Sarah Allen Short

Executive coach · Richmond, VA · virtual

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"I work with GTM leaders to identify, prioritize, and solve some of the thorniest GTM problems around." (in their words, on their website)

Services

ServiceWhat is includedPrice
Executive Coaching
Good leaders and senior leaders		 Leadership development · Strategic planning · Decision making · Corporate culture · Organizational development on request
GTM Advisory Services
GTM leaders		 Identify, prioritize, and solve GTM problems · Develop and execute go-to-market strategies · GTM frameworks and operator experience on request
Marketing Strategy
Companies, especially startups in B2B technology and services		 Fractional marketing strategy and execution · Branding · Positioning and message development · Content strategy and thought leadership · Demand generation on request
Free, hour-long work retreat
Leaders		 Monthly guided writing retreat · Pause and reflect · Separate signal from noise and anxiety from intuition on request

As published on their website, read Nov 7, 2026.

How they compare

Computed by Callings from the prices and experience coaches publish. Not a rating.

Where they fit

StudentsEarlyMidManagerDirectorVP / C-suite
Resume and LinkedInnononononono
Interviews and offersnononononono
Job search strategynononononono
Career direction and changenonoyesyesyesyes
Leadershipnonoyesyesyesyes
Personal brandnononononono

How they work

Process
Free consultation and fit check to identify coaching issues and get to know each other · Agree on goals, rate, and frequency · Intake session to clarify goals and create an action plan · Ongoing support; coaching clients generally meet 2–4 times a month · Track progress, maintain accountability, and course-correct · Possible formal mid-engagement review; fractional clients have weekly or biweekly update calls
Before coaching
Marketing and sales leadership roles, Marketing, sales, go-to-market, and leadership (25 years); VP, CMO, individual contributor, solo marketer, consultant, and analyst, Marketing and sales

Do it yourself, or hire a coach?

Doing it yourselfUsually enough whenA coach earns the fee when
Career directionWeeks of reading and conversations about roles that fit. Callings can show your strengths and the pay for each role.You already have two or three target roles.You do not know what comes next, or you want structure and a formal assessment.
LeadershipPeer groups, feedback from your manager, reading.You have a mentor who has done the job.A first management role or a bigger team, often paid for by the employer.

Times are our estimates. Try Callings.

Questions to ask before hiring

  1. What does it cost in total, and what is included? (no published price)
  2. What are your cancellation and refund terms? (no refund terms on their site)
  3. Who do you usually work with, and how long does a typical engagement last? (always worth asking)

What they publish

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