Founders shape a company's heart. Their vision and values influence teams and results, explaining why outcomes differ here.
Michael Cofone, Co-Founder
I’m a performance-driven strategist who bridges the gap between sales, marketing, and technology. Over the past decade, I’ve led cross-functional teams across industries from AI to healthcare. I have scaled go to market systems past $40M ARR, engineering mergers, and driving measurable growth for companies like Groq, Toyota, and the Better Business Bureau. My background as an Olympic-level athlete shaped a data-first, competitive mindset that values precision, automation, and sustainable performance. As Co-Founder of Everything To Gain, I focus on turning complexity into clear, repeatable revenue systems that help teams move faster, think smarter, and execute with clarity.
ARR
Grew Loogaroo’s ARR from $0 to $40M in 36 months
SALES
of leaders report critical skill gaps across their growing teams and departments.
VALUATION
in average annual waste caused by misalignment between teams and systems.
Willem Butler, Co-founder
I focus on building the frameworks that make modern businesses work. Before co-founding Everything To Gain, I worked with growth-stage companies at Skaled Consulting, helping leadership teams align strategy, sales, and operations through systemized execution. My experience spans design, revenue enablement, and process automation, giving me a front-row seat to how great companies scale. I see business as a construction project: the right blueprint, tools, and sequence determine the outcome. At Everything To Gain, I turn that philosophy into infrastructure, designing lean, durable systems that help teams perform faster and leaders make clearer decisions.
ARR
Helped B2B startups align sales, marketing, and operational systems.
SALES
Implemented CRM systems that scaled BBB’s sales team 500%.
VALUATION
Secured $10M valuation and $1M ARR within the first year.
59 1st Street San Antonio
TX 78550, USA
SAT 18 OCT, 2019
The Story behind ETG
What started as late-night calls and half-broken prototypes quickly turned into a shared obsession, automation that could actually think for you. Their first project was a modest email service that could reply to messages automatically. It was scrappy, fast, and surprisingly effective.
Then came OwnerCo, a fast-growing company led by CEO Jon Polenz, who instantly recognized the potential behind their work. After a single demo, Jon practically begged to cut them a check, insisting that they take on OwnerCo as a client. That partnership marked a turning point for Everything To Gain (then ScaleMail). Working with OwnerCo pushed them to expand beyond simple automation and tackle the larger challenge of unifying entire sales and marketing ecosystems.
By 2024, Michael and Willem had outgrown their original idea. With Jon’s encouragement, they shifted focus from inboxes to infrastructure, from email replies to Revenue Operations. That transformation caught the attention of investors. Within months, Antler, Vercel, and a circle of strategic angels across the Austin metro joined forces to back the company’s vision. Their belief fueled Everything To Gain’s next phase, building the operational infrastructure behind modern growth itself.
Today, from boardrooms in Austin to client calls in Manhattan, Everything To Gain continues to build smarter systems for faster businesses, proving that when strategy meets automation, there is truly everything to gain.
ETG Team.
With love and care.
Our strength comes from collective skills. Each 16 person pod blends the skills of Marketing, Sales, Recruitment, Operations, Workflow Engineering, Revenue Operations and more. A Pod can essentially be considered a single new hire with 16 brains.
Proof matter because outcomes speak louder than promises. Our case studies show real clients that achieved real results with ETG.
