Most early-stage tech startups have brilliant product thinking and deep technical expertise. What they're often missing is the commercial engine to match.
10+Years revenue leadership experience
The problem
Great tech. Missing commercial engine.
Early-stage tech founders know their product inside out. What they rarely have is a structured path to repeatable revenue. No costly trial and error. No figuring it out alone.
01
No clear GTM strategy
Strong product, unclear go-to-market. Great demos but no predictable pipeline filling the top of funnel.
02
Sales is ad hoc and inconsistent
Deals close when the founder is involved, but there's no repeatable process the team can run independently.
03
No revenue visibility
Without the right ops and systems in place, forecasting feels like guesswork and growth is unpredictable.
About Signal Foundry
Built for founders serious about scale.
Signal Foundry is a revenue consultancy built specifically for early-stage UK tech startups. We work directly with founders to design and build the commercial infrastructure that turns promising products into predictable revenue machines.
We're not a generalist agency. We work with a small number of ambitious founders at a time — going deep rather than wide. Every engagement is hands-on, outcome-focused and built around your specific stage, market and goals.
"
Most startups don't have a revenue problem. They have a revenue system problem.
Signal Foundry exists to close that gap — with strategy, execution and the operational backbone that sustains growth long after we've finished working together.
NH
Nathan Hulcoop
Founder, Signal Foundry
How we operate
Our values in practice.
Confident
We speak with authority. No hedging, no filler. Every recommendation earns its place and is backed by experience.
Direct
We get to the point. Founders are busy — we respect that above everything. No waffle, no slide decks full of fluff.
Credible
We back every claim with specifics — numbers, outcomes and real proof points. No vague promises, no empty language.
What to expect
What it's like to work with Signal Foundry.
We keep things simple, direct and focused on outcomes. Here's what the journey looks like from first conversation to embedded revenue engine.
01
Discovery call
A free 30-minute conversation. No pitch, no pressure. We listen first, then give you an honest view of where we can help.
02
Diagnosis
We audit your current commercial position — GTM, sales process, pipeline and ops — and identify exactly where the gaps are.
03
Build
We get to work. Strategy, process, tooling and execution — built alongside your team, not handed over in a slide deck.
04
Hand over & grow
We embed everything so your team can run it independently. The engine keeps running long after we're done.
Direct and honest communication
We tell you what we think, not what you want to hear. If something isn't working, we say so early.
You stay in control
This is your business. We work alongside you, not instead of you. Every decision is yours to make.
No jargon, no fluff
We keep everything plain-spoken and practical. You'll always know what we're doing and why.
Outcomes over activity
We don't bill by the hour or measure success in meetings. We measure it in pipeline, process and revenue.
What we do
Four pillars that turn traction into revenue.
We work across the four capabilities that early-stage tech companies need to build a commercial engine that scales — from strategy and story through to the team that runs it.
01
GTM Strategy
We define your ideal customer, craft your positioning and build a go-to-market plan that gives your team total clarity on who to target, how to reach them and what to say.
We build and embed a repeatable sales process — from outbound strategy and pipeline management through to a sales methodology that works without the founder in every room.
We put the systems, tools and reporting in place so you always know where your pipeline stands, what's working and what needs to change — giving you real forecasting confidence.
CRM SetupForecastingReportingTech Stack Design
What's included
✓CRM selection, setup and configuration
✓Revenue dashboards and KPI reporting
✓Forecasting model and pipeline hygiene
✓Tech stack design and commercial infrastructure
04
Commercial Team Design
When you're ready to hire, we help you get it right. We work with founders to define the commercial roles they actually need, build the framework to assess candidates, and set new hires up to succeed from day one.
First Hire StrategyRole DefinitionSales HiringTeam Onboarding
What's included
✓Commercial hiring strategy and role definition
✓Candidate assessment framework and interview design
✓Onboarding plan and 90-day success criteria
✓Handover structure so the engine keeps running
How we engage
Three ways to work with Signal Foundry.
Every engagement is fixed scope, clearly defined and built around outcomes — not hours.
Clarity
First Signal
Get clarity on who you're selling to, what to say, and how to reach them. The strategic foundation every revenue engine needs.
OUTCOME
A complete GTM roadmap and commercial narrative you can execute on immediately.
What's included
✓ICP definition and messaging framework
✓Value proposition and commercial narrative
✓Channel strategy and prioritisation
✓GTM roadmap and 90-day action plan
BEST FOR
Pre-seed and seed founders who need direction before they scale.
Most popular
Build
Full Frequency
Build the full commercial engine from scratch — strategy, process, systems and sales methodology embedded into your business.
OUTCOME
A fully operational revenue engine — process, systems and methodology — ready to scale.
What's included
✓Everything in First Signal
✓Sales methodology design and implementation
✓Sales playbook and objection handling
✓Pipeline management and stage definition
✓CRM setup and tech stack design
✓Revenue dashboards and forecasting
BEST FOR
Seed and Series A founders ready to build a full commercial engine.
Scale
Always On
Your fractional revenue lead — senior commercial expertise without the full-time cost, embedded in your business for as long as you need it.
OUTCOME
Consistent revenue leadership, a pipeline that performs, and a team built to scale beyond you.
What's included
✓Ongoing pipeline review and deal coaching
✓Sales methodology coaching and reinforcement
✓Revenue reporting and forecasting
✓Board and investor preparation
✓Commercial role definition and first hire support
✓Candidate assessment and onboarding design
✓Direct access and ongoing founder support
BEST FOR
Founders who need ongoing senior commercial leadership and are ready to start building their team.
We build the engine.
You drive the growth.
Pricing
Three ways to work with Signal Foundry.
No retainers until you're ready. No hourly billing. No vague scope. Every package is fixed price, clearly defined and built around outcomes.
Clarity
First Signal
Get clarity. Get moving.
£3,500
Fixed price · 4 weeks
What's included
✓Commercial audit across GTM, sales and pipeline
✓ICP definition and messaging framework
✓Channel strategy and prioritisation
✓90-day GTM roadmap with action plan
✓2 x strategy sessions per week
✓Final presentation and handover document
BEST FOR
Pre-seed and seed founders who need direction before they build.
Most popular
Build
Full Frequency
Build the engine. From scratch.
£10,500
Fixed price · 90 days
What's included
✓Everything in First Signal
✓Sales process design and playbook
✓CRM setup and configuration
✓Outbound sequencing and copywriting
✓Revenue dashboard and forecasting
✓2 days/week embedded alongside your team
BEST FOR
Seed and Series A founders ready to build a full commercial engine.
Scale
Always On
Your fractional revenue lead.
£3,500/mo
Min 3 months · then monthly
What's included
✓Up to 2 days/week embedded
✓Weekly founder 1:1 (60 mins)
✓Pipeline review and deal coaching
✓Board and investor preparation
✓Revenue reporting and forecasting
✓Direct Slack/email access throughout
BEST FOR
Founders who need ongoing senior commercial leadership without the full-time cost.
The value
Senior commercial leadership. Without the senior hire cost.
A full-time CRO costs £120,000–£180,000 per year before you factor in on-costs, equity and recruitment fees. Always On gives you the same seniority and accountability at a fraction of the price — with no long-term commitment beyond 3 months.
Always On (annual)£42,000
Full-time CRO (mid-range)£150,000
You save£108,000/yr
We build the engine.
You drive the growth.
Get in touch
Let's build your revenue engine.
Tell us a bit about where you are and what you're trying to solve. We'll come back to you within one business day.
Send us a message
Book a discovery call
Pick a time that works for you. No pitch, no pressure — just an honest 30-minute conversation.
Or reach us directly
info@signalfoundry.co.uk
Based in the UK. Working with ambitious founders across London and beyond.
We build the engine.
You drive the growth.
FAQ
Common questions
Who is Signal Foundry for?
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We work with early-stage UK tech startup founders — typically at pre-seed, seed or Series A stage. You'll have a product that works and some early traction, but no structured commercial engine in place yet. If you're founder-led, running a team of 5–50 people and trying to move from ad hoc sales to predictable revenue, we're built for you.
What does Signal Foundry actually do?
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We build the commercial infrastructure that turns early traction into predictable, scalable revenue. That means GTM strategy, a repeatable sales process and the revenue operations to support both. We don't just advise — we design, build and embed everything alongside your team.
How long does an engagement take?
+
It depends on the engagement type. Our Revenue Sprint is 4 weeks and focuses on strategy and roadmap. The Build Programme runs for 90 days and covers full build and implementation. Our Fractional Revenue Lead model is ongoing. We'll recommend the right fit after a discovery call.
Do you work with pre-revenue startups?
+
Yes — in fact, getting the foundations right before you scale is one of the highest-value things you can do. We work with pre-revenue startups who have product-market fit signals and are ready to build their commercial engine from scratch. The earlier the better.
What makes you different from a sales recruiter?
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A sales recruiter finds you a person. We build you a system. Hiring a salesperson before you have a repeatable process is one of the most common and costly mistakes early-stage founders make. We build the engine first — so when you do hire, they have something to run.
Do we need a CRM before working with you?
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No. We'll assess what tools and systems you need as part of our engagement and help you set them up properly. Many founders come to us using a spreadsheet — that's completely fine as a starting point. What matters is where you want to get to, not where you are today.
