Brandon Metcalf

I’ve built, scaled, and landed successful acquisitions for multiple companies rooted in the Salesforce ecosystem and focused on solving the operational challenges that hold teams back. My background and passion for building technology companies shaped how I lead — build for scale, move with pace, stay close to execution, and focus on what actually works.

Today, I lead Asymbl, The Workforce Orchestration Company. We help organizations design, manage, and scale hybrid workforces where humans and digital workers operate as one.

Our approach combines digital labor strategy to onboard digital workers, recruiting software to hire human workers, and deep platform expertise that connects it all across Salesforce, Slack, and the wider enterprise. That includes everything from intelligent agents and predictive systems to workflow automation and orchestration across applications.

Inside Asymbl, we run this model ourselves. Digital workers now operate across multiple functions of our business, working alongside our teams every day. We prove every innovation in our own operations before bringing it to customers.

The future of work isn’t human or digital.
It’s human and digital, orchestrated as one.

Ambassador

We're hiring. Expanding our HQ in Austin, growing in India, and adding remote opportunities! 

56x growth in 3 years. Not slowing down.

Why Asymbl?

You'll join a leadership team with over a century of combined Salesforce experience. Repeat founders with successful exits. Former Salesforce leaders. Operators who've built and scaled global organizations. We've done this before, and this is the biggest opportunity yet.

You'll work at the intersection of Salesforce, AI, workforce tech, and the future of work. Workforce applications to recruit and support human workers. Digital labor strategy to onboard digital workers. Platform expertise to bring it all together.

You probably hear us talking about Workforce Orchestration. We're not just talking about it, we're living it. Our teams are achieving 30% to 70% productivity gains with digital workers working alongside them. Human and digital workers orchestrated as one cohesive workforce. That's not a pilot program. That's how we operate. If you want to be on the forefront, you need to be at Asymbl. 

And we invest in our people. That's not a talking point. It's one of our six core values: unlocking our team's potential and providing the support and opportunities they need to thrive.

Austin:

➡️ VP, Sales - We're not selling software. We're selling a new way to work. Workforce applications, digital labor advisory, Salesforce consulting. Multi-dimensional selling at the intersection of SaaS, services, and AI. You'll report to Michael Clark, our CRO. 7 years as a top-performing sales leader at Salesforce. Former Senior RVP with repeated national rankings.

➡️ VP, People Operations - Build and expand the People function for a company where human and digital workers operate as one. Lead globally across the US, India, and Canada. Reports to me.

➡️ Account Executives - Help business leaders reimagine how work gets done. Recruiter Suite. Digital Labor Advisory. Salesforce consulting. Sell outcomes, not transactions.

India & Remote:

➡️ VP, Engineering (Jaipur) - Own the engine behind everything we ship. Architecture. Delivery. Engineering excellence. You'll report to Shivanath Devinarayanan, our Chief Digital Labor & Technology Officer. 16 years building on Salesforce. Salesforce MVP Hall of Fame. Founded and exited a top-tier Salesforce consulting firm.

➡️ Plus many more roles across Jaipur and remote.

The future of work isn't coming. We're building it.

Link to apply in comments.

#hiring #Austin #India #leadership #futureofwork #digitallabor #Salesforce

CEO & Founder at Asymbl | Orchestrating the Workforce of the Future

We just announced an expanded multi-year collaboration with Salesforce, and it's a big deal for what we're building at Asymbl ... and for accelerating workforce orchestration for our customers.

This isn't a new relationship. We are a Summit Partner and have been deep in the Salesforce ecosystem since day one. What's changing is the scale. 

Agentforce 360 Platform, Data 360, and Slack give us the infrastructure to connect data, people, and AI in real time, with Salesforce putting their forward deployed engineering team alongside ours to accelerate what we're building together.

Today, Asymbl's workforce is almost a 50/50 split between human and digital workers. That hybrid workforce generated approximately $5 million in productivity impact in 2025, and we expect that to grow to between $8 million and $11 million this year.

We have customers of all sizes whose digital workers have successfully gone live, with many more in delivery now.

→ Staffing & recruiting, technology, consulting, healthcare, professional services, and more 
→ From ~$20M revenue to multi-billion dollar enterprises

The orchestration patterns, governance frameworks, context graphs, and workforce applications we've built internally are the foundation for how our customers scale digital labor responsibly.

We got there by treating digital workers like teammates, with managers, job descriptions, success criteria, and coaching. We prove it inside Asymbl first, then we bring it to our customers.

What I'm most excited about is what comes next....

We're expanding our services, launching new digital workers, and releasing AI-first workforce and recruiting products that I can't wait to show you. All of it designed to help our customers orchestrate work across the full spectrum of the agentic enterprise.

Stay tuned....

https://lnkd.in/g6KNR66y 

#workforceorchestration #digitallabor #Asymbl #Salesforce #Agentforce #Slack

Open article: Asymbl Announces Expanded Collaboration with Salesforce to Advance Workforce Orchestration with AI by asymbl.com

Asymbl Announces Expanded Collaboration with Salesforce to Advance Workforce Orchestration with AI

We've been hyping Slack as the environment for the future of work for what feels like years now, and honestly that's not going to stop.

That future is here, and we're running it every day.

Our workforce is hybrid, human and digital, and orchestrating them as one team requires more than just good intentions — it requires the right mindset and solutions, and Slack is a huge part of that for us.

It's not just where conversations happen, it's where our people and digital workers get context on what's going on across the business, execute and complete tasks, and stay on top of what needs their attention next.

That's what makes the whole system work as we keep expanding our digital worker fleet, and we're expanding it fast.

Our Chief Digital Labor & Technology Officer, Shivanath Devinarayanan, is joining Ryan Batty, VP of Global Field Marketing at Slack, to talk about exactly this on: 

📅   March 10th 
🕙   10:00 AM PST 

If you want to hear from people who actually live this every day, register below.

Link in comments.

#futureofwork #digitallabor #workforceorchestration #Slack

$800 billion in software market value wiped out last week, and everyone is debating whether SaaS lives or dies.

The stock market is doing what it does, trying to figure out how to price something genuinely new. That makes sense. But from the standpoint of actual SaaS value and the companies trying to get real returns from AI, I think the wrong question is being asked.

The real shift isn't about what happens to software. It's about what happens to the workforce that operates inside it. When part of your workforce is no longer human, the questions that matter most aren't about models or platforms. 
They're about who designs the work, who coaches the digital workers, and who understands the outcomes deeply enough to direct them.

I wrote about this in a new LinkedIn article, building on what I'm hearing from Jensen Huang, Jason Lemkin, the All-In crew, and what we're learning firsthand at Asymbl with 150+ digital workers running alongside our human team.

The SaaSpocalypse isn't about software. It's about work.

#futureofwork #digitallabor #enterpriseAI #workforceorchestration

Last week, roughly $800 billion in software market value got wiped out. The media called it the "SaaSpocalypse," and everyone with an opinion rushed t

Open article: The "SaaSpocalypse" Isn't About Software. Its About Work. by Brandon Metcalf • 7 min read

The "SaaSpocalypse" Isn't About Software. Its About Work.

For every $1 spent on software, $6 goes to services, and AI is making it possible to deliver that work at software margins. That stat comes from Julien Bek at Sequoia in a recent piece called "Services: The New Software," and it's worth reading.

Their core thesis is that the next big company won't sell tools, it'll sell the work itself.

A big thank you to Julien, as this is the thesis behind Asymbl and what we’ve been broadcasting for well over a year.

I'd push the thinking further though as I believe it's beyond the work itself, its the outcome that the work produces. That's a different accountability model entirely.

The article frames intelligence and judgement as the two axes that matter. I'd add a third: wisdom. Knowing the patterns is intelligence. Applying experience is judgement. Understanding why a decision was made so the organization retains that knowledge over time, that's wisdom, and it's what makes a digital workforce compound instead of just perform.

I'd also add the layer that makes all of it work: workforce orchestration. Not just the automation, but designing how humans and digital workers operate as one team, with roles, success criteria, coaching, and measurement. The humans don't go away, they are the strategic layer.

Julien talks about translating "spec into code, text, debugging." This part is incredibly important. The human should be the subject matter expert for the spec, meaning they need to understand the why, what, and motivation for success, and then ensure what was produced actually delivers the outcome.

This is how we operate at Asymbl today and the outcomes we deliver for our customers.

Respect to the Sequoia team for putting a framework around it. The thesis is real.

Julien's blog is in my comments, check it out and feel free to share perspective.

#digitallabor #futureofwork #AI #workforceorchestration

☁️ Cliff Simon

RevOps-as-a-Service ® | We Make RevOps Easy!℠ | GTM & RevOps Leader | Advisor

With nearly two decades building revenue engines across Fortune 20 companies and high-growth startups, Cliff specializes in GTM strategy and fractional leadership for SaaS companies navigating rapid scale. HubSpot recognized him as a 2024 Modern Sales Leader, and Pavilion named him a Top 50 CRO to Watch in 2024. He’s also won several awards for his work in RevOps. 

Outside of work, Cliff is married and lives with his wife and three small children. He keeps active playing soccer & hockey, woodworking, and volunteering with their local church.

Revenue Council Member

Most leadership advice collapses the second you walk through your front door.

In this Lodestar clip, Jayme Smithers (CRO, Traction Complete) talks about one of the hardest transitions he’s had to learn how to make: going from running a revenue organization… to being fully present as a dad.

No clichés or unrealistic expectations. We talked about the rawness and difficulty of real self-awareness with your family. Including:

- How unchecked intensity leaks into family life
- Why kids feel your energy long before they hear your words
- What it actually takes to shut work off, not just claim you did (this one is tough for me)

If you’re leading teams all day and still feel like home is tense or noisy, this one's for you.

▶️ Episode dropping this Thursday.

Just finished up the P&L Fluency course from Pavilion.

It was refreshing to take a course that took things we all already knew to be true and made it real for the new paradigm, this world where growth and ebitda dont always tell the entire story. 

Being in the CEO seat for the first time has given me an additional layer of appreciation to managing the P&L. Thankful for the continued learnings and perspective.

Thanks to Sam Jacobs for putting it together and to all in the class for the quality dialogue in the chat.

This week on Lodestar, I sat down with Jayme Smithers, CRO at Traction Complete, and had a conversation that went far beyond basic GTM mechanics.

We covered:
- What CROs consistently get wrong when stepping into the role
- Why people and process beat heroics every time
- How Traction Complete is delivering practical AI for RevOps teams

But the moments that have really stuck with me had nothing to do with GTM.

Jayme got candid about intention, presence, and leadership at home:
- Learning (the hard way) that presence is a skill
- Why intensity needs a cooldown, not a carryover
- How the same clarity we demand at work is exactly what kids need

This episode is about commitment over compliance. Live it within your team, your craft, and your family. As a father of 3 (almost 4), I found the conversation to be encouraging and emboldening. 

🎧 Listen to the full episode of Lodestar
Youtube: https://lnkd.in/eUdexBvK

He started in Wall Street boiler rooms in the ‘90s, back when pressure closed deals and buyers didn’t have Google in their pocket. Now he’s built 21 sales orgs from scratch. Went 18–3. He’s hired, fired, coached, rebuilt, and done the 500-dials-a-day grind himself.

This week on Loadstar, I sit down with Joe Fontana 🐘. Sales leader, operator, builder, the designated “Ted Lasso of Sales.”

We get into:
Why “always be closing” is outdated
Why you don’t need to know the product to close the deal
The difference between being liked and being trusted
And why cutting corners in SaaS will follow you… fast

If you’re still selling like it’s 1997, give this a listen.

If you’re between ~$2M - $10M ARR, the work you do early quietly determines how painful (or not) your next stage will be.

Most teams break, not because they chose their tools incorrectly, but because the fundamental processes behind the tools were never aligned in the first place.

A few things that are worth getting right sooner than later:

- Be crisp on your ICP and personas that sales, marketing, and CS actually use day-to-day
- Agree on funnel definitions across GTM so you’re not arguing about “what counts” every quarter (this also helps to align your various GTM teams and makes comp easier)
- Pull real product usage data into your GTM stack so conversations are grounded in reality
- Put basic territories and routing in place, even if you only have 3 reps
Treat RevOps as a connective tissue, not a back-office function, and give it a real seat at the table

When these are skipped, you won't notice immediately, but you will feel it later in the form of rework, tech debt, and misalignment when you’re trying to scale.

One more recommendation is to hire someone slightly more senior than feels comfortable. The pattern recognition pays for itself when things get messy (because they will).

Curious, for those of you past this stage, what’s the biggest “rebuild” you hit around $10+M ARR that you wish you’d handled earlier?

#RevOps is no longer just about systems, it’s about growth.

The shift is here: Top operators are moving beyond planning to become strategic drivers using AI, automation, and technical expertise.

I’m thrilled to join Anne-Charlotte Chauvet (Head of RevOps @n8n
 and Antoine Fort (CEO Qobra) to discuss how the RevOps role is evolving.
What we’ll cover:

- RevOps as a core growth lever (not just support).
- How AI & automation are scaling execution.
 -Why technical fluency is the new must-have skill.


https://lnkd.in/ePbsPbqv

Joe Fontana 🐘 has been in sales since 1993.

He got his start in Wall Street boiler rooms, teaching stockbrokers how to talk like actual human beings. At the time, the seller had the power. Scripts. Rebuttal binders. Pressure.

Now? The buyer owns the data. They’ve read the reviews and compared the vendors. They don’t need you for information.

Joe says the shift is simple: We moved from “always be closing” to “always bring clarity.”

Charm doesn’t win anymore. Competence and trust do. You have to make the buyer the hero.

He’ll tell you:
You don’t need to be liked to win business. You need to be trusted.
If you can’t solve the problem, introduce someone who can.
In SaaS, if you’re shady, the market will know by Friday.

Joe’s advice is simple: Treat your buyer the way you want to be treated.

It sounds obvious, but it’s not common.

This one’s a good one. Give it a listen.

Youtube: https://lnkd.in/er-CykJr

Open video: "You're Doing Sales Wrong" - Lodestar S1E11 Joe Fontana on youtu.be

"You're Doing Sales Wrong" - Lodestar S1E11 Joe Fontana

New issue of Lodestar is live.

This week we get into:
• The growing gap between AI expectations and operational reality
• Why platforms like Salesforce and HubSpot saw massive AI optimism priced in, and what that means for operators
• RevStar in Toronto this June
• Our upcoming AI Workshop with Alfa & Pavilion on March 4th
• Our upcoming Hackathon with 645 Ventures & Zapier (shout out for best LI profile pic) on March 24th

Go check your inbox 📬

Not subscribed?
👉 Get in the loop: https://lnkd.in/eQn9Cb-W

Additional registration links in the comments

I’m happy to share that I’ve obtained a new certification: Introduction to P&L Fluency from Pavilion!

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The Battle

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