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Custom Software vs Off-the-Shelf Software: Which Delivers Better ROI for Growing Revenue Teams?

Custom Software vs Off-the-Shelf Software: Which Delivers Better ROI for Growing Revenue Teams?

by Amy Cook | Jun 30, 2026 | Blog, RevOps

The real technology decision isn’t custom versus off-the-shelf—it’s whether your systems operate as one revenue engine. Disconnected applications create manual work, inconsistent data, and slower execution. Revenue organizations gain the greatest value...
Build vs Buy Strategy: A Framework for Revenue Technology Decisions in 2026

Build vs Buy Strategy: A Framework for Revenue Technology Decisions in 2026

by Amy Cook | Jun 30, 2026 | Blog, Uncategorized

1. Build software that creates competitive differentiation—not operational infrastructure. Custom development delivers the greatest return when it protects proprietary capabilities or unique intellectual property. Revenue operations functions such as forecasting,...
Build vs Buy Framework: A Strategic Guide for Revenue Leaders in 2026

Build vs Buy Framework: A Strategic Guide for Revenue Leaders in 2026

by Amy Cook | Jun 30, 2026 | Blog, Uncategorized

Build-versus-buy decisions should support business strategy—not personal preference. Successful revenue leaders evaluate technology based on long-term business outcomes rather than engineering ambition or vendor marketing. The right decision strengthens execution,...
Software Build vs Buy Analysis: A Complete Decision Framework for 2026

Software Build vs Buy Analysis: A Complete Decision Framework for 2026

by Amy Cook | Jun 30, 2026 | Blog

Build software only when it creates a true competitive advantage. Organizations should invest in custom development when proprietary technology is central to how they win in the market. Operational systems such as territory planning, commissions, forecasting, and...
Dr. David Morgan: Why Mental Health Is A Leadership Challenge

Dr. David Morgan: Why Mental Health Is A Leadership Challenge

by Amy Cook | Jun 26, 2026 | Blog

Amy Osmond Cook, Co-Founder and CMO at Fullcast, sits down with licensed psychologist Dr. David Morgan to discuss AI anxiety, resilience, and why mental health may become every executive’s biggest leadership challenge. Amy: Let’s start with your...
What Every Executive Needs to Understand About Employee Mental Health

What Every Executive Needs to Understand About Employee Mental Health

by J'Nel Wright | Jun 25, 2026 | Blog

1. AI anxiety is a business risk, not a wellness issue.Employees are increasingly concerned about how AI will affect their jobs, and that uncertainty is creating measurable productivity losses. Dr. David Morgan argues that leaders should treat mental health the same...
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Recent Posts

  • Revenue Growth Planning: How to Build a System That Actually Drives Results
  • Custom Software vs Off-the-Shelf Software: Which Delivers Better ROI for Growing Revenue Teams?
  • Build vs Buy Strategy: A Framework for Revenue Technology Decisions in 2026
  • Build vs Buy Framework: A Strategic Guide for Revenue Leaders in 2026
  • Software Build vs Buy Analysis: A Complete Decision Framework for 2026

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Bala Balabaskaran

Chief Technology Officer

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Bala Balabaskaran didn’t set out to become a founder; he built Fullcast because the tools he needed didn’t exist.

As VP of Go-to-Market Technology and Operations at Salesforce, Bala was charged with aligning sales, support, and service across a massive global organization. But even with world-class systems and teams, the process was fractured: plans made in spreadsheets didn’t translate to execution. Territory changes took weeks. GTM strategies were outdated the moment they were finalized.

So Bala built something better.

With decades of experience at Microsoft, HP, and Salesforce, and multiple patents in enterprise software, Bala knew how to create systems that scale. In 2016, he co-founded Fullcast, a platform that unites planning and execution so RevOps teams can move at the speed of change.

Ryan Westwood

Chief Executive Officer & Co-Founder

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Ryan Westwood is a serial entrepreneur with three successful exits, including Simplus, which scaled from zero to over $400M before being acquired by Infosys. At Fullcast, Ryan brings his vision for transforming how companies go to market—backed by his deep experience leading high-growth businesses. He's been recognized as Ernst & Young’s Entrepreneur of the Year and Utah Business’s CEO of the Year, and he currently leads Fullcast through its rapid expansion after a $35M seed round.

Amy Cook

Chief Marketing Officer & Co-Founder

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Amy Osmond Cook, PhD, is a seasoned marketing and RevOps executive who has helped multiple companies grow from Series A through acquisition. As the founder of Stage Marketing and former CMO at Simplus and PathologyWatch, Amy brings a sharp eye for brand, revenue strategy, and storytelling. She’s also an award-winning business leader, educator, and community builder.

Isaac Westwood

Chief Operating Officer & Co-Founder

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Isaac Westwood is a builder of companies and teams. As co-founder and COO of Simplus, he scaled the business from startup to global Salesforce powerhouse, integrating seven acquisitions and growing the team to over 600 employees. At Fullcast, Isaac leads operations and delivery, helping customers translate strategy into execution.

Lance Evanson

Chief Commercial Officer & Co-Founder

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Lance Evanson brings deep expertise in go-to-market strategy, partnerships, and growth. As Chief Strategy Officer at Simplus, he led global partner development and drove enterprise deals that helped fuel the company's rise. Now at Fullcast, Lance leads commercial strategy, ensuring that every customer touchpoint reflects Fullcast’s commitment to impact and innovation.
Pete Shelton CRO

Pete Shelton

Chief Revenue Officer

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Pete Shelton is an experienced sales executive with a proven track record of scaling revenue at leading enterprise technology companies. Before joining Fullcast as Chief Revenue Officer, Pete served as SVP of Sales at Domo and EVP of Sales at Simplus, where he helped drive significant growth across North America. He also held senior sales roles at Adobe, including AVP of Enterprise Sales for the West.
Pete Shelton CRO

Tim Huss

Chief Financial Officer

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Tim Huss is a finance leader with deep experience guiding high-growth SaaS companies through scale and transformation. As CFO of Fullcast, he oversees financial strategy, planning, and operations. Prior to Fullcast, Tim served as CFO and Controller at Simplus, where he played a key role in managing financial performance during the company’s expansion and acquisition.
Pete Shelton CRO

Aubrey Donnelly

Chief of Staff

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Aubrey Donnelly brings nearly a decade of experience supporting executives and shaping company culture in high-growth SaaS environments. As Chief of Staff at Fullcast, she drives operational alignment across leadership while serving as a trusted advisor and culture ambassador. Prior to joining Fullcast, Aubrey held key roles at Simplus and MasteryConnect, where she specialized in executive operations, internal communications, and organizational culture.
Pete Shelton CRO

Brittany Davies

Head of People and Culture

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Britt Davies is a seasoned HR strategist and workplace culture expert with over 15 years of experience leading People Operations across high-growth companies. At Fullcast, she drives the people and culture strategy to support our mission of transforming go-to-market operations. Prior to joining Fullcast, Britt held executive HR roles at Purple and VASA Fitness.
Pete Shelton CRO

James Platt

General Counsel

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With over a decade of experience supporting technology and growth-stage companies, James Platt brings deep expertise in equity and debt financing, corporate governance, M&A, licensing, and commercial transactions. James has spent more than 12 years at Kunzler Bean & Adamson, where he is a Legal Advisor. He began his career conducting due diligence and evaluating investments at the University Venture Fund.

Jason Heidema

Atrium Co-Founder

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Jason Heidema is a seasoned entrepreneur and product leader with over 20 years of experience building, scaling, and leading SaaS and consumer software companies. Prior to joining Fullcast, Jason was the Co-Founder and CEO of Atrium, a data-driven sales management platform acquired by Fullcast in 2025. Before Atrium, he co-founded TalentBin, a pioneering talent search engine and recruiting CRM, which was acquired by Monster Worldwide in 2014.

Peter Kazanjy

Atrium Co-Founder

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Peter Kazanjy is an entrepreneur, author, and go-to-market expert with deep experience guiding early-stage SaaS companies from product/market fit to scalable revenue growth. He is the Co-founder of Atrium, a sales performance analytics platform acquired by Fullcast in 2025, and the author of Founding Sales, the widely used handbook for startup founders building their first sales teams.

Guy Rubin

Ebsta Founder

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Guy Rubin is a seasoned entrepreneur and sales technology leader with over two decades of experience helping B2B revenue teams scale. He is the Founder and former CEO of Ebsta, a leading revenue intelligence platform for Salesforce and HubSpot customers, which joined Fullcast in 2025. At Fullcast, he continues to advance the role of revenue intelligence within the broader RevOps operating system.

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