Foundations was launched to help organizations grow.

We partner with founders who have built something great but need the commercial strategy, structure, and leadership to take it further. Our team brings decades of combined experience in sales, RevOps, and GTM execution, helping companies design the systems, processes, and talent foundations required to scale with confidence.

We don’t hand over playbooks and walk away. We embed, build, coach, and operationalize alongside your team so growth stops relying on intuition and starts running on clarity, data, and repeatable process. Whether you need a roadmap, a rebuild, or a fully supported sales engine, Foundations gives you the structure and expertise to unlock the next chapter of your business.

Guiding Principles

  • Our mission is to empower tech companies to build scalable, high-performing sales teams that drive sustainable growth.

  • A future where every company, regardless of size, has access to the tools, processes, and strategies needed to scale effectively and lead their industry.

    1. Choose Generosity
      We assume positive intent. Great partnerships are built on trust, openness, and the belief that people show up wanting to do their best. When in doubt, we give each other the benefit of the doubt. It keeps collaboration strong and conversations human.

    2. Stay Curious, Stay Capable
      We believe the best teams are made of people who are both teachers and students. We learn actively, share openly, and approach every challenge with humility. Curiosity fuels improvement, and improvement fuels growth.

    3. Own the Work, Own the Outcome
      Accountability is not a burden — it is a privilege. We celebrate wins together and take responsibility for missteps without excuses. Every experience, good or bad, becomes a stepping stone toward a better version of the system, the team, and ourselves.

    4. Build Before You Judge
      We treat ideas with respect. Instead of poking holes, we start by exploring possibilities. We strengthen concepts before we challenge them because innovation thrives in environments where ideas are nurtured, not dismissed.

    5. Capture Everything
      Great work lives in the details. We take notes, record ideas, and document decisions because clarity compounds. A well-organized mind today creates a high-performing team tomorrow.

    6. Respect the Role, Support the Person
      Every role exists to serve a purpose and move the mission forward. We honor those responsibilities, collaborate with empathy, and recognize that excellence comes from the strength of the collective — not the heroics of the individual.

    7. Make It Actionable
      Good ideas only matter when they become real. We believe in setting clear goals, defining success, and executing with intention. Plans must be practical, measurable, and grounded in outcomes. Progress beats perfection, every time.

    8. Stay on the Edge
      Markets evolve fast and so do we. Foundations team members stay sharp on the latest tools, technologies, processes, and strategies so our clients always benefit from what works now — not what worked last year. We never become a one-trick pony.

A smiling man with glasses, a beard, and dark hair wearing a suit and crossed arms, standing in front of a textured white background.

Meet Ari,

A specialst in scaling Account Executives (AEs) and Business Development Representatives (BDRs) through expert training and mentorship. With his proven methods, he can transform your underperforming team members into top-performing assets. Ari has worked alongside HR Tech startups such as Dialogue, Workopolis and McLean and Company scaling their BDR and AE efforts.

A young man with short, curly brown hair and a beard, wearing a navy blue checked blazer, light blue shirt, and a colorful pocket square, smiling at the camera against a gray geometric background.

Meet Zac,

A seasoned expert in organizational development for revenue teams going to market, or looking to increase GTM efficiency and conversion. With his extensive experience scaling hyper-growth startups like Vena Solutions, SecondCloset (GoBolt), and Stratejm, he understands the unique challenges that come with building and nurturing successful sales reps, leaders and organizations.

Portrait of a smiling man with a beard in a blue suit and white shirt, crossing his arms, standing in front of a textured light gray wall.

Meet Elliot,

Elliot brings a consultative approach to selling that challenges conventional thinking and provides organizations with fresh perspectives on achieving objectives. His prior success has been hinged on his ability to build structure in uncertain environments and devising playbooks that lead to repeatable success. With his extensive experience supporting growth at various early-stage start-ups, he has helped businesses go-to-market and identify key growth opportunities.

Partnerships

Scaling a company takes more than a great strategy. It takes the right ecosystem. Foundations works with a curated network of best-in-class partners that extend our capabilities and give our clients an advantage across every part of the revenue engine. From talent acquisition and content development to data infrastructure, outbound automation, CRM excellence, and enterprise-grade analytics, each partner is selected for a single reason: they help our clients grow faster, smarter, and with greater confidence.

We are proud to partner with Linkus Group to solve one of the biggest challenges growing companies face: talent acquisition. Specializing in startups and SMBs (1-250 employees), Linkus goes beyond standard recruiting by acting as a true extension of your team. Their high-touch approach focuses on Executive, Technology, Revenue, and Operations roles across North America. With an impressive 96% retention rate for placements, Linkus offers our clients a proven pathway to building teams that stick and scale

We partner with MAKE Digital, to build powerful brands, content and websites that help great products/ services stand out against their competition and convert digital interest into real leads. MAKE comes with a team of marketing, branding, development and advertising experts to build exciting brands that captivate audiences and position your business. Sales and marketing should be best friends, walking hand in hand, and we partner with them to MAKE that into a reality!

We partner with Whistle to solve a critical inefficiency in B2B sales: keeping Account Executives focused on closing, not prospecting. Whistle is a "plug-and-play" sales development engine that delivers a predictable stream of qualified meetings. Whether providing a fully outsourced SDR department or elite staff augmentation, they handle the entire top-of-funnel grind—including people, process, and tech. We value Whistle for their ability to operationalize a pipeline in as little as 5 days, allowing our clients to scale revenue without the internal headache.

We partner with HubSpot, as we believe it is the best CRM platform in-market. HubSpot allows us to integrate customer success, sales, marketing and revenue operations teams into a single source of truth tool that provides the breadth of integrations and usability to ensure teams can work in unison.

We don’t build boring CRM’s with HubSpot, we build revenue eco-systems that work for you and grow with you.

We partner with Clay to deliver the most accurate and specific data to our clients. We combine the power of Clay, with a blend of automation tools and a retail AI to make sure we can run the most hyper-specific and targeted campaigns available in-market.

We partner with Homie for our clients that want to network at hyperspeed, and need to navigate the connective tissue between their network and the network that they want to have. Homie combines AI, powerful integrations and unique network insights to put you in the driver’s seat when it comes to growing your reputation

Every great agency needs a bench of great specialist agencies to help handle their most complex and unique projects. Inflective helps Foundations on our most complex CRM builds; providing us with the additional thought leadership and expert resources we need to bring our most powerful builds to life!

We partner with Lemlist to operationalize our campaigns across all mediums, through a single easy to use and heavily configurable solution. Lemlist powers our client’s email, social, SMS and phone outreach - integrating to the larger revenue eco-system so nothing is missed and everything can be measured. Lemlist supercharges outreach, making reps more efficient and organized so they can consistently meet their activity metrics, and exceed their quotas.

We partner with RevenueHero to solve the critical "speed-to-lead" gap that plagues B2B marketing. Too often, high-intent traffic hits a website only to get stuck in a "contact form" black hole. RevenueHero eliminates this friction by allowing qualified buyers to book meetings instantly - right from your website, email campaigns, or app. We recommend them to ensure your sales reps speak to your best leads immediately, maximizing the ROI of your inbound and outbound campaigns.

We partner with SteadyRev to build compelling founder-led content that provides value to your ICP, connects on a human level, and builds your brand credibility throughout, and after, the start-up phase. Whether it’s video clips, written posts (LinkedIn/Blog), LinkedIn ad campaigns, insightful carousels or client testimonials - SteadyRev streamlines the process and handles both the strategy and the work so you can sit back while your brand shines!

We partner with Sales Crusader because they understand that LinkedIn is not just a network—it is a primary business growth engine. Specializing in everything from automation to content creation and ad management, they offer a comprehensive "Amplify You" strategy. We recommend Sales Crusader to clients who need to scale their digital presence and build authentic connections with elite prospects without the burden of manual, tedious engagement.

We partner with i4C Consulting for high-stakes digital transformations where failure is not an option. Specializing in government and enterprise sectors, i4C moves beyond theory to deliver operationalized AI and analytics that scale. From deploying Palantir Foundry to architecting data foundations on Snowflake and Databricks, they are our trusted experts for unlocking the full potential of complex data ecosystems.

Frequently Asked Questions

  • Working with Foundations feels like adding a revenue leader, a RevOps architect, an enablement coach, and a systems builder without hiring four separate people.

    You get a team that designs the strategy, implements the infrastructure, coaches your sellers, and builds the operating rhythm your revenue engine has been missing.

    The experience is collaborative, structured, fast moving, and grounded in reality. We work with your team weekly, implement systems behind the scenes, and focus on the activities that actually drive revenue.

    Founders usually tell us the same thing:

    “I finally understand what is happening in sales and I finally know how to fix it.”

  • AI supports the work rather than replaces it. We use it to speed up research, sharpen messaging, automate repetitive tasks, surface insights, and remove the operational drag that slows teams down. The strategy, judgment, and leadership still come from people. AI improves the system.

    It does not run the system.

  • A Head of Sales is one person. Foundations gives you the combined capability of several roles at the same time. Sales leadership. RevOps. Systems and automation. Enablement. Process design.

    Most early stage companies do not need a VP of Sales yet. They need a working revenue engine that a VP can eventually inherit and scale. Foundations builds that engine while keeping your payroll lean and your execution strong.

  • Both. Most collaboration and implementation happens virtually because it allows for faster execution. When in person support creates stronger outcomes, such as kickoffs, workshop sessions, sales training, or conference support, we meet you on site.

  • Yes. Conferences should not be expensive guessing games.

    We help with pre event research and targeting, messaging, outreach, booth strategy, lead capture systems, post event workflows, follow up sequencing, and team enablement.

    On site support is available when it creates a measurable advantage. A conference becomes a structured pipeline event instead of a marketing gamble.

  • You get both. Strategy alone does not fix a broken sales engine. We design the system, then help implement the processes, tools, and enablement that bring it to life. We build the plan and make sure it actually works in the real world.

  • We are not an outsourced BDR shop. We build the engine that makes your internal team successful. That includes messaging, ICP definition, outreach frameworks, differentiation, enablement, tools, and performance management.

    Your team learns how to book meetings consistently instead of renting someone else’s process.

    That being said, we partner with the top lead gen agencies of all shapes and sizes to execute the strategies we've designed, and operate in the the systems that we've built. 

    We make sure that they are successful by giving them the resources, training, and thought leadership they need; and we make sure you know how to convert the interest that they drive your way.

    We partner with the top lead gen agencies of all shapes and sizes to execute the strategies we've designed, and operate in the the systems that we've built. 

    We make sure that they are successful by giving them the resources, training, and thought leadership they need; and we make sure you know how to convert the interest that they drive your way.

  • The Power Up Program runs 8 to 12 weeks and gives you the full audit, architecture, and roadmap.

    Our core services and incubator program require a minimum 6 month commitment so we can build and refine the system, implement tools, coach your team, and anchor the new operating rhythm.

  • No. You keep your team. We make them better. Your sellers get clearer expectations, stronger coaching, better messaging, improved targeting, stronger tools, and a repeatable process they can trust.

  • Yes. Many early stage founders are still the primary seller. We help you structure your process, tighten your messaging, manage your pipeline, and prepare to hire your first rep when the time is right.

  • Yes. We work with HubSpot, Salesforce, and most mainstream sales tools. We help you choose, design, configure, implement, and connect your systems so the entire revenue engine works together smoothly.

  • Yes, but only when the program will create meaningful, lasting improvement. Training is always paired with follow up structure, coaching, or process adjustments so the team actually changes behavior.

  • Founders, CEOs, COOs, and CROs in growing companies that have real traction and now need a reliable sales engine.

    You know your product is strong. You know your market is real. You just need a system that turns both into consistent revenue.