Andrew Goldner on Why Startups Fail at Sales (and How to Fix It)
Most founders don’t fail because they build bad products—they fail because they sell to the wrong people at the wrong time.
On this episode of Latitude, we sat down with Andrew Goldner, CEO and co-founder of GrowthX, to talk about why sales isn’t an art—it’s a science. Andrew shares his hard-earned lessons from years in Silicon Valley, including his time at DoubleClick, and why he believes that founders should be market developers before they ever become CEOs.
Key Takeaways:
✅ Sales is a science, not just an art—treat it like an experiment.
✅ Most founders scale too soon—don’t hire salespeople before you have product-market fit.
✅ Find your “Mr. Right Now”—your first customers aren’t the same as your long-term market.
Andrew also dives into his work with the Golisano Institute’s Revenue Accelerator, a 16-week sales coaching program for B2B founders in Western New York. If you’re a founder looking to nail your sales process, this episode is a must-listen.
👉 Watch the full episode now and get the inside scoop on the business of going big.
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