Hi, I'm
I write essays from an operator on AI deployment in B2B sales, SaaS leadership, and the small lessons that survive a platform shift.
I started my career in the Australian Defence Force, where I learned the kind of operational discipline that scales. From there I moved into SaaS: sales leadership first, then executive roles where I led acquisitions, cross-border business transitions, and team scale-ups for private-equity-backed software businesses. I've managed teams of more than a hundred people through cultural change, brought new revenue channels online, and rebuilt operating models that needed it.
I'm currently CEO of Sendspark in Austin, TX. The blog is where I write about the things a CEO has no one to ask: vendor evaluation traps, the SDR-AE handoffs where deals leak, pricing decisions you set once and never revisit, and the founder-mode mistakes that compound.
One essay a week. Subscribe below or read the archive.
AI in B2B sales. How to deploy AI agents inside sales workflows without breaking the things that make sales human. The volume half of every B2B sales role is becoming commodity. The human half is becoming the moat. The operator question is which two roles each current role splits into, and whether you have the right people for each half.
Founder lessons. The small recurring SaaS mistakes that compound. Pricing decisions you set once and never revisit. The first ten hires that quietly determine the next four years. The distribution choice that looks like a marketing problem and turns out to be product and culture. Operator-honest about what I got wrong.
Video as the B2B default. Why personalized video is becoming the default outreach mode for B2B sales teams. The signal text cannot match. Why the format survives AI commoditization when most outreach formats do not.
Most B2B founders spend the first two years perfecting their product before asking how it reliably reaches customers. By then, the distribution problem has already compounded. Here is what building the loop earlier actually looks like.
AI commoditized the production of personalized-looking cold outreach. The pipeline that still works is the one your existing customers create for you. In 2026, your customers' outbound is your best inbound channel, and most founders are not measuring it.
Most B2B pipeline leakage is not at the top of the funnel. It is at every internal handoff between roles, and the dashboard cannot see it. The cheapest fix is a recorded video briefing, and the same discipline applies to AI agents.
Most founders treat pricing as a launch decision and never revisit it. Five years in, the pricing page is the most untouched artifact in the company. That instinct is the most expensive single mistake B2B founders quietly make, and the audit is cheaper than you expect.
Most B2B sales AI tools target the outreach layer. But research shows sales forces spend one-third of their time on non-selling activities: prospect identification, CRM logging, service escalations. The teams pulling ahead fixed the overhead layer first.
AI tools have made personalized-looking text free to produce at scale. When every email sounds human-researched, the signal value of text personalization collapses. The formats requiring real per-prospect effort become the proof of genuine intent. In 2026, video is that format.
Most AI deployments launch with a clear yes-list and no formal no-list. A founder's agent deleted his production database in 9 seconds and then confessed in writing. Here is what to build before something like this happens to your business.
Most operators are still asking whether AI is reliable enough to deploy. That is the wrong milestone. The right question is who on your team is good at managing scatterbrained employees who happen to be machines.