Find product-market fit without losing your values or vision

Build sales traction and recurring revenue with go-to-market coaching and consulting from The Extra Group

Stop spiraling, start selling

If you’re building out a startup or new business line, you just accepted a job as a salesperson. Oops!

Don’t panic. Through our proven blend of sales education, executive coaching, and go-to-market advising, our clients unlock repeatable revenue and make undeniable progress towards product-market fit.

We’ve helped founders and leaders of values-driven organizations to: 

  • Exponentially increase their speed to recurring revenue

  • Conquer their aversion to sales

  • Stop wasting precious resources on marketing and product investments that don’t move the needle

  • Run sales calls that convert, capture invaluable information about your target buyer, and never feel icky

Meet the founder

Caroline Fay is an exited founder, a former go-to-market leader at an HR tech unicorn, and a Harvard-trained educator and coach.

She started The Extra Group to ensure that values-driven startups and leaders have both the knowledge and the support to make their ambitious goals a reality.

  • “Caroline is, without question, one of the best blessings I've received on my founder journey. I could go on and on about how incredible Caroline is. But you won't fully understand her power until you experience it firsthand.”

    Shawon Jackson, Founder and Executive Director, Vocal Justice

  • “Caroline’s coaching got me out of my head and helped me clear the big hurdle of early sales. We have accelerated our sales process and feel more confident in our ability to close sales. The energy and belief Caroline gives us is inspiring.”

    Anthony Lewis, CEO and Founder, Emerge.io

  • “The Extra Group has completely transformed my business. She has helped me get out of my own way and unlock the best decisions for my company, which has unlocked repeatable sales.”

    Jaime-Jin Lewis, CEO and Founder, Wiggle Room

  • "Caroline has served as an incredible coach to our founders, providing valuable guidance and insights about GTM strategy, founder-led sales, and early-stage company building.”

    Justin Kang, General Partner of Visible Hands, a pre-seed VC firm backing overlooked founders

  • “Working with The Extra Group has been a game changer. We were so focused on the product that we didn’t take enough time to assess if it was meeting client needs. Now, we understand why our customers like our product, and can replicate that success with other customers who fit the profile.”

    Tanay Tatum-Edwards, CEO and Founder, FreeCap Financial

Services

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Services ⋆

Early Sales Program

Our signature three-month go-to-market coaching and advising container designed to help busy founders and leaders accelerate sales

1:1 Executive Coaching

Support for values-driven leaders with a focus on performance, prioritization, and building teams

Consulting & Fractional Leadership

Strategic and tactical help to get your go-to-market engine humming

Team Workshops

Galvanize your team to build effective, lightweight go-to-market strategies and tune out the noise

Coaching bold leaders and teams funded by

Our clients are special. They’re technical founders, policy experts, activists, introverts, bootstrappers and beyond.

Together, we’ve achieved big results:

  • 50x recurring revenue and counting

  • Increased pipeline of qualified leads by 300%

  • Closed two sales within one month of a pivot

  • Increased sales calls per week by 400%

  • Gained the skills and confidence to tackle founder-led sales

  • Stopped tinkering on the product (you’re ready to sell now - we promise)

  • Learned what to focus on and what to deprioritize when you’re running a pre-PMF startup