Keenan .

Vice President/Regional Sales Leader Emerging Service Providers

Noted Analytics

Chief Executive Officer

A Sales Growth Company

A Sales Growth Company helps organizations solve the ever-changing challenges of revenue growth, long sales cycles, low winning percentages, and unacceptable growth numbers.  Through it's highly sought after Gap Selling methodology, ASG is quickly becoming the leader in revenue generation solutions for B2B companies around the world . . .

and we're just a killer place to work!

CEO/President

Gap Selling

Author

What it once took to be successful no longer works. The 21st century has brought its own set of rules.

Learn how the information age has turned the success game upside down and what it takes for you to win in today's game.

Not Taught

Vail Resorts

Ski Instructor

Forbes

I drop mad wisdom weekly on everything sales, sales leadership and revenue generation. You can check out my profile and follow me here: http://www.forbes.com/sites/jimkeenan/

Contributor

TechStars

Start-up founders let me help them blow it up!

Mentor

Socially Booked

Chock up another start-up failure. I'm learning A LOT!

CEO and Founder

2Wire

Responsible for 2Wires Sales strategy and sales operations including sales reporting, sales vision and strategy, governance, and management

Vice President Sales Strategy and Operations

Avaya

CEO | Author of Gap Selling | Creator of the Problem-Centric OS™ | Driving Predictable, Reliable, Revenue Growth -- Every Time

I’m the CEO of A Sales Growth Company (ASG) and the author of Gap Selling. Over the past decade, I’ve built a body of work that includes the Problem-Centric Operating System™ (PCOS), the Buyer Confidence Model, and the Problem Identification Chart (PIC) — frameworks that rewire how revenue organizations operate, forecast, and grow.

At ASG, we don’t just train salespeople. We help entire organizations transform the way they sell by aligning every GTM function to the problems buyers actually have. That’s why our work has been featured in Harvard Business Review and MIT Sloan Management Review, and why global enterprises and high-growth companies turn to us when they need to fix broken revenue systems.

I’m also a lifelong freestyle and mogul skier. In skiing, success requires precision, rhythm, and adaptability — one mistake throws off the entire run. Revenue is the same. If one part of the GTM system is out of sync, the whole organization feels it: forecasts drift, deals stall, and growth slows. That’s what the Problem-Centric OS solves — it brings clarity, control, and flow back into the system so growth becomes predictable.

ASG exists to help organizations achieve that level of performance. Our clients see higher win rates, more accurate forecasts, shorter sales cycles, and stronger alignment across sales, marketing, and customer success.

Because today’s revenue challenges aren’t about effort or talent — they’re about systems that weren’t built for how modern buyers buy. And fixing those systems is what we do.

EVEYONE WANTS SALES TRAINING 

But no one knows why. 

We see it all the time. 

The request, “We need sales training, we want to upskill our people.”  

Great, 

Why?  

“They don’t do discovery well.”
“We need more leads.”
“We’re behind on our number.” 
“The pipeline isn’t big enough.
 “We keep discounting to get business.”

OK, 

That makes sense. 

But then it happens. 

What’s your win rates? — “We don’t know”
What’s your average time to close? — “We don’t know”
What’s your average contract value? — “We don’t know”
What percentage of the team is at quota, — “Not sure”

Ok, let’s try this. 

What’s your goal for next year?  

“We don’t know exactly, but it’s probably going to be 30% higher.” 

Ok, 

Where are you gonna finish this year.

“Not sure, but maybe 100 million.”  

So you need to get to 130 million next year? 

“Yes!”  

What’s the teams run rate?  

“About One hundred million.”  

So they’re flat? 

“Yes!”  

So if I understand correctly, you want sales training becasue you’re concerned that you are NOT going to make the 2025 number and you believe the problem is the sales teams skills? 

“Yes.”  

What’s the average quota of a sales rep? 

“1 million.” 

OK, but you said you don’t know what percentage of team is at quota, correct? 

“Yes.”  

Welp, there are a lot of unanswered questions here, but it’s going to cost  roughly $3,500 a rep, or $455,000. 

“Oh no, that’s too expensive, we didn’t budget for that.” 

And there it is! 

We see it all the time. 

Sales organizations have no ideas WHY they are not making their number or are unable to scale.

Driven by fear, they look to tools or training, or anything they can to get that quick hit.  

But when push comes to shove, they cry poverty. 

The problem: 

The org is not in control of their critical success measures.
They don’t know the root cause issues behind their problems. (This usually because they haven’t properly diagnosed the problem)

Because of this . . .

They didn’t properly budget to solve the problem and therefore EVERYTHING seems expensive. 

Now they’re in shock. But they shouldn’t be. 

Investing in sales team performance, linked to key sales metrics AND growth goals should be SOP.  But it’s not. 

Unfortunately, too many sales orgs get lost in the quarterly dog fight, heads down, driving towards quota and revenue attainment today, losing sight of the fact that sales is a perpetual engine that needs to be constantly fed and maintained.  

Thinking $3,500 dollars a rep is too expensive to invest in the developement of reps, when you’re 30 million shy of the upcoming goal, and the team lacks the skills you feel are critical to hit that number is as short sighted and pennywise, pound foolish as it could be. 

You’re right, you need sales training. 

Sales rep development is the greatest investment an organization can make when it comes to revenue acceleration and GTM and making the investment is exactly the right decision. 

But not for 50 bucks a rep.

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THE SALES ENABLEMENT LIE -- 

It's . . . 
A subtle one.
Yet, a believable one.

The kind that sounds smart… until you look at your numbers.

It’s the belief that training fixes revenue.

Let me ask you something:
If that were true… wouldn’t your win rates be higher by now?
Wouldn’t more of your team be hitting quota?
Wouldn’t the “we trained them” box actually mean something on the scoreboard?

We’ve been telling ourselves a story:
“Once they learn it… they’ll do it.”
 
But will they? Do they?

Let's be honest — how many times have you said something like:
“They know what to do… they’re just not doing it”?
Doesn’t that tell us everything we need to know?

Somewhere along the way, enablement got built on Learning & Development logic.
 -Learning objectives.
 -Course modules.
 -Knowledge checks.
 -Certifications.

These are great for education. But sales isn’t education.

Sales is performance!

It’s real, live, unscripted, pressure-filled execution.

Knowing something in a training room is one thing.

Doing it in front of a skeptical buyer with a million dollars on the line?
 
That's an entirely different game.

So here’s the question:
 
Do you have a knowledge problem… or a performance problem?

The symptoms don’t lie.
 -Flat win rates.
 -Stalled deals.
 -Mediocre discovery.
 -Reps who “get it” but don’t do it.

That’s not a training issue. That’s a performance issue.

The Sales Enablement Lie is this idea that if we just teach harder…
 if we explain it better…
 if we push more content…
 somehow the numbers will move.

But they won’t.
 
Because content doesn’t change behavior.
 -Practice does.
 -Coaching does.
 -Feedback does.
 -Execution does.

Training is the introduction. Performance is the outcome.

Sales is a performance profession, not different than the NFL, Formula 1 or the Ballet. 

If you want to build a world class sales org, that consistently delivers, build a performance sales enablement engine, not a learning environment. 

HINT: No you're not already doing it.  Just get that out of your head now.

This is absolutely fantastic. Couldn’t have described it better. Perfect description of the roles of sales people wrapped in one.

I recently had a very impactful conversation with Keenan . & Celeste Berke Knisely, MTA from A Sales Growth Company. As I was learning from their amazing expertise and approach for #Gapselling, I surfaced an observation I’ve seen over the years that describes the strengths great sellers often draw on. Keenan suggested I post about this, so here it is.

Sales today asks far more of us than product knowledge and a persuasive pitch. The landscape is faster, more complex, and more competitive. Customers expect clarity, trust, and partnership. To meet those expectations, the best sales professionals I've worked with draw on a mix of different strengths.

The most consistently successful sellers have four distinct archetypes they lean into. Nobody lives in just one. Great sellers know when to switch modes and how to blend them.

The Engineer

The Engineer understands how things work in the world of their customers. They understand the problem centric world at a deeper level. They ask precise questions, break down complexity, and help customers make sense of problems that are often messy.
This archetype thrives on structure and clarity. They map out problems, identify impacts and expose root causes before defining solutions that actually solve for the root causes.

The Psychologist

The Psychologist reads people as well as they read situations. They create trust by listening with intent and picking up on nuance. They ask the questions that matter and take the time to understand the emotional side of decision making.
This archetype truly understands that buying decisions are never purely rational, and they help customers feel understood and supported in the journey.

The Performer

The Performer brings energy, presence, flair and communication skills that lift the entire conversation. They tell stories that land. They simplify ideas so they stick. They know when to lean in, when to pause, and how to keep momentum in a room.
This archetype can make complex information feel simple and engaging. They carry confidence without arrogance and help customers picture the outcome in a way that feels real.

The Project Manager

The Project Manager ensures everything moves forward. They keep stakeholders aligned, set clear next steps, and handle operational details that transforms interest into results.
This archetype is reliable, organised, and always thinking three steps ahead. They protect timelines, reduce friction, and make it easier for the customer to buy.


Sales is a profession that blends skill, discipline, process and adaptability. Sellers who consistently perform are the ones who can shift gears throughout the sales process.

The Engineer helps us define, expose and sell the Gap.
The Psychologist helps us connect, align and gain trust.
The Performer helps us communicate, inspire and activate.
The Project Manager helps us progress, secure and deliver.

When these four come together, you not only win more, you build long term trust and sustainable growth.

MySalesCoach

I help MySalesCoach customers make the most out of their relationship with MSC

Account Manager

Sales Coach (SDRs, AEs, AMs, CSMs)

Bryan Mulry Sales Coaching

Since Feb '24 I've built up a client base of people who want to do "thoughtful selling". 
Typically founders who've rinsed their network and need to build an outbound sales process, but don't want to "throw sh*t at a wall to see what sticks."

We spend 3-6 months together and some have already:
- Tripled their pipeline in 3 months 
- Spent 60% less time on the sales process because we've built a system that works 
- Started working with much higher quality clients that are willing to pay more

My coaching is not for people who think that Sales is a dirty word, it's for people who know they need to grab the bull by the horns but don't know how. 

As a coach, I can't promise that I'll always have the right answers, but I will always have the right questions...

Sales Coach

Hard Skill Exchange

I am one of HSE's Expert Sales Coaches. You can use the HSE platform to book 1:1 coaching with me (and get your employer to pay for it...)

"Hard Skill Exchange is the world’s first real-time 1:1 skill-building marketplace where proven operators upskill, exchange, and monetize their expertise. 

Bolstered by a challenger community of over 15,000 innovative C-Levels & VPs from the likes of Cisco, Okta, Salesforce, DocuSign, Gong, and many more, HSE is shattering the prevailing e-learning paradigm of static courses, mass-cohorts, content repositories, and professional talking heads. 

Additionally, HSE for teams is disrupting the traditional corporate training model by scaling 1:1 bespoke coaching, drills, and role-plays across the fastest-growing SaaS teams."

Expert Sales Coach

Salesloft

As a Client Account Executive I helped Salesloft customers to get more value from their existing investments in Salesloft and expanded the use of the software across their entire revenue orgs.

Client Account Executive

As EMEA's newest account manager for Salesloft I look after the EMEA team's SMB segment of customers and make sure they're successful with the platform and have the right contract agreements in place.

After getting to 95% of my annual target in 7 months, I was then promoted to Client Account Exec

I was EMEA's 2nd highest performing SDR in this role (shout-out to Callum McKenzie for being no.1)

I sold to companies with less than 750 employees, targetting CROs, VPs of Sales and Sales Ops. 
Salesloft helps sellers book more meetings, have better sales conversations and shorten the deal cycle by doing 2 things:
1) Automatically logging everything to the CRM so they have full visibility into what they're doing on a day-to-day
2) Putting a process in place that helps them spend more time selling and less time planning

I got to help some of the coolest companies in the world to build some of the most innovative and effective sales processes I'd ever seen, while becoming an expert on SDR processes myself. 

Towards the end of my time in this role I started to give best practice sessions to customers on:
- Understanding your customers & personas
- Finding Tier-1 companies 
- Efficient account research 
- Crafting a high-quality, personalised message in 2-5 mins 
- Delivering that message over emails, calls & LinkedIn 
- Working with AEs to make sure you get paid for your opportunities

After 18 months as an SDR, I became Salesloft's youngest account manager.

Sales Development Rep

Google

After a few months in Google Cloud they set up a new team called the "Digital Natives" team. Instead of selling to massive organisations and convincing them to move to the cloud, this team would target high-growth, high tech companies that were already on the cloud, and convince them to move to Google's Cloud instead. 
Most of these companies had been set up on AWS or Azure, and our team was tasked with migrating them from those companies and over to GCP. 
As the top-performing rep on the enterprise team, I was asked to be the first SDR on this new team. 

This is where I fell in love with selling to high-tech, high growth SAAS companies. 
Sold to all industries, including Fintech, Cyber-security, e-Commerce and B2B SAAS. 

Quickly became the number 1 performer on the team, managed to hit my Q2 target 4 days into the quarter (ended the Q on 300%). 

This is where I learned that the more fun I have while selling, the better results I'm going to get. 

I also mentored new SDRs/ BDRs on the team. Showed them best practices and helped them understand which product knowledge was actually useful


I always get asked why I left Google and there's a simple reason: I didn't care about the cloud. 
I was working with some of the best sellers in the world, I saw the level of knowledge I would need around cloud-computing to be a top-seller and decided that I didn't want to be a cloud expert. 

I wanted to be an expert in sales. So I went looking for a job that let me sell sales tech to sales reps and become an expert in sales in the process.

Senior SDR - Digital Native team - Google Cloud (Ttec)

This was my first "big boy" SDR job. 
Worked as an SDR selling Google Cloud to CTOs/ CIOs in large corporations in the UK & Ireland. Sold primarily in the Financial services, Manufacturing, Retail, Professional Services & SAAS/ IT industries. 

The main goal was to teach these massive companies why moving to the cloud was a good idea. Not an easy job, especially when they had built their entire infrastructure on a different system. 

Imagine somebody cold called you and said that you needed to re-do the foundations of your house because if you don't, the house will crumble in 5-10 years. 
That's what I was doing to CTOs and CIOs all day

Learned a lot about tech and how to work with a massive global organisation. 
I also learned that SDR'ing can be fun, but I don't like selling to massive organisations

Enterprise SDR - Google Cloud (Ttec)

MediaHQ

MediaHQ is a SAAS based press release distribution platform and media contacts database for PR and communications professionals, based in Dublin. 

In my last few months at MediaHQ I redesigned the entire customer journey, from initial marketing engagement to renewing for the 10th time. 
I also got my hands dirty on the marketing side, leading fortnightly marketing sprints with the goal of generating MQLs (mostly using email marketing campaigns and LinkedIn ads as the marketing channels)

Started the process of implementing the new customer journey I had redesigned, but left in late December 2019. 
I was about to go into my final semester in college and just wanted to be a student for a few months and enjoy the end of my time in college. 
Covid had other plans for me...
MediaHQ is a SAAS based press release distribution platform and media contacts database for PR and communications professionals, based in Dublin. In my last few months at MediaHQ I redesigned the entire customer journey, from initial marketing engagement to renewing for the 10th time. I also got my hands dirty on the marketing side, leading fortnightly marketing sprints with the goal of generating MQLs (mostly using email marketing campaigns and LinkedIn ads as the marketing channels) Started the process of implementing the new customer journey I had redesigned, but left in late December 2019. I was about to go into my final semester in college and just wanted to be a student for a few months and enjoy the end of my time in college. Covid had other plans for me...

Growth Marketer & Sales Process Developer

I did remote working before it was cool

MediaHQ asked me to stay on after my summer project, so I worked remotely whilst on an Erasmus year abroad in Germany

The main piece of work that I produced over this year was a plan that mapped out the first 12 months of the company's entry into the UK market. 
I looked at the Irish sales, marketing, onboarding, customer success and renewal processes and compared them to what UK customers were used to. 
I analysed and bought a new sales/ marketing tech stack and lead the project of changing CRMs. 

This is where I learned how to buy software, something that really did influence my life as a seller.
I did remote working before it was cool MediaHQ asked me to stay on after my summer project, so I worked remotely whilst on an Erasmus year abroad in Germany The main piece of work that I produced over this year was a plan that mapped out the first 12 months of the company's entry into the UK market. I looked at the Irish sales, marketing, onboarding, customer success and renewal processes and compared them to what UK customers were used to. I analysed and bought a new sales/ marketing tech stack and lead the project of changing CRMs. This is where I learned how to buy software, something that really did influence my life as a seller.

Marketing Strategy Advisor and Market Researcher

That was a pretty fancy title for a 20 year old! 

This job was my introduction to SAAS and when I joined MediaHQ I was only expecting to be there for 4-5 months before my year abroad in Germany (I was still in college at this time). 

They needed someone to do 2 things:
1) Market analysis of similar companies (press release distribution platforms) in the UK for funding proposals and VC conversations in Ireland. This was in preparation for a launch into the UK market. 
2) Analyse their existing customer base and find trends to create a defined ICP for the UK market. 

My main achievement in this short sting was a 30-40 page document that was a comprehensive analysis of competitor products in the UK. This found some competitive pitfalls of the MediaHQ product at the time and directly impacted the product roadmap. 

Tasks/ Responsibilities: 
- Fuelling the product development roadmap by completing 
- Analysing the demographics of current customers to inform future marketing efforts
- Researching possible future sources of funding 
- Ad hoc research to fuel a successful funding proposal to Enterprise Ireland

Business Analyst and Market Strategist

Eden Recruitment

I took on this part-time hospitality job to make ends meet during my time as a charity sales rep.
This is where I learned the importance of providing a 5-star experience to customers. 

I worked as an usher, waiter and barman in the "Bord Gais Energy Theatre", Ireland's largest musical theatre venue and as a waiter/ barman in various 5-star bars, restaurants and members clubs across Dublin. 

Most people came to these venues for a specific experience (a fancy dinner, a night at the theatre, a wedding, etc.) and my job was to provide them with that experience that exceeded expectations. Being "professionally thoughtful" was how I liked to think about it 

I really enjoyed these jobs and got an appreciation for customer service and event management from them. 


Venues worked at:
Bord Gais Energy Theatre / BGET member’s Club / 3 Arena public bars and members clubs / Seusey Street restaurant / 25 Fitzwilliam place wedding and conference centre / The Intercontinental Hotel

Hospitality Staff (Waiter/ Usher/ Bar Staff/ Host)

Independent Contractor to "Intense Communications"

This was my introduction to "hustle culture" and an unhealthy sales mindset. 
A 100% commission job selling charity subscriptions for "The Irish Cancer Society" and "The Mater Foundation" as a Face-to-Face Sales Rep. 

I was the annoying guy on the street that said "hey, can I have your bank account details for this charity?" - a lot of fun but very hard work over 12hr days. Good thing I was only 19 at the time! 

This is where I learned about building rapport quickly, manually tracking KPIs, building a sales team and crafting a compelling pitch. 
Everyone has to go through a hard time in sales to see if they can withstand the pressures of this job - this was my hard time. 

Raised €21k for the Irish Cancer Society and €10.5k for the Mater Foundation over 4 months.

Sales Rep. / Brand Ambassador

Utah Department Store

My very first sales job when I was just 15. 
This is where I learned that sales should just be a conversation between 2 people, and at some point in that conversation money changes hands. 

Working part time, I ran the Menswear floor, while also selling Womenswear, footwear and outdoor wear. 
I sold a LOT of suits in this job!

Retail Sales Assistant

If you hate selling, it’s because no one's ever bothered to teach you how to do it right...

I’m Bryan, and I’m a sales coach for 2 specific kinds of people:
1) Small business founders who need to build/ improve their sales strategies in 12 weeks or less
2) B2B sellers who want to get better at booking meetings, running deals, and doing deeper discovery


💡 My philosophy: 
"Sales is the transfer of enthusiasm from one person to another." 
If you’re enthusiastic about what you’re selling, you can be an incredible salesperson!


📖 My story: 
At 15, I was selling suits for €6.53/hour in Galway, Ireland. 
By 23, I was working for Google and Salesloft, earning £100k+/year. 
Along the way, I closed £350k in deals, raised €40,000 for Irish charities, became EMEA’s top seller at Google Cloud in 6 months, and managed 300+ sales cycles at Salesloft, generating over $1m for the business.


🏆 Why I coach: 
I help small business founders and sellers because helping people succeed makes me happier than closing any deal. 
I run a solo coaching business dedicated to taking the fear out of sales and helping you sell in a way that feels authentic to you.


🎭 Fun facts about me: 
I’m a massive musical theatre fan (mention Jason Robert Brown, and you’ll have my attention). 
I’m a big old nerd who loves "Dungeons and Dragons" and "Magic: The Gathering" 
Brownies are a weakness of mine


🚀 Let’s work together: 
bryan@bryanmulry.com 
+44 78 988 56531 
www.bryanmulry.com/contact


👉 Not sure where to start? 
Take the quiz in my featured section and get free coaching in under 3 minutes!

Bryan Mulry

"Im a Sales Celeb, I don't need coaching...." 

Sometimes, people would rather eat kangaroo anus than have their sales coaching abilities get critiqued on a live webinar in front of hundreds of people 

But not these guys!  

"I'm a Sales Person Get Me Out of Here" is happening TOMORROW where our contestants will battle it out to be known as the best sellers/ sales coaches in the jungle 

Save your spot here, you won't wanna miss this: https://lnkd.in/ezv6E9Fc

Holly Allen 
Jan Benedikt Mundorf 
Harry Monkhouse 
Lauren Reeves 
David Rolls 
Ashleigh Early 
Chris van Praag⚡️ 
David Wilkins 
Callum Matthews-Mackay 
Mike Day 
Matt Banks 

Hosted by our very own Ant & Dec lookalike, Tom Boston

Sales Coach | In-house coach @ MySalesCoach (I ask thoughtful questions for a living) | Massive Musical Theatre nerd

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