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[ From Survival to Strategy ]
Discover the proven methodology that transforms founder-led sales into scalable revenue engines—the same framework that helped add millions to a client's $70M exit valuation with Vista Equity.
[ About This Session ]
In this candid keynote given to a select group of CEOs, Revelesco CEO and Co-Founder Pete Crosby shares his journey from his first sales job to building and scaling multiple successful companies.
Drawing from 20+ years of experience and work with over 100 startups, Pete reveals why most companies fail to scale—and introduces the Whole Revenue Strategy framework that changes everything.
Through personal stories, Pete demonstrates how success isn't about luck or heroics. It's about methodology. Learn why revenue isn't just a sales problem, how misaligned leadership kills growth, and why acting without planning is like "building a plane while it's in the air"—spoiler: it doesn't work.
01
The 10/10 Pain Principle
Learn to identify and articulate pain that scores 9-10 on the B2B pain scale—the difference between "nice to have" and "must have now." Understand why chest pain sells better than a stubbed toe, even when the toe hurts more.
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The PIP Risk Matrix
Master the three forces that drive urgent action: Proximity (how soon?), Impact (how bad?), and Propensity (how likely?). Transform vague concerns into compelling reasons to act today.
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03
The Seven-Step Revenue Framework
Discover the exact framework that top performers follow—whether they're reading from a laminated script or closing deals from the pub. Success isn't personality; it's process.
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The Alignment Litmus Test
Why interviewing your leadership team predicts your revenue with 100% accuracy. Seven different messages = guaranteed miss. One unified story = predictable growth.
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From Founder Sales to Revenue Machine
Real examples of companies that broke free from the founder bottleneck, including the specific frameworks that added "multiple millions" to an exit valuation.
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The Revenue Maturity Scale
Assess exactly where your company stands and what needs to change. Stop guessing why growth has stalled—know precisely what's broken and how to fix it.
06
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