Boost your skills. Boost your sales.

321 helps you scale sales and achieve traction faster.

Supercharge your sales

Want to accelerate sales? Need revenue to extend your runway? Have to ramp up sales to attract investors?

There’s no way around it: revenue drives growth. Whether you’re a first time founder, an experienced entrepreneur, sales leader or sales newbie, we can help. 321 offers high-quality, hands-on sales development courses so you can solve real-world sales challenges and ratchet up revenue.

Sales 101

A full-day crash course in B2B sales for business and technical founders. You’ll learn how to create an effective sales capacity in your company, assess where you’re at, and develop an action plan to get you from here to there.

Recommended Prerequisites

None

$600 + gst

SAVE MY SPOT
What You’ll Cover:
  • How startup sales are different – and how that changes what you focus on
  • How looking at your Business Model Canvas through a sales lens provides a very different perspective – and why this is so critical
  • The roles for marketing and business development, vs. sales, in driving revenue
  • The importance of getting crystal clear on your target customer
  • Different sales approaches and how to pick the right approach for your business – and for your target customer
  • Common startup sales mistakes – and how to avoid them
  • Ensuring you have all your bases covered on your sales team – even if it’s just you!
  • How to get your entire company aligned to drive revenue – from sales to marketing to product
  • Best practices required to win at sales
Who It’s For:
  • Founders or senior members of a startup team, with responsibility for sales
  • You work in a B2B startup that is for-profit or a social enterprise
  • You have already developed an MVP, are on your way (or have achieved) product/market fit, likely have a few customers (or are close to landing some), and may have early revenue.
  • You may have clients and revenue and want to ramp up sales to fuel growth and investment
What You’ll Come Away With:
  • An understanding of what sales is (and isn’t), different sales approaches and an assessment of the right approach for your company and your target customer
  • A detailed profile of your ideal customer profile to focus – and perhaps course correct – your sales, marketing and product efforts
  • An in-depth assessment of your current sales and marketing capacity, including identification of your key gaps
  • An action plan for the next 30, 60 and 90 days – where you need to focus your and your team’s efforts to move the needle on revenue

Lean Sales

An intensive program that takes an experiential approach to sales skill development. Think of it as a sales skills acquisition adventure: using the principles of lean management, applied to sales, you’ll work on addressing your actual sales challenges. Lean Sales includes 8, ½ day sessions plus a one-to-one coaching session.

Required Prerequisites

Sales 101

$1500 + gst

SAVE MY SPOT
What You’ll Cover
  • Develop a deeper and nuanced understanding of your ideal customer, and how to engage them
  • Learn how to focus on your most promising prospects, and get the most yield from your prospecting efforts
  • Develop and implement a sales process that supports your buyers’ journeys
  • Nail your value proposition so your sales message in on target
  • Identify how to beat competitors and when to walk away
  • Get your pricing right – in context of your customer ROI and your margins
  • The role of a CRM in supporting your sales efforts, how much CRM do you need and when?
  • Learn how to deliver great demos and presentations
  • Understand how to negotiate, close and get to a signed contract more effectively
Who It’s For
  • Founders or senior members of a startup team, with responsibility for sales
  • You work in a B2B startup that is for-profit or a social enterprise
  • You have already developed an MVP, are on your way (or have achieved) product/market fit, likely have a few customers (or are close to landing some), and may have early revenue
  • You may have clients and revenue and want to ramp up sales to fuel growth and investment
What You’ll Come Away With
  • Revamped ideal customer profile (ICP) assessment to guide your target customer acquisition, assess outliers (learn who to target and whom to say no to)
  • Detailed sales process development: create a sales process that works for your company
  • Improved prospecting tools and processes, including scripts that you’ve drafted, tested and iterated based on feedback from the facilitator and other participants
  • Clear articulation of your value proposition and sales narrative, that will inform all your sales and marketing assets
  • A fresh perspective on your pricing, and an ROI model
  • Feedback on your sales tools and CRM to ensure they support your sales process
  • An evaluation of your readiness to negotiate, close and contract – and prep of the tools you’ll need to make it happen

Sales Tools

An intensive two-day course to kickstart the creation of killer sales tools that will help you level up your sales.

Recommended Prerequisites
  • Sales 101 recommended
  • Lean Sales or Marketing courses an asset (not required)

$1500 + gst

Bring your team! Price includes up to 3 people from the same company.

SAVE MY SPOT
What You’ll Cover:
  • How B2B buyers buy, and what that implies for the types of sales tools you’ll need to support each stage in their journey
  • Sales tools audit: what do you need (based on buyer’s journey), what do you have currently and how do they stack up?
  • Messaging audit: how to refresh your messaging so it supports the buyer in moving along their journey, and your sales process
  • Marketing vendor selection and management: tips on finding great marketing partners, when to look locally vs. “from away”, guidance on reasonable investments in marketing asset and sales tool development – for your stage, the importance of a good brief, managing to a budget
  • The role of validation and testing – how to test your assets to ensure they are on point
  • Keeping it fresh – how to handle ongoing updates to your assets
Who It’s For:
  • Founders or senior members of a startup team, with responsibility for sales
  • You work in a B2B startup that is for-profit or a social enterprise
  • You have already developed an MVP, are on your way (or have achieved) product/market fit, likely have a few customers (or are close to landing some), and may have early revenue.
  • You may have clients and revenue and want to ramp up sales to fuel growth and investment
What You’ll Come Away With:
  • Audit of your current sales tools
  • Priority list for needed sales tools and marketing assets
  • Feedback on drafts of top priority sales tools
  • Kickstart sales tools development or refresh with marketing experts, content writers and designers
  • An improved process for engaging your marketing vendors to improve results and ROI
  • Action plan to develop needed sales tools

Scaling Sales

An intensive course for Founders, Startup Executives and Sales Leaders who need to build out their sales functions for future revenue growth. It’s about taking your Sales team to the next level and takes you through an experiential learning journey on how to build your sales team, set sales compensation and kickstart the creation of sales enablement processes that support growth.

Required Prerequisites
  • Sales 101
  • Lean Sales

$1500 + gst

SAVE MY SPOT
What You’ll Cover
  • Building a sales team, and how different sales roles work together
  • Hiring sales unicorns
  • Building a compensation structure that incents the behaviour you want
  • Managing for performance – both home and away teams
  • Managing and reporting on your sales pipeline – to your team, board and investors
  • Key metrics to watch
  • Building an effective but lean sales stack
Who It’s For
  • Founders or senior members of a startup team, with responsibility for sales
  • You’ve already built an effective sales capacity in your organization – you have a process that works, and are now ready to scale up
  • You have the capital needed to build out your team and process, but want to be sure you make wise investments
What You’ll Come Away With
  • A map of your sales team structure and a vision for how it might evolve over time
  • A profile for your next key sales hire(s), a recruitment strategy, and a draft interview guide
  • A draft compensation plan that you can validate works for your market
  • A strategy to manage sales team performance, including key metrics you’ll watch and how they’ll be measured
  • A pipeline report and a process for sharing that with your stakeholders
  • A review of your current sales stack, including identifying any gaps, and an action plan to address them
  • A review of how well you’re working with marketing and product, where you need to get aligned, and an action plan to achieve that alignment

Who’s it for?

321 Sales Academy was built for founders or senior members of a startup team, with responsibility for sales. You work in a B2B startup that is for-profit or a social enterprise. You have already developed an MVP, are on your way (or have achieved) product/market fit, likely have a few customers (or are close to landing some), and may have early revenue.

Most importantly, you’re fiercely committed to investing the time and effort to get sales results, and are willing to explore and apply fresh approaches.

What participants have to say…

Applying what I learned during Lean Sales, I’ve sold more of one of our products in the last quarter than in the prior 2 years, and have teed up a solid sales pipeline to hit my sales target for the year.

Mark ScantleburyCEO, Extreme Telematics

Key for me were all the real life examples and company-specific feedback from someone who’s been in the trenches of multiple startups. 321 was so valuable for us, we are continuing with some advisory help to keep up our momentum.

Adam MartinsonFounder & CEO, HubH20

Sales is a foundational skill for founders. They must develop solid sales skills not just to generate revenue, but also to get the funding and talent they need to succeed. 321 is helping to fill this gap.

David EdmondsA100 member, A100 Industry Chair for the Accelerate Fund, and angel investor

Nobody cares about your product until you can sell it. I’ve seen first hand how 321 is helping startup founders to do just that.

Alice ReimerAssociate Director CDL-Rockies, Director at Calgary Economic Development, A100 member, Serial entrepreneur

Hands-on learning

321 Sales Academy doesn’t offer just “training” – our programs are hands-on experiential learning that guides your sales and marketing efforts. Every program is highly interactive, including hands-on exercises and time to work on applying what you learn in your business. Participants have access to program content and discussions on a private Slack channel.

Accelerate your sales

It’s time to commit to moving your business forward.

SIGN UP NOW