Founders shape a company’s standards, operating rhythm, and long-term direction. At ETG, that means combining strategy, operations, sales, design, and technical execution into one hiring partner that clients can rely on.
Michael Cofone, Co-Founder
Michael Cofone brings a rare mix of elite discipline, operational rigor, and commercial leadership. Before business, he was training at an Olympic level in rowing and studied at Oxford. He later became a co-founder of a multi-million dollar California logistics company operating in a highly sensitive industry licensing environment, where he developed a deep foundation in consulting, operations, and building under complexity. After meeting Willem during his first venture, Michael went on to become a high-performing sales leader across outsourced business development firms and consultancy-led revenue operations teams. At ETG, he focuses on strategy, operations, and building the teams and systems that make high-output hiring possible.
EXPERIENCE
Leading across sales, consulting, operations, and go-to-market functions.
INDUSTRIES
Across AI, healthcare, logistics, consulting, revenue operations, and more.
TEAMS LED
Led and developed teams across logistics, consulting, and revenue-focused roles.
Willem Butler, Co-founder
Willem Butler started his first venture just after graduating high school while living in California, working at the intersection of healthcare and a highly regulated industry. He found product-market fit early, then moved deeper into sales and business development, eventually working as an account executive and later across revenue operations and consulting environments. He was accepted into the Antler accelerator, where he and Michael began building the company that would later return to the firm, raise a pre-seed round, grow a team, and eventually evolve into the business ETG is today. At ETG, Willem brings a blend of technical instinct, and design sensibility, with a focus on how systems look, feel, and function in practice.
VENTURES
Founder-led projects across regulated markets, software, and hiring infrastructure.
PRODUCTS BUILT
Taken from idea to live environment with real users and feedback loops.
HOURS SAVED
Estimated hours saved through workflow design and system improvements.
EVERYTHING TO GAIN 2026
The Story behind ETG
Their first project was an email service built to automate replies and reduce repetitive work. It was a simple product, but it proved something important early: they worked well together, moved quickly, and could build useful systems around real operational problems. That first product also gave them the foundation to raise venture backing and keep building.
Not long after, they began working with their first major client, Owner 1st. What started as a request for custom sales automation turned into something bigger. With the client’s guidance and early belief in the team, the work expanded beyond software into the design and implementation of broader sales systems, and the company began shifting from SaaS into a RevOps firm.
From there, the business grew quickly. Michael and Willem began supporting more clients across sales, marketing, operations, and systems work, including the kinds of companies now featured across the ETG site. Along the way, the company was backed at different points by Antler and Verce, helping fund the next phase of growth and sharpen the business into a more durable model.
Today, ETG continues to support tech teams through consulting and hiring, with a particular emphasis on finding talent with expertise in marketing and development. The model has evolved, but the core idea has stayed the same: help teams move faster by bringing structure, execution, and the right people into the work.
ETG Team.
With love and care.
