In this episode of Founders Future, with host Zach Young, we sit down with Ari Barmapov, co-founder of Foundations. Ari shares his unexpected journey from studying philosophy and aspiring to be a lawyer to falling in love with the art of sales, beginning with retail and eventually specializing in B2B. He delves into the foundational challenges technical founders face when moving from product-market fit to building a scalable, sustainable sales machine.

Ari provides invaluable insights into the critical transition from founder-led sales to hiring a team, emphasizing the importance of having the right systems in place before scaling. He passionately defends cold calling as the most effective form of outreach for immediate feedback and breaks down the nuances of how tonality and inflection are more important than the script itself. The conversation also explores how sales strategies must be tailored to the target market, whether it's a hyper-personalized approach for a small TAM or a more scaled system for a larger audience.