Starting Foundations wasn’t just a business decision. It was a leap of faith. No safety nets. No playbook. Just conviction that there was a better way to help early-stage companies build real, scalable revenue. It’s been messy, rewarding, and everything in between, but I wouldn’t trade it for anything. Grateful for the dream team beside me, and for every client who’s believed in what we’re building.

Was a long weekend here in Canada, and we broke bread (and lots of turkey) with family and friends for Thanksgiving 🦃 If you’re leading a sales team, or wearing the sales hat as a founder, you need to know this: It’s not enough to celebrate closed-won deals. You have to understand how they got there. Without clear revenue attribution, you're left guessing: ❓ Which channels are actually driving results? ❓ Where is your team wasting effort? ❓ Are your outbound activities paying off—or just filling the pipeline with noise? This isn’t just about reporting for reporting’s sake. It’s about giving yourself the visibility to: ✔️ Set realistic targets based on actual conversion rates ✔️ Coach your team where it matters most ✔️ Allocate resources to the channels that deliver ✔️ Spot early signs of pipeline risk before it’s too late In the video below, I walk through how to build a HubSpot report that tracks closed-won deals sourced through outbound, whether it’s cold calls, emails, or social. It’s a simple report, but the insights it unlocks are game-changing. If you know your outbound conversion rate, you can reverse-engineer exactly how much activity is needed to hit your number, and where to tighten up your process to improve that rate over time. Many teams skip this. The best ones don’t.

One of the fastest ways to level up as a sales leader or founder? Stop focusing just on outcomes—and start focusing on where those outcomes come from. If you’re not tracking how different deal sources convert, you’re missing critical insights like: ➡️ Is outbound actually pulling its weight? ➡️ Are we spreading our team too thin across low-converting channels? ➡️ How much prospecting volume do we realistically need to hit target? These aren’t questions you want to answer with gut feel. In the video below, I show how to build a HubSpot report tracking closed-won deals from outbound prospecting. It’s a quick setup—but the data lets you: 📈 Forecast with confidence 🔍 Focus enablement efforts where reps are struggling ⌛ Decide when to scale outbound, and when to pivot When you know your conversion rates by source, you stop reacting—and start leading with clarity. If you’re building a sales org (or trying to optimize one), this should be one of your core reports.

We all know the feeling: strong opportunity, solid conversation… and then it just sits in the pipeline. ❌ No next steps. ❌ No follow-up. ❌ No momentum. This is where deals go to die. While booking next steps on every call is the goal, it’s not always possible. That’s why we build automation into our HubSpot workflows to flag these idle deals before they become cold. In this 2-minute video, I walk through how we use a parking lot stage and automation to: ✅ Catch deals that are in-between stages with no activity. ✅ Trigger a follow-up task after 14 days of silence. ✅ Keep reps accountable and reduce pipeline slippage. Simple to build. High impact.

One of the biggest mistakes I see reps and founders make is leaving their calendar wide open and just “seeing what comes up.” That’s a recipe for chaos and missed opportunities. 📉 Top performers don’t find time. They make time. ⏰ Here’s what I do: Prospecting Blocks: Dedicated time each day (non-negotiable) for cold calls, follow-ups, and outreach. Prep Blocks: 15–30 min before major calls to review notes, research, and set an agenda. Deep Work Blocks: No Slack, no email. This is where strategy, planning, or major projects get done. Buffer Blocks: Built-in space between meetings so I can reset and not run behind. Prioritize Tasks: There are tasks that need to be done during the day and those that don't - I put together my schedule with intention, understanding what is a priority and what isn't during prime hours. It sounds simple, but most people don’t do it. The result? They let other people’s priorities fill their day. Your calendar tells the truth about your priorities. 📈 👉 Over to you: How do you block your calendar to stay productive? Or if you don’t, what’s stopping you from trying it this week?