How to scale your sales without dying in the attempt: Lessons from Jon Carcedo, founder of Salescaling

In this episode of The Nomu Hour , we talk to Jon Ander Carcedo , founder of Salescaling , about how to scale business processes in startups and SMEs without losing your soul along the way. Jon has not only experienced growth from the inside, he also drives it from the outside as a mentor at Shuttle , and sales trainer for dozens of projects.

The art (and science) of selling in startups

From his time at tech companies to founding Salescaling , Jon has detected a common pattern among startups: they all want to grow, but few have a clear sales process . At his consultancy, they help founders professionalize their sales process from within: they teach them how to fish, not sell them the line.

"A company's best salespeople are its founders. We give them the process to scale it."

Their new AI-powered software startup enables any business to understand what's failing in their sales, from individual salespeople's performance to their entire sales funnel design.

Key lessons from the episode

• Without sales, there's no paradise : The biggest mistake many startups make is avoiding outbound marketing. Calling potential customers remains key.

• Professionalization isn't optional : Growth involves change. What got you to $1 million won't get you to $2 million. You need structure.

• Laziness disguised as an excuse : Saying "I'm not good at selling" as a CEO isn't a valid excuse if your company depends on it.

• Building Relationships : Many sales happen years after a sincere conversation. Relationships aren't improvised; they're cultivated.

• Cash and partners: the two biggest challenges : Most startups fail due to liquidity problems and friction between founders.

Featured references

• Lanzadera : Startup accelerator founded by Juan Roig (Mercadona), where Jon is a partner in the sales area.

• Dcycle : A Spanish startup specializing in sustainability and impact analysis, used as an example of sales professionalization.

• Factorial : HR company that has scaled by structuring its sales team, also mentioned as a reference case.

What can you do with this?

If you're an entrepreneur, this episode is a mirror. Do you have a defined sales process? Would you know how to explain your funnel and your ratios? Are you teaching your team or waiting for them to figure it out on their own?

The message is clear: recurrence isn't improvised. It's built through processes, commitment, and much less magic than we often think.