About
I Fix Revenue Systems
That Underperform Despite Effort
For 20+ years, I've been dropped into ambiguous commercial situations and asked to figure out what's broken. The pattern is always the same: sales effort isn't matching results, leadership knows something is off, and the team needs someone who can see the whole system.
Hello, I’m Aaron
I'll get to the credentials in a minute, but here's what actually matters:
I work with leaders who are honest about what's not working.
Not the ones looking for a silver bullet or someone to blame. The ones who know something is off, are willing to look at it clearly, and want to fix it - even if that means challenging assumptions they've held for years.
If you're defensive about your current approach, we’re probably not a fit.
If you're curious why revenue doesn't match effort and you're open to hearing things you might not want to hear - keep reading.
The Short Version
→ 20+ years leading commercial strategy across B2B software, technology, manufacturing, and channel-intensive industries
→ $120M+ in client revenue influenced through Growth Simplified alone
→ 770% average ROI across 40+ strategic engagements
→ 175+ salespeople enabled, 50+ sales teams coached
→ Served as CRO, board member, and strategic advisor to executive teams
→ Led cross-functional initiative that reduced product returns by 90%, saving tens of millions - solution rolled out nationally, then internationally
→ Grew channel sales 20%+ annually during a recession while competing regions contracted double digits
→ Ranked #2 nationally in sales at Fortune 500 company; promoted 6 times in 9 years
How I Got Here
I didn't start in consulting. I started in the work.
My first real business lesson came at 12 years old, selling candy and soda to construction crews in my neighborhood. Demand got so high my parents shut it down because too many people were showing up at the house.
I spent nine years working for my father's precision machine shop — one of the most profitable per-dollar-of-revenue in the country. No sales team. No marketing. No accounts receivable problems. Just exceptional work and word of mouth. That shaped how I think about business.
I taught audio production at a technical college and rebuilt the entire curriculum. The program became recognized as one of the best in the country. That taught me how to take complex concepts and make them clear — a skill I use every day.
Then I spent nearly a decade at Canon, where I was promoted six times, ranked #2 nationally in sales, and was selected for their future leaders program. I managed 30+ channel partners across nine states. I led the initiative that reduced product returns by 90%. I broke sales records during a recession.
But here's what actually mattered: I kept getting dropped into situations where something was broken and nobody could figure out why. Underperforming territory? Sent there. Failing product line? Figure it out. Political mess nobody wanted to touch? My desk.
I learned that most revenue problems aren't sales problems. They're strategy problems, system problems, or alignment problems - showing up in the sales number.
That's what I fix now.
What I Believe
Most companies don't need more tactics. They need clarity.
Clarity on who they're actually selling to. Clarity on why deals stall. Clarity on what's really constraining growth — and what's just noise.
I also believe:
→ Strategy without execution is just a deck that sits on a shelf. I stay involved through implementation.
→ The best salespeople aren't "naturals." They're well-equipped and well-supported by systems that make selling easier.
→ Revenue should be predictable. If it's not, something upstream is broken.
→ The people closest to the problem usually know more than they're given credit for. My job is to help them see it clearly and act on it.
→ Trust is built through honesty, not polish. I'll tell you what I see - even when it's uncomfortable.
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1992
Started first business at 12, selling to construction crews until demand got too high
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2003
Began teaching; rebuilt curriculum for program recognized as top in the US
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2006
Joined Canon; promoted 6x, ranked #2 nationally, selected for Future Leaders program
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2015
Started advising B2B companies on growth strategy and sales execution
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2019
Went full-time on Growth Simplified; expanded to executive advisory and board roles
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Today
Work with established B2B companies to fix commercial systems that underperform
Outside of Work
I live in Minneapolis with my family. I care about education, economic empowerment, and people getting a fair shot at building something meaningful.
I've served as Foundation Board Chair for TwinWest Chamber of Commerce (now merged with Minneapolis Regional Chamber), Advisory Board Member for Rêve Academy, ran peer groups for 7 and 8 figure income executives, and was the Vice President of my local BNI chapter.
When I'm not working, I'm probably spending time with my kids, playing video games, hunting for new music, building something with wood, reading something I'll want to argue about later, or trying to convince myself that I'll start exercising again soon.
Want to Talk?
If something here resonated, or if you're curious whether I can help with what you're facing, let's have a conversation.
No pitch. No pressure. Just a real conversation to see if there's a fit.