Sweden

• First ten years of working career as an industrial electrician (Diploma of Electrical Engineering) – realised most tradespeople were poor at sales and wanted to learn more
• Sales Engineer for PDL Electronics
• Key Account Manager, Tyco Electronics
• Moved to Recruitment Industry – strong interest in assessment tools that could help identify the traits of a successful salesperson
• Post Grad Diploma of Business Administration
• Owner of Business Consultant franchise (2003)
• Founded SalesStar (2005)
• Member of EO (The Entrepreneurs’ Association) and board member for New Zealand for the past four years

I have always been passionate about making a difference, helping to grow people in order to grow sales. I particularly enjoy helping entrepreneurs develop the sales strategy and disciplines they require to maximise their growth. We literally give CEOs the clarity to help “engineer sales success”. Over the years we’ve been instrumental in aiding our clients to grow their markets, putting the science behind sales success so they could grow by as much as 146%. I gain great satisfaction out of using my unique blend of skills and experience to pragmatically solve complex sales challenges and help companies map out a clear path to grow. I’m a strong advocate for three things: for setting goals that stretch, for lifelong learning and for developing a supportive mindset for success. I live by the philosophy “If you’re not getting out of your comfort zone, you are not growing.”

• Bachelor of Commerce in Administration – Double major: Psychology and Marketing
• Post-graduate diploma in Banking
• HR role at ANZ – formulated policies around internal job advertising and implemented a new performance review process – and first learned sales techniques by having to “sell” these to executives, management and staff
• Sales Territory Rep – EFTPOS business at ANZ Bank (when you still needed to explain what it was!)
• Sales Manager – EFTPOS business at ANZ Bank
• Account Manager – SoftEd (a software development training company)
• National Sales Manager –SoftEd
• Commission-only Sales Rep – Angela Stott Photography
• Start-up business – Time for Kids

I consider my role to be like that of an orchestra conductor – making sure all the moving parts come together in harmony for best effect. I love the fact that what we do at SalesStar is like throwing a stone in a pond; the ripples that emanate have such positive consequences for the well-being of both businesses and individual lives. The knowledge that I play a definitive role in how well this happens brings me great satisfaction. Part of this is getting the right people in place, and establishing the right culture so we can provide the right customer experience. Furthermore, I love helping my clients achieve the same result. This is something that is easy to say but more difficult to achieve. I am privileged to be able to combine the expertise I’ve gained on my journey, with my innate curiosity about people and how they work, to best advantage. I also love being able to use my specialist knowledge in Objective Management Group tools to help businesses gain much-needed clarity around their issues and to assist them to find the top-performers they need to grow their businesses even further.

Cassandra has 20 years of experience managing and improving back-office operations in both private and non-profit sectors. She started her career in a biomedical technology start-up where she was the executive assistant to the CEO. She grew in her role over several years and lead the support office staff as well as took on the role of the quality assurance manager in the company’s push to have their flagship products approved by the FDA.

Later in her career, she went to work for a venture-capital firm and was the Director of Operations. She loved working with the partners and other staff to create workflow processes and increase efficiency in day-to-day operations.

Most recently, Cassandra was working with a non-profit organization as a Regional Manager where she executed the growth of the company with hiring, customer service, and leadership mentoring.

Cassandra loves using her varied knowledge and skills to help SalesStar USA provide an exceptional quality of service to its clients, whilst supporting all members of the team to work efficiently, and supporting the company’s rapidly expanding business.

• Sales background in stationery, printing, business equipment, capital equipment, professional services and diamonds. Smallest sale – $5. Biggest sale- $15,000,000
• Leader of sales teams as a sales manager, contract sales manager and RFP project leader. Responsible for budgets between $2m – $100m.
• Assisted clients to grow their sales between 20-300% – in one case played a key role in doubling sales from $50m to $100m

I get great satisfaction from watching people and their companies grow. When I see their sales climbing, when I see them becoming more successful as a result, when I see managers transform into leaders and grow their teams, then I know why I get up every morning. And nothing compares to the feeling of having people come back to me years later to say I changed their lives. It’s gratifying to be able to provide cutting edge sales and sales leadership learning programmes, diagnostics and business advice that helps individuals grow personally and professionally- and that sees clients reach and exceed their sales goals.

15 years in Senior Leadership roles working in the SaaS, Management Consultancy and Investment Banking Industries. I’ve been involved in deploying three different operating models, converted a consulting business to a SaaS model, and have solid business acumen on the operational aspects of running a business. I developed and delivered a global services operating model to deliver a concierge Client Experience to our customers, ready to scale.

Personal Achievements:

2018 | Finalist in the Top Women in Leadership – SaaS (3,460 nominations, I had over 80 Nominations)
2018 | Multiplier of the Year Nominee ( The MOY Award is an international contest to recognize leaders who amplify the intelligence of those around them )

• Past National Sales, Head of Sales, Director of Sales and CEO roles
• Former sales director of Wormald, taking the company from $50 million to $100 million inside three years to number one in the Tyco group worldwide
• Headhunted by Westpac to become head of Westpac High Performance for commercial and agri. 800 sales staff reporting via 35 managers. Tripled market share
• Instrumental in growing SalesStar by over 60% in 2016

If I had to summarise what motivates my life, it’s all encapsulated in SalesStar’s vision: “To become absolutely integral in the economic growth of Australia and New Zealand. Values led and purpose driven, we challenge, we stretch, we grow. We started from humble beginnings and we will leave as better ancestors…” I am a great believer in stretching people’s aspirations so they become the best versions of themselves and in doing so, make our countries stronger. I am deeply motivated by the idea of creating a legacy and sharing with people all I have – and the best from the world – almost as if it were the last chance to do so.

• Quadruple Major in: Management, Commercial Law, Psychology and Statistics.

My role pertains to managing the systems that underly the operation of SalesStar; be that legal documentation, web infrastructure, application procurement/development or business process refinement.

I oversee Marketing and core HR functions in addition to the above.

I graduated with a Bachelor’s Degree in Accounting Technology in 2017.

Since then, I have worked as a Data Manager, Finance Analyst, Professional Marketing Representative, Accountant, and Bookkeeper which helped me grow and enhance my interpersonal and work skills. With bookkeeping and accounting as my main focus, I was able to learn, grow, have a deeper understanding of the financial principles and practices, and have a strong foundation in financial management. My goal is to leverage my diverse background in accounting and finance to contribute to a dynamic team and support the financial health of the organization.

As a Bookkeeper here in SalesStar Global, I am responsible for managing the administration of the financial transactions including daily intercompany transactions, maintaining accurate financial records, and overseeing all aspects of payroll processing.

Leading the development of an internal AI capability aimed at enhancing SalesStar’s core service offering and preparing the business for the next phase of growth.

The focus is on identifying and validating high-impact use cases for AI within SalesStar’s sales coaching ecosystem, aligning with existing business models while future-proofing the company’s proprietary IP and delivery systems.

Collaborating with technical advisors and internal stakeholders to design and implement a robust MLOps pipeline and build enterprise-grade AI tooling that surfaces meaningful insights for both coaches and clients.

Key responsibilities and areas of focus:

– Identifying AI applications that increase the impact and scalability of current services
– Designing architecture and workflows to operationalise machine learning within the business
– Using prompt engineering, data labelling, and RAG techniques to enrich training data
– Implementing secure ingestion and scraping protocols to structure domain knowledge
– Building and testing fine-tuned models, including evaluation and reinforcement loops
– Planning and managing front-end UI/UX design, web development, and API systems
– Integrating product thinking with data science, engineering, and design best practices

This role offers deep exposure to AI productisation, software development at scale, and the challenges of translating subject matter expertise into intelligent, usable systems.

As Technical Systems Ops Manager, Oliver runs our lead generation and management platforms throughout SalesStar. Specialising in automation and digital architecture.

Based in the UK, Oliver graduated from the University of Huddersfield in Broadcast Journalism and joined SalesStar in 2021 as part of the UK government’s Kickstarter scheme, which provides entry-level roles into the industry.

In his spare time, Oliver can be found either walking throughout the beautiful Yorkshire countryside or watching football at his local football club, Huddersfield Town AFC.