What I’ve actually done

Situation

My Green Lab is a nonprofit working to make science more sustainable. Impact Laboratories is its commercial subsidiary. I came in to run global sales for a certification and eco-labeling program sold into pharmaceutical, biotech, and research organizations.

Challenge

The team was selling, but there was no repeatable motion behind it. No documented ideal customer profile. No qualification standard. No cadence anyone could hand a new hire. Ten account executives in four countries were each solving the same problems privately, and the CRM reflected it.

Action

I co-authored the company’s sales playbook and redefined its messaging. Then I built the parts that had never existed: the outbound strategy, the inbound strategy, a multi-touch outreach model, and every Salesloft cadence and automation the team ran on.

I administered Salesforce directly — lead routing, account assignments, data uploads, pipeline stages, dashboards — and monitored KPIs out of both systems. I built AI-assisted lead-discovery tooling that matched prospects against our ICP and target personnel, so the team stopped hunting manually.

I led ten account executives alongside the VP of Strategic Growth. Five were my direct reports. I coached them daily and weekly.

Outcome

• 114%of the annual revenue target
• 14%year-over-year company revenue growth
• 70%customer renewal rate
• ~50%improvement in team response rates after the Salesloft rollout

Tools and systems

Salesforce · Salesloft · HubSpot · LinkedIn Sales Navigator · Cognism · Microsoft Copilot

What I learned

A playbook nobody uses is a document, not a system. The parts that stuck were the ones an AE could execute inside a live deal without reading anything first. I stopped writing frameworks and started writing cadences.

Situation

SanAir is an environmental testing laboratory. I joined as a business development representative and spent ten years there, moving through account executive and regional sales representative to regional sales manager.

Challenge

A multi-state Eastern US territory, sold full cycle, across markets that shared almost nothing: healthcare systems, government agencies, universities, environmental firms, industrial and commercial accounts. Regulated buying environments, long cycles, and a small company that needed the territory to produce while it was still figuring out how to scale.

Action

I prospected, qualified, closed, and grew the territory myself — cold calls, referrals, conference floors, and a lot of driving. As the company grew I took on the team: managing business development and customer service representatives, and authoring the SOPs that defined those roles and their scopes.

Outcome

• $2M+in annual personal revenue, as a consistent top-two producer
• 12consecutive years of year-over-year growth, spanning this role and the next
• ~7xcompany growth during my tenure, from about 33 employees to over 100

Tools and systems

Salesforce · HubSpot · SOP and onboarding documentation · SQL and Visual Basic for reporting

What I learned

Ten years in one territory teaches you that the relationship is the asset and the transaction is the receipt. The accounts that carried me in year nine were ones I’d opened in year two and never stopped calling.

Situation

The company had AI tools available. Almost nobody was using them, which is the normal outcome. A license is not a capability.

Challenge

Ten account executives across four countries, different markets, different comfort levels with the technology, and no shared idea of what these tools were actually for. The failure mode for AI rollouts isn’t that the technology doesn’t work. It’s that people go back to what they know by week three.

Action

I led Microsoft Copilot adoption across the business-development organization. Rather than training people on the tool, I built the specific things they needed: prompt workflows for outbound sourcing, lead-discovery tooling that matched prospects against our ICP and target personnel, and AI-assisted research folded into the cadences they were already running.

The AI showed up inside work they were already doing instead of asking them to add a step.

Outcome

Adoption held. Team response rates improved about 50% on the automation layer I owned. The tooling stayed in use because it saved time on the first day rather than the third week.

Tools and systems

Microsoft Copilot · Salesloft · Salesforce · custom prompt workflows

What I learned

Adoption is a sales problem, not a training problem. People don’t adopt a tool because you explained it. They adopt it because the first thing they tried with it worked.