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.

Carepods Primary Care

Built and marketed the first hybrid hospitality and care management model of its kind in the country, bootstrapping two pilots in two cities while also building out and motivating local teams. Responsible for all aspects of product development, marketing, human development, and go-to-market strategy. 

► Independently created a beloved, consumer-facing brand from scratch whose acquisition metrics outperformed traditional market offerings by 50%. Responsible for creative direction and development of all aspects of brand including overall go-to-market strategy and more granularly, all brand communications including press releases, direct mail, social media communications and presentations.

► Created an innovative recruiting funnel and proprietary service model for CarePods pilot teams that outperformed industry benchmarks by 900%. Recruited, hired, onboarded, and managed service flow for CarePods pilot teams. Created job descriptions, operating guidelines, organizational procedures, and Team Member Handbook. Established training protocols.

► Modeled and developed a B2B licensing model to drive national growth.

Strategic Advisor

Sherpa CRM

Chief Revenue Officer (CRO)

As Chief Strategy Officer for this SaaS Company, I reported directly to our Founder Team to provide strategic guidance and business development consulting while amplifying our brand position and awareness in the market. In addition, I was promoted in 2017 to manage all operations for Team Sherpa including direct responsibility for Product Development, Sales and Marketing, Human Resources, Finance, and Facility Management. 

During my tenure, I worked closely with stakeholders throughout the company on a wide array of strategic initiatives including development of new marketing and branding materials, reporting procedures, and implementation of an Agile framework.

By the time I moved on to pursue my entrepreneurial dreams, I celebrated, along with the Team, the massive cultural and operational growth we experienced during the journey.

Through collaboration, a new focus on employee engagement, and roll out of a massive research initiative we achieved:

► THE LARGEST INCREASE IN MARKETING INQUIRIES and new communities sold in company history achieved while maintaining negative churn.

► A NEW WEBSITE AND METRICS-BASED MEDIA CAMPAIGNS that doubled our audience size in less than 12 months.

► A REVITALIZED EMPLOYEE WORKFORCE focused on service, operational excellence, and compassion. I updated the Team Member Handbook, introduced new benefits including a profit-sharing performance plan, and established operational scoreboards that empowered department leaders.

Chief Strategy Officer

Maxwell Group, Inc.

One of the things I’m most proud of is the career advancement I’ve achieved with the Maxwell Group. After initially being hired as the Director of Public Relations more than 10 years ago, I progressed through five promotions to arrive at the COO position responsible for three in-house senior care brands, 30 direct reports, and 1.5K Team Members.

The brands I managed include:

SENIOR LIVING COMMUNITIES: 10 continuing-care communities in southeastern and midwestern USA. 

WELLMORE:  A luxury healthcare services community combining assisted living, memory care, and skilled nursing units. 

LIVE LONG WELLCARE:  A private duty home care provider.

As COO, I took radical steps to transform our internal operating culture while launching sales, marketing, and pricing strategies that ultimately led to historic sales and occupancy results. 

Some highlights during this time include:
 
► GREW PORTFOLIO OCCUPANCY 500 basis points and NOI 600 basis points while overseeing significant market-rate and internal rate increases 

► SOARED OCUPANCY from 80% to 92% in less than 10 months at target properties

► INCREASED LEAD TRAFFIC and conversion of inquiry-to tour ratios 30% YOY after initiating a campaign-based approach to marketing.

Chief Operating Officer

While the scope of my role was expanded to Executive VP in 2014, I had already been working diligently in my earlier VP Operations role (2012–2014) to transform an internal culture that was contributing to costly turnover, operational inefficiencies, and lag.

Many of the initiatives I started in this earlier role continued to unfold and develop throughout my last several years and into my eventual promotion to COO.

Some of these large-scale projects included:

► ESTABLISHMENT OF GUIDING PRINCIPLES: I established the Company’s principles to govern behavior as well as service-areas goals that are still used even today.

► CHANGES TO LEADERSHIP and COMMUNITY STRUCTURE: These changes involved nearly $2M in raises for front line staff and a new focus on bottom-up leadership. From 2012 forward I experienced ZERO voluntary turnover in direct reports and a significant decrease in portfolio turnover.

► INTRODUCTION OF A DEPARTMENT SCOREBOARD: I put the focus on family engagement and rigorous oversight on all clinical policies. Attention to team support, feedback, and quality service led us to become known industry-wide as an employer and provider of choice.

OPERATIONS PROMOTION TIMELINE:

Interim Executive Director: 2012
VP, Operations: 2012–2014
EVP, Operations: 2014–2015

Executive Vice President of Operations

After three years as Director of Public Relations (2009–2012) where I developed and implemented community public relations plans for 12 retirement communities throughout the Southeast, I was promoted to VP of Communications.

One of the highlights as VP was achieving 7 “Best of the Best” Awards from Argentum for outstanding wellness programs. Developing high-profile programs, key relationships with local hospitals and research universities, and a strong media plan were all integral pieces in my strategy to elevate our national profile and stand out from our competitors.

Vice President of Communications

Integrated Marketing, Ops and Strategic Growth Expert 📈 who excels in building teams and driving profitable business growth. A get-it-done leader💪and inspiring Team Player with world-class analytical and communication skills.

Skills Highlights Include:

✅ 15+ years of experience building performance-based cultures and empowering teams to outperform organizational goals. 

✅ Formally trained in + continuously iterating on skillsets in demand generation, enablement, public relations, marketing automation, content strategy and integrated revenue strategy environments.

✅ History of rapidly and successfully adapting to various industries and environments from start-up to established companies and from B2B to B2C environments. 

✅ Creative AND analytical strategist who uses data to build powerful stories and campaigns that catapult company growth and improve company culture.

taplio

The Battle

Matt Benter

Katie Davis, MHA

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?