Topline Pro hired a coach. Four years later, Market Pull is still their partner.
Four years in, Carol is still part of the team - the playbooks she wrote on day one still run, and her coaching keeps evolving with the business.
“We started working together back in 2022, and four years later, Carol has helped us do everything from building out our initial playbooks to onboarding and coaching new team members and everything in between. The amazing thing is that that foundation actually compounds over time, because a lot of it we still use today.”
4 years
The partnership, 2022 to today, and still thriving.
0 to pro
Reps hired with no sales background, coached into closers.
2500+ calls
Reviewed with personalized feedback given by Carol, one rep at a time.
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Cohorts of junior reps onboarded, trained, and coached.
Topline Pro built an all-in-one AI platform that runs marketing, sales, and operations for home service businesses. Owners wanted it. The demand was real. But the people hired to sell it had never sold anything before, and no one on the floor knew how to coach them. A playbook can get a green team off the ground. Keeping them sharp for four years takes a partner. That is what Market Pull was brought in to build, and four years later is still building.
The Company
Nick Ornitz and Shannon Kay co-founded Topline Pro, a Y Combinator company (W21) that gives home service businesses - painters, landscapers, roofers, plumbers, HVAC pros - an all-in-one, AI-powered platform to get, win, and do the work: a website, reviews, ads and lead generation, an AI sales assistant, quoting, scheduling, and payments. It is a done-for-you growth engine for owners who are excellent at their trade and have no time to run marketing and sales. The platform has booked over $300M in revenue for its customers, collected more than 30,000 five-star reviews, and serves over 2,000 small businesses. To sell it, Topline Pro runs an outbound sales team calling those owners all day. The demand was there. What the team didn't have was anyone who knew how to sell.
The Challenge
Topline Pro hired for hustle, not sales resumes. Many of the people on the floor had never sold anything before. They came in green - no scripts, no objection handling, no feel for how to run a call or ask for the business. The people leading them weren't career sales managers either. There was no playbook to hand a new rep, no consistent way to onboard a cohort, and no system to review calls and tell each person exactly what to fix next. A motivated team with no sales training can dial all day and still not close.
“The value is pretty immediate from day one. We went from not really knowing what we were doing to having a really good playbook set in place.”
The Fix - Market Pull enters the process
Market Pull began with a full audit, then built the foundation the team was missing: a cold call script, a scorecard, an objections and FAQ document, and a playbook a brand-new rep could pick up and run.
Then came the part that has now run for four years. Carol onboards and trains every new hire and cohort, leads the weekly coaching session, and delivers live cold-call and mindset training from her own material. She works one-on-one with each rep, reviewing their calls and holding them to the script, and records personalized video breakdowns of real calls with specific fixes for each person. Every week she reports to the sales lead on exactly where each rep needs development, aligns with leadership on priorities, and supports the manager day to day. Between sessions she is available in real time, helping with live deals and objections as they come up, and she steps in wherever else the business needs her, from additional hiring to a new onboarding class.
She has also continued to evolve the coaching itself. As AI matured, Carol built it into her workflow to scale scripting and call reviews, giving the team more feedback, faster, without losing the personalized approach that made it effective. What started as a playbook in 2022 has grown into something far more valuable, because Carol never stopped raising the bar.
The Outcome - From playbook to partnership.
People who walked in with no sales experience were selling like professionals within a couple of weeks. That was the immediate win. The durable one is what happened over the next four years: the foundation Carol built in 2022 - the playbook, the scorecard, the coaching rhythm - is still what runs the team today, and it compounds. New reps ramp on it. Managers lead with it. The AI-assisted call reviews stack on top of it.
Most coaching engagements build something and leave. This one didn't. Carol became a fixed part of the team: the training, the feedback, the hiring, and the standard that keeps the floor sharp week after week. Her reps call her a backbone of the sales team and a true partner, and four years later she is still in the Slack channel and still on the calls. The product is why home-service owners pick up the phone. The sales team - built, coached, and continually leveled up by Market Pull - is why they buy.
If you are building a sales team out of people who have never sold before, and you need someone to turn them into professionals and keep them sharp, that is exactly what we do. Book a call below and let's build the team that closes your pipeline.