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Why Founders and Revenue Leaders Should Stop Trying to Do It All. By Michael K. Adonteng July 8th, 2025 In the early days of building a business, it’s natural for founders and early revenue leaders to take on everything. From writing pitch decks to closing the first deals, most businesses grow through sheer involvement and intensity. That hands-on approach often lays the foundation. But as the business scales, the same approach can start to hold it back. As teams grow and revenue expectations increase, leaders often find themselves spread thin. The workday shifts from building strategy to reacting—managing proposals, reviewing outbound sequences, replying to customer emails, and putting out fires. Progress slows. Energy gets drained. And the broader commercial ambition gets stuck in the details. This isn’t a matter of effort—it’s a question of direction. Time Is a Finite Asset, and It Needs to Be Protected As your pipeline builds and your go-to-market strategy matures, your role as a founder or revenue leader should evolve. The focus needs to shift from managing tasks to creating systems, from chasing opportunities to developing repeatable motion. Too often, leaders stay tied to commercial delivery far too long. Sales strategy, outbound orchestration, and demand generation remain founder- or VP-led because it feels risky to let go. The cost? A lack of structure, inconsistent results, and a growth ceiling that hits sooner than it should. What Delegation Looks Like When Done Well Delegating isn’t about stepping back—it’s about stepping into the right role. The most effective leaders build strong support around them. They bring in experienced specialists to manage critical commercial areas like outbound strategy, lead generation, and sales operations. It doesn’t dilute your vision. It gives it structure. What it looks like in practice: Qualified conversations on your calendar without needing to chase prospects. Your outbound system runs daily, tracked and improved over time. You focus on partnerships, decisions, and scale—not email flows and CRM dashboards. Why External Sales Support Delivers Results Whether it’s an outsourced BDR team, a demand generation partner, or a sales strategy advisor, the right external support creates momentum. And that momentum shows up fast. Focus: You reclaim time for high-impact work—raising capital, expanding into new markets, building products. Experience: You get access to people who’ve done this before, in markets similar to yours, without trial-and-error. Consistency: Prospecting and outreach become systematic, not dependent on who has time that week. Clarity: Delegating tasks clears mental space. You make better commercial decisions when you’re not buried in execution. If You’re Still Doing It All, You’re Likely Doing Too Much Most founders and revenue leaders wait too long to hand off sales execution. The hesitation is understandable—commercial performance is high-stakes. But when you’re still building prospect lists, managing outreach, and chasing leads yourself, it’s a sign that your structure needs to evolve. That shift doesn’t need to be massive. It could start with support in outbound, pipeline development, or sales enablement. The point is to stop being the engine—and start building one. This applies whether you’re operating in Lagos, Nairobi, Accra, London, New York, Paris, or Amsterdam. The need for structured commercial delivery cuts across markets. The businesses that grow predictably are the ones where leadership stops running the play—and starts designing it. At Africa Sales Academy, we work with founders and revenue teams at this exact moment. The ambition is clear. The product is strong. But the structure needs tuning. That’s where we step in—helping businesses build commercial engines that drive results, not just activity. We’re launching our sales BPO service—more to come on this when the partnership is finalised.                      Michael K. Adonteng                      Founder, ASA   Join our FREEcommunity – Join our FREE Community   Subscribe to our FREE eBook – Subscribe to the FREE Sales Playbook Contact us – Contact Us   Click Here To Explore Our Articles Section

Africa Sales Academy Announces New Head of Operations Africa Sales Academy (ASA), a pioneering institution dedicated to shaping the next generation of B2B sales development representatives across Africa, has appointed Erica Franklin as the Head of Operations as part of its growth trajectory. The appointment of Erica Franklin as Head of Operations marks a pivotal moment for ASA as it accelerates its mission to nurture sales talent and bridge the skills gap in the competitive B2B technology landscape. With over 15 years of diverse experience, Erica brings a wealth of sales and account management expertise to her new role. Her distinguished career includes pivotal positions within renowned organizations, underscored by a strong educational foundation in Journalism and Mass Communication and an M.A. in Advertising. “We are thrilled to welcome Erica Franklin to the ASA family,” said Michael K. Adonteng, CEO and Founder of Africa Sales Academy. “Her proven track record and unwavering commitment to sales excellence align seamlessly with our vision of empowering the next generation of sales leaders across Africa.” Since its inception in 2022, ASA has rapidly emerged as a trailblazer in sales enablement. It offers a comprehensive curriculum and innovative e-learning platform (www.mysaleslms.com) designed to connect learners and coaches across Sales, Marketing, Customer Success, and Leadership domains. With partnerships already established, including a groundbreaking collaboration with the UN through the NTF V program, ASA is poised for exponential growth in 2024. “As we enter this pivotal growth phase, Erica’s leadership will be instrumental in driving our expansion efforts, forging strategic partnerships, and democratizing access to our e-learning platform across the African continent,” added Michael K. Adonteng. With the continent predicted to double its population by 2050, ASA is strategically positioned to harness Africa’s burgeoning talent pool and drive economic empowerment through sales excellence. “I am thrilled to embark on this exciting journey, joining the Africa Sales Academy team to continue the mission of empowering sales professionals with cutting-edge knowledge and skills. Ultimately, we hope our products and services will help African talent open doors to professional and personal opportunities. I look forward to delivering results and elevating current and future sales leaders on the continent.” added Erica. Through cutting-edge training initiatives, strategic alliances, and a steadfast dedication to excellence, ASA plans to redefine the landscape of B2B sales development across the continent. For any sales training and coaching needs, for individuals and corporations, contact the Program Lead at lartey@africasalesacademy.com Click here

Ghana IT firms are selling their services abroad IT & business support organizations in Ghana offer services needed around the world. The problem is how to connect to them. Twenty companies sat down with a top sales trainer to learn how to close a deal, taking their business plans to the next level. Last year, the companies supported under the NTF V Ghana Tech project completed an intensive, eight-month programme on how to market their services abroad. This year, they learned how to boost their efforts with specialized training in sales. For Samuel Marfo at Npontu Technologies, the training prompted his company to introduce a new product arm targeted at international markets. Their new IT consultancy and outsourcing service looks to tap into opportunities overseas through project collaborations and partnerships. ‘I can confidently say that after that training, we met our end of year revenue expectations by the end of the first quarter.’   Click here

Tech Entrepreneurship in Africa Last week, over 30+ companies in Ethiopia participated in the Sales Training that was organized by the NTF V project in Ethiopia. The three-day training, including one-to-one coaching, focused on building an effective “Sales Go-to-Market” plan, improving pricing and lead generation skills, and overcoming buyer apathy. Full article here Click here

Africa Sales Academy Inducts First Learners for 8-Week Sales Go-To-Market Course In a groundbreaking move towards enhancing sales proficiency across the continent, the Africa Sales Academy welcomed its inaugural cohort of learners for an intensive 8-week sales go-to-market e-learning course. The virtual induction ceremony, held on January 19th, 2024, marked the commencement of an educational journey set to redefine the standards of sales excellence. Africa Sales Academy, recognized as a sales go-to-market e-learning platform on the continent, is embarking on a mission to empower sales professionals with cutting-edge knowledge and skills. The launch of the 8-week course signifies a strategic move to address the evolving demands of the B2B sales landscape and equip individuals with the tools necessary for success.   Click here