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The Sales People Incubator.
Designed to outperform, built to scale. Sales by design.
Not an agency. Not an advisor. Not fractional talent.
Not another sales coach.
We architect predictable revenue - transforming sales through people, culture and systems over 6 months of rigorous design.
80% of early sales hires fail
Founders learn the hard way. Vision alone doesn’t scale .
You can have the best product and market fit, but you need the right people, culture & systems to turn effort into predictable revenue.
Scaling too early kills more startups than competitors do - do it right, with design.
Vision sparks companies. Intentional sales culture & systems scale them.
We help founders bridge that gap through intentional sales architecture.
Investor-grade metrics. Sales Cycles, % Closed Won, ACV/CAC/Payback & Consistently

Operational Certainty

Founder Impact PMF/Scalable & Repeatable Funding / Break Even vs Joining 90% Failure Rate Hiring Targets Met No hiring fees, faster growth Faster Onboard & Lower Churn Faster growth, higher revenue per seat Consistent Cycles, ClosedWon & ACV Runway certainty Scalable Go from 1-10-100, hit bigger targets Lower expansion costs Launch new geographies

The Reality Most Founders Face
You’ve achieved product-market fit. But even brilliant products crumble due to the following structural weaknesses:
  • Critical knowledge lives in your brain, not in systems. You can’t step away.
  • New hires take quarters to contribute. If they ever do.
  • Revenue fluctuates wildly - investors notice .
  • Scaling paralysis - the thought of 20 great reps feels out of reach.
  • Market expansion costs 3X what it should.
“These aren’t just hiring failures, there are design flaws in your revenue engine”.
What We Deliver.
“Sales by culture, revenue by design.”
Content Curated by Experts
Group Workshops
1:1 Sessions
Tech Stack worth Thousands
Join our Community
1/ People Design
Stop gambling on expensive and underperforming hires, start engineering your scalable talent pipeline.
  • Proven filter to identify the 1% of sales people built for early-stage chaos.
  • Multi-stage hiring process to reduce mistakes.
  • Scalable talent funnels.
2/ Sales Culture Design
Performance is not by chance - it’s designed. We believe in “Deliberately Developmental Cultures”
  • Designed self-driven & high-performing environment
  • The right compensation architecture
  • Purposeful promotion system
3/ Systems Design
To sustain elite sales performance, every component must be obsessively architected
  • Hiring pipelines that attract and identify the top 1% consistently.
  • Pipeline Generation for high volume SQLs
  • Enablement frameworks that make performance repeatable & scalable.
  • Pipeline Management to maximise Closed Won % systematically

The Path to Founder Freedom

From high-stress to effortless. Free your time to focus on growth and product. We partner with founded startups (1M+ARR or 1M+raised) for 6-12 months to: Phase 1: Understand Identify your weaknesses. Phase 2: Design Transform insights into a tailored framework Hiring and onboarding Pipeline generation Deal execution Forecast engineering Phase 3: Scale Embed these systems and reach consistent revenue certainty

Who this works for.
You move fast (Product-Market Fit achieved, capital ready)
Willing to rebuild foundations
Want to scale quickly & predictably
Value hard truth
We work with 5 companies per quarter. No fake countdowns or manufactured scarcity - We’re selective because results matter.
Why this works when others fail.
Most founders learn through expensive failure. We teach through engineered success.
You’re the product visionary. We are the revenue engineers. Together we build what no agency can deliver.
  • Operator-level-access - work with a team who’ve scaled companies to exit ( no junior consultants).
  • Proven frameworks - exact systems we used to grow real startups
  • Brutally honest feedback - to accelerate growth
  • Founder-to-founder value - enterprise results without agency price tag
  • Complete ownership - we teach you, you own it. No dependency.
We thrive to become unnecessary.
How do we know?
We have scaled what most consider unachievable
250
mission-driven sales people
70%
YoY growth (sustained over a decade)
5
continents conquered systematically
750m
exit without diluting equity
Your Turn
You’ve secured PMF. Now add the missing piece : The architecture of predictable scaling.
We will tell you within 25 min if this can work for you.
Not ready for the full journey?
Our individual courses deliver focused results - we even have some free ones.
Or Book a Call to discuss.
Meet the Team
Alex Sullivan
Founder
Alex Sullivan is a seasoned sales leader. He was the first sales team member at World First which sold to Alibaba for $750m with no external funding.
Built sales teams from 0-250 several times.
Founded several businesses.
Investor >20 startups.
Vion Menezes
Co-Founder - COO
From PwC boardrooms to startup war rooms, Vion wields vision, transformation, and strategy—scaling billion-dollar firms and advancing early-stage companies to critical funding milestones.
Niamh Andrews
Program Manager (Founding Team)
Niamh is no stranger to the fast-paced world of startups. She brings creativity and a can-do attitude. As Program Manager, she oversees all cohorts, continuously refining and improving our programs to ensure the best possible experience and results for every participant.
Angus Pollard
VP Sales Coach
Angus brings over a decade of sales experience, having managed teams and built strategic partnerships across various sections, including FinTech and SME's. Most recently, he served as Sales Team Manager at Funding Circle UK.
Abdullah Ashraf
GTM Engineer Coach
Abdullah Ashraf is an accomplished Go-To-Market (GTM) Engineer with a strong foundation in outbound sales development. A true expert in building scalable sales engines, Abdullah is dedicated to helping businesses unlock their sales potential and drive results.
Chris Wilkinson
Funding Advisor
As a Managing Director at Forward Partners, Chris has been instrumental in driving the company's success. Chris plays a crucial role in preparing startups to successfully secure Series A funding, facilitating connections with VCs and ensuring businesses are primed to attract investment.
Tristan Gillen
Growth Advisor
Tristan is the founder of Growth Division, a Growth agency for startups. Over the last 4 years his team have helped build and scale over 130 startups and have driven 10's of millions in revenue.
« A note from our Founder»
Having seen so many startups with great products make the same mistakes, we founded The Sales People to help early-stage companies build the right foundations, hire the right talent & create a growth-focussed culture. I am passionate about sales, and seeing small businesses shape the future.
Get In Touch
We only work with 5 companies per quarter, so we want to ensure it’s a fit (for both of us).
Or, book a 25 minute call.
Connect with us on social media: LinkedIn