The League
Ben CRO exec
A 4x founder, 22 years in B2B tech sales. Now coaching and building with founders.
I run sales at every stage — extract your playbook, install the system, and review it with you until it runs without you.
CRO Executive · CRO
01 · Who I am
The short version.
The short version, in blocks.
Started as
An account executive
At a leading data operations company, then director of sales. Now CEO of The Founder’s Sales Engine, a sales coaching programme for technical founders.
Hats worn
CRO · Country MD
Plus mentor — which is why I can run the number and build the team that hits it.
Based
Canada
Serving founders and sales reps worldwide through the coaching programme.
Founders coached
35+
Trained, coached and promoted over 100 people along the way.
02 · What I’m known for
Call me about these.
What founders come to me for, when to call, and what I get up to when I am not working.
Top 3 I’m known for
- 01Building Sales TeamsMentoring and hiring the people who carry the number, then promoting from inside.
- 02Go-To-MarketThe motion underneath the pipeline — who you sell to, how, and in what order.
- 03Closing B2B DealsDiscovery, price reveal and follow-up, run as a system rather than a personality.
Call me when…
- 01You need someone to diagnose why pipeline will not convert, and close the deals that are stuck.
- 02You want a CRO running revenue, investment and team strategy from the inside.
Outside it
The Pregame
I create and host it — a Friday night livestream and live event series dedicated to house music.
A Toronto house music documentary
The first comprehensive film about Toronto’s house scene: its genesis, its evolution and where it goes next.
03 · Big wins
What I have done.
Twenty-two years in the industry, four companies of my own, and the teams in between.
Big 3 Personal Wins
Numbers I have put on the board.
$100M+ closed
- What I apply to startups today
- Across B2B tech sales, helping companies go from startup to scale. The deals teach the playbook; the playbook is what I install.
Grew the Canadian team from 2 to 200+
3 years · SADA
- What I apply to startups today
- Hiring is a go-to-market decision. Build the motion first, then the team that runs it.
100+ people trained, coached and promoted
- What I apply to startups today
- Including 35+ founders. A system that only works when you are in the room is not a system.
04 · Learn from me
Free, and in my own words.
Short ones on the things that actually move a deal, and founders talking about what changed.
One-minute tips
Founders on working with me
05 · How to work with me
Four ways in.
Advisory, fractional or hands-on. Most founders start at one and work down the list.
01
1:1 advisor call
60 minutes
One problem, on the table, with a straight answer at the end of it.
- ✓Pick the problem in advance
- ✓Written summary and next steps
- ✓Credited if you go further
02
1-month play
1 month
One play from the playbook, run end to end with your team.
- ✓Pipeline, discovery or closing
- ✓Weekly working session
- ✓You keep the artefacts
03
3-month gameplan
3 months
Extract the playbook, install the system, and review it until it runs without you.
- ✓Gameplan written up front
- ✓Three plays, one a month
- ✓Monthly executive reporting
04
Fractional C-suite
Ongoing
A CRO seat on your team, running revenue, investment and team strategy from the inside.
- ✓Hands-on, not advisory
- ✓Can show on your org chart
- ✓Expert bench behind me
Want this coach in your corner?
Two calls. Free 12 month GTM Gameplan.