Rich Adams

Director, Enablement Programs + Strategy 

Workiva

Helping build a culture of sales excellence & coaching at Workiva as a member of the sales enablement organization.

Lead Field Coach - Americas 

Rich Adams Sales Advisors

🌟 Freelance Sales Strategy & Enablement Expert 🚀 | 15+ Years of Success in SaaS Sales & GTM Strategy | Helping Sales Teams Excel and Delight Customers 

Are you seeking a seasoned Sales Strategy & Enablement Expert to elevate your sales team's performance and deliver exceptional customer experiences? Look no further!

🔹 About Me:
With over 15 years of experience in SaaS Sales and Go-to-Market (GTM) strategy and execution, I specialize in helping organizations define, build, and execute winning sales enablement strategies. My mission is to empower sales teams to stand out in the market and exceed customer expectations.

🔹 What I Offer:
🚀 Rich expertise in crafting and implementing effective sales & and enablement strategies
🛠️ Proven track record in GTM strategy and execution
💼 Fractional enablement leadership + execution 
💡 Modernizing sales processes and team enablement
🌐 Consulting, project-based, and fractional roles


I'm open to freelance consulting, project-based work, and fractional roles to support organizations in modernizing their sales processes and enhancing team performance. Whether you're looking to fine-tune your sales strategy, boost your sales team's effectiveness, or revamp your GTM approach, I'm here to help.

📬 Feel free to reach out for a chat! Direct message me to explore how we can work together to achieve your sales and customer experience goals. Your success is my priority!

Fractional Sales Enablement Leader | Coach | Consultant | Advisor | SME

Pavilion

Associate - Member

BombBomb

People buy from people. Humanize your sales motion using video messaging and build relationships faster, and close more business. 

Building the strategic account expansion & enablement strategy to help more BombBomb customers expand their use of video messaging to build better relationships,  drive more sales, improve productivity, and humanize their business.

Strategic Accounts, Manager 

Bravado

I fill critical enablement needs to help small businesses successfully build & onboard fractional sales teams through Bravado Flex.

- Built an end-to-end enablement strategy & sales playbook in partnership with Head of Sales to successfully onboard a flex sales team in less than 2 weeks
- Setup sales tools like Apollo and optimize for outbound sales motions + hit key sales metrics 
- Build outbound sales messaging, talk tracks, cold email templates, and end-to-end workflows 
- Facilitate live coaching + and training sessions for flex sales teams 
- Advise flex sales leaders & co-founders how to accelerate ramp time for flex sales reps

Fractional Sales Enablement Expert 

RevShoppe

Rich overhauled the enablement pillar for RevShoppe, and implemented a new enablement methodology across RevShoppe programs that will drive more value for clients and increase overall sales engagement adoption. 


‍RevShoppe is transforming sales engagement through executive strategy and tactical workflows. By optimizing operations, messaging, and enablement, our operating models empower executives to scale their go-to-market strategy and deliver an unrivaled buyer experience.

Zoom Video Communications

The front-line sales manager is the force multiplier of a sales organization. Unfortunately, most revenue teams forget about enabling their most important player. 

Following the “Zoom boom” I had the chance to build Zoom's first sales manager excellence program with the help of an amazing team that was designed to help sales managers excel in their roles, elevate their team's performance, and create a healthy and winning sales culture. 

I had the chance to train hundreds of new and existing managers on cutting-edge coaching strategies, new tools, and leadership best practices.

Sales Enablement Manager, Manager Execution 

After successfully building the training & enablement strategy across Zoom's sales tech stack that was critical for a successful IPO, I got the opportunity to build a specialized team focused on driving strategy, enablement, and innovation of the global sales technology stack. 

We built dynamic sales playbooks, influenced how and when sales tools were used through the sales and buyer journey, drove adoption strategies,  and continued to push the limits on how technology & AI can empower the revenue organization at Zoom. 

We helped the global team accelerate & build pipeline, increase win rates, add predictability to revenue, and enhance Zoom's pipeline management & forecasting process through better use of tools.

Creating the scalability of systems and tools enabled Zoom to scale ($100m - $4B ARR) at a rapid rate during the pandemic where speed and agility were critical.

Core Sales Tech Stack 

✔️ Outreach  
✔️ LinkedIn Sales Navigator 
✔️ Chorus.ai
✔️ Clari 
✔️ People.ai 
✔️ GURU 
✔️ Workramp 
✔️ Zoominfo

Manager, Sales Tools Strategy (RevOps)

I was hired to join the nimble sales enablement organization that would end up training & onboarding the core sales team that took Zoom through one of the most successful SaaS IPOs. 

My focus was to maximize ROI and adoption of the sales tech stack through creative training and mapping key sales tools to critical stages of the sales and buyer journeys. 

I created hundreds of training modules, videos, and tutorials, and led 100+ live and virtual training workshops focused on driving sales velocity through better use of sales tools. 

This function was critical in scaling Zoom through a successful IPO and setting the table for hypergrowth.

Sales Tools Trainer (enablement manager)

Conga

Conga acquired May 2020 by Apptus 

Promoted to lead and build out Major Account Sales  & Account Management Team, focused on growing strategic accounts in North America (1,000-5,000 employees), accounting for 50% total MRR bookings eventually leading to successful exit.

Manager, Major Account Sales

Launched Conga's first Global Account Management team focused maximizing customer value, and  driving upsell and cross-sell of Conga's full suite of intelligent document automation products to global customer base. Was instrumental in building the install base sales model that fueled record 200% YoY growth,

Manager, Account Management

Ambassador - Referral Marketing Software

Ambassador acquired by West Corp Oct 2018

Successfully built out Ambassador's Denver based enterprise sales office.  In first 90 days, developed a  new business acquisition & account based sales strategy that consisted of hiring and training  an outbound SDR team that drove a 40% increase in outbound sales opportunities across the global sales pipeline, fueling the rapid adoption of Ambassadors platform across B2C and B2B companies in less than 12 months.

Manager, Enterprise Sales

TapInfluence

TapInfluence acquired by IZEA July 2018

Brought in by executive team to build direct SaaS sales engine, and aggressively drive the adoption of TapInfluence platform across enterprise brands & agencies through creation of scalable outbound sales model, and overhaul of lead to cash process. 

Instrumental in closing large enterprise $100k+ ARR deals with Comcast, Boulder Brands, Demand Media, and other large PR and Advertising agencies to jumpstart SaaS model.

Enterprise Sales

I help sales professionals elevate their communication and customer experience with video messaging. With over 15 years of experience and expertise in SaaS sales and enablement, I have a deep understanding of the challenges and opportunities that sales teams face in today's competitive and dynamic market.

My passion is to modernize the sales profession and transform the way salespeople connect with their prospects and customers. I have a proven track record of building and leading high-performing sales teams and enablement functions at fast-growing SaaS companies, such as Zoom, where I helped the company grow from $100M to $4B in revenue in 3+ years. I believe that selling is not about pushing products, but about helping customers achieve their goals and challenging the status quo. 

Let's work together to lift each other up and maximize our potential.

Trevor van Woerden 🐓

Trevor van Woerden @ INFUSE

VP of Commercial Demand, North America

INFUSE

Director of Strategic Accounts & Campaign Architect

INFUSEmedia is a fully integrated, data-fueled, demand generation engine that offers a host
of industry-leading solutions designed to help B2B organizations drive quality interest.

As a full stack sales rep, my role is to identify contacts => initiate engagement => deliver value messages => negotiate contracts => be accountable to outcomes.

Senior Account Executive

Hotness Unleasher Studios

Founder

Accident Data Center

In this role, I handled all sales and marketing functions for this 3/4 person startup, and I loved this experience.

We sold to Personal Injury lawyers around the US, and I particularly enjoyed them as clients. 

- over 60 new Personal Injury law firm accounts closed
- over $750k  revenue generated

The goal of the company was to demonstrate the opportunity of topical curation against a geographic structure while developing the artificial intelligence technology to support it at scale. 

Unfortunately, the dev team couldn't pull off the AI, and Google stopped rewarding curation. The site died, and the company died with it.

Director of Sales and Marketing

Dex Media, Inc.

I really wanted to like this job, and there were parts of it that I really did enjoy. But the problem was that it was built on a print product that was in fast decline, and I was there near the end of it to mop up whatever I could under increasingly fearful managers. The company eventually went into bankruptcy and was reborn as Thryv, but my timing was just all wrong. 

7-14-14 - highest ranked DexMedia Marketing Consultant in Washington State YTD.

3-31-15 - highest ranked DexMedia Marketing Consultant for new/non+increase out of ~90 reps in the Northwest region.

Marketing Consultant

Mediabistro

This role was responsible for generating advertising revenue through hunting new accounts. Secondary functions included new product innovation and development, managing business development partnerships, project management, and strategic input. 
-Grew revenue by 15% YOY 2011-2012 for Inside Network 
-Conceived and launched 5 new advertising products: Audience Extension, Inside Solutions,    Sponsor Highlights, Newsletters, and Full-width banners 
-Launched Sponsored Posts for over $100k in new revenue in Y1.
-Led the consolidation rollout of Inside Network into mediabistro

Senior Sales Manager

Bellingham Vacation Rental, LLC

We repurposed our primary home to be used as a vacation rental
-Prioritized and executed refurbishment projects that would appeal to an upscale market
-Advised marketing strategy including Facebook, VRBO.com, AirBnB.com, TripAdvisor, and Craigslist
-Y1: $38k revenue. Y2: $45k revenue. Y3: $50k revenue projected
-facebook.com/bellinghamvacationrental
-vrbo.com/326141

co-owner

QuinStreet - internet.com

This hunting role focused on generating revenue from new accounts. Secondary functions included new product innovation and development, and strategic input.
-Focused on CPL, CPC, and CPM based campaigns
-Identified, acquired and managed direct to client and agency accounts including SalesForce, F5 Networks, Quantum, BlueArc, InterSystems, Infragistics, VMWare, and Verio
-Consistent on-target/over-target performer against $1MM to $2MM annual quota
-Launched HotList product line and ranked #1 in sales for both direct to client and agency business

Client Strategy & Development Manager

Bellingham Insurance, LLC

Bellingham Insurance, LLC was an extension of the MetLife insurance agency model focused on non-standard commercial, flood, life and health insurance products. The primary purpose was to transition out of insurance and capture revenue from existing lead pipeline.

Owner

MetLife

This was a hybrid owner/agent model where I built an insurance agency from scratch for MetLife by hunting new clients. I also took on independent agency relationships and cross sold multiple product lines while managing personnel, marketing, and business development relationships.
-Grew local auto and home insurance agency from ground up and acquired more than 600 individual and commercial clients while maintaining over 91% customer retention rate
-Recruited, hired, and supervised highly proficient support staff in response to rapid business growth to ensure superior customer service
-Granted Advanced Property and Casualty Council Award for P&L balance (2004 – 2006), qualified for sales volume awards each year, and consistently ranked in top 10% of MetLife Agents for new business production

Property & Casualty Specialist

Buyers are in charge of their purchase journeys in 2025, and GTM teams must adapt.

The old lead gen + SDR outbound playbook has struggled for an eternity because it doesn't offer value to buyers. Adapting tools and workflows to meet buyer needs and turn them into hand raisers will take commitment to developing your brand, to understanding real time ICP data, participating in relevant ecosystems, and equipping sellers with relevant messaging when buyers engage.

A few more things I like to say...

Creator Motion is what selling like a marketer means.  

Your LinkedIn audience isn't interested in what you sell, they're interested in how you go about selling it.

The final decision often doesn't get made until after you've made your final decision.

Process >>>>> Goals

achievement => confidence => ACHIEVEment => CONFidence => ACHIEVEMENT => CONFIDENCE

Persistently doing the wrong things will persistently yield undesirable outcomes.

There is no failure, only data.

Sales sourced opportunity mandates are bad.

On parenting: without quantity time, you'll have way less quality time.

ps - I also produce a livestream called "The Hotness Unleasher Show" - it has its own business page, but it's not a business. It's a passion project. The point of it is to 1)practice with a channel that is largely underutilized on LinkedIn 2)make friends 3)fight against LinkedIn stuffiness.

This really is my favorite role to date. The company affords me extraordinary latitude and autonomy to represent the company as I think best. I am encouraged to think creatively, solve problems, continuously learn, and take risks. 

My managers trust my intuition and experience to do the work competently. I'm never asked to do anything without the utmost integrity and fair dealing.  

I am accountable to outcomes, so the processes of working with clients, figuring out what they are trying to accomplish, coming up with ways to do it, and making sure it all goes smoothly are all rewarding.

taplio

The Battle

Rich Adams

Trevor van Woerden 🐓

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