About Our Approach and Founders

Here's how the SellingBrew Playbook delivers the practical know-how you need to make your sales operation more effective.

When you’re in a sales operation, you don’t have time for trial-and-error or experimenting with unproven theories. In order to nail your top- and bottom-line targets like a well-oiled machine, quarter after quarter, you need to cut through all of the hype and focus on what actually works in real business environments. That’s why we created The SellingBrew Playbook.

Our Unique Research Process Uncovers What Actually Works


Our research team curates proven practices and lessons learned from leading practitioners and industry experts all over the globe. Through interviews, questionnaires, and research surveys, we pull together the real-world experiences and practical know-how of people who’ve “been there and done that”—people who are working in the trenches, dealing with these critical issues on a daily basis, and being held accountable for the success or failure of their decisions.


We cut through the fluff and filler to synthesize and distill the information down to the essentials. We expose the shared themes and practices across multiple industries. We determine the common problems and pitfalls to be avoided along the way. And, as former practitioners ourselves, we assess every concept, practice, and technique for relevance and practicality in a real-world B2B environment.


We publish these concise nuggets of wisdom and insight to our ever-expanding library of webinars, tutorials, guides, case studies, interviews, research reports, tools and diagnostics called the SellingBrew Playbook. New resources are continually published and available to subscribers 24×7 from any computer or mobile device.

One more thing…

We don’t sell consulting. Nor do we sell technology. Our business is about providing the information and insights that can help our subscribers overcome challenges and become more successful. So we always strive to deliver the straight scoop…even if it’s unpopular or runs counter to the conventional wisdom.

Our Founders Are Former Practitioners…Who Were Frustrated

It often feels like salespeople get all of the attention in sales. But a successful sales operation is much more than good salespeople. It requires proficiency in lots of areas–like strategy, analytics, pricing, negotiation, change management, funnel optimization and technology utilization.

For far too long it was hard to find good, timely information about what actually works in all of those areas. And those few resources that did exist? They tended to be far too academic and theoretical.

So our founders built the SellingBrew Playbook with a commitment to:

  • Provide research-driven best practices from a real-world perspective–exposing the pragmatic approaches that work and the hurdles you’re likely to face.
  • Deliver information on-demand without the physical constraints of a printed publication or the expense and irregularity of in-person events.
  • Ensure that subscribers can trust our insights are unbiased, realistic, and free from an advertising-driven agenda.
Rafe VanDenBerg

Rafe VanDenBerg, Editor in Chief

Rafe VanDenBerg is a veteran of B2B sales, marketing, and pricing. With over 20 years of experience, he’s been a practitioner for Fortune 500 manufacturers and distributors, a successful independent consultant and author, as well as a technology innovator. As a practitioner and consultant, Rafe learned the power of seemingly small improvements in just the right places. Ever since, he’s been an advocate for identifying true root causes and devising simple, pragmatic solutions that can be implemented with minimal disruption.

Eric Boles

Eric Boles, VP of Publishing Operations

Eric Boles has over 15 years of experience in defining and executing strategies that have helped companies—from Fortune 100s to startups—achieve profitable growth. His varied expertise spans marketing strategy, product development, software design, content development and e-commerce. Through the years, Eric has helped guide companies through major milestones—from launching new businesses and technologies, managing spin-offs and M&A initiatives as well as repositioning product lines and companies.

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