The sixth episode of the Outfoxed podcast by Hunter.io features Kristie Jones, B2B sales consultant and author of "Selling Your Way In."

With over 20 years of experience helping small and mid-sized companies expand their teams and grow revenue, Kristie has built a specialized practice focused exclusively on B2B SaaS startups generating $1–5 million in revenue. After losing her VP of sales role in a 2016 reorganization, she discovered her true calling: helping founders transition from founder-led selling to building their first real sales teams — a challenge that requires equal parts strategy, psychology, and tough love.

Kristie shares why founders must "give the baby up for adoption" when hiring their first salesperson, how she creates cultures of accountability that focus on outcomes rather than call volume, and why getting small (specializing in a narrow niche) enabled her to go big in the consulting world. Her approach proves that sustainable sales growth comes from solid processes and realistic expectations, not fancy tech stacks or unrealistic quotas.

This episode delivers actionable frameworks for founders, sales leaders, and consultants — filled with honest insights, proven hiring processes, and practical advice from someone who's made the founder-to-sales-team transition work hundreds of times.

Podcast Episode Highlights:

• Why the founder advantage becomes a disadvantage when scaling sales
• Creating accountability cultures focused on outcomes, not just activities
• How to hire salesperson #1 without setting them up to fail
• Why good processes matter more than expensive tech stacks
• Her pragmatic take on VC funding and quota setting

About Kristie Jones:

Kristie Jones is a B2B sales consultant and author of "Selling Your Way In," specializing in helping startups transition from founder-led selling to building scalable sales teams. With over 20 years of experience in sales leadership and team development, she focuses on VC-backed B2B SaaS companies generating $1M–$5M in revenue.

A Kansas native, Kristie currently resides in St. Louis and regularly speaks at industry conferences about sales leadership and startup growth.

Learn more about Kristie Jones via:

• https://www.linkedin.com/in/kristiekjones/
• https://kristiejones.com/

Credits: Podcast theme music by Transistor.fm.

The fifth episode of the Outfoxed podcast by Hunter.io features Adam Goldfarb, founder of Transcendence Audio.

Although he has 17 years of corporate strategy and operations experience in the medical assessment industry and an Executive MBA from Ivey Business School, Adam’s true passion is leveraging his 25+ years as a passionate audiophile to serve the unique high-end audio manufacturing market. He now helps these companies — from boutique speaker manufacturers to amplifier designers — navigate business challenges in a contracting, highly specialized market where products can cost tens of thousands of dollars.

Adam shares how he achieves a 20% positive response rate through hyper-targeted cold outreach, why he spends 80% of his time researching prospects and only 20% writing emails, and how his industry expertise has become his competitive advantage. His approach proves that deep knowledge and custom messaging outperform automation and mass campaigns, even in a world increasingly obsessed with AI.

This episode delivers tactical guidance for consultants, outreach professionals, and anyone building expertise-based businesses — filled with specific processes, honest metrics, and practical advice from someone who's chosen precision over scale.

Podcast Episode Highlights:

• How to achieve high response rates by establishing credibility in the first sentence
• Why 80% research and 20% writing beats automated mass campaigns
• The minimal tech stack that outperforms complex automation
• Why Adam refuses to use AI for writing but embraces it for research

About Adam Goldfarb:

With 17 years of corporate strategy and operations experience in the medical assessment industry and over 25 years as a passionate audiophile, Adam Goldfarb is the founder of Transcendence Audio Strategic Advisory, a consulting practice that helps high-end audio manufacturers navigate a specialized market where products can cost tens of thousands of dollars.

Learn more about Adam:

• https://transcendenceaudio.com/
• https://www.linkedin.com/in/adamvgoldfarb

Credits: Podcast theme music by Transistor.fm.

The fourth episode of the Outfoxed podcast by Hunter.io features Mattias Liivak, cofounder of ProcessPlot. He’s also a seasoned marketing and PR professional with over a decade in the IT industry.

After spending 10 years at mobile payments company Fortumo through its acquisition, Mattias took the entrepreneurial leap to build ProcessPlot — a change management platform that transforms how organizations communicate and implement internal changes.

Mattias shares the reality of pivoting when your first product doesn't resonate, why cold outreach beats warm introductions for real validation, and how he learned to embrace selling despite being an introvert. His story is packed with insights for reluctant founders, first-time salespeople, and anyone building solutions for organizational change management.

This episode delivers actionable frameworks for introverted founders and reluctant sellers. It’s filled with systematic approaches, honest pivots, and tactical advice from someone who's learning to validate ideas the hard way.

Podcast Episode Highlights:

• Why you need to love your product but put it away to get honest feedback
• The power of cold outreach for validating ideas vs. relying on your network
• How to identify intent signals without expensive tools
• Building sustainable work-life balance while grinding through startup challenges
• Why change communication is broken in most organizations (and how to fix it)

About Mattias Liivak
Mattias Liivak is the co-founder and Head of Marketing & Growth at ProcessPlot, a startup that helps companies reinforce workplace learning and prove the ROI of training. He is a seasoned marketing and business development leader with over 15 years of experience in the tech industry.

Learn more about Mattias and his work via:

• https://www.linkedin.com/in/mattias-liivak-16b9511b
• https://www.processplot.com

Credits:

Podcast theme music by Transistor.fm.