Article · 10 min read

Startup Founders: How to Find the Right Advisor for Your Business

Liz Christo · Stage 2 Capital Free Intermediate

Written by a fund built entirely around go-to-market, so it treats sales/hiring/pricing as distinct functional problems, not one 'mentor' bucket. It forces the specificity the question demands: don't seek 'a marketing advisor,' seek 'someone who built a content-driven motion in B2B SaaS selling to finance.' It also separates topical advice from functional support from coaching so you match the person to the exact gap.

• Write your need as one precise sentence with function plus stage plus market before you start looking
• Match the engagement type to the problem: a topical advisor for one question, functional support for building a motion, a coach for a team member
• The right advisor changes as you grow, so start with short 3-month engagements rather than a permanent board seat