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Matt Sunshine is Managing Partner at The Center for Sales Strategy, a sales performance consulting company that helps organizations attract, retain, and develop the highest performing salespeople. He is also the Founder and Managing Partner of LeadG2, an inbound marketing company that helps businesses establish thought leadership and lower lead costs.

Matt geeks out on growing sales organizations, finding and developing sales superstars, sales processes, lead generation, inbound marketing, and digital marketing. He is a regular contributor to leading business blogs and magazines such as Inc., Sales & Marketing Management, Sales Hacker, and Entrepreneur. He is the author of LeadG2: Getting Prospects to Raise Their Hands. Forbes magazine lists Matt as one of the “20 Speakers You Shouldn’t Miss The Opportunity To See.”

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Here’s a glimpse of what you’ll learn:

  • From a child who didn’t speak until seven years old to becoming a sought-after speaker, Matt Sunshine shares his story
  • How Matt worked with The Center for Sales Strategy before founding LeadG2
  • What is customer-focused selling, and how does it work for B2B?
  • Why Matt started LeadG2
  • How Matt became Managing Partner at The Center for Sales Strategy
  • Why it is hard to hire and keep salespeople
  • The not so easy — but trusted — way of engaging and keeping top sales talent
  • Matt talks about the sales performance formula

In this episode…

Lead generation and sales are by far the most challenging part of growing a business. To make matters worse, finding sales talent is a high hurdle to scale for most business owners. Even when you find skilled people, they may not have the right tactics to produce the desired performance.

So what if you could build a talent bank of skilled salespeople who can come into your business and have an immediate impact? That’s possible, but you may have to rethink your sales process. In order to create a skilled team, you have to analyze how you hire for fit and bring the sales performance formula to life. Want to learn more?

Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz featuring Managing Partner at The Center for Sales Strategy and LeadG2, Matt Sunshine. They discuss why customer-focused selling is critical, the struggle business owners face when hiring and keeping sales talent, the sales performance formula, and more.

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Sponsor for this episode

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Cofounders Dr. Jeremy Weisz and John Corcoran credit podcasting as being the best thing they have ever done for their businesses. Podcasting connected them with the founders/CEOs of P90xAtariEinstein BagelsMattelRx BarsYPOEOLending TreeFreshdesk, and many more.

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Episode Transcript

Jeremy Weisz 0:19

Dr. Jeremy Weisz here, Founder of, I talk with inspirational entrepreneurs and leaders. And I’m gonna introduce formally Matt Sunshine in a second. But I always like to think about what past episodes people should check out, Matt. Some of my favorites was I get to interview the founder of Big League Chew. And it was because he gave me some free gum is really why I liked it. But just an interesting guy just sitting around in the bullpen and minor leagues and came up with his idea, then he wanted shredded gum, he didn’t want to chew tobacco, which could cause you know, the various effects of mouth cancer and other things and came with that idea. And, you know, shortly after, so, you know, they’ve sold like, over 800 million pouches or something crazy like that, and, and other other interesting founders that I like, actually respect and love their brand and of use the products. You know, Rxbars is another one. And I didn’t know at the time, like I had eaten them, but I didn’t know how big they were at the time. And then later, a couple years later, they were acquired by Kellogg for a large sum. So just interesting stories. It started in the kitchen, you know, literally started in the kitchen, just hand making bars, right. And I love just hearing those, the hustle stories behind it. So check out that many more on And this episode’s brought to you by Rise25 and Rise25 we help businesses give to and connect to their dream 100 relationships and partnerships. And we do that by helping you launch and run your podcast. You know, Matt, for me, I’ve been doing this for over a decade. And the number one thing for me is in life is relationships. So I’m always looking at profiling the people and the companies that I admire respect. And I want to shout out from the rooftops of what they’re doing, which includes today’s company, The Center for Sales Strategy, and LeadG2 to I just see something that’s so cool, and the people in leadership behind it, they’re doing really amazing things. I want to tell everyone about it. So if you’ve thought about podcasting, I think you should a hands down, I’ve made I’ve gone on family vacations with people I’ve had on my podcast, you know, when Matt comes through to Chicago, we’ll probably go to dinner or if I go to Texas, we’re going to dinner and you just form these bonds with people. So check out and I’m excited to introduce today’s guest, Matt Sunshine is Managing Partner of the Center for Sales Strategy and LeadG2 to prior to 2006. Matt worked closely with the Center for sales strategy as a group director of the sales development for a Radio Corporation. And basically, they specialize in helping companies are assigned directly to other companies b2b, Matt developed and launched LeadG2 inside of, I guess you could say The Center for Sales Strategy. You know, it’s one of those things, you know, works because when you eat your own dog food and you use it yourself, you prove it out. Right. And that’s what happened with LeadG2, which we’ll talk more about. And you can check everything out at or, Matt, thanks for joining me.

Matt Sunshine 3:21

Hey, thanks for having me on. And yes, when I get back up to Chicago, we will definitely go on have dinner. Awesome. You’re down in Dallas, let me know, I’d gladly host you I

Jeremy Weisz 3:29

love it. I want to try the barbecue there. Um, you know, there’s so much fascinating about your story and about your journey. And in what I found most fascinating, out of everything in this, I don’t know, you don’t know what I’m gonna say here. But, um, this is this is was really fascinating. I mean, this stuck out to me, when I read this. I’m like, I have to ask Matt about it. And we will talk about growing clients, we will talk about growing business, we will talk about growing the team from 25 to 45 in a short period of time, but you when you were a child, you did not speak into your seven years old.

Matt Sunshine 4:08

That is true.