Helping Leaders Their Unrealized Potential


Revenue Growth & Retention

In these engagements, I help Founders, CROs and Sales Leadership teams align around a revenue growth strategy that drives clear expectations, priorities and measures surrounding consistent growth and retention results. Once the leadership team is aligned, I help guide its execution through training, advisory support and quarterly progress analysis.

To learn more, email me directly at [email protected] to schedule a virtual initial chat.


Solving Real Problems: ValueSelling Framework® : How to build trust-based customer success through repeatable focus, simplicity and consistent execution.

Whether you’re an executive, founder, sales leader, or sales rep – you’ll be more effective by utilizing the ValueSelling Framework® to create a common language for greater forecast accuracy, powerful deal reviews and effective sale coaching.  Through role plays, scenario-based exercises and building ValuePrompter® for your current opportunities. Then, follow-on adoption solidifies skills.

  • Workshops are held on-site or virtual

Executive Speak™ : How to best prepare, communicate and build executive engagement for speaking confidently with executives.
Develop your sales team’s business acumen to think like an executive, predict potential business issues, and then correlate how your unique capabilities impact the most important business issues and financial metrics.

  • 100% learn at your pace through e-learning featuring the 360° Profile Builder™, a unique tool that helps turn various information gathered into insights and automatically populates a ValuePrompter® for meetings.

To learn more, email me directly at [email protected] to schedule a virtual initial chat.

Advisory Support

One-on-One Advice on Top Priorities

In these monthly conversations, I help executives solve problems, understand potential risks, and provide objective, fact-based evaluation to support decision making. Serving as an objective coach providing oversight on sales strategy execution, critical thinking and leadership management.

To learn more, email me directly at [email protected] to schedule a virtual initial chat.


My clients include leadership teams funded by MaRS IAF, BDC, StandUp Ventures and other top venture investors.

Name (Won't show up)

"Building a strong repeatable sales process has been a multi-year journey for Sampler. With the help of BDC Sampler was able to receive the support of Sales Leader Tony Cassio on a part-time basis to help us work through a sales team strategy for 2020. The support came at an important time and it was a huge help to have Tony's services subsidized by the program. Together with Tony Sampler was able to work on topics such as : Team Structure, Objectives, Compensation and more. As a fast-growing company the experience of someone who has been there, done that and who continues to build his perspective across his work with multiple companies is invaluable. We're proud to say that over a year-later and after the subsidized program, Sampler still engages with Tony as one of our most valued advisors.

John Doe

“It was great. A much needed shakeup to spark performance.”

Name (Won't show up)

Working with Tony over the last years has really been an eye-opening experience that has allowed our sales team to grow rapidly. Before engaging with Tony, we really tried to push our potential leads to work in the way we thought was best. We were struggling in closing leads, and were unable to see why all the potential leads, that we knew were great matches for us, just did not seem to be closing. Tony helped turn us around, and without his guidance we would not be where we are today. We were looking for some guidance for our sales team, and were fortunate enough to cross paths with Tony at MaRS. Tony taught us how to ask the right questions throughout the sales cycle that helped us better assess our fit with our potential customers, to ensure we were providing something that added value to their top business objectives. The impact on our bottom line has been extraordinary since our relationship with Tony began. As a start-up with a relatively new product in the very early stages, Tony helped our sales team grow from zero sales revenue to nearly $1M within a year. His dedication to understanding what value customers are gaining, and how to engage with them in a meaningful manner that benefits all sides has proven to be an extremely effective method, with exceptional outcomes. What surprised us the most about my experience working with Tony was his attention to detail, and his accessibility especially with a global pandemic going around. Tony is always just a phone call away, and has been very responsive throughout our relationship. We attribute a lot of the success we had to the assistance and advice from him.

Name (Won't show up)

“The assessment tools will be highly effective as it relates to probability of close and forecasting. The content will empower sellers to manage an effective sales cycles and stop wasting time on opportunities that are going nowhere.”

Name (Won't show up)

“The workshop was a great opportunity to learn how to apply and teach the ValueSelling framework. Tony made us feel comfortable in being vulnerable and as a management team, I really believe we've levelled up our skill set to coach and inspire a strategic sales team.”

Name (Won't show up)

The Value Selling Framework training delivered not only the theory of why discovering business value is important, but introduced a concept overlooked in many enterprise sales training courses, namely the discovery and importance of personal value and its relationship to the emotional element of purchasing. The toolkit containing the ValuePrompter, Opportunity Assessment Tool, and Mutual Plan Letter made it easy for our organization to get started with ValueSelling, and I saw our team already using the techniques taught in the course before it was even completed.


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Helping Leaders Their Unrealized Potential



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