How DOSS exited founder-led sales by unlearning what made founder selling work

DOSS is building the operations cloud for physical-products companies — procurement, inventory management, and order management unified on a modern data platform, positioned as the layer that sits around the ERP general ledger rather than replacing it. In this episode of BUILDERS, Co-Founder and CEO Wiley Jones gets specific about what 22 months in market actually taught him: why nine of those months were spent selling to the wrong customers, what a single blunt conversation forced them to shut down an entire product line, and the exact mental model shift required to move from founder-led sales to a scalable GTM motion.Topics Discussed:The "donut vs. donut hole" product framing — why DOSS deliberately stopped selling finance and accountingHow DOSS stress-tested its ICP by mapping slam-dunk wins against catastrophic failures — and what they cutThe ecosystem wake-up call from a former public-company CEO that changed DOSS's go-to-market architecture in a monthWhat founder-led sales actually has to unlearn — and why your reps aren't the problemHow to diagnose what kind of sales leader your company actually needs right nowWhy DOSS is going to coffee trade shows instead of SaaS conferences — and the field marketing logic behind it// Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.ioThe Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co//Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM