Find product-market fit without losing your values or vision

Build sales traction and recurring revenue with go-to-market coaching and consulting from The Extra Group

Stop spiraling, start selling

If you’re building out a startup or new business line, you just accepted a job as a salesperson.

…Don’t panic.

Through our proven blend of sales education, executive coaching, and go-to-market advising, our clients unlock repeatable revenue and make undeniable progress towards product-market fit.

We’ve helped founders and leaders of early-stage organizations to: 

  • Exponentially increase their speed to recurring revenue

  • Conquer their aversion to sales

  • Stop wasting precious resources on marketing and product investments that don’t move the needle

  • Run sales calls that convert, capture invaluable information about your target buyer, and never feel icky

Meet the founder

Caroline Fay is an exited founder, a former go-to-market leader at an HR tech unicorn, and a Harvard-trained educator and coach.

She started The Extra Group to ensure that values-driven startups and leaders have both the knowledge and the support to make their ambitious goals a reality. Full bio.

  • Caroline is a world-class go-to-market expert, and having her in my corner was hugely impactful on the business. She doesn't just guide; she equips you to win."

    Ali Bono, CEO and Founder, Pelican Invests

  • Caroline has transformed my venture and my life. There’s no way around it. She has helped me get out of my own way and unlock the best decisions for my company, which has unlocked repeatable sales for us.”

    Jaime-Jin Lewis, CEO and Founder, Wiggle Room

  • “Caroline is, without question, one of the best blessings I've received on my founder journey. I could go on and on about how incredible Caroline is. But you won't fully understand her power until you experience it firsthand.”

    Shawon Jackson, Founder and Executive Director, Vocal Justice

  • “Caroline hosted by far the most helpful and actionable sales training that I have ever attended -- and I have attended many.”

    Kelsey Willock, CEO and Founder, Aura Finance

  • "Caroline has served as an incredible coach to our founders, providing valuable guidance and insights about GTM strategy, founder-led sales, and early-stage company building.”

    Justin Kang, General Partner of Visible Hands, a pre-seed VC firm backing overlooked founders

Services

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Services ⋆

For Startups

Transform from revenue-reticent to revenue-generating through proven sales curriculum and tactical help

See Services for Startups

For Accelerators

Provide portfolio companies and program participants with sales methodologies and go-to-market strategies specifically designed for early-stage startups

See Services for Accelerators

Coaching bold leaders and teams funded by

Our clients are special. They’re technical founders, policy experts, activists, introverts, bootstrappers and beyond.

Together, we’ve achieved big results:

  • $0 to $600K ARR in six months 

  • Two years of revenue closed in one quarter ($250K ARR to $1M+ ARR) 

  • 70x increase in repeatable sales 

  • On average, a 400% increase in qualified sales calls within two months

  • Clarified their target buyer, after months or years of pivoting

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

  • Stopped tinkering on the 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