Inside the five-year sales partnership between AirGarage and Market Pull.
A first-time founder running a sales team he'd never run before. Five years later, dozens of reps coached and two rounds raised.
“I as a founder have never run a sales team before. What Carol was really instrumental in helping us do was the coaching, the ongoing feedback sessions, listening to calls that our sales team was doing and giving people feedback.”
5 years
Length of the AirGarage + Market Pull engagement, 2021 to 2026.
Series A & B
Both raised while working with Market Pull.
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SDRs onboarded, trained, and coached.
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another stat
AirGarage is a full service parking operator bringing technology to a corner of commercial real estate that hadn't seen much. The product worked. What the company didn't have was anyone who had ever built a sales function, including the founder.
The Company
Jonathon Barkl is the co-founder and CEO of AirGarage, which works with parking lot and parking garage real estate owners to manage and monetize their properties. When Market Pull came in, the sales team was four to six SDRs and AEs. Today it is a Series B company scaling its sales and go-to-market teams under a VP of Sales.
The Challenge
Jonathon is a first-time founder who had never run a sales team. There was no defined sales process, no ideal customer profile, no scripts, no playbooks. Beyond the missing infrastructure was a harder problem: the reps needed coaching, and the founder neither knew how to coach them nor had the hours in the day to try.
“ Carol was able to help me as a founder and CEO make sure that our sales team had the resources that they needed.”
The Fix - Market Pull enters the process
Market Pull started with the foundation: what the sales process should be, who the ideal customer profile is, how to target them, how to write the scripts, how to build the playbooks for going after them.
Then the part that ran for five years. Onboarding for every new SDR who joined. Ongoing feedback sessions. Call reviews and in-the-moment call coaching. Line-by-line feedback on email copy. Weekly one-on-ones with reps. And coaching for Jonathon himself, on how to lead a sales team and how to give his own people feedback.
Along the way AirGarage raised a Series A, hired its first VP of Sales, and Market Pull stepped back. When that leader didn't work out, they called Carol back. The engagement ran until June 2026, through a Series B and a second VP of Sales.
The Outcome - A bar, set and held.
AirGarage raised its Series A and its Series B while working with Market Pull, and dozens of reps came through onboarding and coaching across five years. The more durable result was what the next VP of Sales inherited: a junior team already operating at a high bar, with rigor and accountability built in before he arrived. The mindset Carol set for that team tracked straight through to results and quota attainment, and it held after she stepped back.
Jonathon learned to coach by watching Carol coach. The reps learned the bar by being held to it. The product was always why owners signed. The sales team is why they kept signing.
If you are a founder who has hired reps but has no idea how to coach them into a team, that is exactly what we build. Book a call below and let's set the bar your sales team will rise to.