Florin Tatulea

Sales Leader | LinkedIn Top Voice 2023 | GTM Advisor | Focusing on Seed → Series B

I'm a passionate leader that lives and breathes all things sales.

I was lucky enough to be the first sales hire at Loopio and have had the opportunity to be a part of and contribute to the exponential growth that had led us to a sales team of ~50 strong. In my 6.5 years at Loopio we grew revenue by 65x. 

I am now doing it all over again at Common Room

Whether it's been as an SDR, AE, Manager or Director, I'm constantly looking for ways to reinvent myself and my team.

I'm a people-first leader that understands that leading a team is not about me. It's about lifting others up and seeing them succeed. My success is simply a bi-product of my team's success. 

As a sales leader, I'm curious about scaling sales teams, generating pipeline, increasing win rates and lowering ramp times in a remote world.

As an individual, I'm passionate about copywriting, sequence/cadence building, leveraging social selling and the future of sales technology.

Director of Sales

Last month, after 20 months of building at Common Room, I took some time away from being a full time operator. 

It’s been an absolutely EPIC journey. 

In a relatively short timeframe that I’ve been there: 

-We 4x’d ARR 
-4x’d the size of the SDR team
-Sourced 7-Figures in outbound revenue
-20x’d monthly outbound pipeline $ and built the outbound engine from scratch
-Re-architected our internal Common Room instance. This involved “GTM Engineering” the brain behind our outbound program using our AI agents
-Recruited and worked with the best operators I’ve ever had the chance to work with in my career. 
-Opened career paths and had our first rounds of SDR to AE promotions (this is a really important one for me)

The program is now in fantastic hands with Sara Hanegby . 
 
There aren’t enough words to say how grateful I am for everybody on this journey. You know who you are!! 

On the side, I’ve also been running my own 6-figure media company. 

I’ve given my career my all over the last decade and needed to slow down to focus on some other aspects of my life. 

It’s why I’ve been quiet on here the last month as I've stepped away from the tech echo chamber.

But… I am baaaack!!! 

I have some really exciting projects in the works and I’m looking forward to doing some advisory work and helping the start-up ecosystem over the next few months. 

If you are a company < $20M ARR and are thinking about scaling your outbound program I’ve figured out quite a few things over the last 12 years in B2B SaaS: 

1. I've built outbound from scratch at 4 companies and 3 have already been acquired.

2. I’ve designed and scaled sales programs, selling into SMB to large enterprise (Fortune 100 companies). 

3. I’ve cracked the code selling into Sales, Marketing, Rev Ops, Engineering & HR Leadership and have built systems that work across industries.

Im also excited to work with orgs on the content and thought leadership side. If you are selling to GTM leadership, I’ve built a curated audience of ~90,000 across LinkedIn, Substack & X. 

I’m only a DM away. 

It’s the most exciting time EVER to be building. 

LETS GOO!

GTM Leader | LinkedIn Top Voice | Advisor

I just took a look at the new Nooks launch.

Users of Outreach and Salesloft are going to want to take a look after what I saw with the their new AI Sequencer.

I believe they are going to seriously shake up the legacy sequencing space. 

Not a lot of people know this, but I was one of the first 10 customers of Nooks when the company was still just Dan, Rohan & Nikhil and a virtual sales floor.

As a multi-time customer, not even I could have predicted the level of execution that their team was going to put forth.

Apart from building a quality product FAST, Nooks did something (intentional or not) that is going to give them a massive competitive advantage over the next couple of years.

They owned the action/execution layer FIRST, and have now built the Data Foundation layer (Account Research, Signals, etc.) around it.

Most GTM tech orgs in the market today are doing the exact opposite.

They built the data foundations and are now trying to build an execution layer.

Why is this important?

Because the action layer is where the rep lives. If you own the action layer and do it well, it’s VERY sticky.

Reps will kick and scream if you take it away from them. Re-training tens or hundreds of reps on a new system of action is a nightmare for enablement.

Trust me, I’ve lived through the kicking and screaming.

Selling GTM tech, everybody was constantly asking us… “Can you integrate with Nooks? That’s where our reps live.”

Right now there is a full-blown race to see who will own the full “Sales OS”.

Today, Nooks made this race a lot more interesting by launching their new Agent Workspace for Intelligent Outbound.

They just added:

1. Signals (Combining live web intent with your CRM and past calls)
2. Autonomous Account Research Agents (Running in the background 24/7)
3. List Building Capabilities
4. An Omnichannel Sequencer (Executing across Email, Phone, SMS, and Social)

Imagine autonomous agents that monitor web intent in the background, cross-reference it with your CRM, draft hyper-personalized emails, and then drop the warmest leads into a power hour calling block.  Because it's actually an action layer, the feedback loop makes it smarter with each engagement. 

You can argue that they have a real chance at being the MAJOR player in the consolidation of the GTM tech stack.

They also have a massive moat of call data (50% of our own outbound meetings came from cold calls)... which a lot of other data platforms simply do not have.

​​GTM Leaders: what are your thoughts on this space? Let's debate below

(PS - go check out the massive Nooks launch ). 

#NooksPartner

SDR teams are toast. 

In fact...

SDR teams are so screwed that OpenAI and Anthropic are hiring SDR teams aggressively. 

The thing is, outbound is not a game of AI and automation. 

AI is a tool. 

Outbound is a game of: 

Precision

Timing

Deep industry expertise

Human relationships

It's why orgs like Ramp recently shut off their autonomous outbound program. 

It's why the people that make these LLMs realize that humans are still necessary. 

At least for now :)

If you prospect on LinkedIn, you should watch this. 

This is something I’ve always struggled with that I’ve now found a solution for.

If you use sequencing platforms like Outreach, Salesloft and Gong Engage you’ll know that after you do the manual steps of sending connect requests, LinkedIn activity just gets lost to the void.

There is no easy way to systematically filter for:

1. New LinkedIn connections who are actually in your ICP vs general networking contacts

2. Prospects who have accepted your request but you never actually bothered to send a DM to

This has made systematic outreach that’s coordinated more difficult.

This is no longer a problem as I’ve started to use Kondo: Superhuman for LinkedIn DMs. 

I can now:

→ Filter for connections and bulk tag them as prospects

→ Search for specific personas very easily with a fuzzy search that actually works

→ Open a custom of these personas posts on LinkedIn to build more tailored outreach

SOOO much easier. 

They have a great promo running right now if you sign up by the end of the week (Feb 28):

2 months free with this code:  https://lnkd.in/gFETw84Z

You are welcome :) 

#KondoPartner

2026 is the year to double down on cold calling.

Last year, 50% of all of our qualified opps came from cold calling. 

Keep it simple.

First, get yourself a proper data provider for cold calls so you actually get connects. 

FullEnrich has been an absolute CHEAT code for us with their 20-provider waterfall. 

They now also have amazing search functionality directly in the platform so you can build proper lists. 

Then, I break this down into 3 parts (here's an example):

1️⃣ Permission Based Opener

Hey this is {NAME}, I was actually just on the customer tab on your website at
{ACCOUNT}, and had a question. Do you have a sec?

2️⃣ Menu of Pain (most important part)

Noticed you are selling to accounts like {ACCOUNT}. Typically when I talk to SDR leaders at commercial open source companies, they’re focused on one of these three things:

1. Your SDRs see tons of developer engagement but struggle to identify which users are actually ready for a sales conversation.

2. Your team relies on community signals, but it’s hard to surface and action on real buying intent.

3. SDRs waste time digging through GitHub, Slack, forums, and LinkedIn instead of working on the right leads.

3️⃣ Open Ended Question

How are you making sure your SDRs are focusing on in-market leads?

-----

I like the menu of pain, because if done correctly and the messaging is tight, at least one of the 3 challenges is something they are likely thinking about.

This then opens the conversation.

3 days left this week. Let's get it 🫡

#FullEnrichPartner

No alternative text description for this image

How do you feel about this take GTM leaders? 

To me it comes across as a take from somebody who doesn’t fully understand GTM. 

Sure, there are a lot of incredible things AI can do to automate TAM building, lead scoring, account research, funnel optimization etc. 

But GTM is also still one of the professions that is still deeply human. 

I doubt this person has spent a lot of time making cold calls, on demos, meeting clients in person etc. 

If you believe this, you essentially believe that robots will be selling to each other only in the near future. 

No offense to you Jay Sahnan. I respect the opinion and it’s a good discussion 🙏🏻

graphical user interface, text, application

We talk about “GTM Engineering” and “Revenue Orchestration” but how does it apply to outbound? 

Here’s how you tactically execute a strategy at scale using signal data. 

Now we have the ability to capture 100+ signals at a time, transform the data and tell us which leads are the lowest hanging fruit.

That’s a HUGE amount of context for sales reps to have in one place and it means that we can now get HYPER-specific with our messaging and sequences.

Each signal that is important to your organization should have its own purpose, messaging, and sequence built out.

Step 1: Write down all the signals that you currently have access to at your organization. 

There are standard signals everybody can use (I.e. web visits) but also very specific signals to your org (I.e. software outages for an outage tracking product) 

Step 2a: Map out where each signal implies a lead is in the buyer journey

Look at the image below. You can see that a signal and therefore message has to adapt to where somebody is in the BUYER JOURNEY.

Step 2b: Create a lead-scoring system that takes into account which signals (or combination of signals) tend to imply that an individual and account is ready to buy or at least talk to sales. 

This usually happens when they are in the “Solution Aware” and “Product Aware” stage.

Step 2c: Cross reference these leads with your account level- ICP criteria. 

Not all leads that exhibit buying behavior work at accounts that are good fits for your business. (THIS IS CRUCIAL). 

Step 3: Create messaging (i.e. email campaigns, outbound sequences etc.) for each signal.

You can get even more complex here and create messaging or sequences for combinations of signals.

Step 4: Set up alerts and workflows so that if a lead provides a certain signal or hits a certain threshold they get put into the respective “campaign”.

There are many platforms to do this in… Common Room, Clay etc. 

THREE OTHER THINGS TO CONSIDER:

1. Top of funnel leads that aren’t ready to talk to sales go in automated sequences that are more focused on education (this can either be done by marketing or SDRs)

2. Mid-to-Bottom of funnel leads are sent to the sales team and are put into the appropriate sequences (emails + call scripts + LinkedIn message templates are already built out by the team). It is up to the SDRs/AEs here to do additional research and tie your product's value to your prospect’s strategic priorities.

3. Consider the size of the account and the number of owners on the buying committee. Start multithreading into the various decision makers/economic buyers who will influence your deal so you establish momentum early.

(h/t FletchPMM  for the great visual)

#sales #outbound

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Obtained a GPA above 3.5 for the entire academic year 2011-2012

Dean`s List

E3 Business Case Competition

Top Ranked Junior Tennis Player - Canada  

Talk Master Certification 

Competed against 20 business schools across the U.S. including Wharton, Stern, Berkeley and Sloan. 
This competition asked students to choose a stock to either long or short, with the only requirement of it having a 30 day SMA of over $200m in market cap. Our team, being the only international presence in the competition,  chose to pitch Iridium (IRDM), a satellite communications company, and have received a final judgement score of 24/30 based on Stock Selection, Presentation, and Q&A. 

Georgetown Stock Pitch Competition

Cold Email Conversion Machine by Florin Tatulea

Prospecting from the Trenches | Florin Tatulea | Substack

Working with Local Food Plus, a not-for-profit aiming to drive a sustainable food model to the benefit of local farmers and retailers in Ontario

There is a very simple but important question that most sales reps miss when they are selling to GTM leaders . 

And I say this from experience as somebody that buys software. 

Put simply: 

“Is your team hitting their number…What % of attainment is your team at?” 

The harsh reality is that unless you are a SVP/EVP/C-Level exec with long term incentives, the average GTM leader doesn’t really care to change much if things are working well. It’s a massive uphill battle to sell to a leader that is crushing. 

Even most VP, Sales are just trying to survive next quarter. 

It’s very difficult to sell somebody the “future” if they are at 110% of quota as a team and in accelerators. 

Saves you a lot of time as a rep. 

Just what I’ve seen over the last decade. 

Thoughts?

AE @ Gong | Closed Won 🦙 | 5x President's Club

Creating raving fans @ Gong. Founder of Closed Won. Dad to Monty 🐾 

Brian LaManna

Seeing my name on a NY Times Square billboard is not something I had on my 2026 bingo card... but nor was baby monkey Punch... so here we are. 

Huge thank you to the team at trumpet 🎺 for making that happen.

(The NY Times Square billboard... in case that needs clarifying)

Beyond the surreal moment, I want to give them a genuine shoutout for what they actually helped me accomplish this year.

I used Trumpet in every single enterprise deal I ran. Every one. Deal rooms became a core part of how I sell.

The results backed it up:
-Win rate went up
-Sales cycles got shorter
-Average sale price grew

That's the trifecta. 

And a big piece of that came down to having a professional, organized space where buyers could engage, internal champions could sell on my behalf, and nothing got lost in a 47-message email chain.

2025 was a proud blowout year for me, and Trumpet was part of that story. 

Grateful for platforms that actually move the needle.

Thanks, Trumpet 🎺

Brand partnership • AE @ Gong | Closed Won 🦙 | 7x President’s Club

6 non-negotiables for me to uncover in every sales cycle.

Without it, you're likely to lose often to 'no decision.'

And no - this is not MEDDIC.


It's the concept of 'why change' and why an investment is required.


1. 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐚 𝐜𝐨𝐦𝐩𝐚𝐧𝐲-𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐨𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞

How to ask:
↳ "Gong aside, what are the top 2-3 strategic priorities you're most focussed on."
↳ "What company-specific objective does Gong align most to, in your eyes?"


2. 𝐀𝐫𝐞𝐚 𝐨𝐟 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐢𝐞𝐝 𝐖𝐢𝐭𝐡𝐢𝐧 𝐈𝐭

How to ask:
↳ “For this new launch, through your lenses, what's the biggest single risk to making this a success?”


3. 𝐓𝐡𝐞𝐢𝐫 𝐂𝐮𝐫𝐫𝐞𝐧𝐭 𝐒𝐭𝐚𝐭𝐞

How to ask:
↳ "What metric is that most affecting today?"
↳ "Where is that at today?"


4. 𝐓𝐡𝐞𝐢𝐫 𝐈𝐝𝐞𝐚𝐥 𝐒𝐭𝐚𝐭𝐞

How to ask:
↳ "In an ideal world, where would you want to get that to?"


5. 𝐐𝐮𝐚𝐧𝐭𝐢𝐟𝐲 𝐭𝐡𝐞 𝐑𝐎𝐈

How to ask:
↳ "If you bridged that gap, have you done the math on what that would be worth?


6. 𝐖𝐡𝐚𝐭 𝐭𝐡𝐞𝐲'𝐯𝐞 𝐭𝐫𝐢𝐞𝐝 𝐭𝐨𝐝𝐚𝐲 𝐚𝐧𝐝 𝐰𝐡𝐲 𝐭𝐡𝐚𝐭 𝐝𝐨𝐞𝐬𝐧'𝐭 𝐰𝐨𝐫𝐤.

How to ask:
↳ What have you already done to try and solve that?



Uncover these 6 and stop status quo from eating you alive.

But you won't uncover all 6 of these on the first call

Discovery is a never-ending process

Not just a sales stage


P.S. Closed Won Club is opening back up in  10 days !!! Be on the waitlist for the full discount: https://lnkd.in/gRwyxSti

AE @ Gong | Closed Won 🦙 | 7x President’s Club

Software stocks just got crushed. $400B wiped out in a week.

ServiceNow down 50% from peaks. Salesforce off 40%. Even Palantir down 30%+ despite crushing numbers.

What happened? New AI models released from Anthropic changed the narrative overnight.

For the first time, investors are asking: "What if AI replaces software altogether?"

Here's the fear: Companies now have three options instead of two:

1. Buy your SaaS software
2. Evaluate 2-3 competitive options
3. Build their own / use AI agents

But here's what most miss:

As a fast growing company, would you rather pay $100K annually for best-in-class software… or divert your finite engineering resources to build, maintain, train on, and secure your own tool. 

Instead of using those engineering resources to focus on your own product/offering.

Similar to COVID, this is a moment where the strongest SaaS companies get stronger, and weaker ones fall off. 

The companies at risk? Simple point solutions with seat-based pricing that's easy to replicate.

It'll be easy to identify the "winners" a few quarters from now. 

Companies that show YoY revenue is accelerating. They are AI beneficiaries . 

Those slowing down? Their stocks will get decimated. And their down fall will become sell fulfilling. 

Exposing which companies actually have a moat, and which were just renting one all along. 


P.S. Think we see this trickle through to the private markets next... funding will dramatically slow for Software companies and "ChatGPT wrappers."

I've spent 2.5 years selling to CRO's and VPs of Sales

If you can't hold your own negotiating, you'll get eaten alive.

Here's my always / never rules for negotiating:

𝐀𝐥𝐰𝐚𝐲𝐬:
-Confirm you are vendor of choice
-Be consultative + work together
-Require a live phone / Zoom conversation
-Still schedule a next meeting after finalizing
-Share levers for better pricing (users, products, longer term, etc.)


𝐍𝐞𝐯𝐞𝐫:
-Negotiate before the 1-yard line
-Try to negotiate over email / text
-Negotiate with a non Decision Maker
-Assume that pricing is the most important
-Use discounting as a crutch for a bad business case



Negotiating is all about learning what's most important to your prospect

That is only learned through strong discovery with the right person

It's not a you vs. them situation 🤝


P.S. Buzzing the 1st masterclass today for Closed Won Club, with Palantir's previous Head of Commercial Sales (ksa) speaking to us... waitlist here for spots in March: https://lnkd.in/gRwyxSti

I’m not sure I would have been successful in 2018 as an SDR if it wasn’t in office. 

Fresh out of college, I had no idea what I was doing. How to open Salesforce, make a dial, what to say, how to handle an objection. 

We learned from screwing up together, laughing, and following each other around when we had one live. 

When we went remote in March 2021, I was pissed. I LOVED being in office. 

A few months later, I LOVED being remote. 

I had an extra 90 minutes. I started working out daily, eating healthier, and got way more done. 

It hit me how much time I was losing between the commute and office chit chat. 

I joined Gong in 2021 in big part because it was remote. I’d never consider mandatory in-person. 


2023 - we opened up a Chicago office for Gong. I went 1-2x a month.

2024 - I started going 2x a week. Was great to see people, grab lunch, and “mix it up.”

2025 - I go every single week. Sometimes once. Sometimes 4x. 

I love hybrid. Never being forced to be in office…

But having that option should you wish. 


Can anyone else not make up their mind between in-person and remote?

Or just keep flip flopping like me? 


P.S. No real point to this post other than sharing things aren’t always black and white. And it’s OK to change your opinion. OG Chicago BrightEdge crew photo below.

Nice guys finish last in sales too.

Being a pushover or a happy ears seller is a good way to get walked all over.

Selling is a 2-way street that is flow of gives/ges.

You have to respect yourself for:
-Your expertise
-Time you prepare for each meeting
-Knowledge in how best to help buyers actually buy
-Time that could be going towards another prospect or customer.

I recently had a prospect go dark for 30 days after committing to an April timeline.

When we got a meeting for early May, most sellers would just be happy they are back online and roll over.

I decided instead to call out the elephant in the room.

A few (real) questions I shared:

“Last time we spoke was April 3rd. We mutually agreed on a timeline to finalize in April and put forward a proposal that reflected that. Why did we not hear from you until early May?”

“Timelines change and we understand that… my ask moving forward is you communicate with us, just as I will with you. Is that a fair ask?”


Respect your time and expertise as a seller.

Because if you do not, no one will.


P.S. Closed Won Club opens up again in <7 days... waitlist just crossed 300+ here: https://lnkd.in/gRwyxSti

Relias team - thank you for inviting me to your Sales Kickoff!

I’ve been lucky enough to work with them for the last 2 years and they are some of the best humans you will meet. 

I got to lead an hour session on leadership deal inspection + coaching. 

And how to leverage amazing platforms like Gong to work smarter, not harder. 

Special thank you to Michael Miller Lara Badanes, MBA Taylor Seus Candace Wallace

Hope to be back in the future for 3 years in a row! :)



 P.S. The healthcare workforce is stretched THIN. That's why 14,000+ healthcare orgs turn to Relias for education, training, and workforce enablement solutions. Awesome people doing amazing things ❤️

Most painful (lost) deals I remember.

-One that had a DocuSign out for signature around March 15th, 2020. The team took a few extra days to look it over... COVID hit... and they never ended up signing.

-6 month evaluation, decided they were going to move to us from a larger competitor, and then not realizing they had an auto-renewal. I take fault for not pressing harder on this.

-21 month deal cycle that continued to push quarter after quarter for a variety of excuses, despite promising interest. Nothing as painful as a super long deal cycle with twists and turns. Eventually turned it Closed Lost.

-Running a successful evaluation with someone who told me "I am the decision maker and signer on this" ... when it came to sign, someone else blocked it from happening. Lesson learned... if someone blurts out "I am the decision maker" .... they are most definitely not the decision maker 🤣


Quickly learned to never celebrate a deal until it's signed.

Time really does kill deals sometimes.


P.S. Redesigned the website around Closed Won Club at https://closedwon.xyz/ ... how do we like it?

One of my favorite workflows right now involves Gong + Clay + Salesforce — and it's solving a problem every sales organization faces. 

Someone new joins a call. They're clearly a stakeholder. Maybe even the economic buyer. And they never make it into Salesforce.

It happens constantly. You want the right contacts attached to your deals. 

Here's the fix:

Gong's SFDC managed package already lets you push new contacts from a call directly into Salesforce. That part alone is huge. 

But here's where Clay takes it to the next level...

Once that contact hits Salesforce, Clay can enrich it. 

Verified email, accurate title, LinkedIn profile, company data — all automatically appended to the record. 

No bad data. No half-filled contact records sitting in your CRM.

Your buying committee is complete. Your data is clean. And you stop losing threads on your most important deals.

If you're running multi-threaded enterprise deals and not using this combo — it's worth 30 minutes of your time to set up.

What's your favorite Clay workflow?


P.S. A new partnership with Clay!!  Will be sharing video content of real Gong + Clay workflows. Excited to share (anonymously) how my most strategic customers are using both together.

In Year 2 of being a solopreneur, I’ve gone back to back on 6 figures in revenue.

Here’s my tech stack as a Creator (in order of cost)...

Digital Consultant
Video Editor
ConvertKit (email list, automations)
Kajabi (Closed Won Club)
Delphi (AI self)
Senja (testimonials)
Pay Kickstart (checkout)
Unbounce (landing pages)
Quickbooks
Zapier 
Wordpress
WP Engine
Video Shoot
Tax Professional
ChatGPT
Claude
ZenBusiness (Annual LLC Filing)
X
Squarespace / Google Domains
Google Workspace
Google Storage


Solopreneur over here - and an army of consultants + tech around me. 

Wild how quickly this list grows 😅 

Any thing I'm missing?

At my last company, we were required to fill out a field “NSTW” prior to every call. 

Hated having to do the admin work. But it trained my brain.
 
NSTW: Next Step to Win

This is your ideal outcome / next step from the conversation, plus 1-2 backup options. 

Now, I do it in every deal in my own notes and add it to a Mutual Success Plan.

I'll jot out all steps we've done so far to show mutual time invested.

Then I'll add the next 2-3 ideal steps in the process.
 

𝗪𝗵𝗲𝗻 𝗜 𝗽𝘂𝗹𝗹 𝘁𝗵𝗶𝘀 𝘂𝗽, 𝗜 𝘀𝗮𝘆: 
"Hey Shane - I spent some time last night building a mutual success plan to keep us fully aligned and wanted to get your thoughts on something if that's cool."
 

Plant this seed at the beginning of your call and come back to it at the end. 

Critical: Do not show more than 2-3 next steps to avoid overwhelming.

It’s a compass for what success looks like, not a full roadmap.


Great backdrop (sharing your screen) for your discovery of their decision process too.

MSP template: https://closedwon.xyz/msp/

Happy Friday all.

taplio

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