Who are we?

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

Since then we have advised 85+ tech founders and built revenue operations for over 40 B2B SaaS startups. Our clients have been featured in the Startups 100 Index every year since 2017. 

Our goal?

To be the leading growth partner in Europe for early-stage B2B tech startups. 

Speed wins the startup game 

Speed is part of our DNA. You’ll feel that pace when working with our team, as well as their professionalism. We won’t let you be one of the many startups where things are left unfinished and never hit the market. We encourage our clients to be agile to try new things, fail fast and learn.

Enterprise sales require new standards

We know that increasing revenue from enterprise sales requires a whole new set of standards. Our role is to set those standards and keep you accountable so they become part of your working practice. 

Our team knows what it’s like. They’ve all worked on complex campaigns and long enterprise sales cycles with high deal value and have been founders or first on the ground for tech startups on the 0-1, 1-3 and 3-10 million growth journey.

Our Unique Strengths

01. We’re not just thinkers, we’re doers

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. 

02. We handle both sales and marketing

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.

03. We’ve been there and done it (a lot)

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 Vision

Our goal is to be the leading growth partner in Europe for funded B2B tech startups.

Our Values

  • We value transparency above all else
  • Relationships really do matter
  • We constantly strive to set a new standard
  • We play the long game
  • And we win and lose together

Key Benefits of Our Team

  • Extremely resourceful
  • Deeply curious and analytical
  • Commercial mindset
  • A sense of selflessness
  • Genuinely care
  • Highly organised and detail orientated
  • Driven and determined
  • Open to change
  • Autonomous and showing personal initiative

Key Behaviours

  • Optimise first, before opting for something new
  • Step forward and execute, don't wait for instruction or permission
  • When you say you’ll do it, always do it

Our Team

    James Ker-Reid founder ceo sales for startups london

    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 Hamilton Digital Marketing Sales for startups London

    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.