Entrepreneurship 101 · Business
Steve Caton: Escape the Founder Sales Trap & Build a Repeatable Revenue Engine
· 27 min 53 sec · Hosted by Daniel Lucas
Episode description and notes
Steve Caton B2B Sales Growth Expert | Super Connector | Whiskey Aficionado | Classic Car Nut | CEO & Founder. Steve Caton is the Founder of Altezza which helps small to medium sized businesses solve sales challenges by installing fractional sales professionals that sell like insiders without the high risk and complexity. Steve has been in sales his entire career. He’s been a top producer, a sales leader and a Chief Revenue Officer for many emerging growth companies over a career spanning more than 30 years. He can talk strategy but he cares more about connecting the dots from strategy to execution. Most of all, he is inspired every day by the opportunity to help a Founder escape the sales trap and become the strategic leader they dream of being. I’m Steve Caton, and I’m a champion for small business owners. After more than three decades in sales, I built Altezza to help founders escape the sales trap, but not before their business is ready. My world-view isn’t about flashy pitches or magic bullets; it’s rooted in the power of a repeatable, revenue-generating engine that’s fast, clear, and human. Over the years, I’ve watched a simple—and painful—truth repeat itself: most founders think a "superstar" sales hire is the magic pill for their growth problems. They want to offload the stress of revenue so they can go back to building their product or leading their team. But here’s the reality I share with every audience: hiring a salesperson before you’ve built a sales foundation is a recipe for expensive failure. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.
Transcript and source
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