Work / operating systems
Architecture before activity.
The work changes by stage. The method stays consistent: find the constraint, redesign the system around it, instrument the truth, and make the operating rhythm unavoidable.
The diagnostic sequence
What must be true?
Start with the commercial outcome and the strategic choices required to produce it.
Where does truth break?
Trace the gaps between strategy, data, process, behavior, and customer reality.
What should compound?
Build the workflows, decision rights, and feedback loops that improve with use.
meez
CurrentFull-lifecycle revenue
One commercial system from acquisition through expansion.
A vertical SaaS platform entering its next stage of growth needed more than a sales plan. It needed shared logic across the entire customer lifecycle.
Open the system +
Unified revenue functions under one operating mandate
Connected pricing, enterprise incentives, forecasting, and pipeline risk
Built a daily execution layer from CRM, calls, email, and calendar signals
A revenue organization designed to learn as one system, not a collection of adjacent departments.
RepeatMD
2022 to 2023Scale architecture
Scale the number and the organization behind it.
A fast-growing Series A environment needed sales capacity, operating discipline, and infrastructure to scale together.
Open the system +
Grew the organization from 4 to 19 across AEs, SDRs, and management
Rebuilt core Salesforce and GTM processes with Revenue Operations
Reduced speed-to-contact from 3.5 hours to under 15 minutes
$10M → $25M ARR, with stronger quota attainment and a system built for continued scale.
Moxie
2023 to 2024Funnel rebuild
Treat the funnel as a product, not a report.
Revenue growth was constrained by the handoffs, qualification logic, and infrastructure between initial interest and closed business.
Open the system +
Rebuilt HubSpot pipelines and the connected operating process
Designed scoring, routing, nurture, win-back, and qualification workflows
Created an offshore qualification layer so AEs could focus on high-value work
$2.1M → $3.3M MRR in seven months; lead-to-close rose from 2.3% to 4.3% and demo-to-close from 18% to 27%.
Design Pickle
2024 to 2026AI-native GTM
Replace headcount assumptions with system design.
The default answer to pipeline was a larger SDR organization. The better answer was a modern orchestration layer with better economics.
Open the system +
Built enrichment and outbound workflows across Clay, n8n, Apollo, Instantly, and HeyReach
Modernized routing, infrastructure, and the feedback loop between activity and conversion
Redesigned pricing toward higher-commitment, upmarket relationships
An automated outbound motion responsible for 25% of MRR at 50% lower CAC than paid acquisition, operated by one person.
Mindbody
2013 to 2022Operating range
Learn the full revenue system from the inside.
Nine years across acquisition, expansion, SMB, mid-market, vertical leadership, an IPO, and private-equity ownership created a rare view of how commercial systems evolve.
Open the system +
Built and led teams across new logo, account development, and vertical sales
Introduced performance systems that moved quota attainment above 60%
Partnered across CX, Onboarding, and Success to reduce 90-day churn by 22%
A career foundation spanning early sales execution through multi-segment leadership at $250M+ revenue scale.