Scaling Smarter: Building Sales Teams with Steve Caton

Two Tall Guys Talking Sales

What does it take to scale a sales organization in today’s unpredictable business environment? In this dynamic episode of Two Tall Guys Talking Sales, hosts Sean O'Shaughnessey and Kevin Lawson welcome back Steve Caton, CEO of Altezza Solutions, to unpack the nuances of scaling sales teams, especially through the power of fractional sales professionals. Together, they explore the critical role that sales processes, sales management, and business acumen play in enabling organizations to grow without overspending or compromising performance. Whether you’re navigating the "zero to one" phase or planning your expansion from one rep to five, this episode offers a roadmap for smart, sustainable revenue generation.

Key Topics Discussed

• Zero to One vs. One to One Hundred: Two Models for Scaling Sales Teams (00:01:14) Kevin and Steve outline the difference between launching your first rep and accelerating team expansion, with a focus on structured growth.

• Fractional Salespeople as a Low-Risk Growth Strategy (00:02:45) Steve explains how the fractional model supports learning, experimentation, and ROI without overcommitting resources too early.

• Determining the Right Time to Expand Territories or Add Headcount (00:04:10) The team discusses key signals—like activity level, lead flow, and deal volume—that indicate when it’s time to grow.

• Using Leading Indicators vs. Lagging Indicators in Sales Management (00:06:16) Steve shares the importance of measuring inputs (calls, meetings, proposals) over outputs (closed deals) to ensure predictable scale.

• The Power of Process-Driven Selling for Sales Success (00:13:08) Sean and Steve emphasize why experienced sales pros rely on systems, not improvisation, and why process must precede people.

Key Quotes

Kevin Lawson (00:01:34): “Think hockey stick versus gradual—zero to one is about getting that first good hire. That’s when you unlock real scale potential.”

Steve Caton (00:02:45): “Start small, see what works, then expand. That’s the foundation of scalable revenue—and the fractional model makes that possible without spending a crazy amount of money.”

Sean O'Shaughnessey (00:08:00): “Sales is about finding the customer that is going to buy—that’s not just a marketing thing, that’s a sales thing.”

Steve Caton (00:13:08): “Process comes before people. If there’s no process, your reps will build one—and that distracts them from actually selling.”

Additional Resources

• Connect with Steve Caton on LinkedIn: (https://www.linkedin.com/in/scaton/)

• Explore Altezza Solutions: www.altezzasolutions.com

A Significant Actionable Item from this Podcast

Use leading indicators—not just closed deals—to decide when it’s time to grow your sales team. Many companies scale reactively, hiring after success arrives. But Steve Caton challenges leaders to evaluate the activity level of their reps—calls made, meetings scheduled, deals created—to make data-driven decisions before hitting a bottleneck. If your top performer is maxing out their productive hours, it’s time to split territories, not overload. Review your leading indicators this week and see where your next growth step should begin.

Why You Should Listen

This episode is a must-listen for founders, CEOs, and sales leaders trying to build smarter, not just bigger. With deep insight into the value of fractional sales professionals, the importance of sales strategies, and how to use data for effective revenue management, Steve Caton offers a practical, grounded view of what scalable sales success looks like. If you're serious about growing your team without growing your headaches, hit play and take notes.

To understand if your company is doing a great job in sales, take this quick and easy assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=28995327

You can reach out to Sean at New Sales Expert, LLC - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin

You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/