B2B Catalyst

7 years of B2B consulting experience lead to B2B Catalyst. We build revenue engines that work.

CEO/Founder

SB Builders, LLC

Changed invoicing process to dramatically reduce AR and contributed in doubling revenue, passing 80k in monthly revenue

Implemented time tracking, invoicing, project management, basic CRM, contract creation, esigning system.

Developed SOP for all of the above & trained team in SOP.

Weekly checkins on project progress and invoices

Marketing and Operations

AutoVitals

-Analyzed current sales strategy, proposed changes, and implemented
-Developed and implemented channel strategies
-Managed and trained sales development team
-Developed hiring and training process
-Hired 5+ New SDRs
-Refined sales process
-Reimplemented CRM
-Managed CRM, users, and ensured CRM data quality
-Developed initiative tracking methodology to track result of sales and marketing initiatives
-Tracked sales and marketing KPIs & developed tracking tools for team use
-Set sales development team goals
-Refined team management process

Sales Strategist

Sales Development Representative

This Side Up Global

I helped develop and improve core operating processes and procedures in This Side Up Global using Scrum, JIRA, Confluence, Lastpass, and other industry standard processes and software.

I led and/or documented meetings in the company, including Sprint Planning & Review meetings, Process Retrospectives, Daily Stand-up's, and Client Meetings. I partnered with the CEO and other team members to improve operations, processes, and other business elements.

I administrated company SaaS products, adding, removing, and editing users, accounts, and other entries. I researched new software products, tested them, and if beneficial implemented them in the company. I explored existing software and found ways to use them more efficiently.

I developed, refined, and recorded company processes and procedures. I researched cutting edge business processes and concepts and worked with the CEO to implement them in the company.

I received training in content marketing, email marketing, and exposure to Facebook Ads, Google Ads, SEO, Social Marketing, and other kinds of digital marketing.

I initiated a content marketing campaign on a Facebook group, the first article of which got 25 likes, 11 comments, 1 share, and over 100 people added to a pixel.

Process Specialist

Founder | B2B GTM | Scale without headcount by mapping your playbooks into an AI revenue engine

Be honest - how many Linkedin posts have you seen this year saying that XYZ tech/playbook/widget is absolutely essential to your GTM this year?

Probably a lot

We now have thousands of sales and marketing technologies on the market

And all of them are pitching their solution as best in class

With playbooks, agencies, influencers to sell them

And yes, we have preferred tech vendors

Here's the difference

We don't throw you in canned playbook, we actually look at your Go to Market model before making recommendations

Let me tell you a funny story

I talked with an SDR team that was booking 80 meetings a month with parallel dialers and 10k emails per SDR per month

But 60% of their meetings got disqualified

Why?

They didn't qualify target accounts before doing outreach

Tech and playbooks don't save you deploy the wrong one at the wrong time

So what do we do different?

When you work with us, we start with an assessment

We look at your funnel metrics, your best customers, your messaging/copy, and get input from your team on detailed attributes that make up a great customer

That you CAN'T find in an off the shelf tool

After that we use our knowledge of best practices and tooling to identify the biggest opportunities to unlock more revenue per headcount in your team

This could look like

> Customer analysis
> Serviceable Addressable Market Mapping (because TAM is where you lose deals not win them)
> Target Account Lists
> Automated Contact Prospecting & Enrichment
> Pipeline Validation (we build out a script, test it to book meetings for you, help you take the meetings through completed discovery with next steps, then give you a completed call framework, email sequence, and discovery framework)
> Outbound Sales Team Coaching (Phone first)
> Sales Process Optimization
> Managed Cold Emails & Cold Calling
> Inbound Lead Flow Optimization
> AI Business Case Building (which we used to open a $300k+ opp at UPS)
> Implementation of Nooks, Clay, Evergrowth, and other sales tooling

Yes, we do that under one roof

Yes, it was very hard to find a team good enough to do all of this in one place

If you want to learn more, book a time here: https://calendly.com/b2bcatalyst/your-gtm-system-audit-linkedin
> Cold Email Infrastructure

Scott Martinis

So 6sense released a surprisingly great article embracing the move from intent to signals - but they missed one critical category of signal with serious consequences

Ironically, this effectively admits that their intent data didn’t actually show purchase intent... 

Buuut I won’t knock them for telling the truth even if it's late

Why this missing category matters:

Missing it...

Kills marketing / sales alignment

Makes actual intent modeling extremely hard to scale

Removes the most reliable and scalable form of signals

And is ultimately the reason why I think intent platforms failed in the first place

6sense talks about 2 paths to get signals

“Created/Received Signals come from your own digital properties and systems. Web traffic, product usage, email engagement, CRM data, and more.”

I call these first party signals because you own the data

“Acquired Signals come from outside providers. They give you visibility into activity you wouldn’t otherwise see: content syndication, review sites, publisher networks, etc.”

I call these second party signals because you can’t independently verify the data

The most important category?

Third party signals

Public signals you acquire through structured research

Job posts, news articles, new hires, social content engagement

This category is mostly driven by growth/demand teams reinventing ABM with Clay workflows

5 reasons it’s the best category

1. Anyone can verify the signals

Sales reps trust signals they can see with their own eyeballs more

2. It tends to predict behaviour better

Public content engagement shows greater commitment

News articles either force or show company action

Job posts and hiring demonstrate a willingness to spend money on a problem

3. You can personalize off public signals without being creepy

In fact, you look thoughtful when you do

4. Lack of data isn’t a problem, it’s a signal

No hire = smaller problem

5. It’s already an account-based sales best practice

Adem Manderovic was researching job posts in 2010 to identify in market companies

Christopher Curtis was helping SDR teams overattain when the rest of their company missed… 2-3 years ago

Jacob Karp uses third party signals to build account POVs that guide all of his outbound

Put simply - 3rd party signals make sales and marketing ABM alignment possible by aligning the team around visible signals you can easily act on

If I were 6sense (or Clay) I would find a way to structure 3rd party signal data to combine with 1st and 2nd party data for profile/readiness/interest signals (another great section of the article)

Build modeling against won/loss data

While also figuring out how to surface the data in a way sellers can action in prospecting and discovery calls

Get that right… you finally live up to the promise of being a GTM crystal ball

Founder | GTM Architect | We build revenue engines that work

Matt Rocha

Evergrowth

Working directly with CEO JB Daguené, CCO Aivaras Rastenis and team leading the future of AI in sales.

Customer Success and Sales Operations

Pavilion

Pavilion is the largest premium GTM community for B2B growth leaders.

Associate Member

Rocha Consulting

For contracting roles and businesses I support in an advisory capacity. Clients range from Arbolus, Kaiser & Associates, to early stage high growth businesses directly.

Owner

Drivetrain Revenue

RevOps GTM alignment in standing up or improving your unit economics for market growth. 

C2C subcontractor consulting assignments filling in for the Head of RevOps while they were on maternity leave.

*Excellent reference left by Derek Evjenth, co-founder of DTR on my profile*

Salesforce Consultant and RevOps Advisor

Redefine Mortgages

Redefine Mortgages is providing a zero cost employee HR benefit in Costcoifying home ownership access. We negotiate partnerships from every part of a real estate relationship so your employees have incredibly high access to home ownership. A must for any RTO mandates. 

Assisted owner Bill Rempelos and team with GTM growth. Evaluating partnerships, integrations, tech stack alignment, and actionable data insights.

Stayed on through initial investor fundraising.

Strategic Operations Advisor

TrainYo 🏳️‍🌈

TrainYo is a sales focused bootcamp provides access to tech by enabling aspiring salespeople to have the skills necessary for success. 

It has been a pleasure working alongside cofounders Omar and Sunil in developing the organization.

*I was brought on by the founding team to lend my skills in supporting organizational strategy while teaching salespeople part-time under a 2 year agreement.*

Sales Operations Advisor

Ottimate

Ottimate is an AP (Accounts Payable) finance automation platform. The primary product was AP automation. On this platform my team was responsible for enterprise billpay, an additional auxiliary suite. 200k unique vendors. $2bn in processed invoices.

Implemented a tech stack revitalization to support full revenue data flow in collaboration with the Finance team: Salesloft, Nooks, Zapier, Marketo, Seamless.ai, ZoomInfo, Nooks, Clay, and Gong. 

Scaled to $10m ARR after multiplying top line revenue. 

Reduced churn by $2m in standing up the first retention intent capture and process.

Forecasted sales outcomes supporting executive team board decks highlighting trends, identified efficiency opportunities, and recommended fully executable courses of action.

Created reporting sources of truth, dashboards, process handoff procedures, and training for Salesforce. 

Derived insight from large data analysis and modeling. Mapped intent data, lead scoring, enrichment, life cycle quality, retention measures, churn signals, activity conversions, revenue pull through, and strategy testing.

Certified accuracy of clean data through tight process controls from multiple product databases.

Established baselines for performance progress, enacted new KPI criteria, and drafted compensation plans between outbound, customer success, and operational efficiency. Audited payouts with Spiff and Excel.

Ran product development and market pricing experiments. Negotiated contract adherence for PandaDocs.

Aligned engineering teams to address ticketed product issues and experimental features through Jira.

Achieved full quota at an average of 120% attainment each quarter consisting of milestone based progress.

Reduced common support resolution times by 50% while maintaining lower than historical Freshdesk tickets.

Drafted SOPs for cross functional alignment with Marketing, Customer Success, and Product.

Laid off due to market conditions. An excellent reference is available from my last VP.

Director of Operations

Scaling for reach with our VendorPay suite.

Ended 2022 with >310% monthly on average better output in enrollment.

Scaled group by 40% with multiple divisions. 100% of new hires retained.

Exceeded >$4.5m of $2.5m monthly targets

Drafted incentive plans, expanded role outlines and piloted product rollouts

Served as SF Admin in developing workflow logic, revised reporting, and supporting enablement. 

Recipient: Core Values Accountability Award 2022

Operations Manager

Cascade

Cascade Strategy is a premier strategy execution SaaS platform making it possible to “cascade” strategic initiatives downwards and prevent siloed work. Similar companies would be Monday.com or Asana. 

Founding member of the NA US Business Development team. 

Built playbook and outbound sales operations staking with identifying relevant ICPs directly.

Constructed market testing efficiency strategies. Parallel dialing, email automation, copy and domain warming.

Over $120k ARR with new logos in Q4’21 between mid-market and enterprise clients.

Headhunted by Ottimate. Left to expand strategic international operations leadership experience.


Recipient: 7k equity options from results obtained in front funnel business growth.

Cascade was my entry point into SaaS. Prior sales and operations experience is in financial services product solutions.

Business Development Manager

loanDepot

loanDepot was the second largest non-bank mortgage lender in the US next to Rocket Mortgage. loanDepot specialized in both high volume consumer and business financing through alternative channels, consumer direct, and partnerships.

Supported Sales Operations, Salesforce onboarding, and troubleshooting for 12 closing salespeople along with district leadership. Top 5% office for output, President’s Club 2020. Top 5% National Sales Q3’20, Q4’20.

Executed improved deal cycle times by 15% (1 week reduced per deal on average). Negotiated contracts and approved deals through the deal desk. Ensured deals met calculated revenue thresholds with approval.

Analyzed campaign and closed deal impact. Drilled effective data through SFDC, Mello, Excel, Tableau.

Laid off due to projections of market shortages. 2022 began with sharp rate increases continuing into 2023.

Senior Sales Operations Analyst

BBVA in the USA

BBVA USA was a bank country branch of BBVA based in Spain. BBVA led banking for many segments, of which included Latin American countries abroad. BBVA USA was closed after being acquired by PNC Bank. 

AVP, Real Estate Lending Sales
Converted cold outbound business through alternative channels focused on production units in twenty-six states. 
Interpreted best courses of action from daily market fluctuations for interest rate pricing solutions. 
Managed personnel across remote operations teams to fit within expected SLAs to hold quota.
Mitigated FNMA risk assessments unique to property, county, state, and contractual legal guidelines. 

$19m closed | Top 20% Unit Producer

*Hired by loanDepot (#2 lender after Rocket Mortgage at the time) after a networked opportunity to support a newly opened district office. BBVA was also purchased by PNC around the same time.*

Assistant Vice President Sales

Senior Revenue Leader in Fintech, SaaS, and Payments

My top 5 achievements have come as a result of opportunity and fanatical levels of execution:


1. $10m ARR reached through owning the secondary revenue funnel for a fintech series B SaaS.
2. $2m ARR in churn reduction. Stood up the first payments retention motion and hired the founding team.
3. $19m in enterprise lending deals closed through one of the largest banks in Europe.
4. $492k ARR sourced from seed to series A in new logos.
5. 15% reduction in cycle times for a top 5% unit producing office at the #2 mortgage lender in the US.


The work it took to produce the above was significant and required thoughtful intent in my career. I seek to never lose my grasp of the customers that matter while developing the future of go-to-market.




Sales skills: Territory Planning & Mapping, Compensation Plan Alignment, Outbound Playbook Development, Market Analysis, Pricing Negotiations, Deal Desk, Sourcing, Closing, Hiring Profile Alignment, Reporting, BI Support, Lead Scoring, Quota Forecasting, Management, Mentoring, and Coaching. 

Operations skills: Salesforce, Hubspot, Zapier, Marketo, Seamless.ai, ZoomInfo, Lusha, Spiff, Nooks, Salesloft, Apollo, Clay, Gong, XGPT, Sisense/Periscope, Tableau, Excel

Plate IQ is an AP (Accounts Payable) finance automation platform. The primary product was AP automation. On this platform I was responsible for enterprise billpay, an additional auxiliary suite. 200k unique vendors. $2bn in processed invoices. *As of 12/12/2023 Plate IQ has rebranded to Ottimate*

Managed multiple teams across vendor onboarding, churn reduction, and payment operations. Experienced in leading offshore/nearshore initiatives and hybrid model teams. 

Established reporting, analytics, and forecasting for the entire business unit. Salesforce, Excel, Sisense BI

Product revenue growth from $1.5-10m in a little over a year.

Revised actionable churn analytics and activity to mitigate $2m in total potential losses. 

Created front funnel revenue collection from the ground up with targeted priority volume lead conversions resulting in averages of $3k MRR per rep in new relationships monthly. Outbound team size of 11.

Reduced payment SLAs by 50% to set new standards while maintaining equivalent volume.

Executed EBPP initiatives in product development, experimental projects, and data analytics.

Organizational growth, analytics, data capture, and primary transactional revenue driven largely from relationships established across departments in a 0 to 1 capacity.

Recipient: Key Stakeholder Equity Grant 14k options Q2’23

*Laid off due to market conditions. Excellent VP recommendation available!*

*Many direct report endorsements are on my profile.*


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Matt Rocha

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