Russell Scherwin · founder of B2B Tracks

Fear beats conviction, in the moment of truth.

Every growth strategy eventually comes down to one of your people, in a room, with a buyer.

Check availability What the work looks like after the room empties.

Credibility that drives action: CMO, then CRO. I have carried the number and coached the people who carry it.
Energy that moves the room: His ability to lead a room with 2, 3 or 400 people is absolutely incredible.; Pierre Berlin, GM EMEA, monday.com
Substance, from a teacher: I teach leadership in the MBA program at the University of Georgia.; “I could see why you're teaching, because you're a great teacher.”; Michelle Demarco, CFO, enVista

The workshop and the keynote both scale from a single team to a full field organization, in person or virtual.

Formats

The same material, at four lengths. What changes is how much of it the room gets to practice.

Keynote
The talk. One room, one argument, ending in the handoff: a spark is not a system.
Sales Kickoff Session
Built into your SKO agenda and aimed at what you are launching that year, not a generic motivational slot.
Workshop
The talk plus practice. Attendees work a real, open opportunity rather than a case study.
Leadership Offsite
For the leadership team rather than the field: the alignment conversation about what you sell, to whom, why it matters and why you win.

AND THE TALKS THAT GO IN THEM

Enablement and revenue leadership audiences, and anyone who sits across from a customer

Retire your imposter syndrome and take control of the deal

The problem it answers

IMPOSTER SYNDROME WINS

Fear beats conviction, in the moment of truth.

Every seller, CSM, marketer and product manager has sat across from a customer and felt it: the question they did not ask because they were not sure they had the right to. That is imposter syndrome, and it costs more deals than any competitor does.

I was that seller. This is the story of how I stopped, and of the three beliefs that did it. Their stakes are higher than mine, so the hard question is a service. I have done this before and they have not, so I have standing. And trust is earned by understanding their business, not by being liked.

Humility early, to earn the right to ask. Ego later, to earn the right to advise and shape the decision criteria. Whoever shapes the criteria controls the deal, and the room leaves knowing how that sounds in a customer conversation on Monday.

What the room leaves with

1
THE STAKES ARE THEIRS
Your champion and economic buyer have more at stake in solving this than you do. The hard questions your team asks are a service, not an imposition.
2
YOU’VE DONE THIS BEFORE. THEY HAVEN’T.
Your capabilities, implemented, have delivered the outcome they need, many times. Deal control comes when they trust you can, and will, get them there.
3
TRUST IS PROFESSIONAL
Rapport gets you liked. Understanding their business gets you trusted. And you stay only while the benefit is mutual. Executives respect sellers who qualify time effectively.

“None of it matters unless you believe in your heart of hearts that what you do matters.”

Russell Scherwin, from a sales kickoff main stage, February 2024

If none of these is the talk your room needs, say what the room is and what has just happened to it. The talks are assembled from a set of ideas, so a custom one is a reassembly rather than a new build.

See it

69 sec · Retail Global, Gold Coast · 2019

Listen

A sales kickoff main stage, February 2024 · 46 sec

“None of it matters unless you believe in your heart of hearts that what you do matters, makes a material impact. And so I'm going to take about 10 minutes to tell a personal story about how I went from, frankly, being an average seller with imposter syndrome to someone who is able to get stuff done, balancing ego and humility.”

Recordings and appearances

WHAT THEY SAID

“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.”

Pierre BerlinGM EMEA, monday.com

Stephen SunshineRVP Sales, Alert Media

“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.”

Denny FischerSales Director, Mark43

“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!”

Fran OrlandoHead of Marketing, Energage

“Russell’s ability to coach somebody and elevate their thinking, to be a more effective decision maker is transformative …. We have a higher level of rigor in discovery, which has led to better deal qualification, the ability to track deal quality objectively, and a shared language between all go-to-market teams.”

Joyce YiSales Leader, Gainsight

“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.”

Stages

Retail Global, Gold Coast, opening keynote · Technology for Marketing, London · Shoptalk · B2B Online · Hard Skill Exchange AI summits · the Emotional Skill Gap Summit · sales kickoff main stages, monday.com Uplift among them

“Russell Scherwin really was a great speaker. He was constantly upbeat, motivational and inspiring, and I will most definitely be singing his praises and utilising his strategies.”

An attendee's write-up of the Technology for Marketing keynote, London

Keynotes

A keynote lights the spark. The habits are the fire.

Every talk ends in the same place, and I say it from the stage: a spark is not a system. That is the honest handoff, and it is why booking me for a room is not the same as buying the work.

What the work looks like after the room empties. →

Russell Scherwin working a room, attendees laughing

Planner FAQ

Will the talk be tailored to our event?
Yes. Every room gets its own build. I meet an audience where it is: what has just happened to these people, what you need them believing when they walk out, and what has to happen the following Monday. The messages and the stories are mine; the argument is assembled for your room. The aim does not change: inspiration in the room, belief that locks in, and action on Monday.
Can it run virtually, and how big a room?
The workshop and the keynote both scale from a single team to a full field organization, in person or virtual. The method travels; the content is rebuilt every time.
What happens after the talk?
Start a conversation →

Tell me about the room.

What has just happened to these people, what you need them believing when they walk out, and what happens the following Monday. That last one is the question most people have not been asked.

Prefer to talk first

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Headshots

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