Our Work

What we built,
and what changed.

We work with founder-led and scaling B2B software teams — sales system installs, new GTM motions, enterprise deal control and programme support. The starting point, the work, and what the team kept running afterwards.

1 Where we help

The work usually falls into a few areas

1
New GTM motion

International expansion, market entry, moving upmarket or adding a new sales motion before the current one stretches.

2
Founder-led to repeatable

When the founder is still in most deals and the question is whether anyone else can sell this consistently.

3
Sales system install

When the stages, qualification, CRM workflow and weekly rhythm need to be built or tightened.

4
Complex deal control

Enterprise opportunities where buying groups, Finance, procurement and business cases are making deals harder to call.

5
AI-enabled sales workflows

Seller and manager agents that reinforce prep, follow-up, CRM hygiene, deal coaching and next best actions.

6
Programme support

Commercial support for cohorts, accelerators and partner programmes working with growth-stage companies.

2 Selected work

Selected work

Where the team started, what we installed, and what they kept running.

Amiqus

Tech-enabled services

Route

route

Closing OS

DesignEnableRunde

Work installed

work

Built a sales workflow in HubSpot, then extended the system into CS expansion and retention.

outcome

Starting point

Amiqus needed the sales system to show up in live workflow, not sit in documents. After the sales workflow project, the next challenge was helping the CS team run more consistent conversations around onboarding, adoption, renewal risk and expansion.

What we did

  • Built a clearer sales process into HubSpot, with workflow and guidance sellers could follow.
  • Created a Lite CS Playbook across onboarding, adoption and expansion.
  • Built a CS competency framework and training around discovery, champion enablement and B2B principles.

What they kept

A working HubSpot-based sales execution system, plus CS playbook and competency assets that helped connect customer conversations to retention, expansion and renewal quality.

With a turn-by-turn system in HubSpot, we're executing at a new level. Win rates are up, forecasts are reliable and we've got a clear path to the next revenue ceiling.

DBPerson  ·  Role

Credit Canary

Founder-led B2B software

Route

route

Closing OS

DesignEnableRune

Work installed

work

Helped a founder-led team land its first enterprise deal and make the sales process repeatable.

outcome

Starting point

Credit Canary was moving from founder-led selling into larger, more complex deals. The team needed a clearer way to qualify opportunities, manage buyer commitment and make the sales process easier to repeat.

What we did

  • Built a clearer sales process for enterprise opportunities.
  • Tightened how deals were qualified, progressed and inspected.
  • Helped the team move from judgement-led selling to a repeatable process.

What they kept

A stage-gated enterprise process the team now runs without the founder in every deal.

We landed our first enterprise deal in eleven weeks. Now every deal runs on a repeatable process, not crossed fingers.

DBPerson  ·  Role

Dijuno

Founder-led B2B software

Route

route

Closing OS

DesignEnableRuner

Work installed

work

Brought structure to complex enterprise deals.

outcome

Starting point

Dijuno needed a clearer way to navigate strategic enterprise opportunities. The team needed more structure around qualification, buyer commitment and how complex deals moved forward.

What we did

  • Tightened how complex deals were qualified and progressed.
  • Improved buyer commitment and deal inspection.
  • Helped the team move away from judgement-led selling.

What they kept

A clearer way to qualify, progress and inspect enterprise opportunities.

Closing Foundry helped us bring structure to complex enterprise deals. We moved from judgement-led selling to a clearer way of qualifying, progressing and inspecting opportunities.

DBPerson  ·  Role

Scottish Enterprise

Economic development agency

Route

route

Closing OS

DesignEnableRune

Work installed

work

Practical commercial support for scaling companies inside an economic development programme.

outcome

Starting point

Scottish Enterprise supports ambitious companies across growth, international expansion, innovation and investment. Many of those companies need help turning product potential into stronger commercial execution.

What we did

  • Trained Scottish Enterprise colleagues on B2B sales execution and how to spot GTM gaps.
  • Delivered B2B sales execution support for SE-backed companies and cohorts.
  • Helped companies turn events, pitches and growth programmes into clearer commercial next steps.

What they kept

Practical ways to diagnose GTM and sales execution gaps, support portfolio companies more commercially, and connect sales execution to measurable programme outcomes.

Work included colleague enablement, company bootcamps, Money20/20 preparation and cohort pitch support across FMCG, decarbonisation and tech scale-up programmes.

DBPerson  ·  Role

VanillaSoft

Tech-enabled services

Route

route

Closing OS

DesignEnableRunder

Work installed

work

Codified sales process and deal guidance across multiple sales motions.

outcome

Starting point

VanillaSoft had three distinct sales motions — SMB, Higher Education and Enterprise — and needed a more consistent way for sellers and managers to execute the sales process.

What we did

  • Built guided sales playbook architecture across SMB, Higher Education and Enterprise.
  • Created practical seller and manager tools for qualification, discovery, call planning, deal huddles, mutual action plans, business case and objection handling.

What they kept

A practical sales execution system covering playbooks, stage guidance, qualification, discovery, outbound routines, manager inspection and AI-enabled practice prompts.

Named outputs included playbook blueprints, outbound and inbound operating SOPs, MEDDPICC deal inspection, role-based enablement paths and AI sales copilot prompts.

DBPerson  ·  Role

Konica Minolta

UK Cloud Services

Route

route

Closing OS

DesignEnableRunde

Work installed

work

Turned product-led selling into a clearer service-led sales motion.

outcome

Starting point

Konica Minolta UK Cloud Services was building a recurring-revenue Managed IT Services business inside a much larger organisation. The team had mixed sales backgrounds, different levels of experience and no consistent way to apply best practice across complex service-led opportunities.

What we did

  • Built sales process playbooks for ITSM and Document Management.
  • Embedded a strategic sales methodology and SPICED qualification model into the sales workflow.
  • Created practical tools for discovery, qualification, business-case building and in-stage deal guidance.

What they kept

A guided sales framework that helped sellers know what to know, show, do and say at each stage — supported by discovery guides, SPICED question prompts, customer discovery scorecards and business-case templates.

The guided sales playbook became the cornerstone for sales interactions, giving the team a more consistent way to qualify, progress and inspect recurring-revenue opportunities.

DBPerson  ·  Role

ETIQ AI

Founder-led B2B software · AI / ML tooling

Route

route

Closing OS

DesignEnableRunder

Work installed

work

Built a clearer Message → Meeting → Proof motion for an AI / ML tooling company.

outcome

Starting point

ETIQ had a strong technical product and several possible routes to market, but the demand motion needed sharper focus. The team needed to clarify which use cases to prioritise, which buyers to target, what message would open doors, and how first conversations should progress into pilots or proof.

What we did

  • Mapped the strongest use cases, buyer groups and entry points across LLM optimisation, recruitment assessment and pipeline reliability.
  • Built ICP cards, problem maps, positioning lines and outreach angles for the priority motions.
  • Designed a practical Message → Meeting → Proof system, including prospecting routes, discovery-to-pilot controls, measurement cadence and a 90-day execution plan.

What they kept

A GTM blueprint and working toolkit covering priority ICPs, buyer problems, outbound messages, proof offers, stage gates, discovery guidance, forecast categories and the weekly operating rhythm for testing the motion.

The sprint gave ETIQ a clearer way to decide where to focus, how to open first conversations, and how to turn early interest into structured pilots rather than scattered activity.

DBPerson  ·  Role

3 Questions

Frequently asked questions

What kind of companies does Closing Foundry work with?

Closing Foundry works with founder-led and scaling B2B software, SaaS and tech-enabled teams where revenue execution is the constraint on growth. The work is most relevant when a team needs stronger qualification, clearer stage discipline, a more inspectable pipeline or a commercial operating rhythm the forecast can rely on.

What does Closing Foundry actually install for clients?

The work varies by starting point but typically includes a combination of GTM blueprint, sales process design, qualification standard, stage definitions, playbooks, CRM workflow, manager inspection tools and operating rhythm. Where relevant, it also includes AI-enabled workflow prompts and expansion assets. Each engagement is built around the specific commercial constraint.

How does Closing Foundry support founder-led teams?

For founder-led teams, the work turns founder knowledge into a repeatable sales motion. That usually means clearer ICP, sharper qualification, enterprise deal control, stronger discovery, playbooks the team can use without the founder in the room and a 90-day execution plan grounded in pipeline reality.

If the starting point looks familiar, the next step is working out what's causing it.

Start with 5 days to scale
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