Russell Scherwin · founder of B2B Tracks
Execute Your Strategy in Every Market Conversation
Every growth strategy eventually comes down to one of your people, in a room, with a buyer.
I help organizations nail and scale the story, powering profitable, predictable growth.
Start a conversation
In their words
DRAFT FOR MICHELLE TO APPROVE
“It gave our forecasts credibility, internally and with investors. I've taken that methodology with me and I use it all the time.”
Michelle Demarco, was enVista's CFO when she worked with B2B Tracks 
“… I can easily say that Russell is one of the best facilitators of sales training I have met. His ability to lead a room with 2, 3 or 400 people is absolutely incredible.”
Pierre Berlin, GM EMEA, monday.com 
“… I have been in many training classes over the years, and this will absolutely stand out as the best one, bar none.”
Stephen Sunshine, RVP Sales, Alert Media 
“… you reminded me of why I loved sales strategy so much. Thank you for your warmth, the kindness you exuded, and the passion you shared.”
Joyce Yi, Sales Leader, Gainsight
BEFORE I TELL YOU ANYTHING ABOUT ME
Someone on your team is in a room with a buyer right now.
You own the outcome.You don’t control it.
Your chance to influence it is gone.
Your strategy is exactly as good, or bad, as what happens in every room where your team meets with your buyers.
THE PROBLEM
Your growth is carried by a few heroes and a few buyers who "get it."
Most of your people cannot carry the message, and most buyers will not translate it on their own.
14%
of sellers generate 80% of new revenue.
A few of your market-facing people carry the message. The rest leave money on the table in every conversation.
EBSTA × PAVILION, 2025 GTM BENCHMARKS
86%
of B2B purchases stall during the buying process.
A slice of your ICP maps your capabilities to their problems, with conviction, on their own. You'll run out of them.
FORRESTER, STATE OF BUSINESS BUYING, 2024
Neither scales. Neither is in your control. Neither is predictable.
MY STORY
I owned the strategy and message.The field ignored both.
- 01
2007. New MBA in Strategy and Finance. First launch. Researched, vetted, signed off by everyone who "mattered." The field could not or would not carry the message.
- 02
I thought "why can’t the field carry the message?" I left product and marketing for sales to answer that question and found my home.
- 03
Sales, then sales leadership, then CMO, then CRO. When your number rides on hundreds of conversations you are not in, you learn fast what survives contact with a buyer.
- 04
Then B2B Tracks, and thirty plus organizations. The same root cause in each one.
PRODUCT MARKETING › SALES › SALES LEADERSHIP › CMO › CRO › B2B TRACKS
30+
Then I saw the same root cause in thirty plus organizations.
Same pattern. Never where anybody was looking.
It was rarely the strategy or the message. It was the translation.
OBSERVATION
Winning strategies die between these two rooms.
ROOM ONE
- Where the strategy is decided and the message is written.
THE SPACE BETWEEN
Revenue is lost when:
- Marketing lacks empathy for those who carry the message.
- The field lacks empathy for the ultimate decision maker - the buyer.
Closing that gap is nobody’s job.
ROOM TWO
- Where the buyer decides whether you are worthwhile.
From upstairs, a strategy that is wrong and a strategy that is not being executed look the same.
So the wrong thing gets fixed. Usually, the strategy or message. Time and money get wasted.
CONCLUSION
Your strategy is executed in every market conversation.
Every growth strategy eventually comes down to one of your people, in a room, with a buyer.
“… your strategy is only as good as your go-to-market team’s ability to express it.”
Which seat are you in?
Every seat owns a number. All seven ride on the same conversations.
Pick yours. The page behind it is written for that chair.
CEO
Company performance is determined by the outcome of conversations you are not in.
You own Valuation.
It rides on Growth the board can trust.
CRO
Your forecast is a bet on rooms you are not in.
You own The number.
It rides on Managers who coach the conversation, deal by deal.
CCO
You inherit every promise made in a room you were not in.
You own Retention.
It rides on Keeping the promises sales made.
CPO
The better product still loses to the better conversation.
You own Roadmap promised revenue.
It rides on A field that can, and will, sell what you built.
CMO
Your message is only as good as the field's version of it.
You own Pipeline and conversion.
It rides on The message surviving the first call.
CFO
You cannot forecast heroes.
You own The numbers you report.
It rides on Revenue that does not depend on heroes.
FOUNDER
Every month the light bulb stays off is burn against a finite runway.
You own The product's survival.
It rides on Buyers seeing their problem in it.
Every one of them rides on
compelling, consistent conversations.
WHAT GOOD LOOKS LIKE
Every market conversation is compelling and consistent.
Compelling
DRIVES GROWTH
The conversation is relevant for the audience, differentiated from the competition, and credible, building the trust that moves deals, even for your new reps.
Consistent
SCALES GROWTH
Every one of your people brings their own style to the same rigorous structure and the same message, so growth is not a matter of who showed up.
Same structure. Everyone’s own voice.
The structure is the table stake. The delivery is theirs. A seller reciting someone else's words is not authentic, and the buyer knows.
WHAT YOU BUY TO SCALE COMPELLING, CONSISTENT CONVERSATIONS
High Integrity Selling.
I help organizations nail and scale the story, powering profitable, predictable growth.
- MINDSETTHE CONVICTION
- Humility, to earn the right to ask and advise. Ego, to be a trusted advisor.
- ALIGNTHE ORGANIZATION
- One compelling message that executes the strategy, aligned across every function.
- ENERGIZETHE GTM TEAM
- Delivered consistently in every pre-sale, post-sale, marketing and product conversation.
- SUSTAINTHE BEHAVIORS
- Coached into habit by trained managers, and by an AI coach built on your message.
WHY B2B TRACKS
Messaging shops talk message. Training shops talk methodology. Neither focuses on the change that drives behaviors and outcomes.
The change lives in three seats. I have sat in all of them.
MESSAGINGALIGN
Product marketing, then CMO.
I have written the message with product and marketing, and watched the field ignore it. I know what it takes for every function to own it.
SALES EXECUTIONENERGIZE
Individual contributor, first-line manager, then CRO.
I have carried the number and coached the people who carry it. I know what survives contact with a buyer, and how to teach it so it does.
LEADERSHIP AND CHANGESUSTAIN
CMO, CRO, and the MBA classroom.
I have led the change from the top, and I teach leadership in the MBA program at the University of Georgia. I know why programs die in month four, and what keeps them alive.
Fran Orlando, Head of Marketing, Energage
“At the end of the day, you're not the one speaking to your prospects and customers, your go-to-market teams are. And so your strategy is only as good as your go-to-market team's ability to express it.”
The record
- AN APPLICATION BUSINESS FROM $2.6M TO $14.1M
- A DISTRIBUTION BUSINESS FROM $45M TO $77M AS BUSINESS UNIT EXECUTIVE
- A COMMERCE BUSINESS FROM $324M TO $394M AS CMO
What I actually want is to disappear, and for you to be confident in the conversations that are happening when you are not there.
PROOF · ENERGAGE, IN THEIR WORDS
From talking about engagement surveys to talking about the business.
It started as a day of CSM training. It became a go-to-market transformation.
WHERE THEY STARTED
Conversations focused on the product, not the business impact. Rigid playbooks, robotic delivery.
Buyers saw “the survey people.”
WHAT WE BUILT TOGETHER
- ALIGN
One message, built by their own leaders.
Leaders from across the company built it together, so there is shared buy-in on a single message.
- ENERGIZE
Managers first, then every seller.
High Integrity Selling training, immediately applied to deals being currently worked.
- SUSTAIN
Coached on live deals, until it stuck.
Coach-the-coach, so their managers sustain the energy. Alongside it, we put AI to work to accelerate conversions (and decrease CAC).
- NEXT
Now, all three again.
Asked back again to build new channels as part of an acquisition.
FROM EVERY SEAT
“We brought in High Integrity Selling in 2025. It became how our whole go-to-market team talks: one message from marketing through CS and sales, and a system for coaching. It played a significant role in our 2026 success.”
“… there’s shared buy-in across the organization on a singular message. When messaging is owned by marketing, it is out of touch oftentimes with the field, and it’s easy to shoot down from other parts of the organization.”
“I reframed the call around their employee engagement instead of our survey - and they immediately started talking about attrition challenges that we can solve!”
“I asked a tougher question this time about what happens if they don’t fix it — it landed better than I expected.”
8% → 20%
Billings growth, year over year.
MISSING
a front-line manager's quote. Russell asks Energage.
Where this starts
TAKE IT WHOLE, OR CRAWL, WALK, RUN
CRAWL
Start small.
WALK
Build one part.
RUN
The whole system, coached into culture.
