For over 15 years, I’ve built high-performing sales teams and coached individuals at every career stage, closing over $100M in software sales. Now, I help sellers accelerate their growth, leaders build resilient teams, and founders scale revenue engines through proven GTM processes.

My clients describe me as process-oriented, an excellent communicator, and someone who helps them unlock their potential.

If you’re a seller, leader or founder seeking guidance to accelerate your outcomes, let’s schedule a call via the featured section below!

Mats Uddenfeldt

I wish someone had told me this in my first year of sales:

(It would’ve saved me a lot of stress and a few bad habits. )

1. Don’t take it so seriously.

Sales isn’t life or death. The pressure can be intense, but remember to breathe and keep perspective. At the end of the day, it’s just a job.


2. Show up to help, not just sell.

Sometimes the best move is to qualify out or even recommend a competitor. The trust you build with honesty will pay off later. Often in ways you can’t predict.


A seller I coach asked me about this recently.
It reminded me that the lessons you learn early shape how you sell for life.

If you could go back to year one, what would you tell yourself?

Driving GTM Excellence for Sellers, Leaders & Founders.

Chasing big goals isn’t supposed to feel great all the time.

At yesterday’s EliteGTM exec session with Luca Lazzaron on Scaling Culture Without Losing Control, one insight stood out:

The rule of thirds for performance:
- A third of the time, you’ll feel great.
- A third, just okay.
- And a third, absolutely terrible.

That last part doesn’t mean you’re failing.
It means you’re in the middle of something hard.

Most people panic in that tough third.
They second-guess, look for shortcuts, or quit too soon.

But if you expect the ups and downs, you don’t overreact.
You keep going.

And when you’re leading teams, the same rule applies.
Your job is to normalize the tough third. Not fix it.

A coach helps you see where you are in that cycle, and how to move forward when it feels rough.

Who helps you push through your tough thirds?

Most deal reviews stay internal.
Next week, EliteGTM is breaking that rule.

They’re launching the first Global Deal Review Hour where sellers bring real deal challenges to a global community of 600+ tenured GTM leaders.

In one hour:
- Stalled deals move.
- Dead deals revive.
- Sellers level up.

No deep dives or customer names.
Just quick, actionable reviews.

And for this first session, it’s free.

Want to join? Comment or drop me a note.

The best sellers don’t sound like sellers.

They sound like:
- Experts
- Problem solvers
- Someone worth trusting

That comes from unselling.
Leaning back instead of pushing to close.

My instinct was always to listen first.
To diagnose. To give real advice.
Not pitch. Not push.

But some orgs still ran the old playbook:
- “Overcome objections.”
- “Control the call.”
- “Push the close.”

So I forced it. And it killed my edge.

The moment I stopped trying to sound like a seller, and went back to sounding like myself, my numbers took off again.

3 ways you can start unselling today:


1. Don’t rush the close. Test urgency.

→ “Why not wait until next quarter?”

Their answer tells you everything.


2. Challenge the status quo.

→ “What’s working well today? Why even change?”

Uncover a critical reason to act now.


3. Invite criticism.

→ “If any part of this doesn’t fit how you work, tell me.”

Honesty builds trust faster than pitching ever will.


Unselling isn’t passive. It’s powerful.

Because when you create space, buyers lean in.

Or you can qualify out.

3 ways you can start unselling today:

Most sellers answer too fast.

“Do you offer discounts?”
→ “Of course!”

“Can you integrate with X?”
→ “Yes, we can!”

“How are you different from X?”
→ “Our USP is…”

You think you’re being helpful.
But when you jump to answer, you miss an opportunity.

Before you respond, find out why they’re asking:

“Do you offer discounts?”
→ “Happy to explore. What’s driving that question?”

“Can you integrate with X?”
→ “It depends. How are you planning to use it?”

“How are you different from X?”
→ “Good question. What outcome are you looking for?”

That’s how you get closer to the truth.
And often, it changes your answer completely.

From top performer to novice manager to trusted leader:

Early in my career I had a sprinter’s mindset. I was motivated to get ahead by outworking others and having an impact autonomously.

This made me super successful as an IC.

But in my first leadership role, it was obvious that this approach didn’t work.

The problem? My sprinter’s mindset left little room for others to learn or grow.

Later I learned to make a major mindset shift.

Instead of operating as a sprinter, I thought of myself as a long distance coach.

I needed to be able to pace myself so I could have sustained impact over a long time, empowering my team to do the same.

Here are 3 ways you can start making that shift:

(I’m still working on 3)

1. Go slow to go far
Don’t just sell your vision, enroll your team and bring them along for the ride. 

Start with why.
Delegate with context.
Ensure everyone’s on board. 

You may need to move a bit slower, but it will help you go further.


2. Set a sustainable pace

Enable your team to do their work at a sustainable pace.

They will take cues from you: when you send emails, how you balance your work/life, and how you delegate during PTO.

If you want a peak performing team, make room for rest and recovery.


3. Ask questions instead of giving answers

This is a big shift if you used to thrive as an IC by quickly solving problems autonomously.

As a leader, your role isn’t to give answers.
It’s to help your team figure it out.

Partner to discover solutions instead of giving directives.
Prompt them to think critically and your team will build confidence and have even more impact.


What mindset shift has had the biggest impact on your career?

I've never met a top 1% sales rep who doesn't prospect religiously.

I mean the very best. The ones at the top every quarter.

You're never too senior to build your own pipeline.

Here's why:

1) Ownership and control

Taking charge of prospecting gives you full pipeline control. You can quickly adapt, seize opportunities, and build stronger client relationships.


2) Unpredictable changes

BDRs/SDRs might get promoted or leave, creating pipeline gaps if you rely solely on them.


3) Consistent pipeline

Consistent prospecting ensures a steady flow of deals, reducing the risk of pipeline gaps from market changes or slow inbound leads.


4) Skill development

Regular prospecting hones your skills, keeps you sharp, and aligns you with market dynamics and customer needs.


5) Inbound flow

Inbound leads might go to someone else. Also, outbound deals are typically 4x larger, as you shape requirements rather than just fulfill requirements.


Top performers know prospecting is a mindset.

Stay proactive. Stay at the top.


How do you invest in your pipeline?

Why you're never too senior to build your own pipeline:

Delayed rewards are often the most meaningful ones.

Because the best work pays off on its own timeline, not yours.

A month after running my half marathon, the medal and shirt finally arrived.

A good reminder: important stuff rarely pays off instantly.

Not in sales.
Not in your habits.
Not in anything that matters.

You put in the work now.
You collect the payoff later.

And some fights demand that mindset even more.

Ukraine’s fight isn’t about quick wins.
It’s about staying committed long after the world stops paying attention.

Because the best results rarely come fast.

In business. In life.
And in the fight for freedom.

#SlavaUkraini

Monique G.

SMB Account Executive

DigitalEd

Senior Account Executive

Self Employed

Consulted with MightyScout, an influencer marketing SaaS company, to create their first sales playbook, SOP for new hires and client onboarding roadmap.
Consulted with Occuspace, an occupancy monitoring SaaS company, to identify inefficiencies in their GTM strategy. I created and tested a sales process that nearly doubled their ACV (from $8K to $15K) and decreased time to close by nearly half (from 9 months to 4 months).

Seesaw Learning

Leading revenue generator for SMB team and second all-around revenue generator for east coast sales team.
I founded an initiative that reduced churn rate by 10%. I worked with the implementation team to design an improved client onboarding experience for SMB clients.
Used Salesforce to create strategic outbound campaigns, leading to 25% of my meetings booked coming from outbound efforts.

Account Executive

Everyday Speech

Founding Sr. AE, promoted to Sales Team Lead in 2021.
Created team's B2B sales process as Sr. AE; tripling ACV in 2021.
Built the largest partnerships in company history with Cypress-Fairbanks ISD, Portland Public Schools and San Diego Unified School Districts; reaching 200% annual quota in 2020. Used consultative sales skills to retain 96% of existing customers after the pandemic, and added over 40 new school districts in 2021.

Sales Team Lead

Sales approach included conducting discovery and applying industry knowledge to craft customized solutions to fit the unique situation of our customers, especially during the pandemic.

Watertree Health

Started as a part-time outside sales rep, managing and providing customer support 190 mid-market accounts.
Promoted to Regional Sales Manager in 2017, leading a team of 30+ outside sales reps across the Southeast US.
Analyzed Excel reports detailing client usage data and devised upsell campaigns, resulting in a 14% and 22% increase in new business in 2017 and 2018.
Used data to identify client usage gaps, and through rep coaching, improved usage by at least 8% MOM across entire territory in 2018.

Regional Sales Manager

Highlights: 
Account manager for a territory of over 100 accounts with a 75% activation and 90% retention rate.

Outside Sales Representative

EdVenture Partners

Efficiently managed over 150 mid-market accounts, guiding university professors through customer journey from discovery through account management.
Maintained 92% client retention rate with eligible universities, resulting in the expansion of the Facebook Global Digital Campaign.
Built client reporting system to track, analyze and improve customer retention process.

Key Account Manager

Playwire

After a successful 90 day ramp period, I initiated, closed and managed 35 new clients in a 6 month period.
I built a system to track client feedback and proactively scheduled biweekly meetings with the dev and marketing teams to share client feedback. Those meetings influenced product roadmap timelines and GTM messaging for existing clients.

Business Development Specialist

CentralReach

Founding Marketing Hire
Handled content creation and marketing for startup.
Worked closely with senior sales team to create outbound marketing campaigns to generate qualified leads. 
Collaborated with support team, serving as senior support lead to resolve escalated tickets for Enterprise clients.

Marketing Specialist

GRID Alternatives

Founding Outside Sales Rep
Closed over $1.1 million in business between 2009-2011 and over $800K during the first six months of 2012. 
Account manager, handling an average of 40 accounts. 
Salesforce trained to track performance and grow my territory. 
Developed strategies to optimize territory outreach, outbound prospecting, and business development.

Outreach Coordinator

Until I started my sales career, I was a jack of all trades, master of none. That changed when I began working with GRID Alternatives - a non profit solar installer and startup - as one of the first GTM employees. Non-profit and GTM don't necessarily go together but in this case, my team was responsible for revenue generation. So, it fits. 

From there I've developed GTM skills and experience; specifically developing sales strategy for startups, creating 0 to 1 playbooks, implementing consultative sales techniques, closing millions of dollars in revenue and managing sales teams.

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Mats Uddenfeldt

Monique G.

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