Sales Hustle is now Sales Transformation
Dec. 22, 2021

#217 S2 Episode 86 - Helping B2B Tech Companies Scale Better, Smarter & Faster with Matt Green

This episode of the Sales Transformation Podcast with Collin Mitchell features Matt Green, Chief Revenue Officer at Sales Assembly, a B2B tech industry-only scale as a service platform.

Collin and Matt talk about their first sales jobs and cutting their teeth in Boiler Room-type environments where all that mattered was fulfilling the quota, no matter what it takes.

Matt shares the often painful lessons that he learned and specified those that he took with him even when he transitioned to a job in JPMorgan Chase, where taking the interests of the client came in first.

Matt also talks about the work he does in Sales Assembly, where they help B2B companies scale efficiently and effectively by providing them tools, resources, and training programs.

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  • A life earned in sales
  • Life in a boiler room-type sales environments
  • Learning to put the client's interests first
  • Scaling as a service with Sales Assembly


Matt: "If I'm on a call with a prospect, I'm gonna be brutally honest as to whether or not I think, what I'm offering, you know today's Sales Assembly for example, is going to be a good fit for them or not. If it's not, not only am I going to tell them so, but I'm gonna go the step of actually recommending, well here's some other avenues, some other outlets, some other providers that are gonna make much better sense for you than what we have to offer at this time."

Collin: "I'm not really sure why a lot of sellers are so scared to be just brutally honest and authentic with prospects from the very beginning. I think It's kinda fear-based, right? They're scared they're gonna scare the prospect off or whatever the case is, but it actually strengthens relationships, it builds a level of trust and rapport when you tell them not what maybe you think they want to hear."

Matt: "It's easy to justify bending the truth, shading around the edges a little bit in order tog et that done. I just think when you start going down that path, it's easy to take it one degree further the next time until you do eventually reach the point where you're just not being honest in any way shape or form with the people that you're talking to."

Matt:  "Providing a platform to all these companies to take advantage of all these tools, resources, programs and expertise that would help them scale in a much more efficient and effective manner, that's the thesis on which Sales Assembly has been built on."  

Learn more about Matt in the links below:

Learn more about Collin in the link below: 

Also, you can join our community by checking out If you're a sales professional looking to take your career to greater heights, please visit us at and set a call with Collin and Chris.

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[00:00:00] In the world of sales, you either sink or swim or breakthrough to the next level. My name's Colin Mitchell. And this is sales transformation, a new kind of sales show designed to bring you through the epic life-changing moments of elite sellers. So you can experience your own sales transformation.

[00:00:24] All right. Welcome to another episode of sales transformation today. I've got a special guest for you. I've got Matt green. He is the chief revenue officer over at sales assembly. Um, he, it, which is a B2B tech industry only scale as a service platform. Matt, welcome to the show. I'm good. I'm good. How are you?

[00:00:47] I'm doing good. Doing good. I appreciate the short bio, but we got a lot of blanks to fill in here. So let's jump right in and just kick it off with, you know, where did your sales journey start? Uh, sales journey. Geez, good question. You know, when I think back, you know, I realized that I've never outside of working, you know, my first job was a paperwork.

[00:01:09] Not long thereafter working the drive-through at taco bell. Um, but I think from the age of 16, um, I never worked a job that wasn't in some way, shape or form, um, compensate that, that compensation tied to some sort of incentives. Right. You know, that started by parking cars, valet, you know, when I was 16, um, I've always had some type of commission level role.

[00:01:32] In fact, Um, and my adult life, I've never actually worked in a job where I made an actual legitimate salary and say until maybe I turned 28, 29, um, you know, grew up in a very, if you've ever seen the movie boiler room, uh, as I'm sure many people probably have, uh, my adult career began in, in an environment that was very, very sick.

[00:01:59] So that from, uh, from beginning to end, um, even more so than the financial services industry. So yeah. Sales has been, you know, for better, for worse as part of my DNA and my upbringing since I was a, a, since I was a young lady. Yeah. Yeah. Um, I think a lot of people cut their teeth in a boiler room type environment and including clinic myself, there's, you know, the simplest way I can describe my own experience.

[00:02:26] There is there's a lot of good things I learned and a lot of bad things. So a lot of habits that I had to unlearn. Yeah. Yeah, no, I would completely agree. I mean, of course there are a lot of bad habits that you have to unlearn, but yes, they, I wouldn't be where I am today without all of the learning sometimes extremely painful or things that, uh, you know, that I took away from going through that experience for, you know, almost close to a decade.

[00:02:51] Um, again, especially stepping into my first. You know, my first adult career, adult job after college into that type of environment, uh, it was definitely trial by fire, but taught me a lot. Yeah. Yeah. Do you have any examples you could share with us of some, some tough learnings, uh, early on that you, uh, learned a lot out of and stuck with it?

[00:03:13] Yeah. You know, tough learnings. Th there was a sense of sticktuitiveness and determination that is that, you know, it is a requirement in order to survive in an environment like that. And for example, you know, my, my first. Professional career. Um, you know, we have a system where, you know, we, we didn't have five day work weeks.

[00:03:39] We had six day work weeks cause we were required to be there, um, from nine to noon on Saturday mornings. Um, but five days a week, um, Monday through Friday from the hours of five to 8:00 PM, we would have film clinics as what they were called, where we get together in a big room. Again, similar to boiler room style have 300, 350.

[00:04:00] Um, extremely old stale leads that in some cases for many years old, and we had the smile and dial for three hours straight with the ideal angle on a good day, maybe setting two appointments right now, perhaps maybe three appointments. Um, so when you do that day in and day out, week over week, year over year, and then you transition into what you and I probably understand maybe many of the listeners on this podcast understand that it's a more traditional sales.

[00:04:30] And you take a look at the responsibilities. Um, and I guess more importantly, the, the route to success, um, looks a lot simpler, you know, in, in the new world than it did may have previously, you know, when you're chose getting started in an environment like. Yeah. Yeah. There's I mean, there's some, there's some good things that come out of, you know, those type of environments.

[00:04:52] Like you do learn some just good old fashioned hard work, you know, and dealing with rejection and, you know, putting in the work to, to, to hit your numbers. Right. Which, um, some people don't do that. Don't have that experience. Maybe they should write. Um, but then there's also the, the kind of negative side of it.

[00:05:15] Like, you know, I was in a very similar environment, not as many people as you described, but you know, uh, there was no focus on the, the, the, the people or the prospects. Everybody was. Treated like a transaction, they would sit, you know, what were you selling? If you don't mind my ass? I was selling like office equipment and supplies.

[00:05:35] Um, and we were supposed to make a hundred, you know, plus dials a day and we had a very, um, Very typical script. It was like, you know, you had some sort of opener to sort of break the ice and then, um, and then you'd, you know, kind of get, build a little rapport quick. Um, and then you'd eventually like throw out an offer if they didn't buy something, you'd throw out another offer, you know, a revised offer.

[00:06:00] Um, if they didn't buy, then you would, um, Change the subject, try to build a little more rapport throughout another offer. People are a little wore down at this point. Right. Um, and then if, if they didn't bite them, like you better get a commitment for a future order. And it was like, just do that a hundred times a day.

[00:06:17] Yeah, no, that, uh, sounds like a lot of fun. And again, you know, sounds fairly similar. Um, yeah, we, so we were selling financial planning services. And it was it's keep in mind. You know, I was straight out of college, uh, 22, 23 years old, um, you know, got my $300 suit on, you know, that, that I'm wearing to the office every day.

[00:06:41] Uh, and you know, calling the people that were, you know, actually. Career holder's successful in saying like, Hey, I'm a 23 year old kid. Not only am I the right person for you to entrust, uh, your investment strategy. Um, but also you should pay me a fee for the pleasure of doing business with me. So, you know, that type of sale, again, that early on in my career, uh, that the fact that I was able to have, even just the, you know, Monica, you know, modestly.

[00:07:13] Of success early on. Yeah. I think to the point of your original question provided a good foundation for me to sort of build off of, as I got further, along in my career and moved away from an environment like that. Yeah. But Hey, you were dressed for success at least on paper. I have a suit and that's what mattered.

[00:07:34] Yeah. All right. So let's fast forward a little bit, you know, when did the, when did the way you thought about selling sort of changed.

[00:07:45] No, I I'd say that it's, you know, probably changed right around the time that. That I moved away from my, you know, from my initial, um, you know, the initial career or, you know, the, the role, I should say that metrical for mentor more of an established organization. Um, JP Morgan chase, you know, obviously one of the largest companies in the world.

[00:08:10] And there was a, you know, a. Uh, a much more refined pivot that I had to go through. And I think you spoke to it a few months ago, as far as leading with the valley. Right because it was a completely different environment to operate. And, um, we were fiduciaries at the time, which of course in that industry is an extremely big deal where we were legally required to put the customer, but the prospect put the client first and every single decision.

[00:08:41] That we made it. And it was a choice like, Hey, this is our mission statement. It's like, no, I mean, you know, if regulators come in and you know, they do some digging in your files and your communication and et cetera, et cetera. And they even think like, Hey, we don't think that you're putting the client first year.

[00:08:56] I mean, not only is that your career, but that's, you know, fines that's, you know, potentially jail time, et cetera. So just doesn't drive home the point of how serious it was to always. Put the client, uh, the prospect putting their needs, putting their best interests first. Um, that's when my mindset to answer your question was forced to change, Jen.

[00:09:17] Obviously I think that we could probably all agree for the better, right? Because that's what anybody in any sales environment, whether you're on the selling side or the buying side, you know, that's the type of relationship that you want to engage in with the person that you're trying to transact some business.

[00:09:35] Yeah, that's a kind of a scary thought maybe for some sellers to think about. Right. Could you imagine, I mean, how serious it is of putting the customer's needs first and doing right by them. And if you didn't, there could be potentially huge fines or jail time. Like that's a pretty high standard that you really have no choice, but to live up.

[00:10:04] Yeah, so that, you know, rip the band-aid again, type of situation going from where I was before to immediately stepping into a role like that was obviously a sea change. Um, but I think again, you know, being able to marry. Those requirements. Um, and again, I don't mean requirements in the disparaging sense.

[00:10:25] I mean, requirements in the sense of, Hey, not only this is, you know, what was necessary, but again, it is always, you know, worth all of our wilds tact in the best interest of the clients or the prospects that, uh, that we're chatting with regardless of the product that we're selling, you know, who they were selling it to, but being able to marry that.

[00:10:42] With the skills, the determination, um, and you know, sort of the processes and systems that I developed operating in a completely different environment where it was, show's all about quantity and getting deals done, pushing, pushing, um, that I think, you know, sent me up for a significant level of success, at least comparatively speaking to some of the other peers that I entered the role in, uh, alongside around the exact same.

[00:11:09] Yeah. So that was a total mind shift for you, um, and probably really molded and shaped just the way that you, in a view sales thereafter, I'd imagine. Yeah. Definitely the way that I view sales and even to this day, the way that if I'm in the conversation with any prospect, any potential spot, uh, partner, um, I still like to think that I carried a lot of that today.

[00:11:39] Now part of that I hope is just part of my. Right. You know, being honest, being forthright, being transparent. Um, but I have absolutely carried, uh, you know, some of those tendencies, most of those tendencies with me today, where if I'm on a call with a, with a prospect, I'm going to be brutally honest set as to whether or not.

[00:12:01] What I'm offering, you know, today's sales assembly, for example, is going to be a good step for them or not. And if it's not, not only am I going to tell them, so, but I'm going to go to step of actually recommending, well, Hey, you know, here are some other avenues. Here are some other outlets. Here are some other providers that I think we're going to make much better sense for you than what we have taught or at this.

[00:12:24] Yeah. And I'm not really sure why a lot of sellers are so scared to just be like brutally honest and authentic with prospects from the very beginning. You know, I think it's kind of fear-based right. Like they're scared they're gonna scare the prospect off or whatever the case is. Um, but it actually strengthens relationships.

[00:12:43] It builds a level of trust and rapport. Um, when you tell them, you know, not what maybe you think they want to hear, or don't just, you know, be a yes man or woman to everything that they say, you know, Hey, we're not the strongest on this particular thing. And getting in front of. You know, first, you know, maybe that thing isn't as important to them as you thought.

[00:13:03] Um, but just being transparent about that builds a level of trust, where they want to work. Yeah, absolutely. I mean, not only, I'm not necessarily a believer in karma, but I'm also kind of a believer in karma, right. Where, you know, as long as you treat people want me to do right by them. Um, you know, do I think that that, you know, legitimately comes back around, you know, not necessarily, I don't believe in those types of universal forces or whatever you want to, you know, whatever you, you, you want to call them.

[00:13:31] But at the same time, I do think that there is something to that. And if nothing else, it shows like, you know, being a good steward. Um, in general is obviously a best practice that, that we all want to employ. But yeah, I think that the most salespeople and it is understandable, you know, they have a job, you know, they have the scripting, they have the structure at the end of the day, they have the quota they hit.

[00:13:53] Right. So it's like, okay, well, what do I need to do in order to make sure that I'm accomplishing that it's not only to achieve this level of success at whatever company I'm working with. Has set out for me, but also read the financial rewards of that. And, you know, it's, it's easy to justify bending the truth, shading around the edges a little bit, um, in order to get that done.

[00:14:15] I just think that when you start going down that path, it's easy to take it one degree further at one degree further, the max time until you do eventually reach a point where it's like, Hey, I mean, you know, you're, you're, you're not really just being honest in any way, shape or form with the people that you're talking.

[00:14:32] Yeah. Yeah. You putting the people first over the profit, right. Or the number, the hitting the quota. Right. And, um, you know, people are smart enough to see through that stuff. Right. And so it serves you best to just be straight with them and, you know, if you're not the best fit, tell them that, you know, tell them your strengths and your weaknesses and, and really just help them making a good decision, regardless if it's you or not.

[00:15:01] Yeah, especially today where I'm sure that the many of us see how many I know you and I, and many of the people that, that are listening to this podcast right now probably read, or at least some way familiar with the stat that we use in the B2B space. I think it's somewhere around 70% of buyers have already made.

[00:15:18] They're purchasing decision before they actually engage, uh, from a very start with a sales rep. Right? So again, to your point, not only is it a right thing, not only is it the right thing to do in general, but if you are legitimately interested and making more sales, becoming more successful, you know, just due to the nature of the ecosystem of which we're all living in right now.

[00:15:40] This is a practice that you're going to want to employ anyway, because as you said, the prospects that you're talking to, they're easily going to be able to pick up on that, especially now, given all the research that they're able to do ahead of time. Yeah. Yeah. Yeah. So tell me a little bit about the work that you do at sales assembly.

[00:15:57] You know, what do you guys do there? Just walk me through. Yeah. So sales assembly, we are a scale as a service platform specifically for B2B tech companies. We're fortunate enough today to work with around 200 B2B tech companies all up and down the ecosystem. And when we talk about scale as a service, what we provide to all these companies are programs and resources to help them scale better scale faster.

[00:16:27] And scale smarter and, you know, digging into that, when we talk about scaling better, we're providing every week to the companies that we work with anywhere between one to three professionally facilitated training about. Certification programs, um, for everybody on their go to market teams, sales, customer success, marketing, continuing education development of course is a big focal point for all these fast growing B2B tech companies.

[00:16:53] So we provide them an outlet to, uh, to take advantage of the offerings. Uh, scaling faster. We know that many companies in the ecosystem are hiring, especially on their go to market teams, you know, desperately. So, uh, we provide candidates, uh, to our member companies to hire, without paying any placement fees whatsoever on an ongoing basis.

[00:17:14] So we provide additional training programs and resources to help ramp those candidates quicker and reduce that, that time to revenue. Once they're actually on board, um, and scaling smart. It is really just focused on overall strategy. You know, not only do we have, uh, folks on our team here at sales assembly, who are subject matter experts in the fields of sales, enablement, revenue, operations, sales leadership in general, but we also have this really fantastic opportunity to leverage the other go to market leaders from across our company.

[00:17:46] Bridging connections between sales leaders, marketing leaders, CS leaders, so long and so forth, bringing them together for the purpose of exchanging ideas and best practices. Um, our thesis behind launching sales assembly back in 2017 was that by and large, if you're a B2B tech company, you're selling different products to different people, right.

[00:18:07] But the fundamentals of how you do it, when you check under the hood, I'll produce. From company to company. So we provide, I bet some companies don't want to hear that. Right. They all think they're unique, a friend. Right. They all think that they're, that they're special snowflakes. Um, so, so, you know, I, I do, I do like to, to build on the qualifier, I mean, of course we do want to afford nuances, right.

[00:18:32] You know, to some companies, you know, versus others, but at the end of the day, when you think about what makes a successful BDS. A successful director of customer success, a successful VP of sales at, um, a company like outreach versus gong versus LinkedIn versus sprout social versus, you know, a series B funded startup, um, somewhere that that sells a completely different product to a different buyer.

[00:19:01] When you take a look at what, what makes them successful, it's going to be pretty consistent. From company to company, right? Uh, so providing a platform to all these companies take advantage of tools, resources, programs, and expertise that would help them again, scale in a much more efficient and effective manner.

[00:19:20] That's the thesis on which sales assembly has been built. Yeah. Yeah. And so these, uh, like training programs that you do are, there's some pretty, um, general topics that, you know, everybody is taking advantage of is there, or there are they, you know, somewhat customized to the needs, you know, of, of the B2B tech companies?

[00:19:41] Yeah. It's going to be much more of the former, although we do like to thank for that, um, you know, that the topics and themes that we touch on during these programs week over week are always gonna. Relevant in some way, shape or form. And when you take a look at the scope at the scope of programs that we offer one day, we might be doing a session that is specifically for BDRs and SDRs on objection handling.

[00:20:04] Right? And then a couple of days later, we might be doing something for director level customer success leaders on how to better forecast churn. Right. And if you're a member of sales assembly, one of these 200 or so companies that have. You can send as many people from your go-to-market team, as you want to, as many of these sessions that we do.

[00:20:22] So you essentially leverage us as an extension of the internal sales training infrastructure that you built. Um, but at the same time, we'll have, you know, more robust certification programs where companies from all across the community send us their newly proposed. Manage those people that are in their first leadership role.

[00:20:43] And then we sit them down in a much more formal setting. We teach them, here's how you do an effective one-on-one with somebody on your team. Here's how you put somebody on a performance improvement plan in an appropriate manner, which is some that you're going to have to do at one point or another throughout your career.

[00:20:58] Here's how you vet for culture fit. When you're looking at candidates to your team, you know, all these different things work for someone like you or. Or any other sales leader out there? We think back we're like, yeah, we know how to do all this good stuff, but no one that we're actually sat us down and toddles how to do it.

[00:21:14] We just learned it through doing it through osmosis and through following other people that, uh, that, that came ahead of us. So providing that type of structured training, um, again, to, to all these B2B tech companies in a manner where they're able to leverage it to the full extent of their go to market teams and do so in a way where they have the chance to collect.

[00:21:35] With other fast-growing B2B tech companies across the ecosystem. That's been a big recipe of our success over the past few years. Yeah. I love it. Very, very interesting work that you're doing. Um, any final thoughts, Matt? Where can people find out more? Get into. Yeah. Um, you know, if you make the other, the poor decision to get into Matt Green's world, I mean, of course you could always find me on, uh, on LinkedIn.

[00:22:01] Um, if you make the wise decision, the courts to, uh, to learn more about sales assembly, obviously sales Uh, you can feel free to shoot me a note directly. Matt, at sales uh, truth be told. I love connecting with everybody. I love chatting with everyone. Um, there was anything that I, or the community that we built can do to be helpful to anybody.

[00:22:23] That's listen to this podcast right now. We'd love to connect with them and learn more. Awesome. We will drop the links there in the show notes for everyone. If you enjoyed today's episode, please register, review, share the show with your friends. It really helps us out. And we're always listening for your feedback.

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