In the startup of my wife we came to that point. She recognized, if she doesn't start sales with cold calling and becoming excellent at it, no one else will. S

In the startup of my wife we came to that point. She recognized, if she doesn't start sales with cold calling and becoming excellent at it, no one else will. She made the startup a success and sold it to a competitor. But this took some years. First (B2B) customers said: Go away. In the end, everyone was on board. "I have lost interest in the current problem space" This happens with everything you start, especially if there is no success. But success will take some years.