What You'll Work On
The language that resonates with your buyer
The pricing logic that fits your category
The distributuion channels worth your time
A sales motion that can scale beyond the founder
A practice, not a course
The program runs two hours a night, three nights a week, for four to six weeks. Founders meet virtually with us and with each other, working through the real mechanics of B2B sales—not as theory, but as something you do reps on until it starts to feel natural. It's closer to a jiu-jitsu class than a lecture hall: short, repeated sessions designed to build muscle memory you can actually use the next morning.
Most founders learn B2B sales the hard way—piecing it together when something breaks. We've built a structured program to put it in your bones from the beginning, so go-to-market thinking sits alongside your product thinking when you're making decisions about roadmap, pricing, and who you're really building for.
We start at the goal line
Most go-to-market thinking starts with awareness and works downward toward the sale. We do the opposite. We begin at the actual moment a customer decides to buy—what they're thinking, what they need to be true, what made them ready—and reason backward from there. Everything upstream of that moment, from messaging to channel choice to pricing, becomes clearer once you understand the moment itself.
PAX Sales Program
It's optional.
Most founders do it anyway.
By the time the program starts, you'll already have our investment. Participating is your choice. We mention this because some founders come in skeptical—especially those with sales backgrounds, or those heads-down on product—and decide partway through that they want in. That's the response we trust most.