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Adem Manderovic
@manderovic
Category Creator | Revenue Alignment Architecture™ | Closed Circuit Selling™ | Partner @ CRO School | UNSW Founders Mentor | Author
| AUS | USA | EUR
Joined October 2021
2.3K Following
1.1K Followers
11.5K Posts
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One of the biggest structural problems in modern GTM...
Most leadership teams today have never actually seen what fully integrated commercial architecture looks like.
They inherited fragmented systems.
And because fragmentation became normalized across SaaS, many leaders mistakenly believe the fractures are the operating model.
That matters more than people realize.
Because most modern sales methodologies are designed to optimize a moment inside the revenue journey.
Not the entire commercial ecosystem surrounding it.
Some are very good at
qualification
objection handling
discovery
negotiation
pipeline management
forecasting
outbound sequencing
But those systems largely operate after the commercial environment already exists.
What Closed Circuit Selling™ (CCS™) focuses on is something much earlier
The architecture that determines whether the opportunity becomes commercially viable in the first place.
That is a fundamentally different layer.
Because if your entire system is optimized only around the 3% actively ready to buy today…
…you are often unintentionally damaging relationships with the remaining 97% of the market.
And that creates downstream commercial consequences most organizations never properly account for.
When timing intelligence is missing
marketing gets reduced to lead generation volume
sales becomes activity compression
customer success becomes reactive retention
and leadership loses visibility into actual market conditions
So what happens?
The organization compensates structurally.
More lead-gen marketers.
More SDRs.
More outbound tooling.
More pipeline pressure.
More reactivation campaigns.
More customer success headcount trying to repair trust and churn downstream.
Why?
Because the system is leaking intelligence at every stage.
This is one of the central first principles insights inside Closed Circuit Selling™
Revenue inefficiency is often not a performance problem.
It is an architectural coherence problem.
Historically, mature commercial systems had connective layers that modern SaaS quietly removed.
There used to be operational bridges between
acquisition
implementation
delivery
expansion
and long-term account viability
For example
Between the AE and the CSM there was often a structured commercial transition layer:
communication plans
serviceability planning
operational expectation mapping
expansion alignment
stakeholder continuity
delivery feasibility review
Ensure the customer could not only buy successfully…
…but become commercially viable long term for both parties.
#GTMLeadership #closedcircuitselling #PredictableRevenue #ChiefRevenueOfficer #NewYork #London #LosAngeles #Sydney #coudounaris #manderovic #Melbourne #salestips
Grateful
@eliadeleo Which is why we documented 24 years, across 12 verticals and 6 continents in the book, closed circuit selling.
https://t.co/cheYTSwcOL
@RalphyHeraldSun @FOXFOOTY Your idea on forceful seems to be a bit whack? Are we looking at the same footage?
It’s been a very long time since I last stepped onto a basketball court.
Back in my teenage years, when footy didn’t go my way and stubbornness got the better of me, I switched codes for a year and pulled on the jersey for the South Adelaide Panthers.
At the time, I never imagined that decades later I’d be back out there enjoying the game again.
What makes it special isn’t just the basketball.
It’s perspective.
In 2006, I was told I would never walk again.
Not once, but twice throughout my journey I’ve faced the reality of being told that the things I loved doing physically might never be possible again.
Yet here I am.
The older I get, the more I realise sport was never really about the scoreboard.
It’s about gratitude.
Gratitude for movement.
Gratitude for health.
Gratitude for every opportunity to pull on a uniform, step onto a field, a track, or a court and simply participate.
From junior football on the Yorke Peninsula, to the VFL, to coaching premierships in Australia and New Zealand, to state level basketball, and now finding myself back on a basketball court after all these years. Well hobbling at best…
Life has a funny way of bringing you full circle.
Sometimes the greatest victories aren’t the premierships, medals, or records.
Sometimes the greatest victory is simply being able to play.
Never take that for granted.
#basketball #sydney
By 35, most salespeople have experienced all of these
“Circle back next quarter” from someone who left the company two quarters ago.
A prospect saying “We’re ready to move forward” before disappearing into the abyss.
Forecast calls where every deal is somehow 90% likely to close.
Decision-makers who can’t actually make decisions.
Deals lost to competitors charging 3x more.
Deals won that looked completely dead.
The industry laughs because we’ve normalized it.
I don’t.
Because almost none of these are actually sales problems.
They’re architecture problems.
For decades, we’ve tried to solve systemic failures with better scripts, better qualification frameworks, better forecasting models, and better sales training.
Yet the same problems persist.
Why?
Because the market doesn’t behave according to sales stages.
It behaves according to information flow.
Closed Circuit Selling™ was built on five observations:
1. MARKET CATALOGUE
Most companies repeatedly prospect the same market with no collective memory.
Every salesperson starts from zero.
Every conversation gets forgotten.
Every market signal gets lost.
The market becomes a revolving door of wasted effort.
2. TIMING DISCIPLINES
The biggest mistake in B2B is confusing interest with intent.
Someone can love your solution and still not buy for 12 months.
Someone can reject you today and become your largest customer next quarter.
The question was never “Are they interested?”
The question is when’s
3. INFORMATION FLOW
The most valuable information in an organization lives inside sales conversations.
Yet most of it dies in CRM notes. If it gets that far
Competitor intelligence.
Buying committee dynamics.
Political blockers.
Budget shifts.
Strategic initiatives.
The market speaks every day.
Most organizations simply aren’t listening.
4. REVENUE ALIGNMENT
Marketing optimizes for leads.
Sales optimizes for meetings.
Customer Success optimizes for retention.
Product optimizes for features.
Finance optimizes for forecasts.
Everyone wins their KPI.
The company loses.
Revenue is created when these functions operate as a single system.
Not separate departments.
5. CLOSED LOOP LEARNING
Every lost deal.
Every stalled deal.
Every churned customer.
Every expansion opportunity.
Every buying signal.
Every objection.
Every market shift.
Should make the system smarter.
Most companies repeat the same mistakes because nothing flows back into the architecture.
That’s not a sales problem.
That’s an information problem.
The future won’t belong to companies with the best sales scripts.
It will belong to companies with the strongest revenue architecture.
Because closing isn’t persuasion.
Closing is system confirmation.
And the companies that understand that distinction will eventually outperform those still trying to forecast their way out of structural dysfunction.
#ClosedCircuitSelling #RevenueAlignmentArchitecture #GTM
@eliadeleo Yet the market believes end to end solutions don’t exist and keep doing what they have always done
@malakhovdm That’s why they need to learn closed circuit selling
Aaron Ross and George Coudounaris caveat into why Closed Circuit Selling™ (CCS™) and Revenue Alignment Architecture™ (RAA™) were built in the first place.
Because for years, the market has treated
relationships
referrals
customer intelligence
timing
trust
founder-led influence
customer success
sales
marketing
…as separate motions owned by separate teams. But they were never separate systems.
They were always fragments of the same commercial organism.
Durable growth does not come from templates.
It comes from synchronized human systems.
That distinction matters more than ever in an AI-amplified world.
Because as AI accelerates:
outbound automation
sequence generation
content production
account enrichment
personalization at scale
…the truly scarce asset becomes:
trust
relationships
contextual intelligence
timing awareness
coordinated execution
Which means the future winners will not simply automate activity faster.
They will systemize relationship intelligence better.
This is exactly where most GTM organizations break structurally today.
Sales owns acquisition.
Customer Success owns retention.
Marketing owns demand.
Product owns roadmap.
RevOps owns reporting.
And everyone is operating from different data, different incentives, different priorities, and different timelines.
This is why referrals rarely become systematic.
Why customer intelligence rarely compounds.
Why timing insights disappear between departments.
Why founders become disconnected from market reality as companies scale.
And this is precisely why Closed Circuit Selling™ goes beyond traditional sales methodology.
Inside CCS™ and Revenue Alignment Architecture™ (RAA™), the objective is not merely to align teams internally.
The objective is to align the entire organization continuously with the market itself.
That is a very different architectural model.
Because when account intelligence, relationship history, buying signals, timing insights, referral pathways, customer health, and market movement are all synchronized live across the organization…
…everything becomes simpler.
Not more complicated.
marketing understands real buyer timing
sales understands customer maturity
customer success identifies expansion pathways
product sees recurring friction patterns
leadership sees live market movement
referrals become operationalized
founders stay connected to customer reality
trust compounds institutionally instead of individually
The organization stops relying on tribal knowledge trapped inside isolated people or departments.
The intelligence becomes organizational.
That is the “closed circuit.”
This is why CCS™ is not fundamentally about
SDR scripts
outbound sequences
pipeline mechanics
campaign structures
It is about building a synchronized revenue intelligence system capable of continuously learning from the market in real time.
Why aren’t we running Nick Murray at CHB?
Why aren’t we running some bigger bodied mids to start.
Peatling and Soligo are both in and under but they need a grunty player to block for them?
They can’t run with Dangerfield, and if we don’t have a genuine ruck rover - Dawson will try run negative cover and we will be a man down
Curtin & Soligo
Berry & peatling
Are better combos
ANB needs to push up in there for clean hands around the ball.
Push C AC to a wing.
Zack taylor I’d be interested seeing him run in off half back as he is always very clean.
Why aren’t we running Nick Murray at CHB?
Why aren’t we running some bigger bodied mids to start.
Peatling and Soligo are both in and under but they need a grunty player to block for them?
They can’t run with Dangerfield, and if we don’t have a genuine ruck rover - Dawson will try run negative cover and we will be a man down
Curtin & Soligo
Berry & peatling
Are better combos
ANB needs to push up in there for clean hands around the ball.
Push C AC to a wing.
Zack taylor I’d be interested seeing him run in off half back as he is always very clean.
We’ve made two changes for our game against the Cats.
https://t.co/aIJTs3qC07
@AdelaideYid Agreed the coaching he does from the ground with the leading patterns is second to none.
They need to keep him, there and contributing while that’s still possible with today’s advances he might even have another three in him.
@bazz_27 he has the right type of mongrel, we just need to see far more of it.
https://t.co/hQJSAQrnxb
@ApplyWiseAi https://t.co/cheYTSwcOL
CLOSED CIRCUIT SELLING — WHAT READERS ACTUALLY SAID
"Tactics expire. Architecture doesn't. Most sales books give you tactics. This one explains why tactics stop working and what to build instead. Closed Circuit Selling is built on four pillars, and each one is practical without being simplistic. Catalogue the Market gives you a way to capture first-party intent through real conversations, not scraped data or bought lists. Five questions that anyone in a business can ask. Timing Intelligence maps 3, 6, and 9 month buying windows so you have predictability before pipeline even exists. Close the Feedback Loop is the piece most businesses are missing — making sure the intelligence gathered from every conversation actually flows across the entire organisation. Architecture over Frameworks is the argument that ties it all together: tactics will always get commoditised, but architecture built on first principles won't. The insights on how incentive misalignment between marketing, sales, and customer success has actually created the silos most businesses are now trying to fix — that alone is worth the read. If you're a founder or revenue leader who's been throwing tactics at a revenue problem and wondering why nothing sticks — this book explains why. And more importantly, it gives you the architecture to fix it." — KenT, 5.0★, Australia
"I'm now going to do sales completely differently. Very impressed with this book. It made me realise I'd been approaching business development all wrong. Until now, I've been focusing on quantity metrics — randomly calling and pitching as many prospects as possible. Now I realise I should be focusing on quality — calling potential clients not to pitch to them but to glean information from them so that, at some point in the future, I can offer them the very thing they're looking for at the very time they want it. Like most great ideas, Closed Circuit Selling is so simple that you wonder how you never thought of it before." — Nick Bendel, 5.0★, Australia
"One of the most practical sales books I've read. One of the biggest takeaways for me was the idea that businesses grow through conversations, not just through leads or booked appointments. For years the common approach in sales has been to try and book in anyone who shows interest as quickly as possible. The problem is that a lot of those people are not actually in the right commercial timing to buy. That usually leads to wasted meetings, awkward conversations, and very unpredictable revenue. What this book explains really well is that the goal of a conversation is not just to push someone into a meeting or force a decision. It is about understanding where someone actually sits in the market right now. Their timing, their priorities, and what is really going on in their world. That idea alone changed how I think about sales conversations." — Hayden Pawelski, 5.0★, Australia
"Fantastic book on revenue architecture and team alignment. Closed Circuit Selling addresses something most revenue teams quietly struggle with: broken feedback loops and cross-functional execution. The book is sharp on diagnosis and proposing a solution. The framework for building alignment across marketing and sales (and beyond) is practical. The 'validate the market' approach stands out. It strips out the spray-and-pray outbound tactics that have become noise in 2026 and replaces them with relationship-led pipelines, and metrics that enable teams to work better together. If you work in revenue, sales, or marketing leadership, or want cleaner operations, this is a fantastic read." — marainabono, 5.0★, Australia
"This is the future of B2B revenue generation. It integrates marketing, sales and customer success to have the revenue function and beyond moving in sync. Finally a cohesive way to align the whole customer journey that leverages first principles with a modern flare that can be executed in the selling landscape of 2026 and beyond. This is a game changing masterpiece." — Peter Solway, 5.0★, Australia
"Revenue masterpiece. Adem and George are 2 of the best in the business and they have put together a masterpiece on sales and marketing alignment. This is a must read for any sales, marketing or revenue leader and even founders to understand what infrastructure they're building." — Sam Shaper, 5.0★, Australia
"The most sophisticated B2B framework I've ever seen. This is hands down the book of the decade on outbound. The method laid out in this book absolutely destroys any traditional B2B acquisition strategy out there. These guys have cracked something GENUINELY different. There's no way you implement this method and don't close more deals — it's technically impossible. Hats off, an absolute masterclass." — Alexandre Sylla, 5.0★, France
"From fixing revenue problems to designing revenue systems. I've spent over 20 years fixing revenue problems — improving forecasts, accelerating deals, building operating cadences. I was proud of those wins. But while reading Closed Circuit Selling, I had a realization: I wasn't fixing systematically root causes. I was fixing symptoms of disconnected systems. I actually told my wife with excitement while reading Part II, 'Allie this is genius — this explains problems I've seen my entire career with impressive clarity.' What this book does better than most is give language and structure to something operators feel but rarely articulate: revenue problems are usually architecture problems. If companies want AI to truly deliver value, this kind of structural thinking isn't optional anymore. It's foundational." — Carlos Cipriani, 5.0★, United States
"Best business book I've read in a while. I read it in 2 days, couldn't put it down. So much resonated with how I was trained and what made me successful at sales: the one-to-many adaptation of a 1-to-1 consumer sales process; the calling and figuring out the need and timeline vs to pitch, so you'd know when to follow up. All so intuitive and how I think, but there's so much of this 'push push push' BS out there that doesn't work and annoys people (both you and your prospects). Excellent read and incredible job." — AB, 5.0★, United States
"This is the evolution of sales and business in general. Want to disagree? Read. Want to evolve? Read. Either way — read. You won't be disappointed." — Henry G., 5.0★, United States
"A fresh and successful approach on what sales should do in the post SaaS world. Most salespeople treat prospecting like hunting. Find prey. Close fast. Move on. Closed Circuit Selling disagrees. And so do I. The book opens with something most reps never do: catalog the market before pitching anything. Not to sell. To understand. What are prospects using? Why are they happy with it? Where does the pain actually live? This is low-pressure intelligence work. And it's wildly underrated. When you approach a market to understand it, and not to push your quota, people talk to you differently. You stop being a vendor and start being someone worth talking to. The data you gather isn't just useful for your pipeline. It's useful for product. For marketing. For the people building what you eventually need to sell. That's the closed loop part. You bring the intelligence back inside. You share it. Everyone aligns around what the market actually said — not what the deck assumes. Most companies skip this step entirely. Sales operates in one silo, product in another, marketing in a third. Then everyone wonders why the message doesn't land. The third thing the book gets right: legal and administrative friction shouldn't ambush deals at the end. Share the paperwork early. Let prospects see the standard terms, the process, the requirements — before they're emotionally ready to sign. It removes the last-minute panic that kills momentum. Simple. Obvious. Almost nobody does it. So: when did you last prospect to understand instead of to close? When did you last share market intelligence with someone outside sales? And when did you last send a contract template on the second call? I've personally experienced the power of these ideas, and collected some successes out of it. It feels awkward first (for you and your prospect — finally a seller that TRULY cares???) but it works and it is not a one shot process. It is iterative, effective, stress less and successful." — J.P.G, 5.0★, Spain
"Goodbye Predictable Revenue, hello Closed Circuit. The Predictable Revenue Model days in SaaS is over. What used to be mass blast running and gunning has become noise. CCS isn't a methodology, it's the architecture underneath every methodology you've already been trained on. MEDDPICC, Challenger, SPIN — they all work better when the circuit is closed. This book gave me the wiring I didn't know I was missing. If you're a full-cycle AE or a founder trying to build a revenue engine that doesn't leak between Sales, Marketing, and CS, this is your blueprint. Adem and George built this over 24 years across 12 industries and it shows. Stop spraying. Start cataloguing. Close the circuit." — Mandy le, 5.0★, United States
5.0★ from Australia. France. United States. Spain.
Revenue leaders. AEs. Founders. CROs. Sales practitioners.
One signal across four continents:
Tactics expire. Architecture doesn't.
Closed Circuit Selling: Architect Predictable Revenue in an Unpredictable Market.
#ClosedCircuitSelling #RevenueArchitecture #B2BSales #SalesLeadership #BookLaunch #CCS
Grateful.
Structurally brilliant and hardness yes.
But we are lacking event based changes -
Leave rotating on minute blocks in the state league and below.
Despite Adelaide ‘yet to prove’ if their game-plan holds up, Matthew Nicks remains confident in his side’s tactics.
He's declared he’s seen enough to keep optimistic of an end of season push.
MORE 👉 https://t.co/0gfRmxzhvD
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