Founder-led sales works.Until you have to hand it over.
SDR Forge helps founders build an outbound function that runs without them — the infrastructure and the people running it, built together.
Most founders can build pipeline.
The problem comes when it's time to step back from generating opportunities and focus on building the company.
You know what works — you've been doing it successfully until now. But when you try to hand it over, you realise the process was built by you, for you — not for someone else to pick up.
Too often a first sales hire fails. It's rarely because they're the wrong person — more often it's because they're not the founder, and what got you this far hasn't been made into a system someone new can follow.
The Core Issue
The Articulation Gap
When founder knowledge hasn't been systematized for others to execute
Consultants build a process. Coaches develop people. SDR Forge does both in tandem — because doing one without the other only solves half the problem.
THE FORGE
Two routes. Depending on where you are.
CAST
auto_fix_highStructural Development
Who it's for:
You've begun the process of stepping back from generating pipeline yourself, but the process isn't transferring to the people you brought in the way you expected.
What it does:
- Builds the outbound infrastructure and develops your team on it at the same time.
- Because the same person does both, what gets built is designed to be coachable — not just correct on paper.
REFINE
precision_manufacturingPerformance Optimization
Who it's for:
You've stepped back but the function is plateauing. The infrastructure is there — the people running it need developing.
What it does:
- Individual coaching for each person on their actual calls, emails, and pipeline.
- Regular founder/leader synch with visibility into progress.
Not sure where you are?
The Diagnostic is the starting point for most engagements. A focused conversation to understand where the function is, where it's breaking, and what the work actually needs to be.
No commitment beyond the conversation.
I build the infrastructure. I coach the people running it. Both, at the same time.
What is SDR Forge?
SDR Forge is a consultancy for founders who've built their own pipeline and need to hand it over — but are finding it isn't transferring the way they expected. We work together to build the process that's been living in your head into something a rep can actually work from, and coach them on it at the same time. One person doing both, because splitting it between a consultant and a coach is how it usually fails.
WHY ME?
I've spent 15 years inside B2B sales - as a rep, an SDR, a leader, and a coach.
I've built outbound functions from scratch, inherited ones that were already broken, and developed the people running both. I've been inside this problem at multiple companies and know where it goes wrong.
Record Breaking
First SDR to make President's Club in their first year. Back-to-back promotions based on field performance.
Field Tested
I don't consult from a slide deck. I coach from actual calls, real emails, and live pipelines.
PUBLISHED WORKS
Instinctive Outbound
Most sales training tells you what to do. This book explains the thinking underneath. Six chapters covering the principles that make outbound work - targeting, time, conversations, qualification, diagnosis, and written outreach. For SDRs who've followed the playbooks and still feel like something's missing.
The 70% Problem
For salespeople who have results on the board but can't make them consistent. Not a tactics book - this is about the pattern running underneath performance. Why you know exactly what to do but don't do it. Why your best days seem to vanish when you need them most. And what's actually behind it.
Individual Coaching
For SDRs and BDRs working on their own development. Programmes are available privately or through company-funded training and development budgets.
RESULTS DELIVERED
"The biggest change has been mindset — they have started to push through and know that the next call could be the one. The team looked forward to the sessions each week, and 2 in particular saw improve..."
B2B Manager
Professional Services Company
"Chris worked with me for a year expanding our SDR team and building outbound from scratch. His expertise, professionalism, positivity and leadership made working with him every day a genuine pleasure."
Shmuli Goldberg
CMO
"Chris is one of the real ones. He's genuine, hard-working and extremely well connected. Chris knows his field inside out and constantly strives to push the boundaries. A real asset to any team aspirin..."
Josh Goodhardt
CEO
"I always come into a call with Chris feeling stressed about something in particular, which is almost always a job interview, and I always leave the call feeling very confident and at ease. That in its..."
Sara
SDR
"It has been great to use some new takes on my cold calls & get more comfortable with objection handling & creating relevance for prospects on my calls."
Josh
SDR
"The clarity Chris has provided me in terms of how I should approach management from support, training/enablement, and hiring has been so helpful. The advice and experiences he has bought to the table ..."
Matthew
BDR Manager
"Working under Chris as my SDR Manager was truly a transformative experience. He is an outstanding leader who possesses the rare ability to drive performance while genuinely supporting individual growt..."
Paul
SDR
"Chris fundamentally changed the way I approached the SDR role. When we first started working together, I was a miserable cold caller who struggled to hit targets. Under Chris's guidance, I became a mo..."
Leni
SDR
"Chris was instrumental in helping me move into my first management position. Guiding and supporting me all along the way!"
Anonymous
SDR Team Leader
"Chris is such a great guy to work with. Chris understands the prospect like no one else, and is able to teach an SDR how to understand the prospect too. Would highly recommend Chris to anyone looking ..."
Raquel
SDR
"I worked with Chris for a year. He coached me as I transitioned into an SDR role and consistently supported my growth. Chris always advocated for me, offered valuable guidance, and helped me develop b..."
Mel
SDR
Common Questions
What's the difference between Cast and Refine?
add"Cast" is for founders who have begun the process of stepping back from generating pipeline themselves, but whose process isn't yet transferring to the people running it. "Refine" is for leaders who have already stepped back, but whose function has plateaued — the focus is entirely on developing the people running it.
How long does an engagement run?
addMinimum three months for both Cast and Refine. Most engagements run longer — the work goes in stages and there's no benefit in rushing it.
Do you work with individual SDRs?
addYes — individual coaching programmes are available for SDRs and BDRs working on their own development, either privately or through company training and development budgets.
How do we get started?
addBook a Diagnostic call directly via the calendar link on this page. The first conversation is a diagnosis, not a sales pitch — we'll work out whether there's a fit and what that looks like before anything else.
Ready to build something that runs without you?
Book a Diagnostic call or send a message below. The first conversation is a diagnosis, not a sales pitch — we'll work out whether there's a fit and what that looks like.
Send a Message
Tell me about your challenges and goals