives your forecast a spine — a deal is only as real as the plan behind it — and it surfaces the hidden approver in week two rather than on the last day of the quarter. The test is simple: if the buyer will not build the plan with you, the deal is not real yet, and now you know in time to do something about it.

The drill Pick your largest open deal. Draft the plan backwards from their date, send it as a shared doc, and ask them to correct it. What they change tells you more than the last three calls did.

04Cadence

The Monday Number

One meeting a week, same agenda, that never gets cancelled.

Forty-five minutes, every week, in this order: the number against plan; pipeline created since last week; deals that moved and what caused it; deals that did not and what is owed by whom; one coaching topic. That is it. No slides, no status theatre. Cadence is the least glamorous of the four frameworks and the only one that compounds — it is what turns a good quarter into a repeatable one, and it is the first thing to disappear when the week gets busy. Protecting it is the actual discipline. When I finish an engagement, the cadence is the thing I most want to have left behind.

The drill Book it for the next eight weeks. Same time, same agenda, no rescheduling. Then count how many times you were tempted to move it — that number is a measurement of your system.

A fifth, if you want it: read the room

The same pitch lands differently on four different people. Twelve observations about your buyer will tell you which one you are dealing with — Analyst, Driver, Collaborator, or Expressive — and how to open, present, and close for that style, plus the specific behaviour that loses them. It is the framework that makes the other four land.

Run the Read the Room Diagnostic→

Part Three — The Training

Four weeks of free sales training.

Self-paced, one focus per week. Every week has something to learn, a drill to actually run, and a plain test for whether it worked. Skills are built by repetition against real calls — not by watching someone confident on video.

Week 1

The math before the motion

Learn
The Revenue Equation, and what your four numbers actually are. Where pipeline comes from in your business, ranked by what has worked, not by what is fashionable.
Drill
Compute win rate, average deal, cycle length, and pipeline created last month. Build the equation. Write down the gap between the pipeline you create and the pipeline the equation demands.
You’ll know it worked when
You can state, in one sentence and without a spreadsheet, how much pipeline you have to create every week to hit your number.
Week 2

Discovery that leaves with a number

Learn
Pain → Impact → Cost of Inaction. How to ask about money without sounding like you are asking about money, and how to tell a real problem from a polite one.
Drill
Run five discovery calls where you do not hang up without a quantified cost of inaction. Record them, with permission. Listen back to two and count how long you spoke.
You’ll know it worked when
You have five deals where you can state the cost of doing nothing in the buyer’s own numbers — and at least one deal you disqualified because you could not.
Week 3

Reading the buyer in front of you

Learn
That the same pitch lands differently on four different people, and how to tell which one you are talking to inside the first two minutes. Objections as information, not resistance.
Drill
Classify your last ten buyers by style. Take one stalled deal and rewrite the follow-up in that buyer’s language — shorter and blunter, or warmer and more detailed. Send it.
You’ll know it worked when
You can predict how a buyer wants to be sold to before the call ends, and you can name the specific thing you were doing that was costing you the ones you lost.
Week 4

Closing and the cadence that keeps it

Learn
The Mutual Close Plan and The Monday Number. How forecasting becomes a skill rather than a mood, and why the meeting matters more than the method.
Drill
Write a close plan for every deal past the halfway mark and send each one to the buyer. Then run your first Monday Number meeting with the fixed agenda, start to finish, on time.
You’ll know it worked when
Your forecast for the coming month is written down and dated — and eight weeks from now you can check it against what actually happened.

Part Four — The AI Skills

Five AI skills you can use this afternoon.

Not a course about prompting. Five prompts that do real work on a real pipeline — paste them into whatever assistant you already have, fill in the brackets, and use them today. Start with the debrief; it pays for itself on the first call.

One caution, worth taking seriously: check your own policy before pasting customer transcripts, contracts, or anything personally identifying into a consumer AI account. The prompts work just as well with names and figures redacted.

01

The Pre-Call Brief

Twenty minutes of call prep in about sixty seconds.

When to run it Right before every first call.

You are a sales research assistant preparing me for a first call.

Company: [COMPANY]
Person: [NAME, TITLE]
What we sell: [ONE SENTENCE]

Give me, in under 300 words:
1. What this company does, in plain language, and how they make money.
2. Three things likely happening in their business right now that make this a live problem — funding, hiring, product launches, regulation, seasonality.
3. What someone with this title is measured on, and which of those metrics we could plausibly move.
4. Four discovery questions I could not have asked without doing this research.
5. One thing that would disqualify them, so I know what to listen for.

Mark anything you are inferring rather than confident about. I would rather have five honest lines than twenty confident wrong ones.
02

The Call Debrief

CRM-ready notes, an honest read on the deal, and the questions you failed to ask.

When to run it Within ten minutes of hanging up, while it is still fresh.

Here is the transcript (or my notes) from a sales call. Act as a sceptical sales manager reviewing it.

[PASTE TRANSCRIPT OR NOTES]

Return:
1. Summary in five bullets — what the buyer said, not what I hope they meant.
2. The pain, the business impact, and the cost of doing nothing. If any of the three is missing from the call, say "not established" rather than inventing it.
3. Who was in the room, who was missing, and who has to say yes for this to close.
4. The agreed next step, with date and owner. If there is no real next step, say so plainly.
5. The three questions I should have asked and did not.
6. A one-line honest verdict: is this a real opportunity, or am I talking to someone who is being nice to me?
03

The Pipeline Auditor

Finds the deals that are not real before your forecast does.

When to run it Every Friday, before the weekly meeting.

You are auditing my pipeline for realism. Here are my open deals with stage, value, close date, last activity date, and my notes.

[PASTE PIPELINE EXPORT]

For each deal, flag:
- Deals with no activity in more than 14 days.
- Close dates that fall inside less than one average sales cycle from the first contact date. My average cycle is [X] days.
- Deals in a late stage with no identified decision maker or no written next step.
- Deals whose value looks anomalous compared to my average deal size of [Y].

Then give me: total pipeline, pipeline after removing everything you flagged, and the five deals I should spend Monday on. Be blunt. I am trying to find the problems, not be reassured.
04

The Objection Rehearsal

Practise on a simulation before you practise on a real buyer.

When to run it Fifteen minutes before a hard call. Or any Tuesday.

Role-play with me. You are [TITLE] at a company like [COMPANY TYPE]. You are sceptical, busy, and currently doing this with [INCUMBENT SOLUTION OR "nothing at all"].

I sell [WHAT] to [WHO]. The objection I lose most often is: [OBJECTION].

Rules:
- Stay in character. Do not be helpful. Do not concede quickly.
- Push back the way a real buyer does: vaguely, politely, and by going quiet.
- After ten exchanges, break character and score me: what I did well, where I talked instead of asked, and the one sentence that would have changed the conversation.

Begin with your opening line.
05

The Follow-Up in Their Language

The same message, rewritten so the person receiving it actually reads it.

When to run it Any follow-up that matters, and every stalled deal.

Rewrite this follow-up for the buyer described below.

My draft: [PASTE DRAFT]
The buyer: [DIRECT AND IMPATIENT / WARM AND RELATIONSHIP-LED / ANALYTICAL AND DETAIL-DRIVEN / BIG-PICTURE AND ENTHUSIASTIC]
What I need to happen next: [SPECIFIC NEXT STEP, WITH A DATE]

Rules:
- Under 120 words. Subject line under 45 characters.
- Open with something that is about them, not about me "checking in".
- Exactly one ask, with a date in it.
- Match their style: brief and bottom-line for the direct one, detail and evidence for the analytical one, warmth and people for the relationship-led one, vision and momentum for the enthusiastic one.
- No "just circling back", no "hope this finds you well", no false urgency.

Then give me one alternative subject line and tell me which you would send.

Common Questions

The obvious ones.

Is this actually free?

Yes. Nothing on this page is behind a paywall and nothing here is a trailer for something you have to buy. The audit, the four frameworks, the four-week training, and the AI prompts are the whole thing. I make my money from a small number of engagements; this page exists for everyone else.

Who is this for?

Founders and sales leaders running revenue without a system, and without the budget for a fractional CRO. Typically that means under about $5M in revenue, a team of one to five sellers, or a founder still doing most of the closing. If you are past that, the same frameworks apply — you just have more surface area to fix.

How long does the revenue audit take?

About fifteen minutes if you are honest, and rather less if you are not. It scores sixteen statements across your website and your sales team, then tells you which three things to fix first. It runs in your browser and your answers are not sent anywhere.

What if I cannot afford a fractional CRO?

Then use this and do not hire one. A fractional CRO engagement runs $60,000 to $180,000 a year, which is the wrong decision for most companies who ask me about it. The frameworks on this page are the same ones I install in a paid engagement — what you are buying when you hire me is speed, accountability, and the fact that I have done it before, not secret information.

Can I use these frameworks with my own team?

Please do. Run the audit as a team exercise and compare answers — the disagreements are the most useful output. Teach the four frameworks in your own words. Attribution is appreciated, never required.

What AI tools do I need for the skills pack?

Any general assistant you already have — Claude, ChatGPT, Copilot. The prompts are deliberately tool-agnostic. One caution worth taking seriously: check your own policy before pasting customer transcripts, contracts, or anything personally identifying into a consumer AI account.

When should I come back and hire you?

When the constraint stops being knowledge and starts being time. If you know exactly what to fix, have tried for two quarters, and it still is not happening, that is the signal — you need someone accountable for the number rather than another framework. That is the point to book a call.

When To Come Back

“Come back when the constraint stops being knowledge and starts being time. If you know what to fix, have known for two quarters, and it still is not happening — that is not a framework problem.”

Until then, use all of this. If it works, tell me — I would genuinely rather hear that than sell you something. And if you want to know what the paid version looks like, the Revenue Operating System is this kit, installed properly, with me accountable for the number.

Schedule a Qualifier Session

A short call, no pitch. If the answer is “use the free kit for another six months”, that is what I will tell you.