Cosmo Tech | The Decision Twin Platform for Supply Chain, Finance & Asset Leaders at Fortune 500 Scale | Simulate Tomorrow. Decide Today.

I specialize in the messy middle of B2B SaaS scaling—taking companies from erratic growth to a disciplined, high-performance revenue engine.

Most sales teams don’t fail because they lack talent; they fail because of ambiguity.
When forecasts can’t be trusted, pipelines move only through founder heroics, and managers report activity instead of owning outcomes, you don’t need another playbook—you need an operating system.

My operating philosophy: Cadence | Ownership | Process

I install a repeatable flywheel of operational excellence:

Cadence
A rigorous Rhythm of Business—daily, weekly, and monthly operating cadence that surfaces execution risk early, before it becomes a board-level surprise.

Ownership
Managers own outcomes, not just activity. Forecasts are built bottom-up so leadership can commit without caveats.

Process
Qualification and execution are standardized before adding headcount, ensuring hiring is tied to capacity and real revenue impact—not hope.

The proof (Ekahau — SVP, Global Sales, 2019–2024)
	•	Revenue: Scaled $25M → $65M ARR in five years
	•	EBITDA: Increased $7M → $32M (margins ~20% → ~50%)
	•	Team: Built a 130-person global organization while reducing per-employee cost 25%

Selected wins
	•	Healthentic: Doubled ACV ($5M → $10M) and drove 10× pipeline growth through GTM transformation
	•	ControlCase: Delivered 34% YoY growth and 300% expansion revenue growth

Currently

Available for VP of Sales or Fractional GTM leadership with B2B SaaS companies $5M–$30M ARR. I also lead SalesGSS (revenue operating frameworks) and DigitalRegIntel (regulatory intelligence for AI/fintech).

The Senator perspective

Two terms as a Washington State Senator taught me the value of high-stakes negotiation and public accountability. I bring that same discipline to sales: clear ownership and execution when the pressure is real.

“Steve is ‘Instant Offense’ for sales—rare and valuable. World-class at creating strategic, data-driven sales teams.”
— Jeff O’Mara, CEO (Healthentic) / GM (Ekahau)

Steve Litzow

If revenue per employee is flat while headcount rises, you’re not scaling. You’re diluting.

Most $10M–$50M ARR teams are measuring the wrong thing.
They celebrate hiring.

Elite teams watch revenue per employee.

Here’s what 2026 is quietly proving:
Growth doesn’t stall because opportunity disappeared.

It stalls because attention fragmented.
New ICP.
New vertical.
New pricing model.
New feature set.
New partnership.
All rational.
All defensible.

Collectively? Expensive.

Revenue per employee isn’t a finance metric.
It’s a focus metric.

Bootstrapped SaaS companies at $1M–$3M ARR average ~$110K per employee.

Equity-backed peers average ~$94K.

Capital didn’t create the gap.

Discipline did.

Fragmentation increases decision latency.

Decision latency expands Signal-to-Action Time.

And once SAT expands, velocity stops compounding.
You don’t lose because you’re wrong.

You lose because complexity expands faster than discipline.

Pressure test your system:
• If you asked three reps to define your ICP, would they say the same thing?
• Do your top 20 deals look similar — or random?
• Has revenue per employee improved in the last two quarters — or are you hiring into flat output?
• When was the last time you killed an initiative?

Elite teams don’t run more plays.
They run fewer — with intensity.

Focus multiplies revenue per employee.
Complexity multiplies meetings.

Week 7 of the 2026 Operating Series.

Link in comments.

VP of Sales | Scaled $25M → $65M ARR | Operating Discipline for Growth & Scrutiny

FinCEN just made compliance easier.

That’s exactly why your documentation burden increased.

On February 13, FinCEN eliminated beneficial ownership verification at every account opening.

The same day, SEC Chairman Atkins testified that current crypto guidance isn’t “future-proof” without legislation.

That’s not regulatory confusion.

It’s the new supervisory model.

Fewer procedural checkboxes.
Higher expectations for documented judgment.

When regulators give you discretion, they’re not giving you a pass.

They’re giving you a decision to defend.

24–36 months from now, no one will ask:

“Did you follow the rule that no longer exists?”

They’ll ask:

• Why did you reduce controls?
• What risk assessment supported that?
• Who reviewed it?
• Where is the record?

Relief does not eliminate supervisory liability.

It reallocates it.

This week’s DRI Supervisory Brief covers:

→ FinCEN CDD relief and the judgment gap it creates
→ SEC-CFTC coordination that lacks statutory permanence
→ FinCEN’s data-driven enforcement model
→ EU AI Act entering pre-enforcement phase

Link in comments.

No new rule last week.

That’s the risk.

On Feb 13, FinCEN quietly operationalized its whistleblower portal.

Now AML, AI governance, and digital asset supervision gaps can be reported directly to enforcement — before an exam ever starts.

This changes the timeline.

Enforcement is no longer tied to regulatory cycles.

It’s tied to internal observation.

An email.
A Slack message.
A deferred monitoring upgrade.

Those can now become time-stamped federal evidence.

The real shift isn’t rulemaking.

It’s attribution infrastructure.

When regulators look back 24–36 months from now, the question won’t be:

“Did you know the rule?”

It will be:

“Can you prove you supervised in real time?”

Documentation is no longer defensive.

It’s existential.

Full breakdown in this week’s Brief. (Link in comments.)

US enforcement is accelerating through whistleblower infrastructure.

EU regulation is accelerating through statutory documentation and logging requirements.

Different systems.

Same burden.

You must be able to prove:

• What management knew
• When it knew it
• How it assessed applicability
• What action (or deferral) followed

Frameworks don’t fail companies.

Missing chronology does.

Your deal didn’t lose to a competitor.

It died in a conference room.

40–60% of B2B deals end in “no decision.”

Not lost.

Just never aligned.

At $10M–$50M ARR, most teams still sell to a champion.

But the real sale is to the committee.

If a deal is single-threaded beyond day 45, your forecast isn’t aggressive.

It’s structurally optimistic.

This week’s issue breaks down how elite teams prevent ghost pipeline.

Comment PLAYBOOK and I’ll send it.

Team struggling to book meetings or close deals? I can help | Mentored & coached 750+ salespeople to go from rookies to elite leaders. You'd be next. 25+ yrs in Software, Tech, Education/EdTech, SaaS, Travel & Wellness.

Is your team not hitting the marks? Don't know how to get to where you want to go? Are missed revenue targets keeping you awake at night? Are you worried about losing your edge in the market or losing your top talent?  

Uncertainty can be rough. While ignoring these challenges may seem small, it can undermine what you are building over time.

- lack of engagement on the team
- missed opportunities 
- loss of revenue and market share
- strengthening competition
- hostile/toxic work environment
- stalled product roadmap                                                                           

This is where I come in.

I understand the challenges experienced by business leaders and stakeholders.

With a track record of transforming uncertainty into opportunity, I offer strategic guidance and actionable solutions to navigate the road to growth, overcoming stagnation, anxiety, and the fear of failure. 

By defining clear goals, setting a clear vision, instilling confidence, and inspiring action, I help you and your organization overcome hurdles of self-doubt and empower you to grow with clarity, accountability, and purpose.                                                                                                                                                                                                      

As a seasoned sales strategist and inspirational leader with 25+ years of experience, I specialize in leading high-volume sales teams, unlocking potential, and driving results. 

Whether it's optimizing sales processes, igniting team performance, or fostering a culture of success, my expertise to date spans the technology, education, travel, and wellness sectors. My approach is rooted in storytelling, inspiration, and removing obstacles to unleash your organization’s full potential.                                                                                                                                                                                               

I am a storyteller, igniter, and builder at heart. I am passionate about empowering individuals and organizations, and I thrive in fast-paced environments where I can catalyze growth, drive meaningful change, and build sustainable momentum. 

As a strategic thinker and self-starter, I am committed to helping you overcome challenges, seize opportunities, and achieve your most ambitious goals. 

Let's connect on LinkedIn or shoot me a note at 𝙛𝙧𝙚𝙙𝙚𝙧𝙞𝙘𝙠𝙘𝙝𝙪𝙧𝙗𝙪𝙘𝙠@𝙜𝙢𝙖𝙞𝙡.𝙘𝙤𝙢. Let's embark on a journey of transformation together.

Frederick Churbuck

Most sales reps focus on getting better at selling. Top 1% closers focus on understanding how people think.

Sales isn’t about pushing a product.
It’s about guiding a decision.

Here are five underrated techniques that have nothing to do with “selling” — yet completely change your results.

𝗙𝗶𝗿𝘀𝘁: 𝗰𝗿𝗲𝗮𝘁𝗲 𝗼𝗽𝗲𝗻 𝗹𝗼𝗼𝗽𝘀.

The human brain hates unfinished stories. That’s why cliffhangers work. Instead of explaining everything upfront, introduce curiosity.

Don’t say:
“We help companies automate outreach.”

Say:
“Most teams are drowning in manual follow-ups. We found a way to eliminate that—but before I explain, how are you handling it today?”

Now they lean in. Now they want more.

𝗦𝗲𝗰𝗼𝗻𝗱: 𝘂𝘀𝗲 𝘁𝗵𝗲 𝗕𝗲𝗻 𝗙𝗿𝗮𝗻𝗸𝗹𝗶𝗻 𝗰𝗹𝗼𝘀𝗲.

Indecision usually comes from pressure. Remove it.

Try:
“I’m not here to convince you. Let’s just break this decision down together.”

The moment prospects feel in control, resistance drops. You stop being a rep and start being an advisor.

𝗧𝗵𝗶𝗿𝗱: 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗮𝘁𝘀 𝗽𝗲𝗿𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝗲.

Generic follow-ups get ignored. Thoughtful ones get replies.
Reference one specific thing they said.

Mention a detail only they shared.
Send something relevant to their world.

People don’t buy from those who follow up the most.
They buy from those who make them feel understood.

𝗙𝗼𝘂𝗿𝘁𝗵: 𝘀𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗼𝗻𝗲.

Too many options slow decisions.

Anchor the conversation around:
one real problem,
one metric that matters,
one clear next step.

Clarity creates momentum.

𝗙𝗶𝗳𝘁𝗵: 𝘀𝗲𝗹𝗹 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗰𝗼𝘀𝘁 𝗼𝗳 𝗶𝗻𝗮𝗰𝘁𝗶𝗼𝗻.
Instead of asking them to imagine how great things will be after buying, flip it.

Ask:
“Six months from now, if nothing changes, what happens?”
When people feel the pain of staying the same, urgency becomes natural.

The best sales reps don’t pressure.
They guide.
They clarify.
They make decisions feel easy.

Which of these are you already using?

#sales #salestips #salesreps #success

The 7 stages of believing you’ve closed the deal:

•⁠ ⁠Strong first call
•⁠ ⁠Clear interest in pricing
•⁠ ⁠Decision-maker added
•⁠ ⁠Internal forecast updated
•⁠ ⁠Follow-up email sent
•⁠ ⁠No response
•⁠ ⁠Deep reflection on attachment, expectations, and control

Hot leads don’t humble you.

Your assumptions do.

Consistency > emotional highs.

If this hit home, follow me (Frederick Churbuck) for more honest sales insights!

#sales #salestips #closing #deals #success #linkedincommunity

Most follow-ups don’t fail because of timing.

They fail because they sound like reminders.

“Just circling back…”
“Wanted to check if you saw my last email…”
“Checking in again…”

Let’s call it what it is.

That’s not follow-up.
That’s polite nagging!

And in today’s inbox, reminders get ignored.

𝗧𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀𝗻’𝘁 𝗳𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆.
𝗜𝘁’𝘀 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲.

The best sellers don’t follow up to remind prospects they exist.
They follow up to move the conversation forward.

Here’s the shift:

Instead of asking for updates…
bring new thinking.

Instead of repeating the ask…
add context or clarity.

For example:

❌ “𝗝𝘂𝘀𝘁 𝗳𝗼𝗹𝗹𝗼𝘄𝗶𝗻𝗴 𝘂𝗽 𝘁𝗼 𝘀𝗲𝗲 𝘄𝗵𝗲𝗿𝗲 𝘁𝗵𝗶𝗻𝗴𝘀 𝘀𝘁𝗮𝗻𝗱.”

✅ “Based on our last conversation, improving X seemed important. Here’s a quick idea I’ve seen work well for teams in your position.”

❌ “𝗪𝗮𝗻𝘁𝗲𝗱 𝘁𝗼 𝗰𝗵𝗲𝗰𝗸 𝗶𝗳 𝘆𝗼𝘂’𝘃𝗲 𝗺𝗮𝗱𝗲 𝗮 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻.”

✅ “This is usually the stage where teams get stuck between two options. If helpful, I can break down the simplest path forward.”

❌ “𝗟𝗲𝘁 𝗺𝗲 𝗸𝗻𝗼𝘄 𝗶𝗳 𝘆𝗼𝘂’𝗿𝗲 𝘀𝘁𝗶𝗹𝗹 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱.”

✅ “If priorities have shifted, we can also reframe this around your upcoming goals — a couple of ideas came to mind after our last call.”

Good follow-ups don’t feel like pressure.
They feel like progress.

Because the goal isn’t to remind someone you emailed them.
The goal is to make your message feel like the most useful email in their inbox that day.

Let others “check in.”

You?
Show up with the next step.

Follow me (Frederick Churbuck) for more such sales tips and leadership insights.

#sales #salesstrategy #modernselling #salesleadership #b2bsales

I analyzed dozens of sales conversations.
And one pattern kept showing up.

The deals that moved forward had nothing to do with the best pitch.
They had the best understanding.

Not clever persuasion.
Not perfect slides.
Not a flawless demo.

Just one simple feeling from the buyer:
“This person actually gets my situation.”

The moment that happens, something changes.
You’re no longer another vendor in their inbox.

You become someone who:
✔️ understands the pressure they’re under
✔️ sees the trade-offs they’re navigating
✔️ knows why the decision isn’t as simple as it looks

And that does something powerful.
It lowers resistance.

Because most buying decisions aren’t purely logical.
They’re emotional calculations like:

• Is this the right move?
• Will this make me look smart?
• Is this safe to move forward with?

Great salespeople don’t push harder.
They make the decision feel easier.

They make the buyer think:
“Finally, someone understands what we’re dealing with.”

That’s the real persuasion.

Not tactics.

𝗥𝗲𝗰𝗼𝗴𝗻𝗶𝘁𝗶𝗼𝗻.

When people feel understood, trust shows up fast.
And trust is what actually moves deals forward.

If you want to stand out in sales, remember this:
Before people buy your solution…

they need to feel like you understood their problem better than anyone else.

Follow me (Frederick Churbuck) for more such sales tips and leadership insights.

#sales #b2bsales #salespsychology #modernselling #salesleadership

taplio

The Battle

Steve Litzow

Frederick Churbuck

Followers

Posts

Engagements

Likes

Performance ScoreSteve Litzow's LinkedIn Performance

Performance ScoreFrederick Churbuck's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Steve Litzow

Frederick Churbuck

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Steve Litzow's LinkedIn Performance

Performance ScoreFrederick Churbuck's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSteve Litzow's LinkedIn Performance