Greg Mccallum

ThinkWork

🚀 Fractional Chief Commercial Officer & Growth Partner for high-growth B2B SaaS, AI & Tech startups.
ThinkWork helps ambitious founders and their teams move from early chaos to structured, scalable revenue engines that attract investors and accelerate growth.

We’re not just a solo advisory shop. Led by Greg McCallum, ThinkWork brings in specialist talent as needed, from sales enablement to RevOps, so you get the impact of a full GTM team without the headcount risk.

📦 Stage-specific services:
→ GTM FastStart – Building sales foundations that actually work
→ Sales Engine Builder – First hires, systems & processes to scale pipeline
→ fCCO-as-a-Service – Strategic GTM leadership without the full-time cost
→ PeerReview – Independent skills diagnostics powered by Peer

🔍 Why founders choose ThinkWork:
We don’t deliver fluffy strategy decks. We build and embed the commercial engine, validate performance with real data, and make sure your GTM function can scale.

🎯 Book a free 1:1 GTM Audit to see what’s working and what’s not.

Founder & CEO

Founders Unplugged

Long-form casual conversations with Founders, Entrepreneurs and Investors from around the world.

20K listeners across the globe! 
Available on YouTube, Spotify, Apple Podcasts and more. 

Currently on Season 3. Applications for Season 4 guest spots are opening soon. 
Sponsors and partners welcome. 
Presskit here: https://podk.it/foundersunplugged

Founder & Host

Peer

Peer is setting the standard for sales skills and competency assessment, giving Revenue and Enablement leaders a clear, consistent way to measure, benchmark, and grow the capabilities that drive performance.

Get a free Sales Skills Assessment of your team now!

Co-founder & CEO

tl;dv - AI Meeting Assistant

- tl;dv (“too long, didn’t view”) is an AI Meeting Assistant that goes beyond simply recording, transcribing, and summarising your team’s meetings.

- tl;dv provides insights from relevant meetings across various teams and individuals within your organisation. It seamlessly integrates with CRMs, ticketing systems, knowledge management platforms, and over 5000 other tools.

Fractional Chief Commercial Officer

Zonder Studios

The world’s first exploration game and travel companion.

GtM Advisor

NovaSquare Ltd

The AI companion for Streamers, Gamers and online communities with personality! 
Roleplay. Icebreaker. Humour.

Angel Investor and GtM Advisor

Observic

Measure, Track and Improve the Skills of Your Sales Team.

Claim your FREE Sales Skills Snapshot!

GtM Advisor + Exec Coach

Edeal Enterprise Agency

EDEAL is a not-for-profit agency providing fully funded, confidential & impartial business advice, training & coaching.

The Cheeky Panda | Certified B Corp

Angel Investor

TW Syndicate

A group of Angels and Micro-investors focusing on Early stage Creator Economy startups

Principal

The 🚫🐂💩 Startup Mentor & Commercial Advisor! 👉 1h FREE advisory sessions. 🌱1K+ Founders 🧩 Co-Founder & CEO @ Observic 👨‍💻 Host Founders Unplugged 🎙️ Angel Investor

$1B+ Revenue influenced 
500+ founders advised
9 x fCCO
2 x Founder & CEO
3 x FT CCO
5 x Angel Investor
4 x Sales & Marketing Leader
2 x Father (to humans)
1 x Father (to dog)
1 x Husband
99.99% 🚫🐂💩
0.01% 🐂💩
Occasional Idiot

Podcast Host

Raw, unedited long-form conversations with entrepreneurs and startup founders from around the world.

Watch/Listen here: https://linktr.ee/foundersunplugged

Everyone’s talking about AI agents.
No one’s asking the obvious question:
What will they be trained on?

CRMs? Full of noise.
Revenue numbers? Lagging indicators.
“Coaching notes”? Subjective, inconsistent, and mostly absent.

The real gap is skills data.
Observable. Structured. Human-validated.

Without it, AI will always be guessing.
With it, AI becomes a force multiplier.

I'm not just interesting in building AI sales agents.
I'm interested in building the skills economy they’ll run on.

👉 White paper coming soon. 😉

li_at

JSESSIONID

If I were building a company today (lean team, big ambition), here’s exactly how I’d stack my tools. Function by function. No fluff. Lean. Just what works.

➡️Foundational / Cross-Functional Layer:

✅tl;dv - AI Meeting Assistant — Meeting recording + transcription + AI insight tagging (sales, CS, product… all benefit). [📢comment "TLDV" below for a 30% off first 3 months link]

✅ChatGPT / Claude / Custom LLM — Assist with synthesis, writing, Q&A, knowledge reuse.

✅Zapier / Make / n8n — Connect tools and automate repetitive workflows.

✅Notion / Coda — Living wiki, playbooks, decision logs. Fuel for the AI brain.


➡️Sales / SDRs / AEs:

✅Clay / Apollo io / ZoomInfo — Prospecting, lead enrichment, data filtering.

✅Outreach / Salesloft / Instantly.ai — Sequencing, multichannel, automated follow-ups.

✅tl;dv - AI Meeting Assistant — Record & tag discovery calls, follow-ups, objections, rep performance. [📢comment "TLDV" below for a 30% off first 3 months link]


➡️Marketing / Content:

✅HubSpot / ActiveCampaign — Lead nurturing, automated journeys, segmentation.

✅OpusClip — Turn webinars, calls, and podcasts into short-form content fast. https://lnkd.in/ep452i6g

✅Descript — Edit video + audio via transcript. Great for async marketing teams.


➡️Customer Success / Support:

✅Zendesk / Intercom with AI bots — Handle common questions, escalate intelligently.

✅tl;dv - AI Meeting Assistant — Record success check-ins, escalations, onboardings — feed insights into Product. [📢comment "TLDV" below for a 30% off first 3 months link]

✅AI NPS analysers/sentiment scoring — Turn qualitative feedback into roadmap inputs.


Next up: How I’d run each specific team with AI 🔥

Post-sale is where churn risk hides. Here’s how I’d build a proactive, AI-led CS org:

➡️Customer Comms:

✅Intercom / Zendesk — frontline AI bot support
✅tl;dv - AI Meeting Assistant — record onboarding calls, QBRs, escalate patterns. [📢comment "TLDV" below for a 30% off first 3 months link]

➡️Churn Detection:

✅AI on NPS & support tickets — sentiment scoring + warning flags
✅Feed risk alerts to CSM via Slack/Zapier

➡️Handoffs & Enablement:

✅Use tl;dv meeting history to debrief new CSMs in minutes
✅Build internal wikis from real conversations

➡️Renewals & Expansions:

✅tl;dv tags upsell signals
✅AI drafts renewal emails + slides based on call content

What did I miss?

Been getting a lot of questions lately about the AI tool I use to capture meeting gold and turn it into team-wide value.
Here's the answer below. (And yep, I can get you a deal)!👇😉


🧠 Company-Wide AI Brain: Transforms meetings into searchable, structured insights across departments.

⚡ Instant Knowledge Retrieval: Ask AI to surface decisions, patterns, and key takeaways from thousands of calls.

✍️ Auto-Created Outputs: Turn meetings into briefs, proposals, reports – no manual note-taking required.

🔒 Enterprise-Grade Privacy: Built with security, governance, and compliance at the core.

🔁 Workflow-Integrated: 6,000+ integrations via Zapier, API, and native CRM syncing to slot into your stack effortlessly.

📈 Sales Enablement Goldmine: Centralises voice-of-customer data for ramping reps, refining messaging, and shortening cycles.

🛠️ Hyper-Customisable: Tag by theme, speaker, outcome – or build bespoke automations via Webhooks and API.

🧩 Cross-Functional Superpower: Equips Product, Marketing, CS, and RevOps with real-time context and decision trails.

⏱️ Time-Saving at Scale: Save hours weekly across functions by replacing manual recaps and meeting summaries.


I started working with tl;dv - AI Meeting Assistant in August, and they are blowing all the AI meeting intelligence tools out of the water!


Want all this and 30% off the first 3 months? 
Link in the comments 👇👇

🚨 Founders... let’s talk about the hires that broke your business.

Not the great ones.
The ones that nearly sunk you.

👉 The “big logo” VP Sales who couldn’t sell without a brand behind them
👉 The junior team that burned leads instead of building pipeline
👉 The messy RevOps stack that left you stuck between £1M–£10M ARR

I’m working on a thesis about why sales hiring goes wrong at growth inflection points, and I want the uncensored stories.

Not for a podcast. Not for a panel talk.
Just founder-to-founder, behind closed doors.

If this hits a nerve, DM me.
I’d love to grab 20 minutes and hear your story directly.

Hiring SDRs? Cool.

Here’s how I’d build an AI-augmented SDR team:

➡️Prospecting & List Building:

✅Clay — pull in-target accounts with deep filtering + intent signals
✅Apollo / ZoomInfo — enrich and verify

➡️Outreach:

✅Instantly / Salesloft — multichannel sequences, A/B tests
✅ChatGPT (custom prompts) — for email drafting and personalisation at scale, but only if using it to "evolve copy" (will post on this soon) 

➡️Calls:

✅tl;dv — record all calls, tag questions, objections, tone, outcomes [📢comment "TLDV" below for a 30% off first 3 months link]

➡️Learning & Coaching:

✅Use tl;dv summaries for quick call reviews

➡️CRM:

✅HubSpot / Salesforce — automated task creation + enrichment via Zapier


🧠Daily Workflow:

1. AI builds lists + triggers sequences

2. SDR jumps on call, recorded with tl;dv

3. AI summary drops into CRM + Slack

4. Use LLMs to "evolve" copy and talk tracks

5. Sales leader reviews tagged clips to coach

You just scaled 1 SDR into 3.


Next up: AE Stack 🔥

AEs should spend less time updating CRM and more time closing. Here’s the stack I’d use:

➡️Pre-call / Research:

✅Clay + tl;dv - AI Meeting Assistant archive — find previous calls, common objections, similar ICPs
✅Notion AI — build 5-slide pre-call plans instantly

➡️Live Call:

✅tl;dv — records, transcribes, tags buyer intent, objections, pricing convos
✅GPT "copy evolution" prompting — drops key questions or references into Slack post-call (more on this in future)

➡️Post-call:

✅OpusClip — turn great demos into snippets (Comment "OPUS" for a special link) 😉
✅Descript — edit and package calls into sales assets
✅CRM auto-update from tl;dv transcript (via Zapier)

➡️Forecasting:

✅Clari / HubSpot forecasting + historical win-loss fed by tl;dv tagging


Buyers want clarity. AEs want speed. 
This stack delivers both.

What would you add?

Next: Customer Success Stack 🔁

One of the fastest ways founders kill momentum:
Hiring a “Head of Sales” before they’ve nailed the first 20 deals themselves.

(I've been that HoS before! 😵)

I get it... you’re tired, you want leverage, you’re not a “salesperson.”
But if you haven’t wrestled through those first deals, you’ve skipped the single most important feedback loop you’ll ever get.

The job isn’t to hand off sales.
It’s to earn the right to hand it off.

DM me if you’re at that messy transition point and want a blunt, honest look at your options.

Builder of sales engines, fixer of broken ones and fine-tuner of high performing ones. 🚀 Advisor, fCCO, Founder, Angel Investor, founder whisperer. 👇Click the link for a free 1 hr no-BS GTM session👇

Most sales leaders don’t have a skills problem.
They have a skills visibility problem.

They’re swimming in Gong dashboards, pipeline reports, and methodology workshops… but can’t tell you:

- Which reps can actually handle objections

- Who’s strong in discovery vs. who wings it

- Where conversations break down in real time

You can’t fix what you can’t see.

That’s why I’ve built my career around diagnosing sales teams and giving leaders a clear, structured picture of what’s really happening.

👇👇👇👇👇
📊 Want me to review a few of your team’s calls and show you what’s working (and what’s not)? DM me.

Most sales teams don’t have a skills problem.
They have a visibility problem.

❌ You don’t know who’s actually good.
❌ You don’t know what’s repeatable.
❌ You don’t know where the leaks are.

And so you throw money at training, tools, or hires…
…hoping something sticks.

👉 Sales doesn’t need more noise.
It needs clarity. Structure. Proof.

That’s what I build.
For teams. For founders. For myself.

A founder builds a brilliant revenue engine.
Then hires a team.
And suddenly, it all slows down.

Not because the team is weak.
But because the engine was never designed for anyone else to drive it.

There’s no manual.
No dashboard.
No way to train or replicate what worked.

This is where most high-growth startups stall.
And this is where I come in.

I work with founders to take everything they know instinctively and turn it into:
→ Training material
→ Sales frameworks
→ Coaching systems
→ Feedback loops

The goal isn’t to remove the founder from sales.
It’s to build something that can run without needing them in every deal.

Think about the internet.
At first, it was just scattered pages.
Then came search engines.
Then came graphs — mapping relationships, enabling real intelligence.

We’re at the “scattered pages” stage for skills.
CVs, performance reviews, random certifications.
Disconnected. Unstructured. Inert.

The next phase is the Skills Graph:
– A universal map of human capability.
– Continuously updated through observable behaviour.
– Relational, not static.

Once that exists, everything changes:
– Hiring is allocation, not guesswork.
– Education becomes modular and adaptive.
– AI trains on human capability the way it trains on language today.

It’s not just about sales.
It’s about re-architecting the very way we record and advance human progress.

I’ll review 5–20 of your team’s sales calls for free.
No catch.

You’ll get:
📊 A breakdown of what’s working (and what’s not).
🎯 Clear actions to improve.
🚀 A path to repeatable revenue.

Why?
Because every team deserves clarity.
And once you see it, you’ll never go back to flying blind.

👉 DM me “review” if you want one.

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