Our leadership team has built and scaled high-performing commercial organizations in distribution and industrial companies.
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Ali Hasham is a nationally recognized sales leader who helps B2B distributors scale revenue through outbound sales and sales excellence.
With 20+ years of experience across Fortune 200 and private equity backed organizations, Ali built Motion Industries’ first outbound inside sales team, growing it to 90 sellers and driving sustained double-digit growth. He has led sales operations, enablement, CRM, compensation, and AI-driven selling initiatives that deliver measurable results.
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We’re a cross-functional team of strategists, RevOps specialists, designers, and growth experts working together to drive measurable revenue outcomes.
Executive Advisor, Finance & Operations
Executive Advisor, Finance & Operations
Matt brings more than 30 years of senior finance leadership across global and PE backed distributors, with direct experience steering distributors through M&A, ownership transitions, and PE exits. He has served as Chief Financial Officer at Envoy Solutions (a FEMSA subsidiary), Vice President and Chief Financial Officer at North American Corporation, and Chief Financial Officer of WESCO's data communications and security business, serving more than 400 branches across North America. His PE pedigree includes leading finance through a Harvest Partners ownership cycle and the subsequent acquisition by WESCO International, and earlier serving as Vice President and Controller at Alliant Foodservice, the $6 billion foodservice distributor owned by Clayton Dubilier and Rice and ultimately sold to Royal Ahold. Earlier in his career, he held senior finance leadership roles at ConAgra Foods Integrated Logistics and Fortune Brands. Matt partnered directly with Ali Hasham at WESCO to build the financial case for proactive inside sales coverage, work that drove double digit growth. At Revenue Optics, he imposes CFO level discipline on ROI models, proposals, and platform economics, and helps distributors and their PE sponsors position sales transformation as a strategic growth investment rather than a cost line.
Executive Advisor, Commercial Development
Executive Advisor, Commercial Development
Ljupco is one of the most recognized commercial leaders in industrial distribution. He currently serves as COO and President Americas at OPAL Associates Holding AG and previously spent more than six years as President and CEO of supplyFORCE, the industrial distribution cooperative representing some of North America's largest MRO and industrial distributors. Before supplyFORCE, he led Global Accounts for Enterprise and Technology at WESCO Distribution for nearly seven years, owning commercial strategy across some of WESCO's largest enterprise customers. His broader career spans Executive Vice President of Global Business Development at Salute Mission Critical, Sales Director Americas at Molex, and Commercial Director at Nexans Cabling Solutions. That trajectory, from cooperative CEO to global accounts leader at a top five electrical distributor to commercial leader on the supplier side, gives him pattern level insight into how commercial models perform across distributors, suppliers, and enterprise customers, exactly the perspective PE sponsors want at the table. At Revenue Optics, Ljupco advises the leadership team on commercial development, go to market strategy, executive positioning, and the practical application of data and AI inside complex commercial environments. For PE backed distributors and industrials clients, he brings
Executive Advisor, Channel & Go to Market
Executive Advisor, Channel & Go to Market
John Gunderson is one of the most recognized channel and go to market leaders in B2B distribution, with more than 25 years leading sales, marketing, pricing, category management, and analytics across the industry. He has held senior leadership roles at Crescent Electric Supply Company, White Cap, and Anixter (now part of WESCO), led marketing and category management at EIS, part of Motion Industries and the Genuine Parts Company, and served as a senior leader at Modern Distribution Management, the industry's leading intelligence and media authority. His background runs especially deep in distributor marketing and category strategy, disciplines that sit at the center of how distributors grow. John has also worked extensively on the consulting and advisory side of distribution and manufacturing. He writes for industry publications and works across the channel as an independent voice with a small number of select proven partners, and he currently serves as Director of Distribution Strategy for the Industrial Supply Association in 2025 and 2026. At Revenue Optics, one of those select partnerships, John advises the leadership team on channel and go to market strategy, distributor marketing, and how commercial and inside sales models take hold in the field. For distributor executives and their PE sponsors, he brings the perspective of an operator who has lived the channel from the inside.
VP, Pricing and Revenue Growth Management
VP, Pricing and Revenue Growth Management
Shafohi leads Pricing and Revenue Growth Management across Revenue Optics' Consulting business. She owns the discipline that turns commercial activity into margin: portfolio segmentation, pricing architecture, deal governance, and the field execution and rep behavior change that most firms skip. While many pricing firms deliver the analysis and leave, Shafohi spent 22 years inside industrial distribution and manufacturing, living with the consequences of the pricing model long after the deck was delivered. Most recently, at AG Growth International, she built a pricing and revenue management function from scratch across a $1.5B portfolio and delivered $15M to $20M in annual EBITDA improvement three years running. At Molex, she drove $100M in profit improvement across a $6B global portfolio, much of it from the long tail that most companies misprice or ignore, and at Wesco Distribution she ran pricing across 33 branches and trained more than 100 sales reps on deal quality and discount discipline. She holds a degree in Industrial Distribution Management from the University of Illinois, is a Certified Pricing Professional, and is Prosci certified in change management. At Revenue Optics, she pairs that pricing system with the coverage models the firm builds: inside sales builds the top line, pricing protects the margin.
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Director, Talent Solutions & Delivery
Director, Talent Solutions & Delivery
Garret leads Revenue and Value Creation across Revenue Optics' Consulting and Recruiting business lines. He owns the operating discipline that ensures every client engagement, every recruiting search, and every account expansion delivers measurable financial impact for the distributor or PE sponsor on the other side. While Revenue Optics' senior advisors bring decades of distribution operator experience, Garret imports the commercial rigor of a high growth SaaS environment, where account economics, retention, and expansion are tracked weekly and tied directly to the P&L. Most recently, Garret led account management at OfferZen, where he delivered 30% revenue growth in his first year by rebuilding the client engagement model, redesigning onboarding, and tightening team execution. At Revenue Optics, he applies that same SaaS grade discipline to a distribution context: clear scorecards, structured account planning, and a relentless focus on retention, expansion, and turning client wins into reference proof points for PE sponsors and distribution leaders.
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Senior Manager, AI Products and Solutions
Senior Manager, AI Products and Solutions
Akansha leads AI Products and Solutions at Revenue Optics, the engineering function turning the firm's distribution sales IP into productized software. She manages the AI and automation team and is responsible for the firm's flagship AI product roadmap, purpose built for the inside sales motion inside B2B distributors and the leaders who run those teams. Her remit covers product architecture, AI integration, platform infrastructure, and the build to launch lifecycle. She translates Ali's operator IP and the firm's consulting frameworks into tools that distribution leaders can actually run inside their sales organizations. Her focus is shipping software that is grounded in industry reality, validated by paying clients, and structured to scale across the firm's growing roster of PE backed distributor and industrials engagements.
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Program Manager, CEO Office and PMO
Program Manager, CEO Office and PMO
Muskan runs the CEO Office and PMO at Revenue Optics, anchoring program management, execution rhythm, and cross functional delivery across the firm. Her job is to make sure the operating system runs: weekly scorecards, OKR reviews, milestone tracking, and the documentation discipline that lets a fast scaling firm build once and reuse always. She brings a project coordination and Agile delivery background spanning SaaS, marketplace, and tech enabled environments, with hands on experience standing up KPI dashboards, governance workflows, and stakeholder reporting that surface blockers before they become escalations. She is SAFe POPM certified and currently completing her Scrum Master and PMP credentials. At Revenue Optics, she ensures the operating cadence stays disciplined as the firm scales toward its next phase of growth.
Manager, PE Portfolio and Client Engagement
Manager, PE Portfolio and Client Engagement
Natalia is the executive interface between Revenue Optics and the private equity sponsors and C level distribution leaders driving value creation across industrials and B2B distribution. She brings four years from Dialectica selling into top tier PE firms and the consultancies executing their value creation strategies, where she ran multi quarter pursuits at Operating Partner altitude and led the new business engine for an assigned market. At Revenue Optics she channels that discipline into deploying the firm's proven inside sales transformation playbook. Her mandate is to bring Revenue Optics' productized capabilities to the distributors and PE backed portfolio companies where the impact on revenue, gross profit, and EBITDA is largest, fastest, and most repeatable.
We’re a cross-functional team of strategists, RevOps specialists, designers, and growth experts—working together to drive measurable revenue outcomes.
New book (coming soon)
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