The credit union market represents enormous opportunity, but succeeding in it requires more than a great product. Sales on Purpose helps fintechs, startups, and established companies earn credibility, build the right relationships, and create the growth systems needed to enter, grow, and scale with confidence.
The credit union industry moves differently. Buying cycles are longer, decisions are relationship-driven, and success takes more than a great product. We help you avoid costly missteps, accelerate your learning curve, and build a foundation for long-term growth. with confidence.
Together, we'll build your:
Let's talk strategy
We believe exceptional companies shouldn't have to spend years figuring out one of the most relationship-driven industries in financial services on their own.
That's why we combine strategic guidance, industry expertise, and trusted relationships to help our clients enter the market with purpose and grow with confidence.
Welcome to Sales on Purpose - where we help exceptional companies earn trust and accelerate growth in one of the most relationship-driven industries in financial services.
Technology helps us move faster. Relationships create lasting growth.
Human relationships.
AI-powered execution.
Every recommendation starts with understanding your business—not applying a one-size-fits-all playbook.
We diagnose before we prescribe.
We understand how this market works because we've spent our
careers in it.
Decades of industry experience.
Designs scalable growth systems that support
long-term success.
Turns strategy into repeatable execution across sales and operations.
Helps organizations build high-performing teams and sustainable processes.
Passionate about creating businesses that grow with intention.
"I am pleased to recommend Tara for her exceptional expertise in business consulting. Tara is a dedicated sales leader, skilled trainer, and adept at process improvement development.”
-CEO & Founder
Tara
Helps fintechs and technology companies successfully enter the credit union market.
Deep expertise in complex enterprise sales and executive stakeholder engagement.
Combines strategic planning with practical execution to accelerate growth.
Believes trust—not pressure—is the foundation of lasting business relationships.
Public speaker & financial services industry contributor
Stef
“Stef is a serious executive that has done a bang-up job with helping me to see the gaps in our processes."
- CEO & Founder
Trusted by companies shaping the future of financial services.
“I cannot thank Tara & Stef enough for all of their help. I am humbled by their abilities and experience but even more so by their ‘linguistic’ ability to translate sales concepts into a language that we can understand."
- COO
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Ready to explore what's possible?
The results:
- 4 CUSOs profitable in the first full year
- 1 centralized sales executive instead of four separate hires
- Shared CRM, pipeline, and reporting across the portfolio
- CEOs freed to focus on growth instead of sales
- A scalable growth engine built for long-term success
We transformed four disconnected go-to-market efforts into one scalable growth engine.
An Oregon-based credit union holding company was managing four CUSOs (Credit Union Service Organizations), each with its own CEO leading sales, separate marketing efforts, and disconnected industry relationships. The result? Duplicated effort, limited visibility, and stalled growth.
We built a unified go-to-market strategy that centralized sales, aligned marketing, connected customer data, and leveraged AI to increase efficiency across all four CUSOs—allowing leadership to focus on running the business instead of selling.
"From the small one-off conversations to the in depth sales tutorials they provided us to the final report they were clear, concise, and consistent. Thank you.”
- CRO
How we helped four CUSOs become profitable—with one shared sales function.
The Proof
How We Help
Build: Learn more
We'll help you:
- Define your go-to-market strategy.
- Build a repeatable sales process.
- Implement CRM, reporting, and operating rhythms.
- Prepare your first sales leader for success.
Build your go-to-market foundation.
Fix: Learn more
We'll help you:
- Diagnose where growth is stalling.
- Improve positioning and messaging.
- Streamline operations with AI.
- Coach leaders and teams using live opportunities.
Optimize what's already in motion.
Run: Learn more
We'll help you:
- Develop your go-to-market strategy.
- Coach and develop your sales team.
- Build operational cadence and accountability.
- Drive execution while your leadership focuses on the business.
Fractional sales leadership.
Explore All Playbooks
Real Client Playbooks
AI-Powered Growth Playbook
Credit Union Market Entry Playbook
Featured Playbooks
Practical frameworks, proven strategies, and actionable guides to help you enter, grow, and scale in the credit union market.
Playbooks for Companies Entering the Credit Union Market
"Additionally, Tara's training programs for clients are comprehensive and tailored to ensure optimal performance. Throughout our collaboration, Tara consistently delivered exceptional results that surpassed our expectations.”
- CEO & Founder
"Stef has both the capacity and tenacity to coach me and the rest of the team to understand the theory and practice of sales. She is bright, quick, capable and I am confident will help us build out processes that will guide and accelerate our success.”
- CEO & Founder
You may be wondering...
who do you work with?
Sales on Purpose partners with fintechs, technology companies, startups, CUSOs, and established organizations that want to enter, grow, or scale within the credit union market. Whether you're preparing for your first credit union customer or looking to accelerate an existing go-to-market strategy, we help you build the trust, relationships, and systems needed for long-term success.
What makes selling to credit unions different?
The credit union industry operates differently than many other B2B markets. Buying cycles are typically longer, purchasing decisions involve multiple stakeholders, and trust plays a much larger role than traditional outbound sales tactics. Success requires understanding the industry's culture, building meaningful relationships, and creating a long-term go-to-market strategy. That's why companies often partner with Sales on Purpose—to shorten the learning curve and build a sustainable path to growth in the credit union market.
How do I know if sales on purpose is right for me?
Every engagement begins with a strategic diagnostic. We take time to understand your business, growth goals, ideal customers, current sales process, positioning, and go-to-market strategy. From there, we identify what's working, what's slowing growth, and where the greatest opportunities exist. Rather than applying a one-size-fits-all playbook, we develop recommendations tailored to your business, your team, and the credit union market.
How long do engagements typically last?
- Build: 6–12 months to design and implement a scalable go-to-market and sales foundation.
- Fix: 3–9 months to optimize an existing sales function, improve operations, and accelerate growth.
- Run: 12+ months for ongoing fractional sales leadership, strategic guidance, and execution.
Our goal is to build systems that continue creating value long after the engagement ends.
Can you build and operate our go-to-market function?
For some clients, we don't just advise—we become an extension of your growth team. Through our partnership with Unified Solutions, we can build, staff, and operate an outsourced go-to-market function, combining experienced sales leadership, proven systems, and execution to help companies successfully enter and grow in the credit union market.
When is fractional sales leadership the right fit?
Fractional sales leadership is ideal when your company needs experienced strategic sales leadership but isn't ready to hire a full-time Vice President of Sales or Chief Revenue Officer. It's often the right solution for companies entering the credit union market, preparing to scale, launching a new business line, or navigating a period of rapid growth. Rather than waiting until growth stalls, fractional leadership gives your organization experienced guidance, accountability, and execution exactly when it's needed.
