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Lead Generation and Sales Mentorship Program

About the Program

The Lead Generation and Sales Mentorship Program is a practical and tactical 8-week program to help increase sales and scale your business. Through personalized, weekly mentorship, you’ll get education and strategic support.

This initiative is delivered by New Ventures BC with funding support from the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP).

Application Deadline: August 22, 2025

Program Structure

  • Online sales & marketing education videos
  • 8 weeks of mentorship sessions (55 min/week)
  • Follow-up meetings at 3 and 6 months
  • Networking opportunities

This program combines self-paced learning with hands-on mentorship to help you refine your sales and marketing strategy. Over eight weeks, you’ll work with mentors to apply best practices, track key metrics, and improve your approach. Afterward, two follow-up sessions will help you assess progress and fine-tune your strategy.

Program Fees & Dates

  • $200 program fee per company
  • Registration deadline: August 22, 2025
  • Intake meetings: September 3 & 4, 2025
  • Program starts: September 24, 2025
  • Mentorship: weekly for 8 weeks until November 13 2025.
  • Follow-up mentorship session #1: December 2025
  • Follow-up mentorship session #2: February 2026

Eligibility

  • Incorporated in B.C. or Yukon
  • Fewer than 500 employees
  • Referred by an NRC IRAP Industrial Technology Advisor (ITA)
  • At least one full-time team member
  • Commitment from at least one executive-level participant
  • Product in market with paying customers (ideally 8-10) and generating revenue ($50K–$1.5M ARR or $7,500 MRR) 
    • Note: If you are close to these numbers, you may still qualify. 
  • Fully online—join from anywhere

Ready to Apply?

Request an “Expression of Interest” form from your NRC IRAP ITA. It is highly recommended that you work with your ITA to fill out the form to ensure you are a good fit for the program and all requirements are met.

For questions about this program, contact us.

The Mentorship

Our mentors, Rochelle Grayson and Peter de Verteuil, bring decades of experience in digital marketing, sales models, and marketing strategy. They’ve coached nearly 50 startups in recent years, helping them refine and execute their sales and marketing plans.

Each mentorship session is tailored to your startup, offering strategic, tactical, and hands-on guidance beyond just theory.

Mentors will help you refine:

  • Sales, investor, and venture pitches
  • Pricing and packaging models
  • CRM and operational processes
  • Website marketing
  • Target market personas
  • Competitive market analysis
  • Hiring for sales and marketing teams

Program Mentors

Peter de Verteuil

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Rochelle Grayson

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Peter de Verteuil

Peter has over 30 years of experience in Sales and Marketing management, Business Development, Corporate Strategy and Communications. Peter has held leadership positions in dynamic high-growth environments as well as large multinational organizations and has navigated change management through a number of corporate acquisitions. In roles of VP of Sales and VP of Strategy at SAP, Peter managed highly successful sales teams, and helped drive GTM Strategy & Planning for one of SAP’s leading growth divisions.

While VP of Marketing for Future Shop, Marketing Magazine named Peter one of Canada’s most influential marketers. Today Peter provides professional Business Development, Strategy, Sales, Marketing and Media consulting and advisory services to a wide spectrum of organizations, from startups to large enterprises.

Rochelle Grayson

Rochelle Grayson is currently a Digital Strategy and Social Media Consultant. Rochelle has worked with numerous women’s organizations over the last 11 years including the YWCA, Canadian Women in Communications and Women in Film (Vancouver and Germany). She has also worked with a number of non-profits in a fundraising capacity. For the Canadian Breast Cancer Foundation’s “Awareness Day Fundraising Luncheon”, she raised over $200K. Rochelle has been on many Boards since 2009. Her appointments have been with global non-profit organizations, national industry associations, and world-class education institutions.

Rochelle has also worked with senior-level executives from a variety of organizations to build, grow and monetize online communities. Rochelle has been teaching Social Media Bootcamps & Strategy Sessions for 9 years. She has presented globally on how to leverage social media to achieve organizational goals and objectives. Rochelle holds an MBA in Finance and Business Policy from the University of Chicago. Rochelle is passionate about the benefits of movement and physical activity, especially for women as they age.

Feedback from Alumni

“Amazing program! Peter and Rochelle gave us coaching and feedback that we still continue to reference. I highly recommend this program to any start-ups with a sales / product led focus.”

“The program provided exactly what our organization needed. Being coached by Peter and Rochelle really was beneficial with the level of expertise both of them have.”

“As a result of fixing our CRM workflows, we now have a better understanding of our conversion rates at each stage and how to improve it.”

“Increased recurring revenue by 50% during the program.”

“[The Program] helped me restructure my sales and marketing approach which doubled my sales in the last month and a half.”

New Ventures BC acknowledges that we gather and work on the traditional, ancestral and unceded territory of the xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish), and Sel̓íl̓witulh (Tsleil-Waututh) Nations.

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