How SCOTSMAN CEO Gary Donoghue grew SCOTSMAN to $770K revenue with a 7 person team in 2025.

Major B2B sales require complex planning to enable teams to allocate the resources needed to win, understand the politics of the customer and cope with the unexpected. We provide technology, process and behavioural change solutions designed to take the guesswork out of opportunity management. Our enablement model, combined with the Advance SCOTSMAN® Commitment Manager CRM add on, provides a comprehensive qualification checklist and sales planning tool supporting commitment-based selling. This enables organisations to implement robust sales forecasting practices and achieve a forensic understanding of their pipeline. Faced with shorter sales cycles and more educated buyers, B2B sales leaders have placed considerable effort in evolving their selling styles. Despite implementing CRM technologies and behavioural change training, approximately 70% of a B2B sales person’s time is still spent losing deals. Sales forecasts are littered with inaccurate probabilities which result in resources being wasted on unwinnable deals. Advance’s SCOTSMAN® Commitment Manager for Microsoft Dynamics 365 and Salesforce.com, and its supporting enablement model, provides the quality and planning tools required to bridge the gap between CRM and human sales behaviours through commitment-based selling. It redefines robust qualification as a planning tool using SCOTSMAN® criteria to probe the commitments the customer has made, highlighting the work needed to accumulate those commitments. As a result, sales organisations move away from measuring inputs and activity of sales people to measuring the quality of the opportunity; regularly testing the temperature against competition and inspecting what the prospect is doing to progress the sale. Sales opportunity management becomes a process driven by customer commitments around people, events and timetables. Regular inspection points underpinned by SCOTMAN® bring structure, consistent behaviours and a scientific rigour to pipeline accuracy.

Last updated Jul 23, 2025