We the odds for SaaS founders.

We’re a sales leadership firm delivering hands-on SVP Sales/CRO value, 40+ years of tech sales and leadership experience, and unicorn recruitment for SaaS startups.

In three short months, TAP not only brought refreshed enthusiasm, accountability, and discipline for the sales team, but also delivered the highest performing quarter in company history.

- Ephesoft

Three ways we make an impact

We help startups in the areas of Talent, Acceleration, and Performance.

Fractional Sales Leadership

We add the SVP Sales/CRO value you need to scale right now, delivered in a model that makes sense for you.

Go To Market Consulting

Acting as short or long-term strategic partners, we can help you accelerate every stage of growth.

Recruiting & Culture

40+ years of success recruiting top tier talent and building high performing teams. Get access to our networks to hire the best people you’ve ever had.

Our aim is to provide your success.

We started TAP to give founders access to the senior talent and impact they need in a model that makes sense for them.


Whether you need a fractional sales leader, an experienced GTM consultant, or help with recruiting and hiring the best talent – we deliver ridiculous value to fix urgent challenges.

We immediately improve execution
by putting the right people and processes in place.

A common dilemma for CEOs and founders is when to invest in a seasoned executive sales leader.

This decision often comes too early before the company is ready (which doesn’t deliver the ROI for such a significant investment and likely leads to turnover and stalls) and it also often comes late (which means optimal growth and scale is heavily delayed). We believe a fractional model is the best of both worlds for startups because it gives them expert sales leadership help without the heavy cost of a full-time VP Sales or CRO.

Leadership Team

Cameron Orr

Founder & Managing Partner

• 20 Years SaaS Sales & GTM success; 17 in Sales Leadership roles
• Seasoned Advisor to Startups & CEOs/Founders
• Excellence in recruiting/developing/retaining Highly Successful teams & building Amazing Culture
• Operational Excellence in all aspects of SaaS
• Expertise in selling into all market segments domestically and globally
• Entrepreneurial/Creative approach to deliver Exceptional Results
• Additional Expertise in Customer Success, Channel, Business Development
• 17 Years Strategic Partnership Creation/Development/Growth geared around Next Generation Technology & Market Transitions
• All-In, “In it to Win It”

Cameron Headshot2

I thrive on partnering with CEOs & Founders to help make their vision a reality. I’ve been inspired by every CEO & Founder I have been fortunate enough to work with. The creativity, responsibility, vision, drive, resilience, dedication, and passion they carry is amazing and not really understood until you partner closely with them. I get massive satisfaction from being someone who delivers value for them and who is a significant part of their success. There’s nothing more exciting than helping great people and great companies achieve their goals, grow, and thrive.

James Baskin

Managing Partner

• 20 Years of Sales Leadership experience (including acting as head of sales in all three of my companies)
• 3-Time Tech Founder & CEO with 20 years of Entrepreneurial and Executive experience
• Expert in International Sales & Business (significant experience in Canada, US, APAC, EMEA, LATAM)
• Experience working with/training/managing hundreds of sales reps
• Proven & Passionate sales trainer, coach, and mentor
• Master at sales GTM, Process, & Strategy
• Obsessive about operational excellence and alignment

James Headshot2

My goal is to provide as much value as possible to CEOs & Founders by helping them scale their sales engine quickly and efficiently. I leverage everything I’ve learned over the last 20 years building tech companies.

What I’ve learned over the course of my 3 businesses is that choosing the right people, nurturing a sales-focused culture and having a reasonable framework (one that promotes the right activity, consistency and discipline) are the best way to scale revenue and maximize growth in a B2B company.

I joined TAP because I’m passionate about working alongside CEOs & Founders to help them realize the true potential of their business. I know first hand what it’s like to put in the endless hours and the complete level of commitment it takes to build something new.

We don’t just tell you what’s wrong, we actually fix it.

For SaaS startups, by far the greatest risk is stalling and not moving fast enough. Without the right people and processes in place at an early stage, you can lose valuable time and opportunities.

We begin improving your team from day one. Our hands-on approach means that we can rapidly close in on quick wins, long-term goals, and missed opportunities.

Depending on your stage of growth and specific challenges, we use a combination of three models to move you forward.

Fractional Sales Leadership

We add the SVP Sales/CRO value you need to scale right now, delivered in a model that makes sense for you. You’ll have immediate access to a seasoned executive leadership team without going through a long recruitment process or taking on a significant overhead.  

Consulting & Strategy

Acting as short or long-term strategic partners, we can help you push through every stage of growth taking you all of the way to market. We’ll tell you everything we wish we’d known in your position, helping you to avoid costly mistakes and frustrating setbacks.

Recruiting & Culture

We’re totally different from recruitment companies. We have 40+ years of success recruiting/hiring top tier talent and building high performing teams. Get access to our personal networks along with the insight and execution to hire the best people you’ve ever had.

We’ve seen these issues again and again,
and we know how to fix them.

Through our extensive experience working with SaaS startups, we understand the roadblocks to growth. Regardless of the engagement model you choose with TAP, we can deliver the following services to target high priority areas to unlock your potential.

Not scaling fast enough?

  • Comp Plans, Quotas, Territory Planning
  • Creating/Improving Sales Model
  • Prospecting and Pipeline Scale
  • Team Structure & Lean Design
  • Strategic Partnerships & BD
  • Creative Ideas/Strategies to reach markets faster
  • SDR Role & Development
  • Customer Success Role & Development
  • Sales Engineering Role & Development
  • Sales & Customer Success Alignment
  • Lead Gen Improvement
  • Investor Relations, Fundraising, Pitch Deck

Need to tighten up your processes?

  • Assess/Improve existing sales process
  • Sales Process Training
  • Sales Playbooks and Collateral
  • Outbounding
  • Activity Plan and Approach
  • Territory Planning & Approach
  • Funnel Management
  • Customer Lifecycle

Want to streamline your operations?

  • Sales Operations
  • Pipeline Management & Forecasting
  • Tools/Tracking for Management
  • Customer Contracts, Billing
  • Business Planning & Accountability
  • Analytics and Reporting
  • Funnel Management and Tuning

Want an aggressive growth strategy?

  • Product Market Fit
  • Go to Market Approach
  • Product Strategy & Positioning
  • Pricing & Packaging
  • Marketing & Messaging
  • Customer Centricity & Revenue Models
  • Lead Gen
  • Channel Partner / Ecosystem / BD
  • Customer Success
  • International

Need guidance on tech and systems?

  • Sales & MarketingTech Stack & Alignment
  • Improving use of CRM
  • Innovation with emerging SaaS tools
  • Prospecting/Customer Engagement
  • Creative Cost Management

Looking to stretch even further?

  • Industry Best Practices
  • Sales Team Motivation & Management
  • Culture of Winning
  • Creating/Improving Upsell Program
  • International Growth
  • Building Urgency, Growing Deal Size, Increasing Win Rate
  • Value Prop Improvements & Messaging
  • Internal Alignment & Goaling
  • Creative Resource Allocation
  • Engagement in sales opportunities
  • Large Deal Creation & Engagement

Need help hiring the right talent?

  • End to End Recruiting Services
  • Establish highly successful ongoing recruiting practices
  • Streamline Hiring & Onboarding process
  • Create/Refine Pitch to Candidates
  • Sourcing, Screening, Interviewing
  • Hiring & Compensation Strategy
  • Headcount Planning
  • Access to our personal network of over 10,000 professionals

Ready to develop the team?

  • Talent Assessment
  • Sales Training & Coaching for Reps
  • Coaching for Sales Management
  • Sales Team Motivation & Management
  • Creation of SDR Team
  • Creation of Customer Success & Upsell
  • Creation of Sales Operations

Want to increase morale and retention?

  • Career Path Planning
  • High Energy & Fun Sales Culture
  • Managing and Motivating Millennials
  • Sales Management Approach
  • Leadership Opportunities and Recognition

Need to align the company around growth?

  • Strategy developing
  • Cultural alignment for growth
  • Objectives and Key Results (OKRs) planning
  • OKR implementation and tracking
  • Establishing a growth mindset for non-sales employees

What’s your challenge?

Tell us what you’re up against and we’ll see if we can fix it.

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