Embarc Collective Welcomes Kristen Koenig to the Coaching Team

For startup builders, navigating strategic partnerships and optimizing go-to-market strategies can significantly accelerate growth and market impact.

That’s why we’re excited to welcome Kristen Koenig, B2B Sales Strategist, to the Embarc Collective coaching team—here to deliver customized, consistent, and high-quality guidance to our members in this critical area of growth.

Read on to discover Kristen’s unique background and perspective on scaling startups effectively.

What sparked your passion for sales and sales leadership?

Transparently, I never thought I’d be in sales, but I always had a passion for technology, events, and marketing. Both of my parents were in sales for their entire careers, and as they say, sometimes the apple doesn’t fall far from the tree.

I quickly realized that I had a passion not only for technology but also for problem-solving, which is an everyday aspect of sales. Sales is all about providing a solution to a problem, and when you combine that with proper consulting and relationship-building, you have the perfect sales-minded individual. Naturally, this led me to leadership. After being the top individual contributor at several companies for years, I discovered that mentoring other salespeople and making significant company-wide revenue decisions fueled my passion and drive.

What key qualities do startup leaders need and why?

Passion – No matter what anyone says, passion matters most. It’s what keeps driving the company’s purpose forward, even if others don’t believe in your vision.

Grit – Never lose the strength to keep pushing the needle forward. You will always be putting in the most hours, and the top leaders in startups I know never lose that drive as they continue to grow and hire.

Resilience – There will be hurdles and struggles regardless of how amazing the idea is. You have to continue to bounce back after any obstacle that may arise.

Adaptability – The ability to pivot and adjust as you learn how to progress your business forward, whether it be your processes, conversations with prospective customers and partners, pitch, etc.

Relationship-Builder – Many have great ideas, but the ability to build relationships and engage in strategic conversations will enable you to have not only a winning product strategy but also a winning go-to-market strategy.

What aspect of a startup’s sales strategy is often overlooked?

Poorly thought-out pricing structure (Product-Led Growth vs. Sales-Led Growth) and how that transcends into expansion, adoption, and ultimately, a customer for life.

What industry trend are you excited about and why?

Artificial Intelligence. I’m excited for it to complement our lives, especially in the business communications industry. AI will change and fundamentally transform how businesses and consumers work by becoming more automated and streamlined through learning.

Embarc Collective’s coaching is available exclusively to our member companies. Consider applying for membership at Embarc Collective here.