John Duvenage, Founder SMB Growth Strategies
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From South Africa to Australia to the USA, I've been fortunate to play a role in driving new sales for innovative products and services across multiple industries and markets.
In South Africa, I started my career as a medical rep for Pfizer, helping doctors adopt new medications that saved lives — including Zithromax, which is still prescribed today. I earned that opportunity after serving as a medic in the South African Army, where precision and trust were essential.
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One of my earliest sales challenges was persuading doctors that 5 tablets over 5 days could outperform 30 tablets over 10 days, a lesson in clarity, proof, and confidence that shaped my approach to selling ever since.
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In Australia, I led the introduction of word processing software from Digital Equipment Corporation to a market dominated by typewriters. Convincing businesses to replace $500 typewriters with $28,000 terminals wasn't easy, but we proved the value, crushed sales quotas, and helped companies transform how they worked.
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In the USA, I carried my passion for launching new technology and services into the startup world.
I was fortunate to contribute to the growth of companies like:
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Agile Software (acquired by Oracle for $495M)
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Arena Solutions (acquired by PTC for $715M)
Some startups became incredible success stories. Some provided strong livelihoods for their founders, employees, and investors.
And some closed their doors, lessons learned at every step.
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Everything I've learned — and continue to learn — about what works (and what doesn’t) to create, advance, and win new sales is now focused on helping B2B founders achieve three things:
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Produce a steady flow of good-fit leads
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Add winnable sales opportunities to their pipeline
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Win more new customers
Bootstrapped founders and CEOs are busy building teams, developing products, supporting customers, and managing growth, making it difficult to figure out sales and marketing at the same time.
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That’s why I created the Leads-2-Wins System, a practical approach designed specifically to help founders win new sales without the high costs and complications of traditional sales methods.
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As a salesperson, sales leader, founder, consultant, and coach, I've personally helped 19 founders and 28 software companies generate over $19.4 million in net-new customer sales revenue.
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Now, I help other founders do the same.
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Over the past 15+ years, I’ve implemented strategies drawn from industry leaders like Donald Miller, Mike Weinberg, Anthony Iannarino, and Jeb Blount, applying their timeless frameworks to help B2B founders generate qualified pipeline, sharpen their message, and win more deals.
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Let's build your outbound engine to Create Advance and Win New Sales Opportunities