Adapting to Market Dynamics with Matt Green

We’re thrilled to explore the intriguing story of Sales Assembly and its founder, Matt Green. What sets Sales Assembly apart? 

As the Chief Revenue Officer (CRO), Matt continues to work as an Account Executive (AE) within his company. Let’s uncover the motivations behind this unconventional choice and discover the insights it brings to Sales Assembly’s sales motion.

The AE-CRO Dynamic at Sales Assembly

In a world where executive roles often distance leaders from the front lines of sales, Sales Assembly takes a refreshingly different approach. Matt Green, the driving force behind Sales Assembly, believes in leading by example. Despite his CRO title, he embraces the AE role enthusiastically and passionately.

Sales Assembly, founded in 2017, operates as a bootstrap company, distinguishing itself from the wave of venture-backed startups. This deliberate choice lets Matt and his team control their business strategy and decision-making.

Why Hold onto the AE Role?

When asked why he held onto the AE role for so long, Matt emphasizes the old adage: “If it ain’t broke, don’t fix it.” Despite his position as Chief Revenue Officer (CRO), he recognizes the value of leading by example and staying connected to the front lines of sales. This hands-on approach allows him to understand better the challenges and successes faced by his AE team.

The Benefit of Having a Very Specific ICP

Matt ensures their success stems from their targeted Ideal Customer Profile – growth-stage B2B software companies led by VPs of Sales and Chief Revenue Officers. These decision-makers share a network built during their previous roles at Salesforce and LinkedIn. Leveraging this network has proven highly effective, allowing Matt and his team to establish trust and unlock valuable opportunities.

What Matt’s Doing Now:

Sales Assembly made strategic decisions to expand its marketing and sales teams. They underwent a transformative journey, redefining their business model to adapt to evolving market dynamics. With a solid foundation, they seized the right moment to invest in scaling operations. This expansion enables them to enhance their sales competencies, onboard new account executives, and strengthen their marketing leadership.

While the industry often emphasizes the importance of BDRs, Sales Assembly has consciously chosen to forego this approach. 

This decision might seem unconventional, but it aligns with their commitment to relationship-based sales. Rather than relying on cold outreach and transactional interactions, Sales Assembly thrives on a personalized, consultative sales style. They focus on building long-term relationships, understanding client needs, and positioning themselves as trusted advisors.

By nurturing their community and fostering customer advocacy, Sales Assembly has unlocked new avenues for growth. They have realized that satisfied customers and advocates play a crucial role in acquiring new business and identifying expansion opportunities. This community-led approach mirrors the current trend in the B2B tech ecosystem, where companies are increasingly turning to customer-centric strategies to drive success.

Sales Assembly’s steadfast commitment to relationship-based sales has not only allowed them to thrive as a profitable bootstrap company but has also positioned them as a trailblazer in the industry. Their unique approach is a compelling case study for organizations seeking sustainable growth through strong relationships and customer-centric practices.

Evolving Strategies in Response to Market Dynamics

Over the past 6 to 12 months, the sales industry has experienced significant changes that cannot be understated. A monthly peer group call revealed sales leaders have been actively discussing and adapting to the shifting landscape. These calls bring together VPs of sales and CEOs from various companies, offering a valuable bird’s-eye view of the B2B software market’s trends and challenges.

One key topic from these discussions is the impact of economic uncertainties on sales approaches. Budget constraints have made connecting with prospects and engaging them in meaningful conversations increasingly tricky. Sales teams are grappling with the challenge of cutting through the noise and capturing the attention of potential customers in an overcrowded market.

The rise of AI and chat-based tools has further intensified the competition. Every organization, irrespective of its industry or product offering, now has access to technologies that enable them to generate messaging at scale. While this has undoubtedly increased the noise in the space, it has also forced companies to question the effectiveness of traditional methods, such as BDR teams.

Venture investment pullbacks added another layer of complexity to the sales landscape. Companies are reevaluating their cost structures and examining the viability of the BDR model. The cost of customer acquisition has risen significantly, impacting the bottom line. Leaders realize the need to balance growth and sustainability.

Note: As we reflect on these changes, it becomes evident that the sales industry is undergoing a profound transformation. The pendulum that once swung towards growth at all costs is now settling in the middle. Companies are embracing a more measured approach, considering long-term profitability and sustainability in their sales strategies.

“There’s something inherently transactional about the BDR motion, and it’s essential to acknowledge its benefits and downsides.” – Collin Stewart.

Specialization in sales roles, such as separating BDRs and AEs, can yield efficiency and pipeline management advantages. Nevertheless, it is essential to address the potential friction it may introduce into the customer experience.

Consider the scenario where a prospect has engaged with a BDR, only to find themselves redirected to an AE for further discussions. This transition can disorient customers, forcing them to restart conversations and rebuild rapport. It raises the question of whether something might be missing in this model.

Is there a way to provide a more seamless and consistent experience throughout the buyer’s journey?

To tackle this challenge, it’s crucial to meet buyers where they are and adapt to their evolving expectations. The buying landscape has changed, with customers entering conversations more informed than ever. Sellers must continuously adjust their behaviors to resonate with buyers and eliminate as much friction as possible from the buying experience. This holds particularly true for mid-market and enterprise sales, where transactions are more complex than simple one-off purchases.

However, even in a world where AI augments BDR and SDR teams, we constantly struggle for differentiation. With numerous companies employing similar sales motions, capturing a potential buyer’s attention becomes increasingly challenging.

We’ve witnessed this phenomenon before, like when social selling gained momentum, only to become diluted by the sheer volume of noise on platforms like LinkedIn. Staying one step ahead of the competition and making a lasting impression on buyers require creative approaches that distinguish your brand from the crowd.

Another intriguing aspect that arises is the transition from sales to customer success. Historically, account management focused on driving additional sales, but the paradigm is shifting. Individuals now enter customer success roles to prioritize serving customers rather than solely focusing on hitting quotas. This shift reinforces the importance of providing a consistent and exceptional customer experience throughout the journey.

Today’s sales professionals are witnessing a significant shift in their roles. 

Companies are moving towards full-cycle selling, where closers handle the end-to-end sales process. This streamlines the buying experience and emphasizes the need for personalized connections.

While virtual interactions have become prevalent, in-person engagements are being valued once again. Companies are investing in creating genuine human-to-human connections to stand out from their competitors.

Although CRM systems have brought efficiency, there is a growing recognition that authentic relationships play a crucial role in sales success. As technology advances, sales professionals who excel at building genuine connections will have a competitive edge in the evolving sales landscape.

Insights from a sales leader and strategies to thrive in face-to-face engagements.

  • Analyzing the Story:

Sales professionals often face anxiety in transitioning to in-person interactions. Sales leaders address this by providing competency training and investing in compelling storytelling and improv skills.

  • Building Competencies:

Mastering storytelling and improv empower sales professionals to engage prospects effectively and adapt to different scenarios.

  • Observation and Adaptation:

Sharpened observation skills and active listening enable sales professionals to understand prospects better and tailor their approach accordingly.

  • Establishing Genuine Connections:

Creating open dialogue and asking thoughtful questions fosters genuine connections and positions sales professionals as trusted advisors.

  • Sales Leadership and Support:

Sales leaders play a vital role in fostering open communication, providing coaching, and securing resources for training, ensuring sales teams excel in in-person sales.


The sales industry is experiencing significant changes, with budget constraints and increased competition challenging traditional sales methods. Companies are now focusing on meeting buyers where they are and adapting to their evolving expectations. Upskilling post-sales teams and emphasizing customer success and account management have become strategic priorities for revenue growth.

In face-to-face engagements, sales professionals are investing in the storytelling, improv skills, and genuine human connections to differentiate themselves and create lasting impressions. Building competencies, observing and adapting, and establishing genuine connections are crucial to success in in-person sales.


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