Collin Cadmus

Collin Cadmus, LLC

Sales Consulting, Advising, Training, Coaching, and Fractional / Interim CRO for B2B SaaS, AI, and technology companies. Visit collincadmus.com to learn more and get started.

Customers include: AiSDR, Artos, Ascend, Avoma, Bookt, Cascade, Chatdesk, Checkr, Cloudtalk, Cometly, Countly, Dasha, Datasaur, DevStats, Dutchie, FullEnrich, Fyxer, Gemography, Hifive, Hint Health, Inex One, Insycle, Ixon, Lari, Lessonly, Liftoff, Lightbeans, LuminUltra, Mighty, Momentum, Neologic Vision, Nettly, Nom Nom Data, Ordant, Pathlock, Payara, PayFit, PilotHouse, Pipedrive, Polymer, Pragmatic, Prehired, ProcureSpark, Qobra, Rampd, RepVue, Resquared, Sales Virtual, SalesDock, Sendlane, SentiSum, SolarWinds, Spiff, StackShine, SunDevs, Swogo, Sybill, Truly, Veza Digital, VideoForm, Vimeo, Wavv, Winn, Zeni, and many more.

Consultant & Advisor

Collin Cadmus Podcast

If you're into sales, marketing, leadership, and technology, this podcast is for you. Available on YouTube, Rumble, Spotify, and Apple Podcasts. Follow this page for podcast clips!

Creator

Qobra

Advisor

Momentum.io

AiSDR

Hifive

WINN.AI

Pipedrive

Fyxer AI

Veza Digital

Fractional CRO

I'm Collin Cadmus, a lifelong Salesperson, 5x Sales & Marketing Leader, CRO, VP Sales, and industry thought leader. I've hired and trained over 300 B2B Salespeople, generating over $100M in recurring revenue and over $300M in exits. 

With over 10 years of experience building and scaling SaaS sales teams, I now serve as a Consultant, Strategic Advisor, and Sales Coach to top SaaS companies around the world. 

Stats:
Aircall → Valued at $1.1B
Doctor.com → Acquired for $150M+
SinglePlatform → Acquired for $100M

Links:
collincadmus.com
youtube.com/@collin-cadmus
x.com/collincadmus
instagram.com/collincadmus
tiktok.com/@collincadmus

Goodbye spreadsheets, hello Spiff. With Spiff your commissions are automatically calculated in real time, displayed on beautiful dashboards, and integrated with your CRM. I would’ve saved countless hours as a VP Sales with this incredible new tool. Every sales org needs this.

Every SDR wants to be an AE

Every AE wants to be a Manager

Every Manager wants to be a Director

Every Director wants to be a VP

Every VP wants to be a CRO

Every CRO wants to be a CEO

Every CEO wants to be a Billionaire 

Every Billionaire wants to be happy

---

Eventually there's nothing left to accomplish other than happiness.

Prioritize what matters most.

5x Sales Leader / 2 Exits / VP Sales / CRO / Consultant / Advisor / Coach / collincadmus.com

How you know your AE commission plan sucks:

1. It takes more than 60 seconds to comprehend
2. It takes more than 60 seconds to calculate
3. You don't know what you're earning in real-time
4. Your commission payments are inaccurate
5. You have to debate with your manager each month
6. It's enraging instead of inspiring

Yesterday I asked an AE how much they're on target to make this month and they said they won't know until after their commission is calculated.

Believe it or not, I hear this quite often...

Founders & CEOs who have never held sales positions before will hack together a commission plan that's so complex no one can understand it.

Junior sales hires don't know any better so they don't complain.

The company scales hiring and everyone accepts the status quo.

This is the most tremendous drain on revenue growth imaginable. 

Your commission plan is your everything.

It needs to be perfect and simple.

It's the fuel to your fire.

Qobra is the hottest commission software on the market today.

If you're not already using it, now is the perfect time to start: https://www.qobra.co

Your salespeople deserve transparency and simplicity.

Brand partnership • 5x Sales Leader / 2 Exits / VP Sales / CRO / Consultant / Advisor / Coach / collincadmus.com

Young Salespeople,

If you're making decent money for the first time in your life...

1. Don't spend your entire paycheck the week you get it. Setup auto deposits into investment accounts and don't touch that money. Let it earn for you.

2. Don't advance your lifestyle just because your paycheck is increasing. If you stay on that path you'll never accumulate real wealth. You'll enjoy a few steak dinners, fancy clothes, and a nice car along the way. None of which you'll remember in the end.

3. Start thinking long-term. Get life insurance. Open an IRA and 401k. Invest more in your future than you do in your present. Impressing your friends or capturing that misleading Instagram photo will mean nothing in 10-20 years.

4. Live a minimalist lifestyle in exchange for compounding interest. The longer you wait to save, the more potential interest you're throwing away. You won't get rich from your salary, you will through saving and investing.

⚡ Save automatically
⚡ Invest automatically
⚡ Spend only when necessary

Plan for retirement. If you're smart about it, it can be an early one. Enjoy a little now, or a lot later.

The people who never become wealthy are the people who act like they already are.

A VP Sales got fired for "performance issues".

They were at 80% of their target for the quarter. 

The company refused to pay their commission.

The VP Sales consulted with a lawyer and decided to sue the company.

The process was costly and messy.

Why?

It's always the same reason.

The comp plan was poorly designed.

It didn't document the situation that took place.

The VP Sales claimed they were promised something verbally.

But it wasn't documented in the formal compensation plan.

The company claimed they never made such promise.

This happens on repeat with salespeople of all levels. 

Lawsuits cost a lot and tarnish reputations on both sides.

Want to know what's free? 

Making sure you have a legitimate compensation plan.

If not, request one today and have it back-dated to your start date.

---

If you're a sales leader, it's your responsibility to make this happen.

If you're a salesperson, it's your responsibility to make sure this happens.

Don't skip the boring details when building a sales org.

It'll eventually cause a nightmare that was completely avoidable.

If it's quiet in your office, sales isn't doing their job.

When I started as VP Sales, one of my immediate objectives was to create a buzz in the office.

If things have always been relatively quiet, this is a culture shock that isn't easy to make happen, but once it does, the game has finally begun.

You know you're doing your job right when the engineers start complaining it's too loud in the office.

If your sales team sits anywhere near your engineers and they're not complaining it's too loud, your team isn't spending enough time talking to prospects. 

This "buzz" shouldn't be only a few hours a day.

It should be all day, every day.

It gets louder during certain hours when everyone is on calls.

But there should generally be no time where no one is on any call.

That's why it takes 3 seconds walking onto a sales floor to know if they're any good or not.

If it's quiet, they're not.

What do you do when engineers start complaining about the noise?

You buy a 24" gong to celebrate the wins even louder.

I'm an AE or SDR and here's what annoys me the most:

1. My manager makes it sound easy: "just say this" and "just do that" and it'll all work out... but it rarely does.

2. My sales ops person makes it sound easy: "just log your activity here" and "just click here after clicking there"... but yeah it's not that simple.

3. My CEO makes it sound too perfect: "our product is the best in the world, no one can do what we can"... but really what we can do is maybe OK in comparison to some things that are great, really great.

4. My mentor tells me: "life is actually really easy" and "you just need to meditate, exercise, and eat healthy"... but I've tried that for 6+ months and I still resort to happy hour to feel, well, happy.

Yeah... you're not alone. It's easy to make things sound easy, but it's hard to make things actually easy.

Listen to someone who's been in your shoes. Ignore all of those people to some extent. They're trying their best for you but you need to take some ownership over the fact that your job is hard as fu** and not everyone has an answer.

Sometimes all you need is to realize that your job is hard and no one has the secret answer. Welcome to sales. We get paid the big bucks because this shi*t aint easy.

Bazaarvoice saw $3.5M in pipeline influenced by demo automation.

After checking out their website it's blatantly obvious how they did it.

They flipped the demo game upside down.

I didn't have to submit a demo request and wait for an SDR to reach out.

I clicked "View Demo" and instantly saw a 30 second introduction.

Then I clicked a few boxes to express what I'm interested in...

It immediately generated a 100% custom experience for me.

I was able to avoid hearing about features I don't need.

I was able to skip around and see specifically what interested me.

By time I finished watching the demo...

I already had an email from an AE looking to schedule a follow-up call.

They just automated the most time consuming part of their sales process.

Now I understand why all the major enterprises are doing this.

Salesforce
Oracle
Atlassian
SAP
Lucid

They're all using Consensus to automate demos, build product tours, and create simulations.

This is what we mean when we say "use AI to do more with less".

Speed-to-Lead isn't enough.

It's now about Speed-to-Demo.

Salespeople-- 10 things you should never do during a demo

1. Be late
2. Have wifi issues
3. Have audio issues
4. Have bookmarks or notifications on screen
5. Turn off your camera
6. Talk over your prospect
7. Fail to ask questions
8. Fail to listen
9. Fail to take detailed notes
10. Lose control of the dialogue

What am I missing?

Why should we choose you over your competition?

Most salespeople respond the same way:

1. They go on a sales rant
2. They trash talk competitors
3. They over-promise

The reason this rarely works is because it's the same talk tracks your competitors follow when asked the same question and the buyer is left in a confusing sea of sameness. 

Instead try this:

Tell your prospect you don't trash talk competitors. 

Tell them there are a lot of great solutions on the market. 

Tell them it's not about picking the best, because there is no best.

It's about separating good fits VS bad fits.

It's about finding solutions that check your required boxes.

From there it's about selecting who you'd enjoy working with.

We spend our time focused on our customers, not competitors. 

We definitely want to work with you, but if there's another company you're more excited to work with, you should probably work with them.

--

This is called "pattern breaking".

The strategy is simple, say the opposite of what they expect.

When you stop playing defense, they stop playing offense.

You'll be shocked how quickly this closes deals.

Just spoke to an AE who closed a $15M deal in 30 days without a single live demo.

This is the future of sales and most people still don't know about it.

Salesforce, Oracle, Atlassian, etc. have all started doing this.

They realized Speed-to-Lead isn't enough.

So they prioritized Speed-to-Demo instead.

The concept is simple; buyers want real-time access to information.

But every sales process forces buyers to schedule a live demo.

This kills momentum and lengthens sales processes.

Instead, they're all now using Consensus to automate their demos, build product tours, and create simulations. 

Oracle has accrued over 30,000 demo views across 5,000 stakeholders. 

Salesforce even hired a Director of Demo Automation 2 years ago.

AI isn't just about automating outreach and research (for salespeople).

It's also about automating demos (for buyers).

Particularly in a demo-heavy sales environment, this is now a must.

Buyers deserve real-time demos and salespeople deserve qualified leads.

Speed-to-Lead isn't enough.

It's now about Speed-to-Demo.

Salespeople love to say how much revenue they produced... but have no proof.

We make promises to recruiters and hope they'll take our word for it.

- Closed over $10M in new business
- Self-sourced 60% of my revenue with outbound
- Over 50% of my deals are SMB 30 day cycles

The list goes on...

We do a lot in our careers but aside from commission checks we get nothing to show for it.

- Founders & Engineers show the products they've built
- Investors show the companies they've invested in
- Salespeople say they worked there, but have nothing to show

Finally that's changing...

TrackRec is like a baseball card for salespeople, organizing and displaying your career stats.

Recruiters don't need to take your word for it, because it's verified by your previous employers. 

I've wanted something like this for over 15 years and it's finally real.

Get the credit you deserve by documenting and verifying your sales success as you go.

Keep yourself in demand by letting the world know what you've accomplished.

Make recruiting you the easiest thing a recruiter can do.

Track your sales record at https://www.trackrec.co

TrackRec

Gong sent him to Austin, Texas to build their AE team this year.

Prior to joining Gong's sales leadership team he crushed quota as a top performing SDR and AE for 4 years. 

After chatting with him it's no secret how Jc Pollard crushed each role and climbed his way to the sales leadership team at Gong.

In this conversation we discuss...

- Gong's hiring process in Austin, TX
- The broken outbound model
- What changed in B2B sales in 2025
- How Gong is using AI in sales
- How Gong differentiates from competition

If you're in B2B sales and looking to improve (or) you're considering landing a sales job at Gong (he's hiring)... this one is for you!

Full conversation: https://lnkd.in/gXdiv5U3

Sales Leader @ Gong

I've got my reading material for the next couple weeks.

The amount of Sales and Revenue AI advice floating around this year is overwhelming.

Thank you to Momentum.io for taking the time to organize the best of it.

Learnings from 30 of the top leaders in the industry...

Kyle Norton, CRO at Owner
Mark Roberge, Co-founder at Stage 2 Capital
Jacco van der Kooij, Founder at Winning by Design
Cris M., VP Sales at Momentum
Tessa Whittaker, VP RevOps at ZoomInfo
Oran Akron, Head of AI at Monday
Mark Turner, VP RevOps at Demandbase

...to name a few

Get your copy here: https://lnkd.in/eqSRTUjs

📈 CRO 📈 @ Owner.com, Host of the Revenue Leadership Podcast & SaaS GTM Advisor & Investor

Co-Founder @ Stage 2 Capital, Prof @HarvardHBS; Founding CRO @HubSpot; Author of Best Seller "The Sales Acceleration Formula"

Working with customers opened my eyes and changed my life | Being kind and assuming positive intent will help you see the world from a different perspective

VP of Sales Momentum.io | ex-Airtable | ex-Drift | ex-LogMeIn | ex-Navy SAR

VP, RevOps @ Zoominfo | Nasdaq Listed: GTM | Pavilion, Miami

Head of AI | GTM Expert - Turning business ideas into revenue machines at scale

VP of Revenue Operations at Demandbase

He's approaching $100 Million net worth and shared his secrets. 

A taste of what he shared:

- if you want to double your business you have to double your leads
- the first month of employment is indicative of the next 5 years
- we need to turn AEs and SDRs into managers of AI Agents

Lets dissect these points:

1. Leads are the top of your funnel, you can always improve efficiency, but at the end of the day without new leads, there's no real growth

2. How you behave and perform in the first 30 days of a job predicts what's to come. If you're late, tired, and sluggish in week 1, it's unlikely to change

3. B2B sales is moving toward hyper-efficiency. It's not as much about replacing people with AI as it is about empowering them to do more with AI, which does also mean smaller teams

He's hired hundreds of salespeople and has been building an AI company since before AI was cool.

Checkout my full conversation w/ Brandon Bornancin: https://lnkd.in/e6tpZhb2

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