Salman Mohiuddin

Enterprise Account Executive, Marketing Cloud (Financial Services)

Helping sales pros + teams build healthy pipeline to close more deals faster | Sales Coach + Trainer @ SSA | 17 years as a quota carrier | ex-Salesforce, Asana and IBM | Interview Ace

Problem before Product. 

17 years of tech sales experience as an SDR + AE at Salesforce, IBM and Asana all as an individual contributor. There’s more 👉

Currently Founder at Salman Sales Academy.

#1 Sales Influencer in Canada 2025 (source: Favikon)

Coaching and training AEs, SDRs, BDRs + sales teams to find and close more deals.

Started as an SDR in 2006, moved to AE in 2007.

6 years at IBM
- SDR 
- SMB + MM AE
- small Enterprise AE

7 years at Salesforce
- MM AE (new logo)
- Enterprise AE

2.5 years at Asana
- Enterprise AE 

2 years at startups 
- SMB AE (new logo)
- Enterprise AE

I currently coach + train AEs, AMs, BDRs, SDRs and Sales teams on prospecting, problem enablement, discovery, demos, deal strategy and interviews.

DM me for:

- 1:1 Sales coaching 
- Sales team coaching + training for your company
- 1:1 Sales interview consults to help you land an offer
- Speaking engagements or sessions for your company
- Podcast guest 


✅ Widely recognized as a master prospector & hunter

✅ Experienced in consultative selling to C-level, Information Technology (IT), Marketing, Ops, HR and more.

✅ Sales Interview Ace - the interview playbook I've built has resulted in an 80% success rate in interviews

✅ Possess an Honors B.A., Economics

[Sales COACHING]

➡️ Problem Enablement [build confidence in truly understanding your persona and the problems your solution solves for]

➡️ Prospecting [cold email, cold calling, warm calling, objection handling]

➡️ Discovery [full 5-step discovery framework to help lead your calls with confidence and in the flow of the conversation]

➡️ Demos [full demo framework, engaging demos, justifying spend, taking control of deals, PoC/Pilot strategy, etc…]

➡️ Deal Strategy [multithreading, uncovering power, executive alignment + engagement, quantifying pain, business case, negotiation, dealing with objections throughout cycle, taking control of your deals, champion building, mutual plans, forecasting, etc...]

➡️ Interviews - I've refined my interview playbook that has help 80+ folks land offers [interviews, mock cold calls, mock discovery, mock presos, territory plans (that will wow a hiring manager)]

I've built an entire Sales playbook from prospecting to close in everything in between based on my 17 years of experience as an individual contributor in tech sales.

No fluff. All actionable sales insights and content, with real examples, that you can start using right away in your role and see immediate results.

Check out the coaching programs and testimonials here:  www.salmansales.com

or DM me. Happy to help.

Founder

Helping AEs, SDRs + Sales teams find and close more deals. 🚀 Boosting income and revenue. 

17 years of tech Sales experience, all as an individual contributor. I've been in your shoes as an SDR, Commercial, and Enterprise AE at companies like Salesforce, IBM and Asana. In the trenches. Exceeding targets. Even in economic downturns.

Documenting all of my learnings, I've built out a Sales playbook. Now I want to give back to YOU.

I teach individual contributors + Sales teams on how to sell better, exceed targets, boost income / revenue, and accelerate growth. All with actionable Sales content and insights that you and your team can start using right away. Seeing immediate results.

My AVP at Salesforce to me on last day of the fiscal year: “Thank you for not listening to me.” 😐

Let’s roll the clocks back 9 months prior.

I took over an account. Not just any, but the largest bank in the country.

My AVP - who was the AE on the account years ago - pulled me aside my first few weeks in role and said, 

“Salman, just take down the small deal in this account. We’ve sold them almost everything.” 

Not exactly what I wanted to hear from my AVP when I took over the account.

They’d already invested quite a bit with us, I get it. But I had a quota to hit. A big one.

Nobody thought we could sell them more. 

There was a small opp… and they recommended I just take it down

and move on.

……………………………………………..

Well, here’s what I did to prove them wrong 👇


BACKGROUND CHECK

- spoke to the CSM, SE, Core teams
- specialists, external partners, SI’s, etc…
- to get the lay of the land across the account


- identified a segment that had whitespace
- it was their Wealth management division


BUILT A POINT OF VIEW

- did some initial digging and discovery
- built PoV on how they may be losing rev to competiton
- because of insights not captured in real-time on digital channels


STARTED WITH THE PROBLEM

- focused on this business challenge
- uncovered a exec priority at risk because of problem
(increased market share)


MULTITHREAD

- the PoV + disco helped gain meetings with Dir/VPs
- leveraged our internal x-functional teams
- SE, CSM, Business Value, Product mgmt, etc…


VALIDATION + ALIGNMENT

- business problem, impact to the business
- uncovered metrics important to each stakeholder 
- how said metrics were being affected by problem
- impact to business if nothing actioned on


CUSTOMER’S BEST INTEREST BEFORE OURS

- shared pros and cons to each option
- options included ones that wouldn’t work in our favor
- we didn’t take one side or other, which built trust


CO-CREATED BUSINESS CASE

- with our champion
- got buy-in from each stakeholder


MUTUAL PLAN

- which was truly MUTUAL 


NO BUDGET WAS ALLOCATED

- we uncovered a problem that put a priority at risk
- they dug up budget from other areas of business

………………………………………..

The result?

Our champion achieved the 1% club, because of the impact the platform had on their segment.

I closed one of the largest deals of my career 

because our internal teams worked together to solve a big problem.

Hit almost 200% of my number (when I was told to take down the small deal)


The deal came on the last day of the fiscal year and the AVP sent me a message,

“Thank you for not listening to me”

………………………………………………………

I took my AVP’s statement at the start of the year as a challenge.

Don’t let a few words stop you from accomplishing something you believe you can do.

Helping Sales Pros Close More Deals + Crush Quota | 17 Years as an AE | ex-Salesforce, IBM + Asana | Founder, Salman Sales Academy | #1 Sales Influencer in Canada 2025

graphical user interface, text, application, chat or text message

If I started a new AE role tomorrow, I wouldn’t open the CRM.

I wouldn’t review the product slides (for now). 
I wouldn’t watch demos of features & function. 

Here’s what I would do instead in my first two weeks (and why it works) 👇


1. Find the top 3 AEs in the org
 Buy them a coffee (virtual or not) and ask:
 → “What are you doing that others aren’t?” → “What would you do differently if you had to start over?”
 I used to let ego get in the way of these convos.
 I realized: replicating what already works saves you months of trial and error.


2. Skip product enablement (for now)
 You’ll get flooded with features anyway.
 Start with problem enablement.
 Build a simple doc:
 → choose 3-5 buyer personas → list out real problems they face
→ (not capabilities, jargon or buzzwords)
→ understand how they typically tackle them today → map out the negative impact on them and business  → identify what metrics they care about/how affected 
Document how those problems show up in their world.
 This helps you speak the prospects language, when everyone else is just pitching features.

Prospects will think “this person gets me”.


3. Study your competition (and status quo) 
Not just from a deck, go deeper:
 → where they win → where they fall short → what your product does better → what problems your differentiators actually solve

👆 that last one is the most important
 You can’t stand out if you don’t know what you’re up against.


4. Master 3 customer stories
 Not surface-level. Break it down:
 → what problem were they facing → what negative impact it had (think metrics)
→ bonus points if there was a priority it put at risk → what changed after they used your product → what were the positive business outcomes

(make the champion the hero)


5. Meet your internal teams
 SDRs, SEs, CSMs, Legal, Deal Desk, Partner team, etc
 Ask them: “What can I do to make your life easier?”
 It builds trust fast, and that pays off when deals get complex.

…………………………………

Do these 5 things and you won’t just ramp up super fast 
you’ll build your internal brand.


P.S. Problem Enablement (2) is an absolute game changer… my clients ramp up SO much faster

Got a verbal from a prospect, “We’ve decided to move forward with your platform.” My response:

“Sounds great! I’ll send over an order form later today.”

I forecasted the deal for the month and told my manager the good news.

Got the internal approvals and sent it out.

One day passed. Nothing. Two days. Crickets.

Finally got a hold of them:

“When can we expect a signed order form?”

Prospect: “It’s not that simple. We’ll need to go through vendor approval. You’ll also be hearing from InfoSec to fill out some forms. Plus, we need to get in touch with legal to discuss the MSA.”

Me: “How long do you think that’ll take?”

Prospect: “I’ve seen it take as little as 6 weeks and as long as 6 months.”

Head down. I had to break the news to leadership on a deal I’d committed

👆 This situation happened more than once for me earlier in my career. Lesson learned.

................................................

Don’t assume a deal is done because a prospect gives you the thumbs up.

It’s on us to uncover their buying process, early.

You could try something that sounds like this:

You: “Linda, you’ve been with the company for 5+ years. Fair to assume you’ve been part of evaluations like this in the past?”

Prospect: “Yup.”

You: “Could you walk me through how you typically evaluate, decide, and purchase tech? What are the steps and who’s involved?”

..................................................

Or something like this, for more complex deals:

“Linda - working with customers like you, I’ve noticed that once a platform gets the green light, there’s often a vendor onboarding process

which could include InfoSec, privacy assessments, and potentially getting legal involved.

Is that something you anticipate and if so could you walk me through the process and who’s involved?”

...................................................

Get ahead of the process in your deal cycles.

It’ll save you a headache and heartache.


P.S. who’s heading over to Sales Enablement Summit in downtown Toronto today?

See you there!

Was at a conference yesterday and had 60- seconds to pitch a Sales Enablement leader I’d never spoken to before.

I had to run to a meeting and the next session was about to start.

Wanted to try to catch the leader whom I heard from someone else said she was looking for training for her team.

No time to qualify or run any discovery.

Just a shot to earn her trust (and a next step).

Here’s what 23-year-old Salman would’ve said:

“Hey Linda, heard you’re looking for sales training. I can help streamline your manual processes, help with your sales execution and increase win rates.”

😐


Here’s what 27 year-old Salman would’ve said:

“Hi Linda, how are you? What inspired you come to the conference?… that’s great. Hey I heard you’re looking for training. What are you hoping to accomplish?”

😐


Here’s what 42-year-old Salman actually said:

“Hi Linda, how are you enjoying the conference so far?”

Linda: “Going really well.”

Me: “Hey, know we got a minute before the next session. Just wanted to say I was on your website and I love how you focus on the problem you actually solve for.”

[I talked through the specific problem they solve for with no buzzwords, no product jargon]

“It’s refreshing to see that because I don’t very often.” I said


Linda: “Really appreciate that. I’ll definitely share what you just said with my internal team.”

Me: “Thanks. Ya the thing I see today with a lot of sellers is that they tend to focus more on the product vs truly understanding and articulating the problem, in the prospects language not their language.”

Linda: “You’re right…. we should connect.”

Me: “Know we have to run but let me send you a note and we can find some time, sound good?”

Linda: “Let’s do it.”

She smiled the entire convo.



Problem before product.

Brightisle

Recruitment Coordinator Via YWCA St John's 

YWCA St. John's 

▪︎ An employment program for immigrant women and gender-diverse newcomers in Canada over the age of 18.

▪︎ Completed 8 weeks job readiness program, which included: 
   - Training on resume & cover letter 
   - Job search support
   - Job referral assistance
   - Interview preparation
   - Paid Emergency First Aid CPR training
   - Certificate of Conduct 

 ▪︎ Completed a paid 13 weeks work term, funded through the program

Connextions Program Participant 

Association for New Canadians

• Maintained a high volume of recruitment cycle for the Canada Summer Jobs program by ensuring an effective hiring process while attracting and maintaining a strong pool of candidates, resulting in a 30% increase in hiring efficiency
• Optimized the recruitment process by creating job ads, screening resumes, conducting interviews, and extending offer letters through BambooHR, leading to a 25% expedited hiring timeline
• Scheduled 20+ weekly interviews by using Google calendar with candidates and hiring managers, ensuring timely coordination and communication

Human Resources Assistant

People Stuff

• Identified prospective employers and engaged with company’s targeted outreach initiatives to expand the company's clients, resulting in a 2% growth in the organization’s customer base
• Streamlined the recruitment process by closely collaborating with project leads, drafting job ads, screening candidates, and conducting reference checks, resulting in a more efficient hiring process
• Conducted pre-screening calls for 10+ applicants, resulting in a 15% reduction in the candidate pool and saving 6+ hours of the project lead's time
• Assessed 25+ resumes within 8 hours while maintaining accuracy and efficiency, ensuring timely follow-up with potential candidates
• Successfully conducted background checks for candidates, ensuring compliance with company policies and reducing the risk of hiring unsuitable candidates
• Crafted brand-relevant content and designed visually compelling posters using Canva in collaboration with the Business Development Manager, increasing social media engagement by 5%.
• Optimized scheduling tools such as Later and Meta Business Suite to leverage content execution and scheduling on Facebook, Instagram, and LinkedIn, resulting in a consistent and engaging online presence for the company
• Collaborated closely with Business Development Manager to execute sales projects, resulting in increased visibility and engagement with potential clients

Skills:   Recruiting - Recruitment Coordination - Talent Management - Candidate Evaluation - Interviewing - Interview Scheduling - Human Resources (HR) - BambooHR - Microsoft Excel - Sales - Business Development - Social Media Management

Recruitment & Business Development Assistant Via First Light NL

First Light: St. John's Friendship Centre 

▪︎ An Employment Program for youth between the ages of 15-30 yrs old 

▪︎ Attended paid job readiness program on education, job search & employment

▪︎ Completed a paid 10 week work term funded through the program

Youth Employment Program Participant

KPMG Canada

• Scheduled and conducted 10+ weekly meetings by using MS Outlook calendar with multiple stakeholders to articulate strategic objectives, ensuring timely coordination and communication
• Drafted 10+ weekly project reports on strategic initiatives leveraging MS Word, resulting in 15% increase in project transparency and improved alignment among stakeholders
• Maintained and updated client database on MS Excel by ensuring accuracy and confidentiality, resulting in the enhancement of client relationship management efficiency
• Collaborated with clients as well as a diverse range of internal and external stakeholders, including senior leadership management, to develop IT strategies for key controls resulting in a 20% reduction in risks.
• Conducted weekly meetings with multiple stakeholders, including clients, to present goals focused on leveraging emerging and disruptive technologies, as well as identifying associated risks and impacts on the organizations
• Tested 5 IT controls on a weekly basis rotating between key applications, resulting in a 5% increase in operations

Skills: IT Strategy Development - Risk Mitigation - Stakeholder Management - Project Management - Meeting Facilitation - Risk Assessment - IT Controls Testing - Data Analysis

Technology Risk Consultant

Memorial University of Newfoundland

• Responded to 10+ emails & live-chat inquiries from students and staff concurrently on every 4-hour shift with an 80% customer service rating score
• Directed 50+ international students to the existing specific services, aiding them to acquire information about the financial bursary, immigration, arrivals, & on-campus self-isolation
• Coalesced with other impactful projects, including tax workshops & MUN Mentors program, to successfully implement these programs for over 2,000 international students

Skills: Customer Service - Email Management (MS Outlook) - Live Chat Support - Student Services - Information Management - Event Coordination - Cross-Functional Collaboration - Time Management

International Student Support Assistant at Internationalization Office 

• Answered inquires of 6+ students on every 4-hour shift on the supports and services available both on and off-campus through emails and live chat
• Created various documents for Welcome Week as part of additional administrative duties, resulting in a successful event with over 1000+ attendees                           

Skills: Customer Service - Email Management (MS Outlook) - Live Chat Support - Student Services - Event Planning - Document Creation - Administrative Support - Communication - Information Management

Student Liaison at the Student Experience Office 

• Monitored & hygiene equipment of the University Center by strictly implementing the public health guidelines to minimize the risk of the Covid-19 for students

Skills: Health and Safety Compliance - Attention to Detail - Equipment Maintenance

Student Assistant at the Ancillary Department 

• Welcomed & accompanied 5+ international students from the airport to MUN's campus by sharing a comprehensive overview of available resources, resulting in a 100% satisfaction rate  
• Ensured 100% compliance with airport regulations and procedures during the luggage-claiming process, resulting in a smooth and efficient transition of international students upon their arrival

Skills: Customer Service - Airport Regulations and Procedures - Attention to Detail - Communication - Time Management

Airport Greeter at Internationalization Office

• Researched and identified 15+ reliable channels for obtaining project-related information, resulting in a comprehensive and accurate understanding of the topic.
• Conducted literature reviews of 50+ academic sources and analyzed 500+ pages of collected data, ensuring the accuracy and completeness of the research.
• Drafted 10+ concise and well-organized research reports within tight deadlines, resulting in positive feedback from the supervising faculty members.

Skills: Research - Information Gathering - Data Analysis - Literature Review - Report Writing - Time Management - Attention to Detail.

Research Assistant for School of Social Work 

• Conducted extensive library research and data collection using various techniques and procedures, resulting in the acquisition of 500+ relevant sources and data points for the research project
• Synthesized and analyzed collected data using statistical software to identify trends and patterns, resulting in the identification of key findings and insights for publication and presentation
• Coordinated with the research team to prepare and submit manuscripts for publication in peer-reviewed journals, resulting in two accepted publications

Skills: Research - Data collection and analysis - Information Gathering - Literature Review - Attention to Detail

Undergraduate Research Assistant for School of Pharmacy

Clarified Accounting

• Reported bank & credit card reconciliations using QBO and Hubdoc, ensuring 100% accuracy of postings
• Executed client payrolls on Excel, increasing processing time by 5%
• Updated 70+ clients' information into QBO, saving 10 hours of management time to meet deadline
• Streamlined year-end information packages for clients through efficient coordination with team members, resulting in the timely delivery of services

Skills; Financial reporting - Payroll processing - Data Entry - Time Management - Attention to detail - QuickBooks (QBO) - Hubdoc - MS Excel

Junior Client Accounting Intern Via Association for New Canadians 

Compass Group Canada

• Effectively optimized inventory management, ensuring timely orders to prevent shortages and maintain stock levels, achieving a 20% reduction in stock outages
• Demonstrated exceptional commitment to cleanliness and organization standards, ensuring a consistently tidy and welcoming environment for customers
• Maintained and built relationships with over 100 customers, provided exceptional customer service, and exceeded sales goal by 10%
• Handled 35+ transactions per shift on a fast-paced environment while collecting cash, credit, or other payments

Skills: Customer Service - Customer Relationship Management - Sales - Payment Processing - Multi-Tasking - Fast-Paced Work Environment Navigation

Customer Service Representative

Ultimate Style

• Presented and implemented recommendations on employee training to senior management, incorporating how they can quickly get adopted to company cultures and learn the strategies to retain customers by ensuring exceptional customer service
• Identified the strengths and opportunities in the store, increased customer survey submission forms to 5%

Skills: Customer Service - Management Consulting - Training & Development - Sales - Marketing - Survey Design & Analysis - Communication - Teamwork & Collaboration

Retail Sales Associate

👋 Hello, my name is Jannatul Alam (She/Her/Hers).

🎓 I am a graduate from Memorial University of Newfoundland, where I received my Bachelor's degree in Business Administration (B.B.A.) on August '21 & joined KPMG Canada as a Technology Risk Consultant on Nov '21.

📝 At KPMG Canada, I was trained to support Financial Audits through the testing of IT General Controls (ITGCs) & collaborated with internal and external stakeholders  to develop IT strategies for mitigating risks of the emerging & disruptive technologies.

 💻  After exploring the area of IT audit as a Consultant, I came to realize that I've got a strong interest in recruiting because of having my passion to help others, particularly those coming from diverse backgrounds.

From this interest, I've set my target to become a Recruiting Coordinator as a stepping stone to set my Foot in this specific area, so that I can directly contribute to connecting talents from diverse backgrounds to their dream roles.

🤝 My ultimate dream career is to be either a University Recruiter/Diversity & Inclusion Specialist, where I can show my strengths in designing unique recruiting initiatives & project management to support individuals from diverse backgrounds. 

I hope to be the backbone of a company by creating initiatives/projects that support the employees' well-being while also helping recruit the best & brightest talents!

🧠 Recently, I launched a Web-Series, "Success through Volunteerism" on the Student Volunteer Bureau's (SVB) YouTube channel https://t.co/52Z2RJ6AMd. This project was brainstormed as an initiative to promote the significance of youth engagement among the university students & recognize the significant contributions of the inspiring Memorial leaders!
 
🌅 In my free time, I can be found either outside in nature - traveling, hiking, or watching sunsets at the beach or in the mountains! 

Or, volunteering through different activities for helping others to make a difference in the community!

☀️ I always like to remind everyone that, mental health and well-being do matter! We should always take out some time for ourselves and do things that truly give us joy and pleasure! 

💬 If you'd like to learn more about me - feel free to connect with me on LinkedIn or email me at jashifa@mun.ca!

💪🏽 Communication, Customer Service, Events Planning & Management, Team Leadership

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Salman Mohiuddin

Jannatul Alam (She/Her/Hers)

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The Battle

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Jannatul Alam (She/Her/Hers)

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