I step in as the senior sales manager you can't yet afford to hire. I build your process, coach your reps, and install the systems that turn a scrappy team into a real sales engine.
Free 30 minutes. No pitch, no obligation. You'll leave with at least one fix you can run that week.
Marketplace
Software sales
Blue-chip finance
Health startup
Blue-chip financeIf a few of these hit a little too close to home, that's exactly the gap I fill.
Revenue runs through you. Every deal that matters needs you on the call, and that ceiling is starting to cost you.
No script, no call flow, no objection handling. Two reps run the same pitch three different ways and you have no idea why one wins.
Deals live in heads and inboxes. You can't forecast next month because nobody actually trusts the pipeline.
Activity is inconsistent, follow-up is spotty, and "we'll do more outreach" has been the plan for six months running.
Five ways I plug in. Pick the whole system or start with the piece that's bleeding. Every engagement is built to make a small team perform like a big one.
Ongoing leadership for your team: clear KPIs and OKRs, weekly pipeline hygiene, accurate forecasting, and the accountability rhythm that keeps everyone hitting number.
I review live and recorded calls, sharpen your scripts and call flow, drill objection handling, and ramp new reps to quota faster than they would on their own.
I set up and optimize the stack that gives you leverage: CRM (Salesforce), dialers (Five9 & auto-dialers), call intelligence (Gong), reporting (Tableau), and modern AI sales tooling.
I build your outbound motion from scratch: daily activity systems, email and text automation, and the standard operating procedures that make growth repeatable instead of heroic.
I've run 600+ interviews and managed 100+ AEs. I recruit the right reps and front-line managers, onboard them with a real ramp plan, and develop the people you already have into a team that doesn't need me forever.
Most founders don't. We'll find the one fix that moves the needle fastest on a quick intro call.
Book a Call →A decade-plus of carrying a quota, building teams, and turning messy sales orgs into predictable revenue engines, in high-growth tech and at some of the most demanding names in finance.
Installed daily KPIs, an auto-dialer, automated email/text follow-up, and a clean Salesforce + Five9 stack.
Averaged 111% quota attainment over 2+ years while building it; best single month: 181%.
New OKRs, a pipeline-hygiene cadence, outbound dialing discipline, and modern AI sales tooling.
No bloated retainer, no six-month "discovery." We move fast and you feel it early.
We start with a focused conversation about your team, your numbers, and where it hurts. Then I audit your process, pipeline, calls, and stack.
I build the playbook: KPIs, call flow, CRM discipline, outbound motion, and the tooling to run it. Then we put it into the team's hands.
I stay in the trenches coaching reps, reviewing calls, running the forecast, and holding the line until the system runs without me.
Bring your numbers. I'll tell you the three things I'd fix first, and the plan is yours whether we work together or not.
I'm Seth Zocholl, the founder of Founding Seller. For over a decade I've sold, led sales teams, and built revenue systems, and I love doing it for companies that are scrappy, growing, and ready to get serious about sales.
My background is a deliberate mix. I sharpened my fundamentals and discipline in blue-chip finance at Goldman Sachs and TD Ameritrade, then proved them across every flavor of high-growth tech: as Senior Sales Manager at Thumbtack, where I ran an SMB org of 5 managers and 50+ account executives; as Senior Sales Manager at PDQ; and as Head of Sales at Opt Health, building divisions from zero and modernizing how teams sell with data and AI. That combination is the point: the rigor of finance, the speed of a startup.
As a fractional leader I become your founding sales leader: senior enough to set strategy, hands-on enough to coach a rep through a hard call the same afternoon. You get the operator, not the overhead.
I join your company as your part-time head of sales, embedded in your team rather than a one-off consultant who hands you a slide deck and disappears. I run on a flexible monthly engagement: I set the strategy, install the systems, and stay hands-on coaching your reps. You get senior leadership and accountability without carrying a full-time executive salary.
It depends on where you are. Some teams need an intensive build phase up front, then a lighter ongoing cadence; others want steady weekly leadership. We'll size the right level of involvement on our intro call and adjust as your team matures. The goal is impact, not billing hours.
Quick wins come fast: tightening call flow, fixing pipeline hygiene, and turning up outbound activity often show up within the first few weeks. (I've increased a team's dial output over 400% by installing daily KPIs, an auto-dialer, and automation.) Durable results like predictable forecasting, ramped reps, and a self-running motion build over the first one to three months.
Far less than a $250k+ VP of Sales hire. That's the entire point of the fractional model. Pricing depends on scope and how involved you need me to be, so I quote it after our intro call once I understand your team and goals. Book a call and I'll walk you through options.
Small businesses and early-stage companies where the founder is still doing much of the selling, or there's a team of roughly 1–10 reps with no dedicated sales leadership. If you're growing but your sales motion is messy, with no process, inconsistent calls, and weak outbound, you're exactly who I built this for.
Yes. I work with teams remotely across time zones. Call coaching, tooling, and leadership all run smoothly online. With modern call intelligence and CRM tooling I can review calls and coach your reps from anywhere. On-site visits can be arranged when it makes sense.
Send a note below, or call or email me directly. We'll spend a few minutes on your team and your numbers, and I'll tell you straight whether I can help and where I'd start.