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

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

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