Kloia is a small DevOps company that believes in fluid teams. Everyone is an engineer, so everyone does development, DevOps, QA, project management etc. This approach worked well for IT projects, but it was a disaster for sales. When we tried to do sales by ourselves, it didn't work. Then we outsourced part of it, didn't work. We hired an in-house salesperson, it still didn't work. We took a break and thought: what if we don't follow the book and distill our own approach to sales? In this report, I will share how we used shorter feedback loops, experiments, and fluid organizational roles to find a more effective sales approach for our small IT consulting company. We obviously wanted to increase sales by doing this, but we also wanted to do it in a way that will not hurt our peculiar company culture. We feel we did it: ~90% increase in revenue and no major org crises! I will share 5 major take-aways from our two-year journey, talk about our current challenges, and hopefully inspire you to courageously apply similar tweaks to your sales appoach.