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Revenue Growth Planning: How to Build a System That Actually Drives Results

Revenue Growth Planning: How to Build a System That Actually Drives Results

by Amy Cook | Jun 30, 2026 | RevOps

1. Revenue growth planning should be continuous—not an annual event. Modern revenue teams no longer treat planning as a once-a-year exercise. Instead, they continuously adjust territories, quotas, capacity, and forecasts as market conditions change. Organizations that...
Annual Sales Planning: The Complete Guide to Building (and Evolving) Your Sales Plan

Annual Sales Planning: The Complete Guide to Building (and Evolving) Your Sales Plan

by FULLCAST | Jun 4, 2026 | Sales

Every year, revenue teams pour weeks of effort into building annual sales plans that feel airtight in Q4 and obsolete by Q2. Sales cycles are now 57 percent longer than they were just a few years ago, and market conditions shift faster than any static spreadsheet can...
Strategic Revenue Planning: The Complete Guide to Building a Continuous Revenue Engine

Strategic Revenue Planning: The Complete Guide to Building a Continuous Revenue Engine

by Amy Cook | May 22, 2026 | RevOps

Most revenue teams chase a 10–20% annual growth rate with a planning process that stopped working years ago. The plan they built last quarter already fails to reflect today’s market. Strategic revenue planning is the single biggest lever revenue leaders have for...
SaaS Revenue Operations: The Complete Guide to Building a Revenue Engine That Scales

SaaS Revenue Operations: The Complete Guide to Building a Revenue Engine That Scales

by Amy Cook | May 21, 2026 | RevOps

The SaaS market is projected to reach $465 billion in 2026. Yet behind that growth lies a problem few companies want to admit: most SaaS organizations are still running their revenue operations on disconnected spreadsheets, siloed teams, and patched-together systems...
Healthcare Quota Planning Software: How to Set Quotas That Account for Workforce Shortages, Regulatory Complexity, and Multi-Stakeholder Sales

Healthcare Quota Planning Software: How to Set Quotas That Account for Workforce Shortages, Regulatory Complexity, and Multi-Stakeholder Sales

by FULLCAST | May 14, 2026 | Sales

With healthcare employing more than 17 million workers in 2023, it stands as America’s largest employment sector. Yet the sales teams selling into this massive market are still setting quotas in spreadsheets that treat a 500-bed Level 1 trauma center the same as...
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Recent Posts

  • Why Attribution Models Are Breaking (And What Revenue Leaders Can Do About It)
  • The Future of Autonomous GTM Planning: From Reactive Adjustments to Proactive Revenue Orchestration
  • Why Revenue Teams Need AI Governance: The Essential Framework for Scaling AI Without Breaking Your GTM Engine
  • Building an Agentic Revenue Organization: The Complete Strategic Framework
  • The Revenue Signals Your Forecast Is Missing

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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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