The CTO Show with Mehmet Gonullu

#457 Why Founder-Led Growth Isn’t Optional: Jess Schultz on Early-Stage GTM, Metrics, and Startup Scaling

Apr 15, 2025

49:41

In this high-impact episode, Mehmet sits down with Jess Schultz, a fractional CRO/CMO and angel investor, to unpack what truly drives early-stage startup success. From the importance of founder-led sales to building a go-to-market (GTM) motion that actually works, Jess shares practical advice that bridges theory and execution.

Whether you’re a technical founder hesitant to sell, or an early-stage investor looking for better GTM signals, this episode delivers actionable insights grounded in Jess’s experience as both a growth operator and former VC.

🎯 What You’ll Learn

• Why founder-led sales is non-negotiable in the early stages

• How to know when to hire your first sales rep or fractional GTM leader

• The signs of early product-market fit (it’s not just ARR)

• How to segment and prioritize ideal customer profiles

• Why building a personal brand as a founder accelerates GTM

• The truth about outbound vs. inbound in 2025—and how AI is changing both

• What metrics actually matter before you hit $10M ARR

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🧠 Key Takeaways

• Founder-market fit and coachability matter as much as traction to early investors

• The founder should drive top-of-funnel AND be the closer—until it’s time to slowly step back

• Thoughtful positioning and audience-building beats ad spend in early GTM

• Outbound still works, but only when highly personalized (and not AI-written)

👤 About Jess Schultz

Jess Schultz brings a rare blend of experience across capital markets, SaaS sales, venture capital, and now entrepreneurship—giving her a sharp, forward-looking perspective on business growth and market dynamics.

At Amplify Group, Jess helps startups master go-to-market strategy and navigate the transition from founder-led sales to scalable growth. Her hands-on work has driven 150–590% YoY revenue growth for her clients.

Beyond her role as a fractional CRO/CMO, Jess is a thought leader and brand builder—for both herself and the startups she advises. Her passion for sharing practical insights and demystifying growth strategy makes her an engaging and highly impactful guest.

https://www.linkedin.com/in/jessicatschultz/

https://www.amplifyscales.com/

⏱️ Episode Highlights

00:00 – Intro and Jess’s background

03:00 – Why she became a fractional CRO/CMO

05:00 – Why founder-led sales always comes first

10:00 – Common mistakes founders make when selling

13:00 – The power of founder-led content & brand

18:00 – Knowing when you’ve hit product-market fit

21:00 – When (and how) to hire your first sales rep

24:00 – Metrics that really matter under $10M ARR

29:00 – What’s changed in outbound and AI’s role in GTM