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.
2022 has had a turbulent start but Sterling Road has remained committed to the goal we set a year ago — to continue funding the very best, overlooked founders and to publish the data on our investments.
Overall: 53% of our investments & 65% of our total capital is allocated to teams with overlooked founders.
We still have plenty of work to do. Here’s the full breakdown for 2022.