RVP, Sales @ Bullhorn - I talk about creating systems for sellers to scale your impact, not your hours

3 years ago, I was drowning...

As an RVP at a fast-growing tech company, my life had become an endless stream of:

• "Urgent" emails
• Back-to-back meetings
• And constant fire-fighting

Waking up early and working late into the night.

My phone was always buzzing with notifications.

To make matters worse, it was taking a toll on my family.

The breaking point:

Missing my son's jujitsu belt test.

Something I'd promised I wouldn't do.

That night, seeing the disappointment in his eyes, I knew something had to change.

I spent the next year obsessively learning, developing & testing different productivity systems that would allow me to:

• Still perform at a high level
• Stop feeling perpetually overwhelmed
• End working nights/weekends just to keep up

I started creating what I called "mini-systems"

Small changes that had a compounding effect.

What began as a quest to regain control of my calendar...

Evolved into an operating system that helped me recover 10+ hours every week.

More importantly, spend more time w/ family. 

I've started documenting my learnings & "mini-systems" and now share them with others through my content and weekly newsletter The Systematic Sales Leader.

My goal is to help as many sales leaders as possible avoid the same burnout I and so many others experience through tested and proven systems.

If you're curious to learn more, check my "featured section" for a few free resources.

Keith Weightman

Ross Rich

Accord

Moving B2B sales from Vendorship -> Partnership.  inaccord.com

Accord is a Customer Collaboration Platform for high growth startups who need to build a repeatable sales & onboarding process to hit ambitious revenue goals.

Stripe & YC-backed.  techcrunch.com/2021/02/10/accord-launches-b2b-sales-platform-with-6m-seed
G2 Reviews:  g2.com/products/accord-accord/reviews

CEO & Co-Founder

Stripe

Global Platforms, Enterprise Partnerships Lead

Startups & Mid-Market, Sales

Columbia Records

Artists: Calvin Harris, Snoop Dogg, OMI, Tyler The Creator, ZHU, Bring Me The Horizon, +

Coordinated and developed marketing strategies for multiple #1 Billboard hits, sold out international tours, and Platinum albums.

Marketing

Ross Rich Management

Managed developing musical acts across Canada.

Booked tours, produced demos, and raised funds for artist development.

Founder

Victorious Events

Founded and grew an events production company with my brother at university. 

Grossed $500k, raised $50k for charitable causes, hosted 30+ events including stops for international touring artists, and hired/managed a team of 20+ promoters.

Co-Founder

Helping Revenue Leaders up-level deal execution!
@ inAccord.com

Passionate team builder, sales nerd, and proud 🇨🇦.

Inspiring Reads:
- The Alchemist
- The Book of Joy
- A Short History of Nearly Everything
- Abundance
- The Making of the Atomic Bomb
- Siddhartha
- Creativity Inc.
- Losing My Virginity
- Man’s Search for Meaning
- Napoleon (Andrew Roberts)

You may have noticed... 

👀 we look a little different today 👀

After nearly 5 years after founding Accord, our brand + messaging needed an upgrade.

To reflect what we've learned working with 1,000's of elite GTM leaders, and why striving for Revenue Excellence fails when it comes to consistent execution...

In short, here's what I see almost every day:

🎯 CRO / Enablement / RevOps invest $$$$ millions on sales tools, consultants, and process. 
🎯 They build a killer strategy. Mapping value props. Frameworks for value selling. Handoffs. Multi-threading. Qualification. Etc.
🎯 Big launch at SKO or some kickoff with hundreds of hours for prep and rollout.
🎯 Everyone is hyped and energized by the project


🚫 A few months later, 80%+ is unused on the field and forgotten. 
🚫 The culture stays status quo other than a few top reps and managers.
🚫 Win rates, deal size, and approach to customers don't budge.

The core of this issue isn't their strategy or value-selling framework.

And it's definitely NOT just 'reps being lazy' 

But why are we surprised by the lack of behavioural & cultural change when they just get a laminate on their desk??

or a bunch of new Salesforce Fields + Stage Names + MEDDPIC criteria to fill out!


World-class strategy. With zero reinforcement built into their flow of work.

Inspection. Without empathy.
 

Your team doesn't need more fields to inspect their discovery.

They need a workflow where DOING THE RIGHT THING IS THEIR DEFAULT.


That's why took on the challenge of building Accord in the first place. 

Taking the 'homework' out of sales and into 'customer-work'. 

Taking static playbooks + content into a living workspace for every deal.


Looking to make excellence the only option? And Not the exception?


Welcome to the new Accord 👊

CEO @ Accord | Making *excellence* the only option for Revenue teams 📈

Wrapped up 2 *highlight days* of the Accord journey! 🤠 

The Vision?

- Bring together 25 elite CROs + Commercial Leaders equally passionate about the Future of Revenue Excellence & AI

- Dig into the most important topics:
      Building high-performance cultures in 2025
      Where value selling is heading with modern buyers
      The true impact of AI on the field today, 
      Who owns the Customer Journey

- Find an excuse to watch my first NFL game live


Day 1 kicked off with a big win at the Jets game

Not even the gov. shutdown (and a few extra hours on the tarmac) could keep this group from having a blast, jumping into great conversations, and making impactful connections.

Wrapped up learning about our futures from the legendary Bayley Fesler's tarot card readings over dinner + drinks in NYC


Somehow Day 2 was even more fun...

But more to come on that after I properly digest all the takeaways from 5 hrs with some of the best minds + humans out there

"If you’re the smartest person in the room… you’re in the wrong room.”

Cliché? Yup.

But Accord's Revenue Excellence & AI Workshop proves it.

Day 2 → straight into exec peer-led panels at the beautiful Stripe NYC HQ.

We dug deep on:

      - The Future of Value Selling
      - (actual) AI use cases in GTM 
      - Aligning the entire Customer Journey
      - And my personal fav, Driving High-Performance Cultures

Incredible energy. Zero fluff. Just operators passionate about execution excellence.

One theme kept surfacing over and over.... and every revenue org should take note:

→ Clarity. Feedback. Communication.

That’s the real unlock for execution at scale and genuine culture.

Grateful to everyone who showed up, challenged ideas, and made the conversations electric ⚡️


Who wants to join next time?? 
(looking at hosting in SF in January)

Building a great company isn’t just about hiring world-class talent.
 
It also takes surrounding yourself with world-class customers.

The kind of customers who challenge your assumptions.
Who push your product in the right direction.
And who even inspire your culture. ✨

That’s been our experience from the start with Shift4.

As we kicked-off our partnership, we didn’t just learn about their customer-obsession and GTM excellence… we saw firsthand the way they show up for their communities around the world.

(Inspiration4 mission, raising +$200M for St. Jude Children’s Hospital, supporting millions of small business owners, Donations to Veterans & First Responders, etc)


So last week, our Toronto team followed their lead and volunteered at Fort York Foodbank... which ended up being one of most rewarding experiences I've had at Accord and something everyone is eager to make into part of the culture here.

Big shoutout to Cailen (Wachob) Palmer, Michael Isaacman, and the entire Shift4 team.

Proud to work with partners who care deeply about both their customers and the communities they serve.

More of this in tech + business, please 🙌

The biggest miss in Enablement I picked up at SEC Toronto this year?

Thinking *you* need to be the owner + face of initiatives

vs the right person to drive change.

what??

I'm not talking about getting buy-in on initiatives
but putting your Sales hat back on and thinking: 
"who is my field team most likely going to listen (and be accountable) to..."

No offence - it's likely not you. But the CRO, CCO, CEO, etc at your company


Had a blast on our panel digging into transforming from a Sales focused Enablement org to REVENUE focused one. 

Massive gratitude to Stephanie White 🩵, David Seugling, and Aleta C. Bond for pushing the conversation beyond  surface-level tactics… into the stuff that actually moves the needle.

Other takeaways:
     
      - Your enablement isn’t failing because the content is bad.
It’s failing because behavior isn’t changing. And behavior change requires leadership driving the motion, not sitting on the sidelines.

     - Stop insisting every message comes from “enablement.”

     - Make sure the RIGHT person is the face

     - Meet sellers where they are... in their workflow!

That’s where enablement has to show up.

Til next time SEC 🫡

Let's be honest about most GTM podcasts:

- Advice from 'gurus' who aren't on the field
- High-level theory you can't apply
- "Just build more pipeline!"

Listening to a 45 min episode on my commute, with zero actionable takeaways.

We're missing the HOW. What works TODAY.

"How do I build high-performing teams?"
"How do I make my sales process enforceable?"
"How do I get reps to actually use our winning playbook?"
"How do I prove the ROI of our enablement programs?"

That's why Accord is relaunching our podcast as: 

    🎯 Revenue Execution 🎯

We're skipping the fluff.
100% focused on the reality of high-performing revenue teams.
No general theories and frameworks. 
Just what works.

First episode goes live tomorrow - with the legend Andrew Zinger.

Everyone talks about “coaching their reps”

But the best teams don’t coach 1x per week in a structured deal review…

They coach *in the deal*
On the field. 
In the moment. 
Where + when it's actually happening and matters.

After countless convos with elite CROs + Rev Leaders, the top-performing orgs all have one thing in common:

    **They nail coaching daily + directly in the AEs workflow**

A few examples from the best:

1. Their Playbook isn’t a PDF. It’s the Operating System.

Guidance isn’t something you “go look up.”
It lives where reps work. So the path to winning becomes the default, not the exception.

2. Coaching happens with reps, not to them.

Instead of “Don’t forget to document champion language” in some quarterly enablement…
They get the prompt right as they update their notes:
“What did your champion say about the current approach?”
→ This drives alignment, priority, and real business cases.

3. Excellence is the easiest path.
Qualification, stakeholder mapping, competitive intel…
All right there, in-flow, up to date, and impossible to ignore.
No extra clicks. No scavenger hunts. No hoping anyone “remembers training.”


This isn’t a “nice to have.”
This is $$$ gained or down the drain.

If you want execution excellence, make sure coaching is where the deal happens.

Make doing it right the default.  Everything else is just for show.

See how the best revenue teams are executing: https://inaccord.com/

Most revenue orgs think they’ve nailed their methodology.

✅ Acronym selected
✅ Training program done  
✅ Salesforce stages updated 
✅ Everyone “knows” what good looks like 

But once the excitement dies down and deals get real? 

The culture doesn't change. Execution stays the same... 

- MEDDICC becomes optional.
- Multi-threading gets dropped.
- Business cases are rushed at the finish line.

The issue was never knowledge.
It’s the lack of reinforcement. Zero orchestration + workflows to drive change.

The best teams don’t treat methodology as training.
They treat it as the culture + operating rhythm GTM lives on.

They:
     1. Map how top performers actually win (not theory!)
     2. Bake those behaviors directly into unavoidable workflows
     3. Coach in real-time, not once a quarter (daily reinforcement)

When excellence is the default path → deal velocity & ACV go up. Every time.

Everything else is just hoping reps “remember the training.”  🙄

How many are going back to that laminate, CRM stage description, or 82 page deck to actually do something different with a client?

 🦗 🦗 🦗

Stop hoping and start enforcing. See how leading rev orgs are operationalizing their methodologies: https://lnkd.in/eY-65Tfd

As close to F1's Drive to Survive as I'll get with this launch video...

and almost as exhilarating ;)

After leaving an incredible run with the legends at Stripe, I started Accord with one mission:

**Help revenue teams actually execute at a world-class level**

Unfortunately, it seemed like nearly every revenue team was struggling with the exact same problem:

✔️ Great strategies
✖️ Inconsistent execution

Playbooks built in docs, decks, slides, & LMS platforms... 
That didn't translate into rep workflow or customer impact

So we built Accord to bridge that execution gap.

Accord now turns your playbook into rep-friendly workflows that drive:

 • AI-powered Multi-threading
 • CFO-proof business cases
 • Clean handoffs
 • Mutual action plans
 • Repeatable revenue excellence
 • AI-generated Account Plans 
 • Content that actually gets used

👉 Best practices should be the easiest path forward.
 For sellers and for customers.

This rebrand captures who we are today — the only Revenue Excellence Platform designed for the field... not just the boardroom :)

Proud of the progress and excited for this next chapter. 
Let’s go. 🚀

taplio

The Battle

Keith Weightman

Ross Rich

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