Welcome Nurturers

I’m Nev Santana, the Founder of Nurtured, and I’m thrilled you’re here!

At Nurtured, we empower early-stage SaaS startups through expert guidance and a vibrant community. Our mission is to elevate GTM strategies with comprehensive services and educational resources, fostering sustainable growth and a lasting impact in the industry. We’re committed to equipping you with the knowledge, tools, and personalized support you need to thrive.

Nurtured for Startup Founders is specifically tailored for early-stage Founders who find themselves implementing their GTM strategies hands-on.

In our Founder’s Guide section, you’ll gain actionable insights tailored to your growth journey. Whether you’re bootstrapped or pre-seed, we’re here to help you navigate your Startup journey and drive revenue for your business.

Our Leading The Pack section is designed to help you build your brand as a founder. You’ll discover strategies to position yourself as a thought leader in your niche, enhancing your visibility and influence within the industry.

Do you have a Startup and innovative GTM strategies you want to share? Reach out to me directly at [email protected], and we’ll feature you in a future issue.

Cheers!!

TODAY’S LINEUP

Do You Have a People Problem or a Process Problem?

Before you point fingers at your team, zoom out. Most performance issues stem from broken systems, not broken people. This week’s guide helps you spot (and fix) the real bottlenecks in your GTM process.

How to Share Your Vision to Inspire Employees, Customers, and Investors

The best founders aren’t just operators, they’re storytellers. Learn how to articulate your vision in a way that rallies your team, excites your users, and wins over your backers.

FOUNDER’S GUIDE

Do You Have a People Problem or a Process Problem?

Hey Founder,

When things go sideways in a startup, missed goals, botched handoffs, dropped leads, it’s natural to look at the people involved and wonder: Do I have the right team?

But before you blame the people, ask a better question:

Do we actually have a process they can win with?

Because more often than not, what feels like a “people problem” is actually a process problem in disguise.

A Quick Story

A founder had just hired their first two AEs. Both had great track records. But within two months, neither was hitting quota.

The founder started spiraling:

“Maybe we hired the wrong reps. Maybe they’re just not hungry enough.”

But after digging in, here’s what they saw:

• No qualification framework

• No CRM structure

• No consistent follow-up process

• No enablement materials or objection handling docs

These reps weren’t bad.

They were flying blind.

Once they built a basic process around lead scoring, deal stages, and demo flow, both reps improved drastically, and fast.

The Process Test

Here’s a quick litmus test you can use:

• If multiple people are struggling in the same way, it’s probably not a “them” issue.

• If new hires can’t get up to speed without shadowing someone constantly, your process is missing.

• If results fluctuate wildly across the team, you likely don’t have standardization.

Systems > Stars

The best companies don’t rely on unicorn hires. They build systems that help good people win consistently.

• Process gives structure

• Process enables scale

• Process protects your brand

• Process creates feedback loops

When you build a repeatable, learnable system, even average performers can deliver strong outcomes.

Where to Check Your Process

Here are five common areas where early-stage founders think they have people problems, but really just need better systems:

1. Lead Qualification

❌ Reps are taking bad calls

✅ Create a clear qualification checklist (BANT, MEDDICC, or your own)

2. Pipeline Staging

❌ Deals get stuck or misreported

✅ Define what each stage means and the criteria to advance

3. Follow-Up

❌ No-show rate is high, prospects go cold

✅ Automate reminders and create a post-demo follow-up sequence

4. Handoffs

❌ Marketing → Sales or Sales → CS drops the ball

✅ Standardize what context is required at each handoff

5. Feedback Loops

❌ You keep hearing the same customer objection but nothing changes

✅ Set up a recurring “closed-lost insights” debrief

What Founders Should Ask Themselves

Instead of “Why isn’t this person performing?”

Ask:

• Do they know what great looks like?

• Do they have the tools and structure to succeed?

• Would another person struggle in this same role under these conditions?

If the answer to the last one is yes, it’s not a people issue.

People + Process = Performance

To be clear: great teams still matter. But even the best people can’t overcome broken systems. And if you fire someone without fixing the root issue, you’re just hitting reset on the same outcome.

A founder can cycle through 3 BDRs in 12 months. But if each time, the issue is the same: unclear expectations, no onboarding, and a 7-day wait for lead access - then the results will be the same. Only when they operationalize onboarding and pipeline assignment can the fourth hire ramp 2x faster.

Moral of the story?

Fix your process. Then evaluate the people.

Your Action Plan

This week, pick one area to examine:

• Lead qualification

• Follow-up

• Pipeline progression

• Handoffs

• Feedback loops

Ask: If I were starting today, what about this process would confuse me?

Then fix it.

Remember:

People will always rise (or fall) to the level of the system around them.

Build a process that sets your team up to win, and you’ll rarely need to question if they’re the right ones.

LEADING THE PACK

How to Share Your Vision to Inspire Employees, Customers, and Investors

Your startup isn’t just defined by your product, technology, or revenue projections, it’s shaped by the compelling story behind why it exists. Great founders recognize that storytelling isn’t an optional soft skill; it’s a strategic necessity for rallying employees, attracting customers, and convincing investors.

Here’s how founders can leverage storytelling to effectively share their vision and inspire others:

Understand Why Storytelling Matters

People are wired for stories. Stories give meaning to information, turning abstract visions into tangible outcomes that people can believe in. For a founder, storytelling transforms your mission from a vague idea into an emotional connection. It’s how you attract talented employees who buy into your purpose, customers who resonate with your values, and investors who see beyond short-term profits.

Your job as a founder isn’t just to explain what you do, it’s to help others understand why it matters.

Define Your Core Narrative

Great storytelling requires clarity. Before you can inspire others, your core narrative must be crystal clear to you. Your core narrative answers these key questions:

• Purpose: Why does your startup exist?

• Impact: What meaningful change are you bringing to the world?

• Conflict: What challenges stand in your way?

• Resolution: How will you overcome these challenges?

Refine your answers into a concise, repeatable narrative. This becomes the foundation of every story you tell—whether you’re speaking with an investor, motivating your team, or engaging a potential customer.

Tailor Your Story to Your Audience

Different audiences require different emotional hooks:

1. Employees: Employees want to be part of something bigger than themselves. Your story should highlight how their individual contributions make a meaningful impact on the mission. Focus on collective purpose and individual empowerment.

2. Customers: Customers care deeply about how your startup improves their lives. Your story should illustrate how your product or service addresses their pain points and aligns with their values. Make the customer the hero of your narrative, with your startup serving as the guide.

3. Investors: Investors want confidence in your ability to execute your vision. Your narrative should clearly identify the market opportunity, your unique advantage, and a credible path toward profitability. Paint a compelling picture of the future backed by thoughtful strategy.

Show Vulnerability and Authenticity

Effective storytelling isn’t about projecting perfection, it’s about authenticity. The most relatable founders openly share their struggles, lessons learned, and even their failures. Vulnerability fosters trust and humanizes your brand.

Employees rally behind founders who admit their mistakes and grow from them. Customers become loyal to companies that demonstrate authenticity. Investors respect founders who transparently communicate challenges and solutions, rather than glossing over setbacks.

Don’t fear vulnerability; embrace it as a strength.

Create a Repeatable Story Framework

Stories resonate best when they follow a clear, memorable framework. Here’s a simple yet powerful approach:

1. Hook: Start with a compelling statement or intriguing question.

2. Conflict: Explain the challenge or problem you’re addressing.

3. Vision: Paint a vivid picture of your desired outcome.

4. Action: Clarify what steps you’re taking (or need others to take).

5. Resolution: Share your expected outcome, emphasizing impact.

Using this structure consistently makes your storytelling more memorable and impactful.

Practice Your Delivery

The best founders become natural storytellers through deliberate practice. Test your story in low-risk environments first: team meetings, one-on-one conversations, or casual networking events. Notice what resonates, where listeners tune out, and refine accordingly.

Mastering your story isn’t about rigid memorization. It’s about becoming comfortable enough with your narrative to confidently adjust your delivery based on audience reactions.

Make Storytelling a Habit

Storytelling isn’t a one-off task, it’s an ongoing practice. Continually refine your narrative as your startup evolves. Regularly seek new stories from your team, customers, and personal experiences. Weave storytelling into company meetings, customer interactions, investor pitches, and daily communication.

Over time, storytelling becomes ingrained in your leadership style, creating alignment, inspiration, and shared purpose across every stakeholder interaction.