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.

Growth-Focused, Compassionate Leader | Amazon, Salesforce, Meta & Dropbox Alum | CHIEF Member | Mom²

I’ve been told “you’re not good enough” more times than I can count.

When I applied to early decision to Cornell, my Chemistry teacher laughed at me. She wasn't wrong - I got rejected. But “no” on a piece of paper wasn’t going to be the final answer. I called the Dean every single day until he finally took my call. He told me why I didn't get in and what I needed to change.

A year later, I walked through the doors as a student.

That moment shaped everything. 
It taught me how to speak up for myself — clearly, directly, and without apology. I've carried that into every role since. 

I’ve sold for and led teams across some of the biggest tech companies in the world, including Salesforce, Meta, Dropbox and Amazon. Along the way, that meant working through messy launches, rebuilding broken processes, coaching struggling reps, and helping leaders navigate growth, conflict, confusion and change.

And like anyone who's lived a full life, there were personal moments that forced me to rethink what leadership actually looks like. Rejection, personal loss, setbacks, and times where everything felt like it was falling apart. Those experiences changed the way I lead. 

Not with ego. Not with pressure.
But with clarity, communication, and being human first. 

Today, I coach sales leaders and partner fractionally with revenue teams who want to perform at a high level - without burning out or leading on autopilot. 

𝗜 𝗵𝗲𝗹𝗽:
- Sales Leaders who want confidence, clarity, and stronger communication
- Revenue teams who need simple, effective, human-first messaging
- Companies who want fractional support to stabilize, sharpen, or accelerate GTM

𝗪𝗵𝗮𝘁 𝗜'𝗺 𝗴𝗼𝗼𝗱 𝗮𝘁: 
Connecting with people. 
Getting to the real issue fast. 
Helping leaders show up with confidence. 
Turning chaos into clarity. 

𝗪𝗵𝗮𝘁 𝗜 𝗯𝗲𝗹𝗶𝗲𝘃𝗲:
Leadership isn't about being the loudest voice. 
Sales isn't about pressure.
People don't need more hustle - they need more clarity. 

If you're a sales leader who wants to grow, a team that needs direction, or a company looking for fractional help... 

𝗟𝗲𝘁'𝘀 𝘁𝗮𝗹𝗸.

Lindsey Fine

Can we please stop minimizing the badassery of women?

Yesterday's Gold medal game between Team USA and Team Canada was not deemed "high demand" by Olympic organizers.. 

Let's break this down: 

- This was the 7th time these two have met in an Olympic final. 

- Team USA entered the final game with a 31-1 goal differential. They outscored their opponents by 30 goals across 6 games. 

- One of those 6 games was against Team Canada where they shut them down 5-0. 

- Canada entered the final with a point to prove. Despite the loss in the prelims, they outscored the rest of the world 18-3. 

- And....they were the ONLY team in the entire tournament to hold USA scoreless for more than 2 periods.  In fact, Team USA didn't even find the back of the net until there was just 2:04 left in regulation. 

- The game tying goal was scored by Hilary Knight, making her the all-time leading SCORER in U.S. Olympic history. 

- It took a 3 on 3 sudden-death OT period for it to finally end. 

So, let's recap: 

- The greatest rivalry in hockey
- A record-breaking performance by a legend
- A literal last minute comeback 
- An OT goal to decide it all

If that's not "high demand", then I don't know what is.

Sales Leadership Coach & Fractional Revenue Partner | Coaching leaders. Guiding teams. Driving revenue. | Amazon, Salesforce, Meta, Dropbox Alum | Mom²

In an effort to channel the amazing Hilary Knight in front of the net Monday night, I failed miserably.

It was the first period in my (beginner hockey league) game and I took a small fall. Tried to get up and was met with some prettyyyyyy considerable pain in my right hip.

Skated off the ice. 
Got undressed in the locker room. 
Packed my bag. Carried it to my car. 
Drove myself home. Took a shower. Slept on it. 

The next morning I walked around on it (still in pain) but manageable...until it wasn't. 

Finally drove myself to Orthopedic urgent care.
Got X-rays. 
Doctor came in and without a beat said, "oh yeah it's broken". 

He followed it with, "and we need to get you admitted across the street for surgery ASAP". 

I laughed because..surely he was kidding.
Then he left the room and I cried...for awhile. 

Less than 36 hours later I was in surgery. 
Thursday night, I came home with some metal (unlike Hilary Knight's 🥇) that looks like it belongs in a hardware store. 

I'm not going to pretend I have some lesson from all of this.
This taught me nothing about B2B Sales. 
There are no hacks here. 

I'm an active person, and slowing down is HARD.
Asking for help is HARD.
Not having a plan is HARD. 

But maybe that's what resilience looks like sometimes. 
Not pushing through (though apparently I'm good at it) but just lying still. 
Letting people show up for you. 
And trusting that you'll figure out the rest when you're ready. 

I'm not there yet. 
But I will be. 

Incredibly grateful for the community and amazing humans who have already shown up for me and my fam. ❤️

They say things happen in threes. I tested that theory.

Two Mondays ago - broke my hip.
Last Monday - a visit to the ER with a wicked case of the flu.
This Monday - urgent care with an ear infection. (we still get these?!) 

I'm a doer. 
A mover. 
Sitting still feels like a punishment. 

With this force of being still, I've leaned into Calm to help. Today's Daily Calm introduced me to a Japanese concept called Boketto - the art of doing nothing. 

Not scrolling. 
Not planning.
Just being. 

The universe is giving me no choice 🤣, and maybe that was the point. 

Life is unpredictable but I'm finding the humor in the ridiculousness of my last few weeks. 

Curious - am I the only adult that still gets ear infections?

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