DocUnlockWhen I joined DocUnlock as Head of Sales in November 2024, there was no formal sales process in place — just the founders closing a handful of deals themselves through ad-hoc effort. My mandate was to prove that sales could be delegated beyond the founding team and to build a repeatable, scalable revenue engine from the ground up.
I started by documenting the founders' organic sales motion into a structured, repeatable process. This included defining our Ideal Customer Profile (ICP) and qualification criteria, creating a standardized demo script, building a pricing framework, and implementing a CRM to track and manage pipeline. Once the foundation was in place, I personally validated outbound strategies manually to ensure they worked before scaling, then brought in a partner to automate outbound using well-tooled AI — a system that now generates millions of dollars in pipeline per quarter on autopilot.
The results have been transformative: DocUnlock has grown from a handful of founder-led deals to closing hundreds of thousands of dollars in ARR per quarter, representing roughly 10x growth in the business from where we started. What began as an unstructured, founder-dependent sales effort is now a repeatable, delegable playbook powering a self-sustaining pipeline engine — proving that the sales function could scale well beyond its original founders.
