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.

…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 early-stage 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. Full bio.

  • “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

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Services

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Services ⋆

Early Sales Consulting

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

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

Together, we’ve achieved big results:

  • 65x 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