The Convert
For sales leaders who are done with theory that doesn't convert.
Monthly. Contrarian. Evidence-based. Written for sales producers and leaders who want to convert strategy to results. 500 words or less. One field tool in every issue. No useless theory.
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A newsletter built for people
who actually run sales teams.
Most sales content is written by people who've never carried a number. This one isn't.
Monthly Discipline
One issue a month. 500 words or less. Designed to be read in the time it takes to finish your coffee.
Evidence Over Opinion
Every take is grounded in research, data, or patterns from the field — not commentary. If we can't source it, we don't publish it.
Usable This Week
Every issue includes a field tool. A framework, a question stack, a diagnostic. Something you can use on your next call.
Start with the latest issue.
Before you subscribe, read one. If it's not useful, it's not for you.
Your sales activity is up and to the right. Why isn't your revenue?
Sales leaders track activity because it's easy to count, not because counting manages anything. Research on 306 real sales metrics shows 83 percent of what a typical dashboard tracks can't be directly managed at all — and Salesforce finds producers spend 70 percent of their time on non-selling tasks while 67 percent don't expect to hit quota. The number that connects effort to results is the rate, not the count.
Read the full issue →The Field Tool Library.
Every issue ships with a printable, deployable tool — the kind sales leaders bring to their next pipeline review or 1:1. They compound. Use them all.
The Outcome-Rate Scorecard
A one-page, per-producer scorecard: touches-to-meetings, meetings-to-opportunities, opportunities-to-wins, with a team benchmark column and one decision rule — coach the lowest rate, not the lowest volume. Print it. Bring it to your next pipeline review and run it on your top and bottom producer first.
Download ↓The Promotion Scorecard
A decision tool for your next leadership opening. Six predictors scored against evidence you already have, the two-list exercise, the 90-day trial protocol with its single pass/fail question, and the two-track design that keeps top producers producing. Use it before the announcement, not after.
Download ↓The Comp Plan Drift Audit
A working session in deck form. The five checks with a clear "drift if" test for each — Strategy, Top Earner, Margin, Mix, Quota — plus practical guidance for mid-year plan changes and the standing rule that keeps the plan aligned after this year's redesign. Run it before the January plan locks, while changes are still inexpensive.
Download ↓The Deal Strength Index
A ten-question scoring rubric for every deal above your major-deal threshold. Rate Power, Durability, and Coalition; score each deal red, yellow, or green. Any deal that's green on enthusiasm and red on coalition gets a multi-threading play before the next forecast call — not after the resignation email. Includes the scoring guide, the Bus Test, and the proposal-stage gate rule.
Download ↓The Real Coverage Calculator
A field deck you can run in one sitting. Walk the pipeline through all four adjustments — true multiple, stage weights, age discount, fit adjustment — and produce two numbers: the coverage you report and the coverage you actually have. Includes the stale-deal decision rule, the keystone formula, and the monthly review protocol. The distance between the two numbers is your real H2 conversation.
Download ↓The Autopsy Advantage
The complete post-mortem system in one field brief. The five-question deal autopsy, the six-category loss taxonomy (including the two kinds of no decision — and why they demand opposite responses), the monthly pattern review, and a four-phase implementation roadmap. Companies that sustain this discipline for two-plus years report win-rate lifts of 10 to 20 percent — without a single new lead.
Download ↓The Selling-Time Tax Audit
A one-page worksheet. List every tool in your stack against three columns — minutes-per-producer-per-week, revenue-per-minute, and kill/keep/consolidate. Includes the shadowing protocol and the renewal-cycle decision threshold. Print it. Run it once a quarter. Use it as the input to every tool renewal conversation. What you don't measure, you keep paying for.
Download ↓The Referral Engine
An eight-page field guide. Six layers — Identity, Cadence, Language, Window, Bridge, Measurement. The in-meeting script, the 72-hour follow-up email, the bridge email, and the COI variant for CPAs, attorneys, and adjacent professionals. Build the system. Run it for a quarter and you'll have data instead of hope.
Download ↓The Coaching Conversation Map
A 2×2 framework that sorts every producer conversation by Past/Future and Outcome/Behavior. Three of the four quadrants are valuable. Only one is coaching. Print it. Audit your last month of 1:1s. Find the gap.
Download ↓The Deal Inspection Question Stack
Seven questions across three tiers — Evidence, Champion, Close. Use it in every forecast review. The producers who answer cleanly have real deals. The ones who can't are showing you where the forecast is fiction.
Download ↓The Three-Layer Discovery Framework
A field-ready tool for sales leaders ready to stop losing deals to shallow discovery. Includes The Rule, The Three Layers with go-to questions, and The Silence Rule. Use it on your next call.
Download ↓Free. No email required. The newsletter is the ask — these are the gift.