I have experience in the design and execution of data driven revenue architecture that looks at the full revenue cycle from generating initial demand, lead generation and management, sales development, new business, and client success including territories and commission plans and sales playbooks.

The models I implement are scalable, repeatable and predictable by design.

✅ Demand Generation

✅ Sales Development

✅ Revenue Operations

✅ Business Development

✅ Client Success

I am versed in defining, benchmarking, reporting on and influencing the below metrics which are all incumbent within my revenue modelling -

Pre-Sale Metrics -

• Lead volume requirement and forecasting with or without inferred revenue targets

• CPL - Cost per Lead / MQL

• Lead > MQL conversion

• MQL > SQL Conversion

• LRT - Lead Response Time

Post Sale Metrics -

• ACV - Average Contract Value

• Conversion rate Open > Close

• ASC - Average Sales Cycle time

• Pipeline generation / run rate

Financial Efficiency Metrics -

• CAC - Customer Acquisition Cost

• LTV - Customer Lifetime Value

• CAC:LTV Ratio - Ratio of customer acquisition cost to customer lifetime value

• GM - Gross Margin

Revenue Metrics:

• ARR - Annual Recurring Revenue

• MRR - Monthly Recurring Revenue

• NRR - Net Revenue Retention

• Revenue Growth Rate

I have demonstrated success in multiple different environments and know how to adapt strategies and playbooks according to the specific scenario.

🏣 Company range - 30 < 4,000 employees

I have worked in companies that range right from pre-seed startups with 30 employees up to publicly listed enterprises with over 4000 staff and $1bn annual turnover.

💷 Deal range - £10,000 < £7,500,000

I have experience in personally closing deals right the way from £10,000 ARR for single country turnkey solutions with a 60-90 day sales cycle up to £2,500,000 in ARR (£7,500,000 TCV) with multi country and multi stakeholder complexity and an 18 month sales cycle.

👫 Team range - 2 < 15 multi-function

I have managed teams of up to 15 with functions including Sales Development, Demand Generation, RevOps, and 8 x New Business AE's reporting to me.

I have experience with all the top relevant go-to-market, demand generation and sales tools including -

✅ Salesforce (7 years experience)

✅ HubSpot (4 years experience)

✅ Gong (2 years experience)

✅ Outreach (2 years experience)

✅ Apollo (2 years experience)

✅ Lusha (3 years experience)

✅ DuxSoup (5 years)

✅ Sales Navigator (10 years+)

Whilst I have used the Salesforce CRM for the longest period of time, I have also completed the following HubSpot certifications -

🟠 Frictionless Sales

🟠 Inbound Sales

🟠 HubSpot Sales Software

🟠 Sales Enablement

🟠 Inbound Marketing

🟠 Growth-Driven Design

🟠 Sales Management

🟠 HubSpot Reporting

🟠 Revenue Operations

I have experience in multiple sales practices and qualification methodologies ranging from simple to complex, and from awareness to selection.

I have listed these below (with some light hearted examples 😄)

Sales practices

• SPIN selling

e.g. “Can you describe a situation (S) where your sales team struggled to meet targets? What specific problems (P) did this create for your company? How did these challenges impact (I) your overall business performance? Imagine having a sales leader like Matt Johnson, who has consistently led teams to exceed their quotas—how would that need (N) transform your sales outcomes?”

• Challenger selling

“Most companies underestimate the impact that a seasoned sales leader can have on their growth. Matt Johnson doesn’t just lead teams—he transforms them with his innovative strategies and proven track record of scaling high-performance sales operations. Let me show you how his approach can challenge and elevate your current sales process.”

• Solution selling

“I understand your sales team is facing challenges in closing deals and maintaining high performance. Matt Johnson specialises in identifying and solving these exact issues, having led multiple teams to surpass their goals through tailored strategies and hands-on leadership. With Matt on your team, you’ll see an immediate improvement in both morale and results.”

• Value selling

“Bringing Matt Johnson on board isn’t just about filling a leadership position—it’s about investing in the future success of your company. His extensive experience and proven ability to scale sales teams will drive revenue growth, improve team efficiency, and ultimately provide a significant return on investment by achieving and exceeding sales targets consistently.”

• Provocative selling

“Did you know that companies with ineffective sales leadership miss out on millions in potential revenue? By hiring Matt Johnson, you’re not just solving a leadership gap—you’re securing a powerhouse who will revamp your sales strategies, motivate your team, and unlock untapped revenue streams. Can your company afford to miss out on such transformative leadership?”

Qualification methodologies

• MEDDIC/MEDDPIC

• Miller Heimen

• and my own proprietary qualification methodology - METRICS

I almost didn’t add this section, but I think the content you consume and that resonates with you the most, is indicative of your interests, values, and intellectual curiosity. Those who know me know I am big on proactive personal development.

I have highlighted a few of my favourite books that have helped refine my EQ, sales IQ, character and skill sets. This may give you a feel for my approach and thinking -

📈 Sales IQ focussed - 

• The Sales Acceleration Formula (by Mark Roberge)

Outlines a data-driven, scalable approach to building and managing a successful sales team based on metrics and systematic hiring, training, and coaching.

• Predictable Revenue (by Aaron Ross)

Presents a proven, scalable process for generating consistent lead flow and revenue growth by specialising sales roles and implementing systematic outbound prospecting.

• Challenger Sale (by Matthew Dixon and Brent Adamson)

A classic! Reveals that the most successful salespeople don’t just build relationships but challenge customers’ thinking with insights and tailored solutions, thereby driving higher performance and sales success.

🧠 EQ focussed - 

• Never Split the Difference (by Chris Voss)

Offers strategies and techniques for successful negotiation based on the author’s experience as an FBI hostage negotiator, emphasising tactical empathy and effective communication to achieve desired outcomes.

• Talking to Strangers (Malcolm Gladwell)

Explores how and why we often misunderstand and misjudge strangers, examining the complexities of human interaction and the pitfalls of assumptions through a series of real world stories and research findings.

💎 Character and Skillset focussed - 

• The 4 Disciplines of Execution (by Sean Covey)

Outlines a framework for achieving strategic goals by focusing on four key principles: setting wildly important goals, acting on lead measures, keeping a compelling scoreboard, and creating a cadence of accountability.

• Atomic Habits (by James Clear)

Another classic! Explores how tiny, incremental changes can lead to significant improvements, offering practical strategies for building good habits, breaking bad ones, and mastering the art of continuous improvement.

• Rich Dad, Poor Dad (by Robert Kiyosaki)

Contrasts the financial philosophies of his two fathers—his biological father (poor dad) and his best friend’s father (rich dad)—to highlight the importance of financial literacy, investing, and entrepreneurship for building wealth.

• Deep Work (Cal Newport)

Emphasises the importance of focused, distraction-free work for achieving peak productivity and producing high-quality results, offering practical advice for cultivating the ability to concentrate deeply.