Brandon Metcalf

I’ve built and scaled multiple companies rooted in the Salesforce ecosystem and focused on solving the operational challenges that hold teams back. My background in staffing and my passion for building technology companies shaped how I lead — build for scale, move with pace, stay close to execution, and focus on what actually works.

Today, I lead Asymbl, The Workforce Orchestration Company. We help organizations design, manage, and scale hybrid workforces where humans and digital workers operate as one.

Our approach combines digital labor strategy to onboard digital workers, recruiting software to hire human workers, and deep platform expertise that connects it all across Salesforce, Slack, and the wider enterprise. That includes everything from intelligent agents and predictive systems to workflow automation and orchestration across applications.

Inside Asymbl, we run this model ourselves. Digital workers now operate across multiple functions of our business, working alongside our teams every day. We prove every innovation in our own operations before bringing it to customers.

The future of work isn’t human or digital.
It’s human and digital, orchestrated as one.

Ambassador

We are building what comes next in the world of work. People elevated by digital workers. That vision is already real inside Asymbl, and we are scaling it... fast.

We are adding two senior leaders to help steer the next stage.

The Vice President, People Operations will shape how our global workforce works and grows across the United States, India, Canada, and future international regions. This role sets the standard for how we design teams, support people, manage complexity, and create an environment where both human and digital workers can thrive. Ideally based in Austin, Texas.

The Vice President, Engineering is based in Jaipur, India and will guide the technical direction of our solutions. This leader will oversee architecture, development, QA, and DevOps, and partner closely across product and services to turn strategy into delivery. Deep Salesforce experience is required.

We are also hiring for several other roles across Asymbl, and not all of them are listed on LinkedIn, so please visit our career page.  We'll post it in the comments.

Medical, Vision, Dental, 401(k) and 3+ benefits

James has been very successful with leading consulting/services at Asymbl, starting when he joined to lead Blueprint Advisory several years back.   

Tune in November 12th to learn about his journey and success.

View company: Salesforce for Small Business

James Van Steenburgh, Chief Services Officer at Asymbl, is a self-described “Salesforce lifer.”

In our first ever SMB Spotlight, James takes us along on his 20+ year Salesforce journey, from early days to the agentic revolution.

SMB Spotlight: Asymbl drops right here on Wednesday, November 12th–and stay tuned for many more SMB Spotlights in the future!

Ray Rike

Benchmarkit

Benchmarkit is the evolution of the original RevOps Squared vision to use metrics and benchmarks to align B2B SaaS executives across the entire customer journey including customer acquisition, retention and expansion,  leading to better metrics-informed and benchmark-validated decisions.

Benchmarkit's vision is to enable every B2B SaaS company to increase revenue growth efficiency and enterprise value by having free access to the most timely and contextual benchmarks available in the industry, in combination with the content, media, events and best practices shared by top industry leaders on how they have used metrics and benchmarks to inform their journey to success.

Founder and CEO (Chief Evangelism Officer)

SaaS Metrics Standards Board

SaaS industry alliance to define, publish and evolve the standards to calculate and utilize SaaS metrics for decision making for SaaS operators and investors.

Founding Member

SaaS Talk

SaaS Talk™ with the Metrics Brothers features Dave "CAC" Kellogg and Ray "Growth" Rike where they discuss the details of B2B SaaS Metrics in context of the business process they inform and measure for increased performance.

Co-Host and Creator

Metrics that Measure Up Podcast

The Metrics that Measure Up podcast is a member of the Benchmarkit Podcast Network. Guests include SaaS and Cloud leaders that have and continue to shape the industry.  A common theme across every episode is how the guests use metrics and benchmarks to make metrics-informed, benchmark-validated decisions at every stage of a company's lifecycle.

Guests include founders, CEO's, Venture Capitalists and industry thought leaders from brand name companies including: LinkedIn, DocuSign, Marketo, Gainsight, Gong, Clari, Bessemer Venture Partners, Emergence Capital and OpenView Partners to highlight a few.

Host and Creator

Data and Diagnosis-Driven Selling

Co-author and primary data and metrics content contributor to this book.

Co-author, Data and Diagnosis-Driven Selling

Stage 2 Capital

The first go-to-market venture capital firm, Stage 2 Capital combines capital and GTM execution expertise, leveraging its elite LP base of 250+ senior executives from unicorns and Fortune 500 firms to help portfolio companies scale revenue and accelerate growth.

Limited Partner - Stage 2 Capital Catalyst II

MomentFeed

Responsible for leading the revenue generation organizations for a leading Customer Experience Platform focused on serving the Digital Marketing needs of brands including Starbucks, Wendy's, Avis, Hertz, Planet Fitness, and hundreds of other multi-location companies.

Primary contributions included implementing a more predictable customer acquisition process, enhanced forecasting model, instrumenting and capturing predictive KPI's including Lead Conversion Rates, Close Rates, Pipeline Coverage Ratio, Opportunity drop-off rates, Sales Cycle by target market segment, pipeline $ by organization/individual, and Closed-Won influenced ARR by Go-To-Market organization.

Results included doubling close rate (17% to 34%), 35% increased ACV in the Commercial Market segment, increased # applications purchased per account by over 40%, and a 50%+ win rate against #1 competitor.  New ARR in the first three quarters immediately after joining increased by over 100% per quarter (on average).

Senior Vice President 

Simplilearn

Responsible for leading the Enterprise business unit in the America's for Simplilearn, and the acquired MarketMotive “Digital Marketing” business.  Simplilearn is the leading on-line training (eLearning) company for emerging technologies and processes including Big Data, Digital Marketing, Cloud Computing, Mobile Development, Web Analytics, Cyber Security and Project Management.  Simplilearn focuses on ensuring participants achieve high value outcomes via structured curriculum, and an applied, blended learning environment with a focus on gaining certification from market validated third party certification bodies such as PMI, Scrum Alliance, OMCP, ITIL, CompTIA, and IASSC to highlight just a few.

President, Americas

HireMojo Inc.

Responsible for leading all aspects of HireMojo, the industry's first Hiring Automation Solution.  HireMojo makes hiring easier through a patented, data-driven Hiring Automation Platform. HireMojo makes candidate generation, candidate qualification, and candidate management intelligent by harnessing the power of Big Data, Crowd Sourcing, and SMART job marketing in an easy-to-use, integrated platform. HireMojo empowers companies to make most hires in a few weeks for a fraction of the cost of traditional recruitment models, tools and techniques.

President & CEO

Accolo

Responsible for all market facing functions of the leading Cloud Recruiting Technology and Services company including  Sales, Marketing, Professional Services, Job Performance and Sourcing Center

Chief Operating Officer

Benchmarkit.ai is based upon the culmination of my experiences in senior leadership positions across a wide range of companies from Fortune 500 to hyper-growth VC backed early-stage software and SaaS companies, including five successful exits.

As a member of multiple B2B SaaS executive leadership teams at companies ranging in revenue from $1M to $100B+, I discovered my passion for defining, instrumenting, measuring and using metrics and benchmarks to enable better metrics-informed, benchmark-validated decisions. The benefits included better aligned leadership teams, enhanced revenue growth efficiency and increased enterprise value.

Experiences and Expertise:
- Recurring Revenue Businesses
- B2B SaaS Applications
- Go-To-Market Strategy
- Go-to-Market Leadership
- Metrics-Informed Decision Making
- Team leadership from 20 - 500+ employees 
- 1st - 4th level leadership

How are you measuring the AI to ROI for GTM investments?

As part of the State of AI in GTM research we conducted in partnership with Scale Venture Partners - a few key insights were uncovered including:

Phase 1: 85% of AI in GTM adopters are seeing productivity gains from tasks such as:

- drafting messaging- drafting emails
- creating images
- conducting account research)

Phase 2: Where pipeline grows, revenue per GTM resource grows & GTM efficiency happens:

Quantity and quality of work benefits evolves to measurable pipeline & win-rate improvement.

Companies that are using AI systematically and regularly are reporting:

👉 3× higher pipeline lift in marketing
👉3× more SQOs in SDR
👉 3× higher win rate improvements in Sales

📏 But how to measure the impact of investing in AI in GTM 👇

The research findings and discussions with the Scale team (Craig Rosenberg, Kristina McMillan and Mark Gustaferro)  came up with the two below metrics that a CRO and CFO can both love to justify AI investments:

1️⃣ GTM Efficiency = Net New ARR / GTM Expenses
   - this is a similar metric to David Spitz's "GTM Efficiency" - but flips the 
     numerator and denominator in the Scale Venture Partners version
   - it is also similar to Blended CAC Ratio - which is calculated by dividing
      Sales & Marketing Expenses/New+Expansion ARR (no churn/downselll)

GTM efficiency is LESS about the actual formula and more about HOW you are measuring and proving the increased GTM efficiency as measured by comparing "Expenses" and "Revenue Growth"

2️⃣ GTM Productivity = Net New ARR /  # GTM employees

- After the growth at any cost era, companies materially increased their focus on the ultimate human capital metric - ARR per FTE
- As a result ARR per FTE increased ~ 20% across the majority of company  revenue size ranges

GTM productivity is very aligned to the ARR per FTE metric, but increase the focus on the financial outcome (Net New ARR) to the financial input (GTM HC)
- It's important to start the baseline measurement today
- to justify and prove the ROI for AI investments, this encapsulates the benefits of "doing more" = efficiency" and/or "doing better = effectiveness" and translates it into a financial metric that any CFO, CEO and investors will love

🙋‍♂️ We are thinking about doing a webinar on the findings, the strategies and the measurements to justify increasing the AI investment - interested?

📷 Brief snapshot of the key pages in the SVP report below that support the above post - they can be read in detail in Scale's State of GTM AI report

Enabling B2B SaaS companies to make better metrics-informed and benchmark-validated decisions using our industry benchmarks, primary research, events, media and advisory services to increase revenue growth efficiency

Scale and AI in GTM

Have you noticed all the LI posts and conversations on how pricing models are evolving?

The reality is that subscription pricing based on seats (users) is a hallmark of traditional SaaS...

...and new pricing models like Usage-Based, Outcome-Based, Value-Based, Hybrid (Subscription + variable pricing units) are all the rage...

an often overlooked or at least "under discussed" by-product requiremenhts of new pricing models include:

- How do you calculate and invoice for these new pricing models?
- How do you calculate ARR & GAAP revenue with variable pricing?
- Can your existing billing system manage this new pricing model?
-  How does AI help?

The above questions about operationalizing new pricing models were a key factor in deciding to host the Next Generation Solution Showcase

I invited several "NEW" entrants into the Billing and Revenue Management category, along with some category stalwarts, to DEMONSTRATE how their software platforms address the questions above - those accepted solutions include:

Alguna
Maxio
MonetizeNow
Nue.io
Subscript
Tabs
Vayu
Zenskar

I've decided to go beyond publishing a report highlighting the players and providing the community the opportunity to see the platforms in action  and asking key questions to the vendors in a 45-minute live demonstration...

If you are considering new pricing and are not sure if your existing platform can manage it

OR

IF you already have concerns about your existing Billing and Revenue Management platform read the next paragraph...

...without the hassle of a sales call with multiple vendors who may or may not be able to address your requirements - attend the Next Generation Solution Showcase: Billing and Revenue Management and you get:

- Live demonstration of the latest in Billing and Revenue Management SW
- Ask questions directly to the vendors without the pressure of a sales call
- Chat with other Finance and Billing executives about what they are doing
- View the demonstrations live or on-demand to fit your schedule

Pricing Models creation and spreadsheet modeling is important - but your ability to actually create the bills, invoices, and manage the associated ARR and Revenue is the hardest "operational" challenge 

Gain access to the demos at: https://lnkd.in/edPcvAwu

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