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

Crunch Fitness - Undefeated Tribe

We’re always looking for great people with a strong work ethic and the desire to learn about the health/fitness industry done the Crunch way.

Our work environment emphasizes teamwork and continual development, enhanced by a dynamic focus on consistency to drive both the Member and Team Member experience.

We are fiercely proud of our history of promoting from within in the organization where most of our team members stay with us for the long-term growth opportunities.

True we’re not for everyone...we offer a dynamic/demanding environment that is designed to grow and challenge you in preparation for a promising career track.

You’ll notice it right from the start of our interviewing and how the entire talent attraction process works. We pride ourselves on our unique group interview events that let you know right from the beginning that things are different in our world. Plan to institute some discipline and sprinkle some swagger. No can-kickers or cave dwellers or clock watchers for management. We need people who like to do epic shit.

If you’re looking to join a successful team whether part-time or with a career in mind contact me @ tony@undefeatedtribe.com

Founder/CEO

Boomtown Accelerator

Investor/Mentor

Silicon Couloir

Mentor

SM Wright Foundation

Advisor

Biz Owners Ed

PAH Capital

Selling Sunshine

Mr. Hartl put his Planet Tan philosophy on paper in January 2011 with his award-winning business book Selling Sunshine: 75 Tools, Tips, and Tactics for Becoming a Wildly Successful Entrepreneur. 

All book proceeds are being donated to the Network for Teaching Entrepreneurship (NFTE), an organization dedicated to helping young people from low-income communities develop business skills and unlock their entrepreneurial creativity.

Book Author

Seed Wines

Co Founder/Chief Wine Hustler

Planet Tan

Founder and CEO

Tony is a Midwesterner, father, world-traveler, author, optimist, and experienced entrepreneur. As the founder and former CEO of Planet Tan, Mr. Hartl started his business in 1995 in Dallas-Fort Worth with three locations and a vision “to provide an affordable luxury where everybody can feel better about themselves." 

With 14 years of hard work, Planet Tan grew into one of the area’s most recognizable brands and had 17 locations, 200 employees, and the nation’s highest average per unit sales. 

Since selling his company in 2008, Mr. Hartl fulfilled another life goal and traveled to over 30 countries. He’s had an adventure in each one of them – diving with great white sharks in South Africa, surfing in Nicaragua, trekking Aconcagua in Argentina, sailing in Greece, and cycling through Italy. 

Along the way, he enjoyed some of the world’s finest wines and was inspired and re-energized by the beauty around him. In 2015, Mr. Hartl combined his zest for life and fitness by creating the iconic wine, Seed, from Mendoza, Argentina with a friend and fellow lover of the Malbec varietal. The boutique wine label has enjoyed early success, including a 94-point score from Wine Enthusiast for its 2015 Malbec. 

Never one to rest on his laurels, Mr. Hartl is taking on a new challenge in 2018 by launching Crunch Fitness into Central Texas. With a fresh headquarters in Austin, Mr. Hartl plans to develop over 100+ new Crunch Fitness locations in the heart of the Lone Star State and a few others.  Named Franchisee of The Year 2022 by Crunch Fitness and EY Entrepreneur Of The Year Finalist 2024.

As with all of his business ventures, Mr. Hartl has a deep passion for health and exercise. To name of few of his physical feats, he has climbed the Grand Teton in Wyoming a few times and run a PR of 2:58 in the NYC Marathon. When he’s not globe-trotting, Mr. Hartl lives in Austin, Texas and Jackson Hole, Wyoming. In each location, Mr. Hartl plays a vital role in the community.

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