Revenue systems fail
long before leadership sees it.
We help founder-led and PE-backed companies between $5M and $100M find where revenue is breaking, rebuild the system underneath it, and make growth predictable.
Why revenue breaks, and how the diagnostic finds it.
The Sales Lab Engine™, the five pillars, and what the free Revenue Diagnostic shows you. Narrated by founder Reza Nazarinia. Eighty five seconds.
A structured intake that scores all five pillars of your revenue engine and shows where it leaks and what it costs. Complimentary. We run a limited number each quarter, and Reza reviews every one personally with his team. The Sales Lab is a private advisory firm and takes on a small number of engagements at a time, in confidence.
Operator experience, not theory.
Built and run by an operator who carried the revenue number for more than two decades across MedTech, medical devices, and industrial services. Not theory from a slide deck.
Revenue does not become predictable by chance.
It is designed.
The work is structural: diagnosis, redesign, and enforcement, so leadership can run the business with clarity.
Diagnose. Rebuild. Enforce.
Diagnose
We find where the pipeline breaks, why the forecast misses, and where leadership loses visibility.
Rebuild
We redesign the revenue system: pipeline structure, accountability, forecasting discipline, and execution cadence.
Enforce
We install dashboards, KPI governance, leadership rhythm, and operational accountability so revenue performance becomes measurable, scalable, and less dependent on individual heroics.
How it works
From first read to predictable revenue
Revenue is a science.
This is the system.
The Sales Lab Engine™ measures and rebuilds the five structures that decide whether revenue is predictable: Predictability, Pipeline, Management, Technology, and Growth.
PREDICTABILITYPIPELINEMANAGEMENTTECHNOLOGYGROWTHPredictable revenueby design
Five pillars. One core. When any pillar weakens, the whole engine leaks revenue. The diagnostic measures all five and shows you exactly where.
See where your five pillars standThis is not sales consulting
Not training
We do not run workshops to motivate activity. Activity is not a strategy.
Not coaching
We do not coach the team while the system stays broken.
Not hiring-first
We fix structure so hiring actually works.
When companies bring us in
Leadership lacks confidence in forecasting and pipeline visibility
Forecasts stop matching reality
Pipeline volume increases while conversion quality declines
Revenue performance becomes dependent on a small number of individuals
Growth exposes operational weaknesses leadership cannot yet see
Sales activity exists without execution accountability
Expansion creates friction across teams, territories, and reporting structures
We work with a small number of companies at a time, from $5M in revenue up. We take the engagements where the structural work returns the most.
The science is published.
The Sales Lab: Redefining Sales & Cracking the Code to Scalable Revenue is the complete argument behind the Engine: why revenue breaks structurally, and how predictable revenue is designed, pillar by pillar.
Get the book on AmazonYour five pillar scores are
one form away.
About ten minutes. Reza reviews every diagnostic personally with his team, and we take a limited number each quarter.
Request a Revenue DiagnosticA private, independent advisory firm. Every engagement is confidential.