Insights
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Your story is your strategy. Most companies build it three separate times.
How to get sales, marketing and product telling the same story.
September 8, 2026Nine minute read
Every methodology tells you what to do. None of them tells you how the conversation goes.
Why didn't our sales methodology stick? Because you bought the what, and nobody ever taught the how.
September 8, 2026Six minute read
The Self-Translation Test: how to tell a product problem from a go-to-market problem.
Do I have a go-to-market problem or a product problem? One question separates them, and it is not a revenue number.
September 8, 2026Five minute read
Your message was written by people who have never had to say it.
Why won't my sales team use the messaging we built? Usually because it was authored at an altitude where it never had to survive a live conversation.
September 8, 2026Five minute read
If an AI can coach your methodology, your methodology is real.
Can AI coach a sales methodology? Yes, and the attempt will tell you whether you have one.
September 8, 2026Five minute read
What it is like to work with me
“I had the privilege to work with Russell 3 times. After many years of selling and sales leadership where I have been trained at Solution Selling twice, Customer Centric Selling 3 times, Sandler once, Force Management 3 times, I can easily say that Russell is one of the best facilitators of sales training I have met. His ability to lead a room with 2, 3 or 400 people is absolutely incredible. Russell has this gift of feeling the energy of the people he interacts with and can instantly adapt his speech to them; Russell has an extremely strong psychology and can really lead and inspire others through a shared objective. Last point that really inspired me when I was working with him is that Russell enjoyed so much what he does that it is contagious with everyone and make them enjoying learning.”
“Russell, I can’t begin to tell you how much I appreciate your efforts this week! I’ve been through many sales trainings and this was the best I’ve ever attended, much due to you. My team is pumped!”
“Russell, I teared up at the end of your session b/c you reminded me of why I loved sales strategy so much. Thank you for your warmth, the kindness you exuded, and the passion you shared.”
“I was not exaggerating when I told you, and several others, that I have been in many training classes over the years, and this will absolutely stand out as the best one, bar none.”
“Russell’s ability to break down complex concepts into simple, actionable strategies made an immediate impact. Since then, I’ve brought him back multiple times. Russell has a unique talent for making sophisticated sales principles easy to understand and, more importantly, easy to apply in day-to-day selling. Russell immediately elevates any GTM teams efforts.”
If one of these describes your company, the conversation is free.
I would rather talk about the specific version of it you are living with than write another general one.
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