Engineering background turned sales leader turned CEO. Richard has led GTM transformations at over 60 B2B companies, from Series B startups to Fortune 100. He built and carried quota at enterprise tech companies. His consultative approach, grounded in real-world experience, makes him an invaluable asset to businesses seeking to navigate complex strategic challenges. He's the one in the room diagnosing why your deals are stalling.
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Richard Ellis
Co-Founder & CEO
Engineering background turned sales leader turned CEO. Richard has led GTM transformations at over 60 B2B companies, from Series B startups to Fortune 100.
Recent writing by Richard
- The Five Questions Every Revenue Leader Should Ask Before SKO Most Sales Kickoffs are planned backwards. starting with the venue and the agenda before anyone has answered the most important strategic questions. Here are the five you need to answer first.
- Why Most B2B Companies Are Wasting Their Trade Show Investment (And What to Do Instead) The U.S. B2B trade show market hit $15.78 billion in 2024. Only 6% of Fortune 1000 exhibitors feel confident in their ability to convert event leads into revenue. Here's how to fix that.
- ABM Didn't Fail. Marketing Discipline Did. 80% of ABM programs fail to deliver expected results. yet companies with true ABM alignment report 145% ROI. The uncomfortable truth: ABM didn't fail. The discipline underneath it did.
- The Storytelling Trap: Why Most Business Content Fails and What GTM Leaders Should Do Instead Every few years, business rediscovers storytelling. But when something becomes fashionable, it's usually being misunderstood. The problem isn't content volume. It's narrative discipline.
- Why the MQL is a Failed Metric (And What to Measure Instead) For nearly two decades, the MQL has been the central currency of B2B marketing. It's time to declare it a failed metric. and replace it with something that actually correlates to revenue.
- Why Your Win Rate is a Vanity Metric (And What to Measure Instead) For decades, sales leaders have lived and died by win rate. In today's complex B2B motion, it can be one of the most misleading numbers on your dashboard. Here's a better metric.