For over 15 years, I’ve built high-performing sales teams and coached individuals at every career stage, closing over $100M in software sales. Now, I help sellers accelerate their growth, leaders build resilient teams, and founders scale revenue engines through proven GTM processes.

My clients describe me as process-oriented, an excellent communicator, and someone who helps them unlock their potential.

If you’re a seller, leader or founder seeking guidance to accelerate your outcomes, let’s schedule a call via the featured section below!

Mats Uddenfeldt

I wish someone had told me this in my first year of sales:

(It would’ve saved me a lot of stress and a few bad habits. )

1. Don’t take it so seriously.

Sales isn’t life or death. The pressure can be intense, but remember to breathe and keep perspective. At the end of the day, it’s just a job.


2. Show up to help, not just sell.

Sometimes the best move is to qualify out or even recommend a competitor. The trust you build with honesty will pay off later. Often in ways you can’t predict.


A seller I coach asked me about this recently.
It reminded me that the lessons you learn early shape how you sell for life.

If you could go back to year one, what would you tell yourself?

Driving GTM Excellence for Sellers, Leaders & Founders.

Chasing big goals isn’t supposed to feel great all the time.

At yesterday’s EliteGTM exec session with Luca Lazzaron on Scaling Culture Without Losing Control, one insight stood out:

The rule of thirds for performance:
- A third of the time, you’ll feel great.
- A third, just okay.
- And a third, absolutely terrible.

That last part doesn’t mean you’re failing.
It means you’re in the middle of something hard.

Most people panic in that tough third.
They second-guess, look for shortcuts, or quit too soon.

But if you expect the ups and downs, you don’t overreact.
You keep going.

And when you’re leading teams, the same rule applies.
Your job is to normalize the tough third. Not fix it.

A coach helps you see where you are in that cycle, and how to move forward when it feels rough.

Who helps you push through your tough thirds?

Most deal reviews stay internal.
Next week, EliteGTM is breaking that rule.

They’re launching the first Global Deal Review Hour where sellers bring real deal challenges to a global community of 600+ tenured GTM leaders.

In one hour:
- Stalled deals move.
- Dead deals revive.
- Sellers level up.

No deep dives or customer names.
Just quick, actionable reviews.

And for this first session, it’s free.

Want to join? Comment or drop me a note.

The best sellers don’t sound like sellers.

They sound like:
- Experts
- Problem solvers
- Someone worth trusting

That comes from unselling.
Leaning back instead of pushing to close.

My instinct was always to listen first.
To diagnose. To give real advice.
Not pitch. Not push.

But some orgs still ran the old playbook:
- “Overcome objections.”
- “Control the call.”
- “Push the close.”

So I forced it. And it killed my edge.

The moment I stopped trying to sound like a seller, and went back to sounding like myself, my numbers took off again.

3 ways you can start unselling today:


1. Don’t rush the close. Test urgency.

→ “Why not wait until next quarter?”

Their answer tells you everything.


2. Challenge the status quo.

→ “What’s working well today? Why even change?”

Uncover a critical reason to act now.


3. Invite criticism.

→ “If any part of this doesn’t fit how you work, tell me.”

Honesty builds trust faster than pitching ever will.


Unselling isn’t passive. It’s powerful.

Because when you create space, buyers lean in.

Or you can qualify out.

3 ways you can start unselling today:

Most sellers answer too fast.

“Do you offer discounts?”
→ “Of course!”

“Can you integrate with X?”
→ “Yes, we can!”

“How are you different from X?”
→ “Our USP is…”

You think you’re being helpful.
But when you jump to answer, you miss an opportunity.

Before you respond, find out why they’re asking:

“Do you offer discounts?”
→ “Happy to explore. What’s driving that question?”

“Can you integrate with X?”
→ “It depends. How are you planning to use it?”

“How are you different from X?”
→ “Good question. What outcome are you looking for?”

That’s how you get closer to the truth.
And often, it changes your answer completely.

From top performer to novice manager to trusted leader:

Early in my career I had a sprinter’s mindset. I was motivated to get ahead by outworking others and having an impact autonomously.

This made me super successful as an IC.

But in my first leadership role, it was obvious that this approach didn’t work.

The problem? My sprinter’s mindset left little room for others to learn or grow.

Later I learned to make a major mindset shift.

Instead of operating as a sprinter, I thought of myself as a long distance coach.

I needed to be able to pace myself so I could have sustained impact over a long time, empowering my team to do the same.

Here are 3 ways you can start making that shift:

(I’m still working on 3)

1. Go slow to go far
Don’t just sell your vision, enroll your team and bring them along for the ride. 

Start with why.
Delegate with context.
Ensure everyone’s on board. 

You may need to move a bit slower, but it will help you go further.


2. Set a sustainable pace

Enable your team to do their work at a sustainable pace.

They will take cues from you: when you send emails, how you balance your work/life, and how you delegate during PTO.

If you want a peak performing team, make room for rest and recovery.


3. Ask questions instead of giving answers

This is a big shift if you used to thrive as an IC by quickly solving problems autonomously.

As a leader, your role isn’t to give answers.
It’s to help your team figure it out.

Partner to discover solutions instead of giving directives.
Prompt them to think critically and your team will build confidence and have even more impact.


What mindset shift has had the biggest impact on your career?

I've never met a top 1% sales rep who doesn't prospect religiously.

I mean the very best. The ones at the top every quarter.

You're never too senior to build your own pipeline.

Here's why:

1) Ownership and control

Taking charge of prospecting gives you full pipeline control. You can quickly adapt, seize opportunities, and build stronger client relationships.


2) Unpredictable changes

BDRs/SDRs might get promoted or leave, creating pipeline gaps if you rely solely on them.


3) Consistent pipeline

Consistent prospecting ensures a steady flow of deals, reducing the risk of pipeline gaps from market changes or slow inbound leads.


4) Skill development

Regular prospecting hones your skills, keeps you sharp, and aligns you with market dynamics and customer needs.


5) Inbound flow

Inbound leads might go to someone else. Also, outbound deals are typically 4x larger, as you shape requirements rather than just fulfill requirements.


Top performers know prospecting is a mindset.

Stay proactive. Stay at the top.


How do you invest in your pipeline?

Why you're never too senior to build your own pipeline:

Delayed rewards are often the most meaningful ones.

Because the best work pays off on its own timeline, not yours.

A month after running my half marathon, the medal and shirt finally arrived.

A good reminder: important stuff rarely pays off instantly.

Not in sales.
Not in your habits.
Not in anything that matters.

You put in the work now.
You collect the payoff later.

And some fights demand that mindset even more.

Ukraine’s fight isn’t about quick wins.
It’s about staying committed long after the world stops paying attention.

Because the best results rarely come fast.

In business. In life.
And in the fight for freedom.

#SlavaUkraini

GitLab

Sr. Strategic Account Executive

Datadog

Strategic Account Executive, TOLA

Works closely with State and Local governments to provide Datadog's performance monitoring tool for hybrid and cloud IT. Enabling our government to visualize, correlate and alert on all critical metric, trace and log data in a single and unified platform.

Enterprise Account Executive, Central US

AlienVault

In my role, I work with AlienVault's most strategic SLED accounts. Responsible for acquiring, growing and managing. From state run IT entities, large universities and large K-12 customers.   

AlienVault combines multiple essential security monitoring capabilities for cloud, on-premises, and hybrid environments, all in a unified platform for centralized threat detection, incident response, and compliance management.

Strategic Account Executive, SLED (Acquired by AT&T)

AT&T Cybersecurity

As a field overlay I strategically support 3 AVPs, 15 managers and 230 AT&T Business sellers to drive Cybersecurity sales for AT&T Business. This includes market planning, positioning and deploying AT&T security consulting and managed services powered by AlienVault, Palo Alto, Proofpoint and ZScaler, among other partnerships.

Strategic Account Executive - Public Sector (SLED)

Planview, Inc.

Enterprise Account Executive

Spiceworks

Managed/led team with a focus of prospecting, acquiring and growing accounts.

Sales Team Lead

Dedicated focus of managing , retaining and growing enterprise accounts.

Enterprise Account Director

More than 10 million IT professionals use Spiceworks to manage their networks, connect with peers, and learn about the latest IT products and services.

Account Executive

The Coca-Cola Company

•	Executed corporate partnerships and sold in promotional programs into relevant outlets
•	Managed both large account and small account formats 
•	Sold and ordered product into existing accounts; driving profits & revenues for both Coca-Cola         and customer 
•	Maintained appropriate inventory levels, maintained company assets and point of sale and ensured accounts met company merchandising standards

Account Manager

Journal Broadcast Group

•	Pursued and developed new business 
•	Presented new accounts with avails, presentations, promotions, and analytical research to support proposals and marketing campaigns
•	Managed online advertising campaigns and assisted in pioneering local digital media initiatives
•	Grew account portfolio by 75% and increased revenues by over 125%
•	Conceptualized and communicated creative ideas

Wells Fargo

•	Provided broad base of financial and credit services to new and existing customers
•	Sold retail banking products and services, managed customers’ portfolios
•	Serviced relationships and utilized solution based sales to cross sell all products and services 
•	Used profiling analysis tools to identify cross sale opportunities and made outbound sales calls to increase product per customer ratio

Personal Banker

Perfspot.com

•	Managed online advertising campaigns through geographic, statistical and demographic analysis 
•	Managed multiple projects and campaigns while maintaining strict attention to detail for each account 
•	International media sales in industries ranging from education to online gaming
•	Increased sales 30% through new untapped markets alone
•	Majority of sales work was communicated through e-mail or by telephone

Enterprise sales professional with a passion for value-based problem solving. I work to understand my client’s needs and requirements, and take a prescriptive approach to offering a solution... Outside of helping customers I enjoy spending time with my lovely wife and kids. 

Let me know how I can be of assistance, always happy to help.

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Mats Uddenfeldt

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Mats Uddenfeldt's LinkedIn Performance

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