How to Win Early Sales (Even in a Downturn)

​How to Win Early Sales (Even in a Downturn)

​In this session, Caroline Fay shares hard-won strategies for unlocking early revenue, building authentic go-to-market momentum, and closing deals before your product is even complete. Whether you're struggling to get your first yes or looking to make your sales process more repeatable, this conversation is for founders who want to sell with confidence.

​About Caroline Fay Caroline Fay is the Founder and Principal of The Extra Group, a sales advisory and coaching practice for early-stage founders. An exited founder herself, Caroline co-founded and sold Skillist, a venture-backed inclusive hiring startup, before going on to lead go-to-market strategy and product marketing at Lattice, an HR tech unicorn. She also holds an M.Ed. from Harvard Graduate School of Education, where she studied career development — an expertise that informs her deeply human approach to sales coaching. Today, Caroline works with founders across industries to help them build repeatable sales systems, find their GTM voice, and lead with clarity.