In this episode of Founders, Future, host Laura Skinner sits down with Jens Thorsen, co-founder of Valhalla Business Advisors, to explore the challenges and strategies behind growing a professional services firm in an industry with notoriously long sales cycles.

Jens shares his journey from leading a regional employee benefits and financial advisory firm to co-founding Valhalla, highlighting the key gaps he saw in the market and how his firm is addressing them. He dives into the complexities of acquiring and retaining clients, the importance of defining a clear target market, and why trust and relationships play a crucial role in their go-to-market strategy.

Laura and Jens also discuss innovative approaches to lead generation, including account mapping, leveraging community-driven events, and experimenting with targeted marketing tactics like webinars and paid ads. Jens reveals the firm's data-driven approach to sales, their focus on thought leadership, and the long-term vision that drives Valhalla's sustainable growth.