Many founders shy away from sales, believing it’s something to delegate as soon as possible.

However, in the early stages, nobody understands the product and its value proposition better than the founder. If your sales pipeline is starting to look more like a wishlist than a serious list of revenue opportunities, this guide is for you.

Written specifically for B2B tech founders, this no-nonsense download will help you cut through the noise and focus your time on prospects that actually stand a chance of converting. It walks you through building your own qualification criteria from scratch, explains why standard frameworks often miss the mark, and shows you how to spot red flags before you waste time (and energy) chasing the wrong leads.

You’ll also learn how to tier your prospects so you’re spending more time on the ones who matter most, and how to politely walk away from bad fits without second-guessing yourself.

If you’re still qualifying leads based on gut feel or trying to appeal to everyone, this guide will be a wake-up call. Fewer time-wasters, better-fit customers, and a more focused sales process? That’s time well spent.