Brilliant at building,

unsure about sales?

You’re in the right place.

Figuring out repeatable revenue isn’t just important to an early-stage startup. It’s existential.

But something is blocking your growth.

Maybe all the sales advice you receive feels outdated, confusing, or irrelevant to your unique circumstances. 

Or perhaps the go-to-market guidance you hear just gives you the ick. You’re wondering if you need to abandon your values to find product-market fit. 

Maybe now you’re trying to accelerate sales by building out a team. You’re completely overwhelmed trying to balance competing priorities, and you feel like you’ve been trying go-to-market strategies that don’t feel strategic at all.

Hi, I’m Caroline.

I developed my sales advising practice because it’s what I desperately needed when I was a seed-stage startup founder.

While my startup was able to close customers like Wayfair, DraftKings, and ezCater, finding recurring revenue and undeniable product-market fit was a challenge for a few big reasons:

  • I simultaneously avoided and put too much pressure on every sales call

  • We tinkered on elements of the product that weren’t going to impact sales (but we didn’t sell enough to know that)

  • I focused too much on what we wanted to build than what the market wanted to buy


After working at a growth-stage startup in Go-to-Market and coaching nearly 100 founders, I’m dedicated to helping ambitious founders and teams sidestep sales mistakes and earn revenue quickly without sacrificing their vision.

You don't need years of sales experience to build a well-oiled GTM machine that delivers repeatable revenue.

With sales tactics designed specifically for early-stage companies, healthy mindsets and habits for selling, and a strategy that leverages your existing customer knowledge, you can create a sustainable sales process that feels authentic to you and your vision.

Our clients (including technical founders, introverts, policy experts, and scientists) have: 

  • 60xed their recurring revenue and counting

  • Increased pipeline of qualified leads by 300%

  • Closed two sales within one month of a pivot

  • Increased sales calls per week by 400%

  • Gained the skills and confidence to tackle founder-led sales

  • Stopped tinkering on their product (you’re ready to sell now - we promise)

  • Learned what to focus on and what to deprioritize when you’re running a pre-PMF startup

“We went from not knowing where to start to a structured, multi-step approach. 

Now we know how to find leads, how to build effective cold outreach campaigns, and how to approach warm outreach. This all resulted in a 200% increase in our weekly meetings with leads.”

Johar Singh, CEO and Founder, Astra Wellbeing

“The Extra Group has completely transformed my venture and my life.

She has helped me get out of my own way and unlock the best decisions for my company, which has unlocked repeatable sales.”

Jaime-Jin Lewis, CEO and Founder, Wiggle Room

Early Sales Cohort Program

A three-month small group advising and curriculum program

  • 10 participants

  • Cohort runs twice per year

  • Investment starts at $925/month

  • Cohort starts September 8

Your product or offer is live, but your sales process feels haphazard and inefficient. OR, you’re in the ideation stage and want to get your sales foundations set from the start.

Learn and apply proven early sales practices, and receive week-over-week accountability and help to build consistent revenue.

You’ll get structured live coursework, plus 1:1 attention to build and implement a sales strategy that works for your specific business. 

Ideal for startup founders who are ready to get serious about selling, and have won their first zero to fifty repeatable sales.

  • Weekly sessions, rotating between live teaching, workshops, and office hours

  • Access to all training content, templates, and decks, so you can skip ahead as needed

  • Private Slack community so you’re never left hanging

  • A 1:1 consulting call each month for personalized attention

  • “Small win” challenges, sprints, and homework to keep your momentum and confidence high

Sales Advising and Coaching for Founders

Your fastest path to repeatable sales

You’ve got some traction, and now’s the time to invest in your GTM machine. Or you’re still in the early stage and you want to go faster.

 You’re seeking hands-on support to increase revenue efficiently while staying true to who you are.

I’ll be your strategic partner and advisor, helping you look across your business and make meaningful changes, fast. I’ll help you elevate every aspect of the business, from your sales funnel, to customer definition, to leadership and organizational support.

Ideal for founders who desire customized support from a strategic thought partner, and who have won their first zero to one hundred repeatable sales. 

  • 90-minute deep dive into your business, bottlenecks, and vision

  • Custom recommendations, action plan, and curriculum

  • Bi-weekly 1:1 consulting calls

  • Access to all training content, templates, and decks

Sales Advising for Teams

Build a well-oiled sales process that unlocks repeatable sales and PMF… and makes you and your team feel aligned and empowered, rather than constantly overwhelmed.

This is a fit for founders who have some repeatable sales. You may have hired a team, or are preparing to, and need to bring more structure (and sanity) to your sales process.

You’re in need of guidance and advising to get everyone rowing in the same direction.

  • Holistic business diagnostic into your business, bottlenecks, and opportunities

  • Custom-designed workshops and trainings for you and your team to get everyone aligned on a go-to-market plan

  • Build strategic recommendations and oversee quality of sales materials and strategy

  • Weekly 60-minute advisory and coaching call 

  • Fixed availability during “office hours” for either live problem-solving, pop-up workshops, or async work

  • Access to my library of sales trainings, templates, and how-tos

  • Integrate into Slack with same-day reply