How to Find and Evaluate a Marketing & Sales Cofounder for Your Bootstrapped SaaS Startup

Why a Sales & Marketing Cofounder Matters

As a bootstrapped SaaS founder, you wear multiple hats—building the product, handling operations, and likely doing some marketing yourself. But at some point, growth will stall unless you have a strong sales and marketing strategy.

While many technical founders believe a great product will sell itself, that’s rarely the case. Distribution is just as important as product development, and without a dedicated sales and marketing effort, your SaaS might struggle to gain traction.

This is where a marketing & sales cofounder comes in. Finding the right person can be the difference between slow organic growth and a scalable, revenue-generating business.

But how do you find, evaluate, and bring on a marketing or sales cofounder—especially when you’re bootstrapped? This guide will walk you through what to look for, where to find them, and how to structure the relationship.

1. Do You Actually Need a Sales & Marketing Cofounder?

Before starting your search, ask yourself: Do I truly need a cofounder, or can I hire someone instead?

✅ You NEED a cofounder if:

You have zero experience in marketing or sales and don’t know where to start.
You’re committed to bootstrapping and need someone willing to work for equity instead of salary.
Your SaaS is in a competitive market, where strategic marketing and direct sales are critical to gaining traction.
You need someone who can think long-term, own customer acquisition, and build scalable sales & marketing systems.

🚫 You DON’T need a cofounder if:

You already have traction and revenue (you might just need to hire a freelancer or agency).
You’re only looking for someone to run paid ads or execute marketing tasks (this is a hire, not a cofounder).
You have enough cash flow to hire a fractional CMO or sales consultant instead.

If you decide a cofounder is the right choice, the next step is knowing what to look for.

2. What Makes a Great Sales & Marketing Cofounder?

A good marketing & sales cofounder will attract customers, convert them, and generate revenue.

Key Skills to Look For:

🔹 Growth Marketing & Demand Generation – Can they build an audience and drive traffic through SEO, content marketing, partnerships, and social media?
🔹 Sales & Closing Deals – Can they handle outbound sales, close deals, and negotiate with customers?
🔹 Positioning & Messaging – Do they understand your target market and know how to position your product uniquely?
🔹 Conversion Optimization – Can they refine landing pages, email sequences, and product onboarding to boost conversions?
🔹 Data-Driven Thinking – Do they test, iterate, and optimize based on real customer feedback and analytics?
🔹 Resilience & Hustle – Sales is tough. You need someone who won’t give up after a few rejections.

Red Flags to Watch Out For:

🚩 Corporate marketer who’s never worked in a startup – They might be too dependent on big budgets.
🚩 Someone who only does “brand marketing” – You need growth, not just “awareness.”
🚩 No direct sales experience – If your SaaS needs outbound sales, your cofounder should be comfortable selling.
🚩 Too much theory, not enough execution – You need someone who can DO, not just strategize.

3. Where to Find a Sales & Marketing Cofounder

1. Your Existing Network

Start by looking at people you already know:
✅ Former colleagues in marketing or sales roles.
✅ Fellow entrepreneurs who have complementary skills.
✅ Twitter/X, LinkedIn, or startup communities where marketing/sales people hang out.

2. Founder Match Platforms & Communities

These platforms connect founders with potential cofounders:

CoFoundersLab (https://cofounderslab.com/)
Y Combinator’s CoFounder Matching (https://www.ycombinator.com/cofounder-matching)
Indie Hackers (https://www.indiehackers.com/)
r/Entrepreneur & r/Startups on Reddit

3. Startup & Tech Events

Attend events where marketers and sales professionals gather:

SaaStr Annual – One of the largest SaaS founder events.
MicroConf – Focused on bootstrapped SaaS founders.
Local startup meetups & networking events.

4. Growth & Sales Communities

Join communities where growth marketers and sales pros hang out:

GrowthHackers (https://growthhackers.com/)
RevGenius (https://www.revgenius.com/)
Modern Sales Pros (https://modernsaleshq.com/)

4. How to Evaluate a Sales & Marketing Cofounder

Once you find potential candidates, how do you know if they’re a good fit?

1. Look for Proof of Past Success

Ask for examples of campaigns they’ve run, customers they’ve closed, or businesses they’ve grown.

2. Test Their Sales & Marketing Skills

Before offering equity, run a trial project together:
✅ Ask them to write a landing page or cold email script.
✅ Have them set up a small marketing campaign with a $100 budget.
✅ If they claim to be great at sales, have them cold-call five potential customers and see what happens.

3. Align on Vision & Risk Tolerance

Many marketing pros expect big budgets—make sure they understand bootstrapping means hustling, not spending.

4. Ensure They’re in It for the Long Haul

A cofounder isn’t just a freelancer. They should be committed to the business long-term.

5. Structuring the Cofounder Relationship (Equity & Roles)

If you’ve found the right person, how do you structure the partnership?

Equity Split

🔹 If they’re joining early and full-time, a 30%-50% equity split is common.
🔹 If they’re joining later or part-time, 10-25% is more reasonable.
🔹 Use a vesting schedule (e.g., 4 years, 1-year cliff) to protect both sides.

Roles & Responsibilities

Define clear responsibilities to avoid conflicts:
✅ You (the technical founder) – Focus on product, engineering, and support.
✅ Them (sales & marketing cofounder) – Focus on traffic, lead gen, conversion, and revenue growth.

Conclusion: The Right Cofounder Can Make or Break Your SaaS

Finding a great sales & marketing cofounder isn’t easy—but it’s one of the most impactful decisions for a bootstrapped SaaS.

🚀 Prioritize execution over ideas.
🧐 Test candidates before committing.
💰 Structure equity wisely with vesting.

With the right partner, you’ll go from struggling with growth to having a repeatable system that drives revenue—without having to do everything yourself.