Opening opportunities to cross the threshold of Growth.
Threshold works with early-stage SaaS and enterprise software companies selling into senior living. Most have something that works, somewhere between zero and a few customers, and no repeatable way to sell it yet. That's where we start.
Get in touchWe deliver three things. Mostly.
Go-to-market strategy
Who to sell to, what to charge, and what order to do things in. Usually the answer isn't more outreach.
A sales motion that isn't you
Positioning, pricing, and a process someone else can run, so growth stops depending on the founder being in every conversation.
What that sets up
We work from inside the company, not off a deck. Once we know it that well, we can speak to what's actually there, including to the people who back companies at this stage.
How this actually goes.
Get inside it
Your calls, your CRM, your pricing, the deals you won and the ones that went quiet. We listen before we prescribe.
Build the plan
Ideal prospects, pricing, message, and the order to do it in. Written down in something you can actually run.
Run it together
We work the pipeline alongside you and fix what the plan got wrong, because some of it will be wrong.
Hand it over
The motion belongs to your team, not to us. You get your calendar back and the process keeps working.
Not everyone needs a full engagement.
Sometimes it's a founder who wants counsel on call. Sometimes it's one person carrying the number alone. Sometimes it's a whole team that needs to get sharper at the same time.
Advising
Ongoing counsel for founders and early sales leaders on the decisions that set the next two years, without putting a full engagement on the calendar.
Sales coaching
One-on-one work with the person doing the selling. Pipeline, discovery, positioning, and getting prospects to a decision.
Company-wide training
Sessions built for a full sales team on how selling into senior living actually works, and where good software people usually lose the deal.
Every one of these gets scoped to fit. Tell us where you are and we'll shape it from there.
Why Threshold exists.
Early software companies keep making the same expensive mistakes selling into senior living, and almost none of them are product problems. They are pricing, positioning and process problems, and they compound quietly until growth stalls.
Threshold was built to fix that from inside the company. Behind it: fifteen years in sales, the majority of it in senior living and in SaaS. Mostly, a lot of time in the room with operators, on both sides of the table.
A practical guide to selling into senior living, written after watching too many good products lose deals they should have won.
Get it on AmazonTell us what you're building.
A short note is enough. If there's a fit, we'll come back with a few thoughts and go from there.
Investors are welcome here too. If you back companies at this stage, say hello.
We read every one of these.