For founder-CEOs of SaaS and tech companies at $3M to $25M ARR
I fix SaaS sales teams that keep missing plan.
When the number slips two quarters in a row, I spend 30 days finding whether the cause is pipeline, conversion, or the team. Your leadership team leaves with the decisions, owners, and dates to fix it.
Track record
$750K to $5M ARR
Built the sales team in 36 months as VP Sales at Ctuit Software, later acquired by Restaurant365
$7M
Bootstrapped my own IT solutions company
30+ founders and CEOs
Advised over the last eight years, at companies from start-up to $85M
The moment to call
The sales number has stopped being predictable.
Founders bring me in when three signals show up together.
01
Plan missed two quarters running
The board has noticed. Hiring more reps feels risky until you know what broke.
02
A forecast that moves every week
Close dates drift, and the committed number rests on how a few people feel about their deals.
03
You are still the best closer
Big deals wait for you, and the team has yet to win them without you on the call.
What it costs
$600K unbooked
For example, a $12M ARR company planning $4M in new ARR misses by 30% for two quarters. That leaves $600K of recurring revenue unbooked, and the gap carries into every year that follows. On our first call we run this math with your numbers.
The Revenue Reset
A 30-day engagement with a fixed scope and a fixed fee.
Three stages. You end with a team running the fix and a number to measure it against.
Days 1 to 14
1. Diagnose
- Agree with you on the number that defines success
- Pull four to six quarters of bookings, pipeline, win rates, cycle length, and rep ramp
- Interview each rep, the sales leader, and the heads of marketing and customer success
- Review recorded calls, including lost deals
- Name the main constraint and the two behind it
Days 15 and 16
2. Decide
- A two-day working session with you and your sales leadership
- Agree on the size of the gap before discussing solutions
- Walk through the diagnosis using your own data
- Hear from a customer or a buyer from a lost deal
- Leave with decisions, owners, and dates for the top three constraints
Days 17 to 30
3. Hold
- A weekly check-in with you and your sales leader
- Track actions and leading indicators each week
- A day-30 review against the number we agreed
- Then I step out, and you decide what comes next
My commitment
If we finish the working session without decisions made and an owner and date on each action, I keep working with you at no charge until we have them.
The diagnostic
Five inputs determine sales performance.
Rank each one red, yellow, or green. The weakest input is your constraint, and it is where the Reset starts.
Input 01
The sales leader
One person owns execution and the number, and provides focus, coaching, and accountability.
Input 02
An accurate pipeline and forecast
Closed deals and cash forecast within 10%, with clear stage criteria the sales leader enforces.
Input 03
Stages tied to what the buyer does
Stages and deal odds track what the buyer says and does, with rep sentiment left out.
Input 04
The right people selling to the right people
Reps make the buyer's problem and business case clear before proposing a solution, and they work with champions and budget holders.
Input 05
Enough leads to make quota
Enough pipeline that reps spend their time advancing and closing deals.
"Deal odds are based on feelings. Feelings become deal stages, deal stages become a pipeline, the pipeline becomes a forecast, and the forecast becomes a committed number."
Read the full diagnostic
About
I'm Steve Johnson.
I bootstrapped my own IT solutions company to $7M. As VP Sales at Ctuit Software, I took the sales team from $750K to $5M ARR in 36 months, and the company was later acquired by Restaurant365. For the last eight years I've helped more than 30 founders and CEOs, at companies from start-up to $85M, build sales teams that hit their number.
My practice focuses on one problem: a sales team that misses plan. I diagnose it, help your leadership decide, and step out once the team is running the fix.
[Client quote: one or two sentences on the result, from a founder or CEO you've worked with]
[Name, title, company]
After the Reset
Fix Your Sales Team in 90 Days
Some teams want help installing the changes. The 90-day engagement follows the Reset for clients who choose it. Others run the fix on their own and call me back when they're ready for the next stage of growth.
Two ways to start
Option A
Read the diagnostic
Learn the five inputs, how to rank them, and what to fix first.
Read the articleOption B
Book a 30-minute call
Bring your last four quarters of bookings against plan. We'll look at where the gap comes from and whether the Reset fits.
Book a call