Matt Benter

The Square Table

Founder

My career began in the high-stakes world of political campaigns, where every decision could swing an election. I learned to craft messaging that resonates, moves people to action, and produces measurable results under intense pressure. There, I realized the power of psychology-driven communication—and its potential far beyond politics.

Today, I bring that same focus and precision to the businesses I partner with as the Founder and CEO of The Square Table. At TST, we don’t rely on the same tired marketing playbook many others use. 

Instead, we’ve built a system designed to drive consistent, scalable revenue by aligning the right message with the right audience—delivered in a way that cuts through the noise.

Our approach is rooted in data, psychology, and execution. From crafting brand strategies that stand out in saturated markets to building high-converting sales funnels and running rapid testing to eliminate guesswork, everything we do is designed to move businesses forward. This isn’t about more marketing—it’s about better systems. Systems that consistently attract, nurture, and close premium clients without wasted time or resources.

The skills I honed in the political arena have allowed me to help businesses across industries—from consulting firms to high-ticket service providers—break through growth plateaus and reclaim their competitive edge.

Founder & CEO

Bespoke Strategy Development: Pioneered the custom-fit approach that emphasizes a deep dive into a brand's unique DNA, ensuring strategies resonate authentically.

Brand Immersion: Revolutionized the standard consultancy approach by ensuring we don’t just skim; we immerse. This has been instrumental in crafting campaigns that capture the heartbeat, rhythm, and essence of our partnered brands.

LEADS System Inception: Conceptualized and executed our 5-step LEADS system, ensuring it’s more than a generic formula – it’s a tailor-made journey aligned precisely with a brand's vision and potential.

Guaranteed Growth: Enshrined the ethos of guaranteed outcomes into our core offerings. This isn’t merely a phrase for us; it's a commitment.

Redefining Partnership: Positioned Square Table Marketing as more than a service provider. With a focus on collaboration, we ensure every partnership is an ongoing journey, celebrating shared triumphs and setting higher benchmarks.

Client Portfolio: Serving clients ranging from startups to established entities, achieving a 90% retention rate due to our focus on mutual, reliable growth.

Pipeline Formula

Done for you sales pipeline — without list building, prospecting, tech headaches or learning copywriting. 

Our process is proven, our case studies are strong and we guarantee results.

DM me if you have questions or to learn more, visit www.pipelineformula.com

MarketLinc

Drove sales from startup to $15m ARR. 
-Developed, implemented and managed growth sales strategy.
-Managed and coached direct sales.
-Helped scale 100% remote sales-agent organization.
-Developed sales training for 100+ sales agents (mostly commission-only).
-Helped select and implement marketing automation tools and Salesforce CRM.
-Developed and validated accurate buyer personas. 
-Created and executed sales/ go-to market plan. 
-Developed sales enablement tools including video case studies, and client video testimonials 
-Refined overall go-to client strategy - becoming category leader in the security and threat management software space.


Secured 7 and 8-figure agreements with leading software companies including Kaspersky, Norton (by Symantec), Malwarebytes, Nuance, Acronis, Webroot and others.

VP of Sales

QHR Technologies

QHR Software: Grew revenue over 50% within 24 months for Human Resources/ Staff Scheduling platform. 

-Coached and mentored Canadian sales team of 5 field reps, 1 ISR and 1 marketing manager. 
-Re-built sales & marketing process. 
-Increased revenue from key accounts. 
-Secured multiple six figure partnerships with Canadian regional health authorities. 

Company was then sold for $170MM to Loblaws and shelved.

National Sales Manager

SAP BusinessObjects

Delivered enterprise B2B sales training globally for 2k+ reps. After becoming successful in B2B technology sales, this opportunity allowed me teach it to others at scale.

-Developed & delivered 3 day sales training program to over 130 North American resellers - driving over $50 million in new pipeline within 6 months.
-Delivered in-person, 4-day sales training workshops of CustomerCentric Selling© methodology to over 1,200 sales team members in North America, Asia and Europe.
-Coached North American regional managers with sales process strategy.

Program Manager, World Wide Sales Effectiveness

-Exceeded quota in first year by 33% - President's club.
-Self-sourced pipeline to sell business intelligence software to finance and manufacturing verticals.
-Founding team member for Inside Sales Mid-Market Accounts driving full sales cycles.

Inside Sales Account Executive

Maximizer 

Achieved 125% to plan selling CRM software to mid-market companies.
Same time Salesforce started selling via SaaS model.

Inside Sales Account Manager

Pipeline Creation For B2B. We Handle Outreach, You Win Clients. Founder at Pipeline Formula™

We build and drive pipeline for growth b2b tech brands. This a done-for-you service. 

What clients get;

🔹 A modern growth engine for generating more qualified pipeline without hiring more SDRs 

🔹 A demand generation system that uses signal based outreach with value-first sales assets, layered with advertising

🔹 An outbound-inbound flywheel that attracts ideal customers using relevance and credibility

Basically outbound + ads to generate and capture demand. 

—————

Some of my results and feedback from working with 50+ clients and driving over $100m in revenue:

"Brooks was instrumental in taking revenue from startup to over $15M."
-Demorie Agebekian, VP Marketing, MarketLinc

“10 high LTV customers in the first 90 days.”
-Chris Keith, Director of Sales, Zorus

"From 0 to 48 qualified meetings a month."
-Ian O'Brien, VP Marketing, Launchable

“Working with Brooks we doubled revenue.”
-Richard Fallah, CEO & Founder, VBOUT

"300% pipeline growth and 26% increase in contract value in the first 60 days."
-Ryan Bogaardt, Director of Sales, VBOUT

“Brooks's machine is as near perfect as you can get for customer acquisition... it's a system of all the things that are proven to work today.”
-Derick Dorner, Founder, ScheduleHead

I don't work with anyone, but if this sounds interesting, learn more here:

pipelineformula.com

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The Battle

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