GoAudience is CEO Ahmed El Naggar’s 5th company but his first time building in B2B SaaS. He and co-founder Mai had been battling through the ups and downs of founder-led sales for years until they finally found traction and raised a seed round from tier-1 VCs. They reached a pivotal moment and set aggressive growth goals for the following year. They knew that to hit their targets they could no longer manage all sales themselves, but hiring their first sales rep felt risky.
“We wanted to hire the right talent and minimize trial and error at our early stage,” Said CEO Ahmed El Naggar.
Without a defined hiring process, comp plan, or repeatable sales playbook, they risked wasting time and money or setting the wrong sales culture from the start.
GoAudience brought in Dan to help them move beyond founder-led sales with confidence. Together, they tackled:
Including defining the ideal candidate profile and building a structured interview process
Aligned to the company’s stage and desired rep behaviors
Dan participated directly in interviews and helped select the two best-fit candidates
Structuring a foundational outbound playbook to help reps ramp faster and win customers
“Dan helped us interview the candidates and decide on the best two for our stage and industry.”
On what he’d recommend to other early stage founders considering whether or not to work with a sales coach or consultant:
“100%. I believe the mentorship and advice was very helpful for us and I definitely would recommend other early-stage founders to do the same.”
Ahmed credits the engagement with helping GoAudience scale sales the right way by minimizing wasted effort and giving their reps the structure they needed to succeed.
Whether you're navigating your first hire or building the foundation for a scalable sales org, Dan helps startup founders move faster, avoid missteps, and unlock repeatable growth.
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