Sales Schema

What Sales Schema does

Sales Schema is a software-empowered training and coaching firm that helps marketing agencies and B2B service companies build predictable new-business pipelines through referrals and warm-introductions rather than cold outreach. Founded in 2014 by Dan Englander (previously the first employee at IdeaRocket), the company is headquartered in New York and operates as a bootstrapped, founder-owned LLC with 1–10 employees. Its core product is HowdyPartner, a proprietary partnership-management platform that maps a client's existing network, ranks potential partners by willingness and ability to help, and runs campaigns to generate qualified introductions to decision-makers. This platform is bundled inside a 90-day implementation program that includes 1:1 coaching, Slack-based "Fast Feedback" support, small-group office hours, and a curriculum of templates and swipe files (Sales Schema Academy).

The business model is subscription/recurring: clients pay for the 90-day coaching engagement, which includes HowdyPartner access, and are positioned to generate 5–10 qualified referrals per month operating in 2–5 hours per week after system installation. Sales Schema sells direct to agency and B2B service firm owners via consultation-led sales and supports its funnel with content marketing through The Digital Agency Growth Podcast (300+ episodes) and a blog. The company has served 250+ agencies and B2B service firms since founding, but it discloses no revenue, has no venture or institutional funding, and has undergone at least one restructuring cycle around 2020 when the cold-outreach playbook deteriorated and the firm pivoted to its current relationship-driven methodology. All named customers (Llama Lead Gen, Starke Marketing, KLM Creative, Element 212, Gunderson Direct, RLM Media, PH3, Snapshot Interactive, Firebrand, Top Fox Marketing, Integral, Fancy) sit within the agency and B2B services vertical, indicating vertical concentration despite a diversified individual-customer base.

Name

Sales Schema

Legal name

Sales Schema, LLC

Website

https://salesschema.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Sales Schema is a bootstrapped coaching and software firm that helps marketing agencies and B2B service companies generate qualified referrals through its proprietary HowdyPartner partnership-management platform and a 90-day implementation program.

Ownership category

akta.pro rank

Product category

Agency Sales Coaching

NAICS

Advertising, Public Relations, and Related Services (5418), Software Publishers (513210)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Sales Leadership & Revenue Executive Coaching (EDABANAL), B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

Keywords

• Referral generation services
• Partnership management software
• Agency sales coaching
• B2B lead generation
• Business development training

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Coaching and Training Program: Hands-on coaching engagement with 1:1 sessions, small-group office hours, curriculum and resources including swipe files, templates, and step-by-step walkthroughs. Program runs for 90 days with a goal of 5-10 qualified referrals per month.
2. HowdyPartner Software Access: Proprietary partnership management platform included as part of the coaching program. Used for relationship mapping, partner ranking, and campaign management.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Sales Schema provides a 90-day managed opportunity generation program for marketing agencies and B2B service firms, combining its proprietary partnership management software (HowdyPartner) with 1:1 coaching, Slack-based support, small-group office hours, and a curriculum of templates and swipe files. The offering is designed to help agencies generate 5-10 qualified referrals per month by systematically leveraging existing networks and partnerships instead of cold outreach.

Product overview

Sales Schema is a software-empowered training and coaching firm offering a unified program for agencies and B2B service firms to generate qualified referrals. The core product is HowdyPartner, a proprietary partnership management platform that surfaces and ranks high-potential relationships and builds campaigns for qualified intros. This platform is bundled with four service modules: 1:1 Coaching for network mapping and partnership building; Fast Feedback for copy and campaign support via Slack; Small-Group Office Hours for peer learning; and Curriculum/Resources (Sales Schema Academy) providing swipe files, templates, and walkthroughs. The company also produces The Digital Agency Growth Podcast as a content/brand extension. The integrated program is designed to deliver 5–10 qualified referrals per month in as few as 2–5 hours per week through a 90-day repeatable new business system.

Differentiator

Problem solved

Functional benefit

Products and services

• HowdyPartner

Quantifiable outcome

• 84% of B2B buying decisions start from referrals
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sandler Training: Global sales training and consulting franchise. Comparable as a broad incumbent in B2B sales training and coaching, though it serves a much wider range of industries and roles.
• Pavilion: Private membership community for sales, marketing, and revenue leaders. Comparable as a community-plus-content ecosystem supporting B2B sales professionals and operators, including those at agencies.
• HubSpot Academy: Free and paid sales and marketing training from a major CRM/marketing platform. Comparable as a broad sales enablement authority, with significant overlap in inbound, referral, and pipeline-building content for B2B service firms.

Direct peers

• Agency Mavericks: Coaching, training, and community for creative agency owners. Highly comparable to Sales Schema in targeting agency principals with sales and business development enablement.
• Crossbeam: Partner ecosystem management platform for B2B companies. Closely comparable to the HowdyPartner functionality of mapping relationships, identifying overlap, and activating partner-sourced pipeline.
• Intro (formerly Intro.so): Relationship intelligence and warm-intro platform for B2B sales teams. Directly comparable to the warm-introduction and relationship-ranking proposition that HowdyPartner delivers.
• PartnerStack: Partner relationship management and PRM software. Comparable to the HowdyPartner layer as a technology platform for managing and monetizing partner-sourced opportunities.
• Predictable Revenue: Sales training and services firm built around the Predictable Revenue outbound methodology. Comparable as a B2B sales methodology provider that sells coaching, training, and implementation to service firms.

Emerging players

• Service Provider Pro: Operations and business management tools aimed at agencies and service providers. Adjacent peer that targets the same agency buyer persona with software to run and grow their business.
• Referral Rock: Referral program software for SMBs. Comparable as a software-led approach to referral generation, though at a smaller scale and oriented toward customer referral programs rather than B2B partner intros.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/salesschema
• LinkedInlinkedin.com/company/sales-schema

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sales Schema