Startup Sales — 5 Common Sales Mistakes by Founders
August 12, 2025
Founders are responsible for the first sales a startup will make. For many founders, this is one of their very first experiences of sales and mistakes are often made.
We’re going to start publishing the diversity of the Sterling Road portfolio. The goal is to hold ourselves accountable, as there’s a lot of work to do in our industry and beyond.
Overall, 53% of our investments in Fund 2 have founders from underrepresented groups, representing ~65% of the total investment $$. There’s a lot more to be done, especially around providing opportunities for LatinX founders.
In my opinion, a big part of building a diverse portfolio, involves having a diverse investment team. A founder recently reminded me of the pattern on our team page. You can expect some big changes to the investment team with our new fund in 2022.
