Fundraising isn't just sales—something Josh Guttman, co-founder and CEO of SELLIT9, learned the hard way. After spending years in SaaS sales and leadership, including a 12-year run at Salesforce, Josh thought his natural ability to pitch and build relationships would give him an edge in raising capital. But he quickly discovered that VCs don't want to be sold—they want to believe.

In this episode of Topline Spotlight, Josh shares his journey from seasoned sales leader to first-time founder, the unexpected feedback that forced him to rethink his approach, and how he ultimately closed his pre-seed round by striking the right balance between confidence, storytelling, and authenticity.

Catch new episodes of Topline Spotlight every Thursday and full episodes of Topline every Sunday.

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