Our Mission

We’re passionate about empowering B2B tech founders to tap into their true potential and build very scalable businesses. You’re the visionaries, we’re the growth experts.

Our Vision

Our 100/100 vision: 

By 2030, our vision is to transform the landscape of B2B tech startups by doubling the revenue of at least 100 companies.

Our Values

Bring your passion

As a team, we are truly passionate about helping others fulfill their potential - meaning we relate to and celebrate the passion you have for your business and life.

Be fearlessly transparent

Our clients and teammates are looking for advice to rapidly improve their business and skills; so for progress to be made, we need to be direct and transparent.

Launch first

We live in a market that demands speed and progress. We will always publish v.1 of our ideas, as we know it’s lot easier to edit than it is to create.

Higher your standards

We are always pushing ourselves to be better from one project to the next - a journey full of incremental gains. Also, our teammates can always hold us to higher personal standards.

Our Unique Strengths

We’re not just thinkers, we’re doers

More >
You won’t see us doing one-off pieces of work or advisory engagements. We like to roll up our sleeves and get stuck in to build things for our clients that last.

We handle both sales and marketing

More >
We know that to really grow a B2B tech company, you need to improve both sales and marketing at the same time. Many of our competitors can only solve one piece of the puzzle.

We’ve been there and done it (a lot)

More >
We’re a company of SaaS founders and first on the ground commercial operators, who’ve built the revenue operations of 40+ B2B tech companies and experienced 6 exits in the last 7 years – the most of any sales consultancy in Europe.

Our Story

Sales for Startups was founded in 2017 by James Ker-Reid, one of the Top 10 SaaS sales leaders in the UK.


Sales for Startups was incorporated in Companies House


Won UK SaaS Sales Leader of the Year


Hired first team members


Completed 20 startup projects


Grew 120% during Covid year


Delivered 100%+ revenue growth to first international clients


Completed 40+ startup projects


Got invited to Goldman Sachs 10,000 small business programme

Our Team

James Ker-Reid

CEO & Founder

James has a background in B2B SaaS and IT consultancy, with specialisms including fintech, insurance, HR and innovation tech. He has over 15 years of experience selling to startups and enterprises in the UK, Europe, Asia and North America. His major successes include a management buyout and a startup acquisition of $500 million. In 2018, James was named one of the top SaaS and technology sales leaders of the year. He has co-authored two bestselling books – Sales Genius #1 and Happy Healthy Wealthy Entrepreneurs.

Christina Hamilton

Marketing Consultant

Christina started her career in tech marketing over 20 years ago in startups and has worked in strategic and hands-on roles. Her SaaS marketing background means she’s often implementing marketing automation, CRM, analytics, prospecting campaigns and improving messaging and targeting to drive business growth. She has been the first marketer multiple times and manages complex HubSpot implementations and integrations for us too. Christina is our expert for digital marketing, automation and HubSpot.