Greg Larsen is a distinguished leader in revenue operations and go-to-market (GTM) strategy, with a proven track record of driving exponential growth and operational efficiency across multiple high-growth organizations. With over a decade of experience leading global sales, marketing, and operations teams, he has built a reputation for transforming businesses, optimizing sales infrastructures, and implementing scalable revenue systems. Greg has been a key player in the successful exits of four companies.
As the Founder and President of Catalyst Sales Consulting, Greg has built a premier sales and revenue operations consulting firm from the ground up, serving a diverse portfolio of clients ranging from billion-dollar enterprises to emerging tech startups. His expertise in GTM systems design, sales enablement, and revenue operations has helped organizations streamline their processes and accelerate growth. Under his leadership, Catalyst Sales Consulting has expanded to a team of five consultants offering fractional Salesforce implementation, sales operations, and enablement services.
Greg’s tenure as President of Revenue Operations at Eltropy was marked by exceptional results, including tripling the company’s ARR from $8 million to $26 million in a single year. He spearheaded the optimization of the global GTM strategy, leading efforts in sales hiring, onboarding, forecasting, quota management, and sales tech stack optimization. His initiatives not only enhanced deal velocity but also reduced tech spend by 25%, while ensuring that over 65% of sales representatives surpassed 100% of their quotas.
Prior to his role at Eltropy, Greg served as the Head of Global Revenue Operations at Straker Translations, a publicly traded company, where he consolidated six global business units into a unified GTM function. His leadership resulted in an impressive 74% year-over-year revenue growth. Similarly, as Chief Revenue Officer at Lingotek, he implemented systems that propelled revenue by over 200% within two years, significantly improving forecast accuracy and sales rep win ratios.
Greg’s expertise extends beyond executive leadership roles. His earlier career includes leading revenue operations and sales enablement at NUVI, where he overhauled Salesforce processes, built new sales systems, and developed a robust library of sales training materials. His ability to design and execute high-performance sales infrastructures is further demonstrated through his success in sales leadership roles at Qualtrics, XANT, and NUVI, where he consistently ranked among the top-performing sales executives.
In addition to his corporate leadership, Greg is the Founder and Chief Operating Officer of World Tech Academy, a business technology training company dedicated to equipping professionals and organizations with cutting-edge skills. His innovative GTM strategy for the academy resulted in a 200% increase in market share within a year and led to strategic partnerships with executive education programs at top universities across the U.S.
Greg holds a Bachelor of Arts in Business Management and Leadership from Southern Virginia University, where he graduated with a 3.9 GPA. He is a certified expert in Salesforce administration, Force Management, Challenger Sale, SPIN Selling, and Franklin Covey methodologies.
Throughout his career, Greg has been recognized not only for his strategic acumen but also for his ability to build and lead high-performing teams. His leadership philosophy is centered on aligning people, processes, and technology to drive sustainable business growth. With a deep understanding of the evolving B2B technology landscape, Greg continues to be a sought-after advisor for companies looking to optimize their revenue operations and scale their GTM strategies.
Character
Greg Larsen is a results-driven leader who combines integrity, resilience, and a commitment to excellence, consistently fostering high-performing teams and delivering transformative business outcomes.
Knowledge
With deep expertise in revenue operations, go-to-market strategy, and sales enablement, Greg has successfully scaled businesses by implementing data-driven systems and optimizing sales processes.
Strategic
Greg excels at designing and executing scalable GTM strategies that align cross-functional teams, enhance operational efficiency, and drive sustainable revenue growth for organizations ranging from startups to billion-dollar enterprises.
Communication
A compelling communicator and mentor, Greg effectively aligns executive stakeholders, sales teams, and operational leaders with a clear vision, ensuring cohesive execution and measurable success.
