A talk or a guide can shift how you think. This is the part that changes the business. It is the company I built with Pete Solway to build the system with you and put someone inside to run it.
Founder Revenue Code helps founders scale, sell, or step back from the day-to-day of their business.
We meet you where the business is. Early on, we coach you to close more deals and build your first outbound sales strategy. As the business matures, we codify how you win into a playbook. That playbook becomes the brain your revenue function operates from, defining the processes your team works from and the context your AI runs on. Built from your own answers, it stays a reflection of you. Then we place a dedicated revenue leader, a fractional Chief Revenue Officer, inside to embed it with your team and your agencies, until the business no longer depends on you for revenue.
It is built around you, never a template. No two businesses grow the same way, so we capture how yours specifically wins. You own the playbook and the IP throughout. It is built to make us redundant, not to keep you dependent.
Sales strategy and coaching for founders who are not yet ready for a full build.
We codify how you win across attract, convert, retain, and expand, in a two-day workshop or a one-to-one build.
A dedicated revenue leader goes inside to embed it, coach the team, set up the tools, and make it work against real opportunities, to a milestone.
The business runs on the playbook without you, and you can appoint someone internally to own it. Then we step back.
This is the answer to the two fears most founders carry in. The fear that writing down how you sell will reveal it is nothing special, and the fear that you will pay for another document that sits in a drawer. We do not hand you a playbook and leave. We capture what you already do well, and someone comes inside and runs it with you until it works.
Anonymised by industry.
The founder and one other were the only ones selling. We codified how the firm wins, and it went from $1M to $1.7M to $2.7M, on track for $5.6M this coming financial year, with the sales function grown from the founder plus one to a full revenue team of six.
Thirteen salespeople had come through in ten years, and only one had ever hit target. After we codified how the business wins into a playbook, a customer success manager moved into sales and built over $1M in self-sourced pipeline, hitting target in their first six months.
Seven deals in the first twelve months, then twelve in the three months after the playbook was codified, giving the founder a working internal brain that lets them do the work of multiple salespeople.
A 25-year-old business in decline for two years, then growth in eleven of the last twelve months once the approach was codified and lead generation and account management were redesigned.
We have delivered this across more than ten industries.
"Ken's comprehensive playbook development has been instrumental in our growth."
"We'd been plugging away for a long time without getting traction. Now we have a clear path to lead people to a yes on our terms."
"This is good stuff. This is challenging us. Pushing us. Creating discussion and friction points to overcome. And we needed it... that's why we have not done it earlier ourselves."
"Ken helped me recognize that my natural sales approach aligns with both the Sandler Selling System and the Challenger Sale methodology, which I wasn't even aware of before our sessions."
The offer, the workshop dates, and how to start are all there.
Go to Founder Revenue CodeThe company Ken Thomas built with Pete Solway that codifies how a founder-led business wins revenue into a playbook, the brain the revenue function operates from, defining the processes the team works from and the context the AI runs on, then places a dedicated revenue leader inside to run it until the business no longer depends on the founder.
No. A dedicated revenue leader goes inside to run the playbook with your team to a milestone, then steps back. You own the playbook and the IP.
It is built to make itself redundant. The work runs to a milestone and then steps back, rather than keeping you on a retainer indefinitely.
An accounting firm on track for $5.6M this coming financial year, up from $1M, a cybersecurity platform that went from seven deals in its first year to twelve in a quarter, a technology firm where one internal move into sales built over $1M in self-sourced pipeline, and a labour-hire business growing in eleven of the last twelve months after two years of decline.