Co-Founder & Chief Revenue Officer at Sales Assembly | Developing the GTM Teams of B2B Tech Companies | Investor | Sales Mentor | Decent Husband, Better Father

I’ve spent my career trying to solve one puzzle: how do you scale sales teams without losing what makes them great?

Before Sales Assembly, I lived the highs and lows of hyper-growth - leading revenue teams, juggling targets, and realizing that growth without structure eventually collapses under its own weight. The lesson stuck: great teams don’t just grow fast, they grow well.

That’s the idea behind Sales Assembly. We built the preeminent skill development platform for B2B tech companies: part training, part community, part therapy for GTM leaders trying to do more with less. We help teams move faster, stay aligned, and actually enjoy the process of getting better.

Somewhere along the way, I also became a General Partner at VentureOn Partners, Chapter Head at Pavilion, and mentor with Techstars. I’ve spent a lot of time with founders and operators who are chasing the same thing: building something that lasts without taking themselves too seriously.

A client and friend once described me as someone who “builds community through authenticity,” which I’ll take as the polite version of “tells it like it is.” That’s probably fair.

Outside of all that, I’m a decent husband, a better dad, and a walking Simpsons encyclopedia (seasons 1–11 only, of course). I travel when I can, laugh often, and still believe a good team - and a good joke - can get you through just about anything.

Matt Green

Your champion just rewrote your proposal in language her CFO would approve. She texted you on Saturday with intel from a leadership meeting you weren't in. Know what that looks like? 

Someone whose bonus depends on your deal closing.


Here's how one AE in the Sales Assembly ecosystem figured this out: 

She was working a MM deal that felt solid but wasn't moving. Champion was responsive, took every call, forwarded emails to the right people. Standard stuff. 

Then during a casual convo, she asked something she almost didn't: "You seem really motivated on this. What's going on?"

Turns out the champion's quarterly bonus was tied to getting this exact type of solution implemented before end of quarter. Her leadership had made it a goal. She needed this deal to close as badly as the AE did!


Believe it or not, everything changed after that. The champion started coaching the AE on exact language to use with her CEO. Shared what the CEO had said in a recent leadership meeting and suggested weaving it into the talk track. 

She'd gone from supporting the deal to co-building the pitch.


That deal closed. They still text each other to this day.


Now think about what DIDN'T happen. The AE didn't uncover this through a formal discovery framework. Instead, she asked one human question in a moment where she was paying attention.

And that's the thing very few folks teach in champion development. You can MEDDIC until you're blue in the face, but the single highest signal indicator of whether someone will actually fight for your deal is whether their compensation, promotion, or reputation depends on the outcome.


When someone's bonus is on the line: 

- They don't wait for you to ask for introductions. 
- They set up meetings before you request them. 
- They don't pass your proposal to procurement. They rewrite it. 
- They don't go quiet between calls. They reach out with intel you didn't know existed.

A friendly contact responds when you reach out. A real champion reaches out when you haven't. 


Do this exercise this week: On your three biggest open deals, can you answer these about your primary contact: 

1. What happens to their compensation or visibility if this project succeeds? 
2. What happens to them personally if it stalls? 
3. How are they measured on the initiative your solution supports?


If you can't answer those, really think hard about whether you actually have someone who will fight for your budget line in a room you're not in.

Sales Assembly facilitator Jon Rydberg nailed it: if there's no clear winner or loser when a deal dies, the deal is going to die. 

You can set your watch to it.

Co-Founder & Chief Revenue Officer at Sales Assembly | Helping B2B tech companies improve sales and post-sales performance | Decent Husband, Better Father

A CS leader in one of our peer groups tracks everything. NPS, CSAT, adoption, etc. Still got blindsided by three ENT churns last quarter. Combined $840K ARR = gone.

They had oodles of data at their fingertips, but they were measuring the wrong kind.

NPS tells you how customers felt last quarter.

Support tickets tell you what broke last week. 

Product adoption tells you what they did last month. 

All LAGGING indicators. By the time any of those metrics move, the decision to break up with you has already been made.


Leading indicators tell you what's GOING to happen. And there's real research backing up what stuff actually predicts churn before it shows up in a dashboard somewhere.

Login frequency is the most obvious one and the most ignored. HubSpot found that targeting users who dropped below one login per week cut churn by 15%. 

If someone stops showing up, the clock is ticking.


But logins alone miss the picture. Feature breadth matters more than raw engagement. 

Customers using 5+ core features churn at almost 1/3 the rate of single-feature users. The depth of adoption creates pain in the ass switching costs that no competitor can easily overcome. 

If your CSMs aren't tracking which features each account actually uses, they're flying blind on stickiness. And that's a shitty place to be when renewal season hits.


Another big one: WHO is logging in, not just how often. 

When admin and decision-maker engagement drops but regular users keep humming along, that's often the clearest signal your customer is shopping around. 

The people with budget authority are quietly shopping while their team keeps using your product out of habit. By the time the regular users notice, procurement already has three proposals on their desk.


The move here is to build a lightweight early warning system around 3 things. 

1. Login frequency trends by week, not month. 
2. Feature adoption breadth per account, tracked against your core value workflows. 
3. Stakeholder engagement patterns, specifically whether the economic buyer and admin users are still active or going dark.

None of this requires a new $100k CS platform. Pull login data from your product analytics. Cross-reference feature usage against your top five value-driving workflows. Flag any account where decision-maker activity dropped in the last 14 days. 

One Salesforce formula field or a simple dashboard in Gainsight or ChurnZero can automate most of it.

Lagging indicators tell you what's broken. Leading indicators tell you what's breaking.

While you can still fix it.

Jack Rosenkrantz

CEO of Active Intervals | 4x VP Sales | Coach/Consultant/Advisor | 🧘 Yoga Teacher/Student

If you are a high-performing executive & entrepreneur, here is the truth you already feel in your bones:

You were not built to live a life that looks powerful on the outside while feeling empty, frantic, or ungrounded on the inside.

You were built for wholeness.
For clarity, aligned action, and immeasurable impact. 

You're here to bring leadership that comes from your heart.

But somewhere along the way? 
The world convinced you to trade your inner wisdom for performance. 
To trade your presence for productivity. 
To trade your humanity for output.

Yet something in you refuses to settle for that life any longer.

This is where Becoming the Bridge comes in.

Our clients include founders scaling companies,
C-suite leaders navigating complexity, and 
entrepreneurs tired of feeling like they're carrying the world on their back alone.

They come to us when the old way stops working and they're ready to remember who they are.

Together, my co-founder Chelsea Linge & I guide high-performing leaders back to themselves so they can show up with more power, more peace, and more authenticity than ever before.

Client Success Stories? We have em:

- One founder arrived to our coaching exhausted, reactive, and ready to break. He learned to regulate his energy, reclaim his clarity, and lead from his center again. 
-- He went on to close the biggest deals of his career and continues to be in the deepest groove of his entrepreneurial journey living a fulfilling life with his family & work.

- Another founder joined a retreat after losing herself in decades of achievement. She left with her heart open, her purpose clear, and a version of leadership that felt like home. 
-- She made one giant life change after decades of waiting and has quantum leaped into an entirely new life of her design. Full queen energy. 

This is what happens when you return to your deepest self:

Your business grows. Your relationships strengthen. Your life expands.

Two places to begin working with us:

Community Membership
A sanctuary for conscious founders and executives. Enjoy 7+ chances to gather live monthly, including masterminds + workshops led by successful entrepreneurs, live coaching with me & Chelsea, & more with your peers. 
Join the growth here -> www.jointbtb.com

Costa Rica Retreat April 17 to 21, 2026
Five life changing days of somatic practice, connection, nature, and honest business conversations with an intimate circle of leaders. Every retreat sells out for a reason.
Learn more here -> www.becomingthebridge.co/retreats

If you feel the pull, trust it. We'd love to meet you.

VP Sales

The best businesses are built by mentally fit employees. Give them the tools they need to thrive with Nivati, the comprehensive mental health and wellness platform.

In my role as VP Sales, reporting to CEO, I'm responsible for enabling our sales organization to evangelize and bring the Nivati platform to market.

taplio

The Battle

Matt Green

Jack Rosenkrantz

Followers

Posts

Engagements

Likes

Performance ScoreMatt Green's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Matt Green

Jack Rosenkrantz

Followers

Posts

Engagements

Likes

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);}Matt Green's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMatt Green's LinkedIn Performance