A Roundtable with James Baston-Pitt on Founder-Led Sales

​A small, interactive roundtable for early-stage B2B founders on owning go-to-market themselves.

​Founder-led sales is one of the biggest challenges facing early-stage B2B teams — especially for technical founders without a sales background who are being asked to run their own pipeline rather than hire it out too early.

​Antler is hosting a roundtable with James Baston-Pitt, a 'first boots' GTM leader who spends his week working hands-on with early-stage technical founders on exactly this problem. Rather than a lecture, this is a candid, interactive discussion shaped around the real questions B2B founders are facing right now.

​We'll focus on:

• ​Multi-stakeholder selling

• ​The differences between technical and non-technical buyers

• ​Knowing whether you have a champion or a coach

• ​The importance of regular activity and generating momentum

• ​The specific challenges non-commercial founders face when transitioning to founder-led sales

​This is not a generic GTM talk. Ahead of the session, we'll be gathering your specific sales questions and pain points so James comes in ready to address exactly what's on your plate, rather than working cold.

​Come ready to share, listen, and leave with something you can apply immediately.

Note: This event is limited to no more than 15 attendees.

​About James Baston-Pitt
James Baston-Pitt is a 'First Boots' GTM leader and angel investor. He was recently Head of EMEA at Alloy, where — as the company's first hire outside the US — he built the team and grew the region's revenue 240% year-on-year, becoming the highest-performing team globally in 2025. Before Alloy, James spent seven years at Onfido, scaling the company from 25 to 600 people and $0 to $120m ARR, and held VP roles at a16z-backed Sequence. Today he spends his time helping early-stage founders navigate enterprise GTM challenges while exploring new ideas to build.

​About Antler
​Antler is a global early-stage VC enabling exceptional people to start companies. We invest at the earliest stage, from day zero, and support founders through company building, go-to-market, and fundraising. Since 2017, we've backed over 1,200+ companies across six continents, with a portfolio valued at $20B+. In the UK, we run an intensive residency programme for founders and provide hands-on support to our portfolio companies as they scale.