Sales, GTM & Advisory
Good engineering does not sell itself.
Most Canadian aerospace, defence and dual-use companies are built by engineers. The product works. What is missing is the route to revenue: who buys it, who carries it, what it costs, and the people who go and sell it.
Hiring a first salesperson before you have a motion is the most expensive mistake in this sector. The motion comes first. We have built one and run it: a national distributor channel taken from $35M to $41M in fifteen months, and three territories delivered at 126%, 118% and 110% of quota.
- Go-to-Market
- Who actually buys, why, what you charge, and the shortest credible route to the first ten customers. Positioning that an engineer and a procurement lead both understand.
- Channel & Distribution
- Which distributors and reps carry your category, how to sign them, what margin and stocking terms to offer, and how to make a partner network actually sell rather than sit on your line.
- Sales Process
- A qualification method, a pipeline that forecasts honestly, and a CRM your team will use. MEDDPICC where it fits, not because it is fashionable.
- Sales Training
- Working sessions with your sales, inside sales and engineering teams. Discovery, technical positioning, objection handling, and how to run a long programme cycle without losing the thread.
- Building the Team
- What to hire and in what order, what to pay, how to comp it, and what good looks like in the first ninety days. Including the six-person inside team most founders forget they need.
- Fractional Sales Leadership
- Ongoing. We run the motion alongside you, sit in the deals, and hand it over when someone internal is ready to own it.
You stop guessing which customer, which partner and which price, and start running a motion that repeats.
Tell us what you are trying to sell in Canada, and how fast. Twenty minutes, no pitch.
Schedule a call