Research

Field notes and frameworks drawn from two decades and $100M+ in B2B revenue. Real data from real engagements. Real value.

Cover of The Six Patterns Between $500K and $10M, by Ben J. Abbey
Field Notes · Vol. 01 · Free PDF

The Six Patterns Between $500K and $10M

For $500K–$10M B2B founders, execs, and their boards.

A field guide drawn from 36 engagements with B2B companies between $500K and $10M in revenue, all from the last 12 months. Six patterns show up in almost every one, and there is an order to fix them in.

What's inside

  • The sales process that isn't a sales process
  • Selling the product instead of the problem
  • The wrong first sales hire
  • The founder is still the sales team
  • Pipeline by hope
  • Hiring for the wrong two traits

Who it's for

Founders and executives running a $500K–$10M B2B company, and the board members and investors overseeing them.

Why it matters

These aren't failures, they're what happens when growth outpaces instinct. Naming them, in order, is how you fix them before they compound.

Free · 18 pages · Email required

Cover of The Six Signals, by Ben J. Abbey
Field Notes · Vol. 02 · Free PDF

The Six Signals

For founders, execs, and boards checking a fix is real.

The companion to Six Patterns. The behavioural signals that show a fix is taking hold, before the revenue line confirms it, from the same 36 engagements.

What's inside

  • Process that holds
  • Pain surfaces before any demo
  • Founder and hire describe the same job
  • Wins without the founder in the room
  • Pipeline nameable by account
  • Drive and coachability tested in the room

Who it's for

The same founders, executives, and boards using Six Patterns, who want proof a fix is real before the revenue confirms it.

Why it matters

Self-reported progress is the false positive that costs the most. Every signal here is behavioural and observable, with the false signal that mimics it named.

Free · 18 pages · Email required

Cover of the Founder-Led Sales Playbook, by Ben J. Abbey
From TFSE · Playbook · Free PDF

The Founder-Led Sales Playbook

For B2B tech founders who have to sell but aren't salespeople.

From TFSE, a GTMomentum venture. The actual scripts, questions, and frameworks Ben uses to help technical founders close, drawn from three live TFSE sessions.

What's inside

  • Control the frame
  • The opening sequence
  • Discovery that prevents ghosting
  • Qualify hard, disqualify harder
  • Tie-downs and features to outcomes
  • Objection handling

Who it's for

B2B tech founders who have to sell but never trained for it, and early teams still selling founder-led.

Why it matters

No system behind how you sell means burned pipeline and ghosting. This is the system, scripts included.

Free · 18 pages · Email required · tfse.biz