Built for salespeople.
A CV tells you where someone has been. The methodology tells you whether they can sell, before you ever pay them to find out.
Twenty years selling, then he built the thing he wished existed.
Will Koning has spent more than twenty years in sales. Not advising on it, doing it. He started in customer-facing roles at Eurostar and Trainline, launched B2B from zero at Zipcar, was the first sales hire at Perkbox and grew the team to twelve on the way from nothing to a million in recurring revenue, then closed deals as an account executive at Akkroo, which sold for sixteen million.
The same problem kept showing up. The hardest hire any company makes is its first, or its next, salesperson, and almost everyone gets it wrong. CVs reward the people who interview well, not the people who sell well. The quiet operators get filtered out, the confident talkers get hired, and six months later the number still isn't there.
So in 2017 he built one of the UK's first SDR academies, SaaSLeads. It found people with raw sales talent, trained them, and placed more than 400 of them into companies that needed them before it closed in 2021. The lesson stuck: you can teach the craft of selling, but only to people who have the behaviours underneath it. Curiosity. Coachability. Communication. Grit.
He started meritt in 2022 to turn that into something repeatable: a way to measure whether someone can actually sell, before a company pays to find out. What began as a better way to hire has become a platform for the whole life of a sales career. Recruit, assess and upskill, in one place, all built on the same methodology.
meritt is candidate-first on purpose. Everyone who comes through it gets honest feedback and a path to get better, whether they land the role or not. The salespeople aren't the thing being sold around. They're the point. Today Will is building meritt between London and Malta, where it joined the 2026 Supercharger accelerator.
Who we are.
Will Koning.
Twenty years in sales, SDR to CRO
In good company.
Supercharger Ventures.
Sales leaders & operators.
London & Malta.
The short version.
What is meritt?
meritt is the AI-native platform for sales talent. It assesses who can actually sell, the candidates you are hiring and the team you already have, then helps you recruit, develop and retain them on one methodology.
Who founded meritt?
Will Koning, after more than twenty years in sales from SDR to CRO, and after building SaaSLeads, one of the UK’s first SDR academies, which placed more than 400 people before it closed in 2021.
What is the meritt Methodology?
Four behaviours that predict who can sell, curiosity, coachability, communication and grit, plus the skills the role needs. Every read is strong, some or none, each backed by a citation from what the person said.
Where is meritt based?
meritt is built between London and Malta, where it joined the 2026 Supercharger accelerator.
The methodology.
Four behaviours, plus the skills that matter for the role. Published in full, no gating.
Read the methodologyThe journal.
Essays, frameworks and field notes from twenty years of hiring salespeople.
Read the journal