Sales isn't an assembly line

26 July 2026  ·  First published on the Parahelp blog

Great software companies require someone to build the product, and someone to bring it into the world. We've spent decades turning product-building into a highly regarded profession with clear career paths, idolised practitioners, and a culture that treats building as the highest-status work there is. Meanwhile, bringing the product into the world we industrialised to the lowest common denominator.

This is why the sharpest people you know can tell you exactly how to become a great engineer, yet almost none of them have ever seriously considered sales.

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Why your sellers aren't ramping

June 2026

I've onboarded a lot of sellers. Over time, the way I think about it has narrowed down to two questions. How do we get them to do the job immediately? And how do we make the feedback loop as tight as possible once they are? Everything else is noise.

It's easy and tempting to get both wrong. New joiners spend their first two to four weeks reading internal documentation, sitting in on calls, and not actually doing anything themselves.

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