The Startup Whisperer: How Beth Thornton Helps Founders Build Confidence and Metrics That Matter

When one startup closed its doors, Beth Thornton opened a new one—this time, her own. Blending her experience in SaaS Customer Success and her passion for empowering others, Beth launched Thornton Advisory Solutions to support both early-stage founders and often-overlooked frontline CS professionals. Her journey reflects the very spirit of our Wantrepreneur to Entrepreneur Spotlight series. Whether she’s mentoring through CSThrive or collaborating with VCs and coaches, Beth is building a future where metrics, mentorship, and meaningful community come together to fuel sustainable success.

Hi, Beth! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?

Thornton Advisory Solutions LLC has two sides of the business.  First, we help early-stage founders and startups implement the foundations for customer success early.  This way, they can start tracking metrics and build investor confidence.  Second, we help the front-line, individual contributor Customer Success Manager.  There are resources out there for those who are in leadership or trying to transition to leadership; however, there are few, easily accessible resources for those who are early or mid-way into their career. Enter CSThrive, a community for CS Professionals that offers networking, continuing education, mentorship and more!

Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.

I think I still teeter back and forth in this feeling.  But the moment it struck me that "yes, in fact I do know what I'm talking about" was when I pulled together the final report for my first client.  The results of our engagement were outstanding!

Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.

I was working for a very early-stage startup, and unfortunately, it did not succeed.  When examining what to do next in my life, my husband encouraged me to share the knowledge I have gained with others and start consulting.

Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?

Circle Community.  I first discovered Circle when I became a member of Entreprenista League (a fantastic community for female entrepreneurs). Being in the platform helped me see what CSThrive could be and prompted me to build the community.

We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.

Covid was a pivot point for me.  I had been building a non-essential department for a local health system, and unfortunately, it was further deprioritized with the pandemic.  I had previously been in an account management role, and used the opportunity to pivot into saas Customer Success.  My experience working with the companies I did during this time period helped mold my thought processes today.

What unconventional strategy did you employ that significantly impacted your business?

For my work with founders and startups, I am partnering with VCs.  It began as pro bono advisory work, but it has helped get me in the room with the right people.  For my work with CSThrive, I have partnered with career coaches.  Their clients will get access to CSThrive at a discount, and likewise, their services will be promoted within CSThrive.

What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?

Everybody starts as a beginner, even the people you see now who are super successful.  It is scary to make your idea a reality, but sometimes you have to just jump into the deep end!

Want to dive deeper into Beth's work? Check out the links below!

• Visit Thornton Advisory Solutions' website thorntonadvisorysolutions.com
• Join Thornton Advisory Solutions' CSThrive Membership
• Connect with Beth on LinkedIn: Beth Thornton, MS, PMP
• Follow Beth on Instagram @CSThrive