Matthew Green – Co-Founder & Chief Revenue Officer, Sales Assembly
Executive Summary
Matthew (Matt) Green serves as the Co-Founder and Chief Revenue Officer (CRO) of Sales Assembly, a leading provider of skill-based development and enablement for B2B technology revenue teams. Green is recognized as a strategic leader with a relationship-driven sales mindset and an innovative approach to scaling high-growth, venture-backed tech companies. With a career foundation in finance and sales leadership, Green leverages over 15 years of experience across financial services and technology to deliver actionable sales enablement and drive revenue for member organizations.
- LinkedIn: [matthewcorneliusgreen](https://www.linkedin.com/in/matthewcorneliusgreen)
- Location: Chicago, IL (Sales Assembly HQ)
- Education: Seattle University (degree in Criminal Justice)
- Key Role: Co-founder & CRO – Sales Assembly (2017–present)
Professional Trajectory & Experience
Matt Green began his career in finance and wealth management, spending over a decade at institutions including JP Morgan, managing high net-worth client portfolios. He later transitioned to investment banking, working with early-stage companies on capital raising. This exposure led him to leadership roles in hyper-growth, venture-backed tech companies, focusing on building and scaling national sales organizations.
In 2017, leveraging his network and experience, Green co-founded Sales Assembly alongside Jeff Rosset. The company originated as an exclusive community for Chicago-based tech sales leaders but quickly expanded into a national platform, currently serving over 150 B2B tech companies.
Sales Assembly: Business Model & Differentiators
Core Offerings
- Membership-Based Revenue Model:
- Annual memberships form the core of Sales Assembly’s business. Member companies (e.g., G2, ShipBob, SpotHero, Jellyvision) receive access to 300–400 live, collaborative training programs per year designed for go-to-market (GTM) revenue teams.
- Training covers mission-critical skills for BDRs/SDRs, AEs, CSMs, account managers, and frontline sales leaders—with a focus shifted from role-based to skill-based development.
- Sponsorships:
- Sales Assembly supplements memberships with sponsorship revenue from companies like Gong, Vidyard, and 6sense, attracted by the platform’s high concentration of sales leadership decision makers.
Product and Curriculum
- Curriculum evolved from role-based content to targeted, skill-based certifications (~24 key skills), including:
- Negotiation, value articulation, objection handling, multithreading, team selling, discovery, driving urgency, and more.
- Pedagogy: Emphasis on live, collaborative sessions over static or on-demand content, with interactions designed to leverage peer learning among practitioners.
- Training reinforced at regular day 7 and day 30 intervals post-session to counteract the ‘forgetting curve’ and ensure lasting behavioral change.
Community & Relationship Model
- Sales Assembly remains highly relationship-driven—prioritizing consultative engagement, deep customer advocacy, and trusted advisor positioning over transactional, outbound-sourced sales cycles.
- The company’s leadership—the CRO himself included—remains active in direct sales and account executive work, reflecting Green’s principle that operators should “lead from the front” and maintain a direct connection to their ICP (growth-stage B2B SaaS, revenue leaders: VPs of Sales, CROs).
Strategic Approach to Scaling
- Sales Assembly consciously avoids a BDR/SDR-heavy motion, citing an emphasis on seamless, personalized buying journeys and minimizing buyer friction.
- Company growth is propelled through community-led referrals, customer advocacy, deliberate expansion of AE and marketing teams, and focused execution on core ICP needs.
Key Insights & Recent Initiatives
Industry Context & Market Trends
- Skill Gaps in 2024:
- The most acute gaps identified by Green include:
1. Selling through champions: Equipping sellers to arm internal champions with succinct, business-outcome-focused cases tailored for economic buyers (notably, the CFO), including effective writing and value articulation for “conversations between the calls.”
2. In-person sales competency: Post-pandemic, many revenue teams lack experience in face-to-face selling, commanding a room, and business storytelling—skills now in renewed demand.
- Sales Team Development:
- Green’s leadership has emphasized the shift from process/methodology (e.g., Sandler, Challenger) to skills mastery as the critical lever for improving sales productivity.
- Sales Assembly positions itself to complement, not compete with, external methodologies and internal enablement teams, acting as the “skills trainer” versus the “playbook owner.”
Sales Assembly’s Customer & Leadership Community
- The member roster includes both growth-stage and enterprise B2B SaaS companies, with a C-level heavy user base—over 11,000 LinkedIn followers and a cross-section of leadership from organizations such as Sprout Social, ActiveCampaign, LinkedIn, and more.
- The advisory board draws on senior talent from across the North American SaaS ecosystem, further augmenting the community’s network and practical client outcomes.
Approach to Revenue & Growth
- Green drives revenue primarily via executive relationships, referrals, and sustained advocacy within the tech revenue leader community.
- Under Green’s stewardship, Sales Assembly avoids transactional pipeline build (e.g., heavy cold outbound, BDR engines), instead using strategic sponsorships and customer-centric expansion to fuel growth.
- The company remains profitable and bootstrapped, with deliberate investment in scaling sales and marketing functions as warranted by member demand.
Leadership Philosophy & Personal Brand
- Relationship Builder: Green is consistently cited for authentic, long-term relationship-building—tracking not just professional details in CRM, but also genuine personal interests and rapport with clients.
- Practical Sales Operations Leadership: Has led national sales teams, built and scaled distributed sales forces, and managed post-sales enablement functions across multiple tech companies.
- Thought Leader & Operator: As a podcast and event regular, Green disseminates practical insights on sales leadership, team upskilling, leveraging community, and adapting to shifting market dynamics. He maintains a strong digital presence and is widely networked among revenue leaders.
- Community Builder: Continues to facilitate peer learning for executives (monthly roundtable sessions for VPs/CROs), fostering a high-trust environment for best practices exchange across companies of all sizes.
Additional Background
- Education: Seattle University, Criminal Justice (initially considered a career in the FBI prior to pivoting to finance and sales)
- Professional Evolution: Transitioned through finance, investment banking, and tech sales leadership prior to co-founding Sales Assembly.
- Publications & Media:
- Frequent guest on B2B sales podcasts; featured across industry blogs and speaking events (Dock.us, Predictable Revenue, Membrain, and others).
- Has shared findings on evolving sales skill requirements, sales enablement, and modern sales org design in the post-pandemic B2B ecosystem.
Key Takeaways for Engagement
- Direct influencer and decision maker in innovative B2B sales training solutions and revenue team development for technology companies.
- Highly networked with senior sales leaders, especially across US SaaS and Chicago’s tech ecosystem.
- Strategically focused on skill-based upskilling and continuous enablement—eschewing traditional BDR flows for high-touch, consultative, and community-driven approaches.
- Strong advocate for live, collaborative, peer-driven learning, with a demonstrated track record of evolving sales enablement offerings to align with current market needs and challenges.
Contact point: [Matthew Green on LinkedIn](https://www.linkedin.com/in/matthewcorneliusgreen)
Company: [Sales Assembly](https://www.salesassembly.com) – Membership-driven sales enablement for B2B GTM teams
