The Story
I've led revenue at companies from startup to global enterprise, helped build the engine behind a $200M exit, and spent 11 years building the methodology that every major framework missed.
Around the same time, I built an ISP from my bedroom that grew entirely through word of mouth. The contrast was impossible to ignore: volume and force produced almost nothing; value and pull produced everything. I've spent 25 years proving that's not anecdote - it's physics.
Since then I've led revenue organizations across WPP, EPAM, BairesDev, and Globant. I helped build the revenue engine behind a $200M acquisition as CRO at Stuzo. I've watched companies with exceptional products bleed revenue because their sales operating system was built for a market that stopped existing a decade ago.
That pattern - smart teams running the wrong playbook - is what Inversion Selling™ was built to fix. I began documenting it in 2014, tracking daily observations of what actually closes complex B2B deals versus what the methodologies prescribe. A decade later, those observations became a methodology currently under academic review at the University of Houston Sales Excellence Institute.
I'm also watching a parallel disruption unfold in the technology services industry I've spent 25 years inside. A $1.5 trillion industry built on the scarcity of skilled engineering labor is meeting infinite AI-generated capacity. That collision is the subject of The Last Billable Hour - and the window to act is narrower than most firm leaders are willing to acknowledge.
Today I work as a fractional CRO through Inversion CRO, installing revenue systems built for the buyer-controlled era with Series B/C SaaS companies. I'm publishing three books in 2026. I speak at revenue leadership conferences and executive offsites. And I'm building the case - in every format I can - that the same underlying disruption is restructuring both how companies sell and the industry that services them.
Since then I've led revenue organizations across WPP, EPAM, BairesDev, and Globant. I helped build the revenue engine behind a $200M acquisition as CRO at Stuzo. I've watched companies with exceptional products bleed revenue because their sales operating system was built for a market that stopped existing a decade ago.
That pattern - smart teams running the wrong playbook - is what Inversion Selling™ was built to fix. I began documenting it in 2014, tracking daily observations of what actually closes complex B2B deals versus what the methodologies prescribe. A decade later, those observations became a methodology currently under academic review at the University of Houston Sales Excellence Institute.
I'm also watching a parallel disruption unfold in the technology services industry I've spent 25 years inside. A $1.5 trillion industry built on the scarcity of skilled engineering labor is meeting infinite AI-generated capacity. That collision is the subject of The Last Billable Hour - and the window to act is narrower than most firm leaders are willing to acknowledge.
Today I work as a fractional CRO through Inversion CRO, installing revenue systems built for the buyer-controlled era with Series B/C SaaS companies. I'm publishing three books in 2026. I speak at revenue leadership conferences and executive offsites. And I'm building the case - in every format I can - that the same underlying disruption is restructuring both how companies sell and the industry that services them.