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.

Martin MacArthur

The Outbound Sales Guy Kidney Transplant Recipiant Your Outbound Growth Partner Check Out SDR LaunchPad Your Out-Of-The-Box Outbound Sales Platform

👋 Who Am I?

I'm Martin MacArthur, an outbound sales expert with 14+ years of experience in sales development, managed services, digital marketing, and technology. Despite being completely blind due to Retinitis Pigmentosa, I’ve mastered tools like Apple’s Voice Over to ensure I stay ahead in my field. Fluent in braille and passionate about leveraging tech, I’m here to show that no challenge is too great when it comes to driving business results.

🚀 What I Do

I specialize in filling top-of-funnel sales by helping companies drive pipeline growth with qualified leads. My expertise lies in creating innovative outreach strategies and executing them to perfection, ensuring businesses reach their sales potential.

🏆 Skills Companies Love Me For

👉 Outbound Sales
👉 Sales Development
👉 Pipeline Growth
👉 Lead Qualification
👉 Technology-Driven Selling
👉 Managed Services Sales
👉 Digital Marketing Strategies
👉 Sales Coaching

💡 How I Do It

By using a blend of innovative technologies and personalized sales techniques, I help businesses find and nurture new opportunities. My approach is straightforward: identify your sales challenges and solve them through strategic, top-of-funnel activities. Every interaction is a chance to create value, and I focus on creating lasting partnerships that result in long-term growth.

😄 What My Style Is

I bring persistence, tenacity, and a strategic mindset to every sales opportunity. Whether I’m connecting with new leads or guiding companies to success, I believe in making the process collaborative and results-driven. With me, it's about turning potential into performance—one step at a time.

🌈 Who I Serve

Whether you’re a startup aiming to scale or an established company looking for fresh leads, I’m here to fill your funnel and drive growth. Let’s work together to take your sales process to the next level with creativity and expertise.

🔗 When Should We Connect?

If you’re looking for a sales professional with a unique perspective and a proven ability to generate qualified leads, let’s chat! I’m always open to new connections and opportunities where I can add value.

Chief Executive Officer

The Outbound Sales Guy is an outbound sales agency helping co-founders and small businesses build and scale an effective outbound sales process to generate qualified sales opportunities each month.

After spending 12 years helping B2B companies fill the top of the funnel with qualified sales opportunities, there are three areas which solo entrepreneurs or co-founders struggle with:

Identifying their total addressable market
Contacting and following up with prospects to book a qualified sales meeting
Not having any sales reps to generate sales activities

Services:

#1 Filling Your Pipeline
Filling your pipeline is for companies who are starting out and do not have any processes in place for generating net new business. This can be anyone from a CEO to a sales & revenue leader that is in the process of building a go-to-market strategy.

#2 SDR Light
SDR Light is for companies who are starting out and do not have any processes in place for generating net new business. This can be anyone from a CEO to a sales & revenue leader that is in the process of building a go-to-market strategy.

#3 SDR Teams
SDR Teams is for companies who are experiencing accelerated growth and do not have any processes or sales development reps in place for generating net new business. This can be anyone from a CEO to a sales & revenue leader that is in the process of preparing for series funding.

Clients:

MeadowBrook Construction

Hackback Gaming

STOPit Solutions

NMSPrime

RingPin
Want to learn more? Book a time here:
https://calendly.com/The-Outbound-Sales-Guy/30min

I just spent 30 days in Costa Rica with my head down, so your reps can finally keep theirs up.

We have all had that person knock on our door.
They give a cookie-cutter pitch.
They stare at a tablet.
They get rejected.
Then they move on to the next house after getting the door slammed in their face.
It is a waste of time for them, and a nuisance for you.

For years, most of you have known me as The Outbound Sales Guy. I am the guy who made 250,000 cold calls entirely by ear.
But 250,000 dials taught me something I could not ignore. Technology is actually making us worse at selling.

I have spent my career in a world without screens.
Because I am blind, I do not get distracted by visual interfaces. While others are looking at buttons, I am hearing the hesitation in a customer's breath or the precise moment the rapport is lost.
And what I hear in the trades right now is a major problem.

Reps are losing high-ticket jobs because they are too busy fighting a CRM interface on a tablet to notice the homeowner’s body language.
I call it the Eyes-Down Epidemic. When the rep looks at the screen, the connection dies.
I have been in Costa Rica finalizing the blueprint to fix this once and for all.

I am officially launching RYF pronounced RIF.
RYF is a voice-first Sales Operating System. Think of it as a Heads-Up Command Centre that acts as a co-pilot for your field team.

We handle the CRM, the boring admin, and the data entry in the background via voice so your reps can stay eye-to-eye with the customer.
No more cookie-cutter pitches.
No more tablet-staring.
Just real conversation.

We are currently in our Beta phase, building the Ground-Truth with veteran Sales Leaders in:

Mechanical: HVAC, Plumbing, and Electrical.
Exterior: Roofing, Windows, and Doors.
Outdoor Living: Landscaping, Decks, Fences, Patios, and Pools.
Specialty: Painting, Garage Doors, and Remodeling.

I am back and ready to show you how we are giving your closers their eyes back.

If you are a Sales Leader tired of your team acting like data-entry clerks, I want your ground-truth feedback.

Comment RIF below or shoot me a DM to schedule a demo.

#HomeServices
#SalesOperations
#HVAC
#Plumbing
#Roofing
#SalesTech
#HeadsUpSales
#RYF
#TheOutboundSalesGuy
#DoorToDoor

I’m That Kidney Transplant Sales Guy 🚀 Building the Heads Up Sales OS Command Centre for Home Services Field Sales Reps

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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);}Matt Green's LinkedIn Performance

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