The Sales Process Guy
For industrial and B2B companies wanting double-digit growth
Justin’s views are rarely comforting. Often, they are downright uncomfortable!
If you are looking for sales training or more of the warm and fuzzy relationship-building workshops that have been driving mediocrity since the 1990s, don’t speak to this guy. And if you want affirmation that the approach you are taking now will eventually deliver the sales results you’ve been hoping for, you won’t get it from Justin either.
But if you want a provocative thought-leader who is going to change the way you look at your business, while also giving you a proven strategy to scale your business, then he is definitely the guy for you.
No fluff, no nonsense, just smart thinking backed by a revolutionary process that will transform your sales and operations team’s performance and change the way you think about your business — forever.
ABOUT
Justin’s background
Justin is the founder of Ballistix (a boutique management consultancy, specializing in growth for industrial organizations) and an expert in the Theory of Constraints (a management methodology introduced by Eli Goldratt in his 1984 best seller, The Goal).
He is the author of “The Machine: A Radical Approach to the Design of the Sales Function” (winner of Gold in the Sales category of the Axiom Business Book Awards) and “An Ode to Speed”. This mini-book argues that organizations should optimize for speed, and not for cost, or efficiency, as is standard practice. He has a popular YouTube channel and is the creator of the highly praised sales documentary: “Double-Digit Growth (and why you’re stuck on single digits).”
Justin is best known for his radical approach to the design and management of the Sales function
He argues that salespeople should focus exclusively on the pursuit of new business (not account management), that they should be paid salaries (not commissions), and that they should operate inside (not in the field). His approach requires a retooling of both the Sales and the Operations functions, but for many organizations, this is a much more appealing proposition than building an even larger salesforce.
Many followers of Justin’s approach experience rapid growth. He has numerous examples of mid to large organizations growing at rates in excess of 20% a year (as well as examples of smaller organizations growing significantly faster). His message is always controversial, but he never fails to delight audiences with his fast-paced presentation style and his encyclopedic knowledge of business.
JUSTIN IN THE MEDIA
Justin’s bold ideas spark conversation
His unconventional methods and outspoken views have fueled lively interviews and feature articles across top business podcasts and publications.
SMBash 2026: The Clock Speed Manifesto: Why Clock Speed is the Primary Driver of Profitability
Justin Roff-Marsh argues that management faces a stark, unavoidable choice: maximize speed or minimize cost. You cannot do both, and the choice you make will determine the fate of your organization.
.
How The Design Of Your Organization Limits Its Growth
A careless misunderstanding of the relationship between revenue and growth leads most organizations to operate as self-limiting systems.
A New Look at Account Management: Where It Creates Value, and Where It Doesn’t
It would be tempting to assume that account managers do add value in the B2B economy. After all, products and services are more complex, and transactions tend to have a higher dollar value. But Justin argues it’s dangerous to make this assumption in this feature article he wrote for MDM.
Why an obsession with cost is damaging your profitability and handicapping your growth
Justin was featured in the May-June 2025 edition of the Industrial Distribution magazine. His feature article argues against the traditional Cost-Based Operating System and proposes a new alternative – the Speed-Based Operating System.
Should Salespeople Be Able to See the Revenue Associated with the Accounts They’ve Won?
My answer to the question posed in this headline is “no.” In most cases, salespeople should not be able to view the revenue associated with individual accounts they’ve won?
If Your Sales Proposition Isn’t Relevant Every Day, It’s Not Relevant at All
Let’s assume you’re a salesperson. You have a compelling proposition for your target customers, but there’s one small problem. Your customers only make purchasing decisions periodically. This means that, most of the time, when you reach out to a prospective customer, they are not interested in having a conversation with you.
Your Salespeople Are Focused on the Wrong Type of Transactions
There are two types of sales transactions: yours-to-lose and yours-to-win. Left to their own devices, salespeople will focus on the former and ignore the latter. It’s your job as a responsible, growth-minded executive to insist that they flip their priorities.
If Your Salespeople Do This, You’re Losing Money
If you hear a crazy idea often enough, there’s a danger that you’ll come to passively accept it — particularly if it’s on the periphery of your primary interest area. The commonly accepted idea that “sales leads are scarce” is one such idea.
Why a larger sales team is not the key to selling more
Assuming that a business has a compelling product (or service), and the ability to execute flawlessly, then growth should be simple. All that business must do is out-communicate its competitors.
Stop paying salespeople commission
When you move your salespeople from commission to salary, they will not leave. (That’s assuming that they continue to receive the same net income, of course.)
However, you will gain the ability to manage your salespeople like other team members.
Revenue Should Always Be the Responsibility of Operations, Never Sales
If you make revenue the responsibility of your sales department, you will handicap the growth of your organization. If you want your organization to grow, operations should be responsible for revenue and your sales department should focus exclusively on new business.
Sales is an inside activity… it has been for years!
Most executives think of sales as an outside activity. Justin Roff-Marsh claims that it isn’t and that it hasn’t been for at least 15 years.
What Salespeople Get Wrong About Customer Relationships
Okay, so thanks to COVID-19, your field salespeople are grounded. But, I’m here to argue that you should have grounded your field force 10 to 15 years ago!
Blunt talk about what’s wrong with sales, and how to fix it.
Launched in the UK in 1976, Business Traveller is a leading international business magazine. It currently publishes 10 editions worldwide. The Daily Telegraph voted businesstraveller.com one of the top 20 travel websites.
Announcing the 2016 Axiom Business Book Awards Results
GOLD WINNER: The Machine: A Radical Approach to the Design of the Sales Function, by Justin Roff-Marsh (Greenleaf Book Group)
The Death of Field Sales – Expert’s Inside-Out Approach to the Design of the Sales Function
As field sales teams shrink, inside teams are growing. But not just growing. Exploding! Some are reporting a 300% year-on-year growth in U.S. inside-sales headcount. While this shift is exciting, inside sales teams have adopted a number of practices from the traditional sales model that would have been better off left in the field (or, better still, eliminated altogether).
Sales Pros Who Receive Support Seal More Deals
“Sales is the responsibility of a centrally coordinated team,” said Roff-Marsh, president of sales management and marketing consultancy Ballistix.
Soundview Executive Book Summaries
In The Machine, Justin Roff-Marsh shows readers how to follow the intrepid executives who have implemented his ideas over the last 15 years, building ridiculously efficient sales functions.
CEO Blog Nation: Teach A CEO
39 Business Tips & Lessons from the Entrepreneur’s Bookshelf.
3 Books Small Business Owners Should Read
The author, an entrepreneur and sales management expert (he prefers “radical”), wants to start a revolution. And he wants us all to join in.
Can Distributors Maintain ’23 Growth Rates?
Justin was interviewed by Anna Wells, Executive Editor, Industrial Distribution, on his thoughts on what’s needed for Industrial Distribution companies to maintain sales and growth throughout 2024 and beyond. Justin’s contribution to the discussion starts at the 2:00 mark.
Q&A: Why Are Distributors Settling for Single-Digit Growth?
Ballistix went all-in to produce a documentary-style film to illustrate one of the biggest challenges facing industrial business leaders. Each year, they target double-digit sales growth, but wind up settling for single-digit growth. Why is that?
Designing Healthy Organizations – Justin Roff-Marsh – The Impactful Leadership Show – Episode # 046
Justin details why entrepreneurs should not hire entrepreneurs, how to fix cultural issues by fixing an organization’s design, and why salespeople should not be managing accounts and other non-sales activities.
Who is responsible for Sales in an organization?
In this thought-provoking episode, Justin explains why the sales team SHOULD NOT be responsible for sales and how making them responsible for sales actually causes the opposite effect and retards organizational growth.
Re-Engineering the organization to make a tonne of money consistently
Justin argues that for rapid growth to occur in an organization salespeople should only loosely be coupled to sales. The connection is that salespeople exclusively focus on winning new annuities. Those annuities then generate revenue that operations become responsible for.
Reengineering the Sales Process with Justin Roff-Marsh
Justin discusses his journey into professional sales and the different insights and perspectives he has to share with us to improve both our personal and professional lives.
Creating the Machine with Justin Roff Marsh on Inside the Sales Playbook Show
In this episode of the Sales Playbook, Justin Roff-Marsh delves into the one question all sales leader need to be able to answer and how to unify the sales team and make it a far more effective organization.
Gazelles Scaling Up Virtual Summit
Justin argues for a principled application of division-of-labor to sales. He counsels executives to reengineer their organizations so that salespeople are responsible solely for the pursuit of new business. In part, this entails replacing relationships with operational efficiency and eliminating both sales commissions and the concept of account management!
Why Sales Hasn’t Even Gotten Started with Justin Roff-Marsh
In this provocative episode, hear why Justin believes that SDRs should be fired or have their roles reconfigured, why first meetings shouldn’t be called discovery meetings, and why paying commissions in a complex sales environment is “too silly for words.”
KEYNOTES
Methodology, controversy, intensity…results
Find out why Justin has earned his reputation for radical thinking towards the design and management of the modern-day sales process. Turn your business world upside down. Book Justin today!
Justin Roff-Marsh offers keynote presentations and full- and half-day workshops to C-level executives, managers, and business owners across the United States and around the world. He is as effective and high-impact in delivering his free-flowing presentations from the podium as he is in an interactive seminar setting or boardroom setting.
Participant and reader reactions
This workshop came at a good time in the lifecyle of our organization. It gave us some great new ideas and considerations.
Clinton Cowin
Tradie Pad
The workshop was extremely informative and interactive. Justin is very engaging as well as entertaining when presenting.
Kathy Pendleton
WiseTech Global
One of the BEST workshops I’ve ever attended, primarily because it was based on application experience, not theory.
Brian Highlander
Viking Electric
Excellent overview of the system. Lots of practical examples.
Troy Vellinga
Dunes Point Capital
Great workshop. A LOT of info to take in on one day. Now applying it to our small, family-owned company.
Brian Allison
Rockford Ball Screw
A thought-provoking day that made me think about we can maximize The Machine theory and practices into our business. Justin showed us we still have a lot of work to do!
Frank Fowler
Mailender Inc
Justin’s past speaking engagements
The Machine Poland
Justin headlined a special sales conference for industry leaders in Poland. Justin presented the key concepts from his book, The Machine, and his popular one-day workshop, Prescription for Growth.
Distribution Summit – D19
The Distribution Summit is the only event series of its kind. D19 is the industry’s premier opportunity for distributors, builders, and suppliers to connect and learn. Justin presented his hugely popular Death of the Field Sales keynote presentation.
ICAN
The Distribution Summit is the only event series of its kind. D19 is the industry’s premier opportunity for distributors, builders, and suppliers to connect and learn. Justin presented his hugely popular Death of the Field Sales keynote presentation.
SpeakInc MCAA keynote speech
Justin has been invited to speak to 250 plus industry executives in process controls and automation. Justin will be debunking popular sales myths and outlining an alternative approach to scaling sales and growing revenue.
Solidworks VAR Conference
Dassault Systèmes SOLIDWORKS Corp. is a mult-billion dollar global company that offers the world’s most popular 3D modelling software tools. Justin presented his contrarian approach to sales to hundreds of VARs at the 2017 annual conference.
Austin Texas EO Group
Justin delivered an hour long presentation to members of the Austin Texas Entrepreneurs Organization (EO) chapter to excellent reviews and referrals to other chapters.
Association for High Technology Distribution (AHTD)
AHTD works with automation and high-tech solution providers and manufacturers to increase productivity and marketshare. Justin was invited to deliver the keynote presentation at it’s fall 2017 member conference.
Inbound
More than 14,000 delegates from all around the world attended Inbound 2015. Justin was invited to speak at the Inbound 2016 event on one of his favorite topics, “The Death of Field Sales”.
Swagelok International Annual Conference
Swagelok is a $1.8 billion, privately-held company that designs, manufactures, and delivers an expanding range of the highest quality fluid system products. Justin was invited as the keynote speaker for the 2014 Japan, Europe and North America annual conferences.
Ballistix House Events
Justin presents regular Ballistix house events, including our half-day Executive Roundtables (public and in-house), Lunch and Learn events and Prescription for Growth Workshops in Australia and the US.
TOCICO: Annual Conferences
Justin regurlary presents keynote presentations at TOCICO conferences throughout the US, South America and Australia.
Vistage
Justin is an approved Vistage Speaker. He regularly runs workshops and presentations for Vistage chairs throughout the US and Australia.
FIG Program
He also lectured on a similar, government-funded program, designed to stimulate the growth of technology-based start-ups.
National Hospitality Association
Justin has delivered a keynote presentation at the annual conference of the National Hospitality Association.
Amcon
Amcon is the leading American Expo for contract manufactures. Justin delivered the keynote presentation at the June 2009 Minneapolis Expo and received the highest rating of any speaker to present. He has been invited to speak at future Amcon events.
Torrance chamber of Commerce Event
Justin delivered an hour long presentation to members of the Torrance area chamber of commerce to rave reviews. He was voted one of the most popular presenters of recent times.
Continuous Process Improvement Symposium
The CPI Symposium brings together experts in fields such as automotive, aerospace, manufacturing, and service fields to show case the latest developments in TOC, Six Sigma and Lean. Justin is regularly invited to attend as a keynote speaker.
Startup Accelerator, San Francisco
Justin delivered a keynote presentation for a select group of tech innovators and entrepreneurs.
The CEO Syndicate Program
Justin regularly presents for the CEO Syndicate Program. His surveyed Member feedback is 9.6 for relevancy of topic and 9.0 for presentation skills. This is one of the highest ratings for any speaker.
Constraints Management Group (CMG): Annual User Conference
CMG is a management consultancy; specializing in TOC (the world’s largest). Justin delivered a keynote presentation at this event in Chicago (2007) as well as a half day break-out session. He is returning to present a full-day workshop at the 2008 event.
Entrepreneurs’ Organization
Justin presents numerous workshops for for EO Chair’s throughout the USA and Australia.
Queensland Enterprise Workshop
QEW is an executive education program. Justin lectured on this program (marketing)for four consecutive years.
Queensland State Development Corporation
For many years, Justin was the highest-rated speaker on QSDC’s lecture circuit — regularly presenting to audiences of 200-400.
Queensland University of Technology
Justin has been a guest lecturer on a number of occasions at QUT (various marketing subjects). Additionally, each year, he is one of a number of judges on the business school’s John Heine Entrepreneurial Challenge.
Bendigo Bank
For two years running, Justin has been invited to be a special guest speaker at the annual in house conference for the Bendigo Bank area managers. Bendigo Bank is a retail bank with branches located all around Australia.
EcSell
The EcSell Institute is an association for top-level sales executives and sales managers. Justin delivered the keynote presentation at the July 2009 EcSell summit and hosted a workshop dinner.
Industry week Webinar
Justin hosted a webinar for 125-plus industry week readers. According to industry weeks independent survey, an amazing 91% of participants rated Justin’s presentation as “very informative” or “informative”. The very best webcasts are usually in the 80-85% range.
Popular Vistage speaker
Justin Roff-Marsh is a popular Vistage speaker throughout United States, Canada and Australia. If your Vistage members are looking for growth, Justin will transform the way they think about sales… and deliver a thought-provoking talk that will keep them talking for years.
Highly Rated Presentation Topic
How to sell when no one picks up the phone: A new organizational design for double-digit business growth
In this controversial keynote presentation, Justin begins with an uncomfortable question:
“Do you want a happy sales team or a fast-growing business?”
The brutal truth is that you can’t have both with traditional sales structures. Executives no longer answer their phones, and many salespeople spend 4–8 hours connecting with just one or two prospects. As a result, 80% of sales teams have abandoned outbound marketing entirely.
The real problem isn’t your salespeople
Justin argues that the problem isn’t your salespeople. It’s your entire organizational design. We need to recognize that it’s growth that’s important, not sales. Sales is just one component of a larger growth formula.
A new organizational design for growth
He then introduces a bold new organizational design for growth, where sales becomes a by-product of the organizational growth strategy, not the primary driver of it.
Challenging what you think you know
Justin covers a lot of ground in this powerful presentation. Some points you’ll agree with; others you may not. But you will leave this presentation challenged to reconsider what you think you know about sales and growth in today’s market.
It’s not about more calls or better scripts
This isn’t about better scripts, remuneration plans or more calls. This is about fundamentally redesigning your organization’s front-of-house for today’s reality.
Key topics Justin covers
- Why sizing your sales team based on growth aspirations is killing your ROI
- The fatal flaw in the inbound marketing framework (and what actually works)
- How to split your organization into two powerful subsystems for business growth
- The new “Growth Group” model that eliminates the need for large field sales teams
- Why sales should be the by-product of growth — not the other way around
Would you like Justin to present this to your team?
Let us know and we’ll get back to you to discuss the specifics.
Watch Justin
Double-Digit Growth Sales Documentary
Justin Roff-Marsh takes us on a journey, back to the 1950s to contrast the design of two organizations’ front-of-house. Prince Castle (where Ray Kroc sold milkshake machines) had a traditional sales model—where the salesperson was the organization’s customer interface. But, not so, at Xerox. Xerox’s revolutionary pay-per-print proposition introduced a new relationship between the customer, the Sales department and Operations.
Why you should be installing the Speed-Based Operating System in your organization
In this video, Justin outlines his opposition to the unrelenting pursuit of efficiency and presents an alternative decision-making framework: the Speed-Based Operating System.
Watch more of Justin in action on his YouTube channel
Slaying Sacred Cows
Contact
Complete the form below if you are interested in having Justin present at your next event. You can also reach out Justin via his LinkedIn page or email his assistant.
Email: [email protected]
LinkedIn: linkedin.com/in/justinroffmarsh
For all media inquiries please contact:
Mattie Hayden
Assistant to Justin Roff-Marsh
Email: [email protected]