Discover how Yevheniia Stepanova, Head of Sales at GOAT Finance, built the company’s sales department from the ground up, transforming it into a high-performance team driving OTC crypto trading, compliant cross-border payments, and Web3 expansion. In this in-depth interview, she shares proven strategies for navigating complex sales cycles amid tightening regulations, the power of trust-based networking in fintech, and her vision for scaling GOAT Finance’s presence in key markets like LATAM, Canada, Switzerland and the USA through local talent, accountability, and AI-enhanced platforms. Essential insights for fintech leaders, Web3 entrepreneurs, and sales professionals shaping the future of digital finance.
Can you please describe your biggest sales achievement at Goat Finance including the strategies used and results achieved?
Well, being Head of Sales, my direct responsibility is not around client acquisition. It is more on team building, the operational side, and management.
However, I joined the team when there was no Sales/Business Development, as well as no Marketing people or activities in place.
Basically, I was the one who built the Sales Department from scratch, as well as the organizational structure.
Now we have Lead Generation Specialists, Business Development Managers, Account Managers, and a Marketer.
At this stage, my biggest achievement is the team I built (which, of course, brings growth to GOAT Finance through sales, marketing activities, brand awareness, etc.).
How have you approached selling complex OTC and cross-border payment solutions to high-value clients in the Web3 and fintech space?
The fintech industry (where money = risk is involved) is always about trust.
The best way to succeed in this industry is to have a network of people who are loyal to you.
People know you, trust you, and then they can do business with you.
Being more than 5 years in the fintech space (both Web2 and Web3), I have built a great network, and not just online. Actually, less online—more face-to-face, actively participating in events.
People first.
How would you position Goat Finance?
We are the infrastructure.
We are the shield.
We are the bridge between risk and compliance.
GOAT Finance provides compliant payment infrastructure and OTC liquidity to businesses and individuals that traditional institutions cannot serve efficiently.
Describe a challenging sales cycle involving regulatory compliance and how you navigated it.
Oh yes, it’s a hot topic. Regulations are changing quicker than a client passes KYB/KYC verification 😉
Markets are volatile.
Regulation is tightening.
Traditional institutions are retreating.
Even though the sales cycle has become much longer and compliance verification more comprehensive, clients very often lose excitement when passing all the steps, so it is indeed very challenging.
That’s why we assist throughout the entire onboarding process to make sure the client gets what they came for in the beginning.
Even onboarding the same type of business is never the same. Each request is highly customized, and we have to listen to the client and their needs—but still stay on track with regulations.
How would you build and motivate a sales team to scale GOAT Finance’s presence in LatAm, Canada, or the USA?
Hire locally strong people with networks, give them clear structure and ownership, and keep them close to the market.
Less micromanagement, more accountability.
And of course—lead by example, stay close to deals, and keep the team hungry.
Where do you see GOAT Finance’s sales growth heading in the next 12–24 months and what role will you play?
We are focused on consolidation and deepening our presence in existing markets, with the goal to grow, acquire more clients, and make the GOAT Finance name recognized.
At the same time, we are expanding into new jurisdictions, which broadens our service offering—more currencies, more payment options for clients, helping them grow their businesses.
Of course, none of this makes sense without a clear sales strategy. That’s where my role and focus are.
Last year, we also launched a platform, which was a big step for us. We are now planning to improve it, integrate AI, and ensure our clients get a great product combining fiat and crypto payment rails—all in one place.
P.S. If you read until this moment, drop me a message on Telegram @crypto_yev. Let’s explore some synergies together!