I built the standard. Then the firm that installs it.
Fifteen years in commercial seats, cold caller to CCO, across every motion, market and company size. For most of them I was the one marking the calls and standing behind the mark. ThinkWork exists because nobody sold what I needed.
Every seat, the same pattern. Vendors sold methodologies. Managers coached opinions. Platforms scored deals. The layer that actually decided whether a rep ramped went unobserved. People were diagnosed in language nobody could verify, then coached on plays they could not execute.
So I wrote the rubric I wanted: 54 named sales competencies across 27 role and motion specific frameworks, each with observable behaviour written out at four levels. Not a philosophy. A marking scheme you can hand to two managers and check whether they land in the same place.
Then AI started marking sales calls at scale, and almost nobody tested whether the scores agreed with anything. Ramp, coaching time and quota attainment all get planned off scores like these. The error is already inside your number, measured or not.
That is the whole job now: make sales skill measurable, then keep the measurement honest. ThinkWork installs it. PeerLab measures it. I run both.
A boutique Mastery Engineering firm. We install The Mastery Standard inside a commercial function, and run Second Marking: an independent human check on any AI that scores your people.
The programs →Where the measurement lives: the ontology, 245,000 graded behaviours from real commercial conversations, and the software that turns recorded calls into skill grades.
PeerLab →A free hour for early-stage founders, no pitch at the end, reviewed publicly. Plus the Founders Unplugged podcast. Most of the reviews below came from here.
gregrcmccallum.com →Two engagements, shown with permission. Figures from the CRM, not a case-study writer.
Internal fractional-CCO impact assessment, HubSpot and ChartMogul. Shown with tl;dv’s permission.
Internal impact assessment, Pipedrive and Power BI. Shown with Booksy’s permission.
Currently advising tl;dv, NovaSquare and Zonder. Earlier: partnership and enterprise sales, Head of Sales, VP, CCO, across Europe and the US.
One the whole room plays. One a talk. Same standard underneath, both bookable worldwide.
Everyone marks the same real sales call on their phone, sees how far apart the room is, then watches it pull together once one written standard goes up. Six rounds, live scoreboard, nobody named. You leave with a number for how far apart your managers were, and which rubric lines split them.
No phones, no setup. If your agenda has no room for the game, any of the four topics below works as a straight talk. In person worldwide, or 60 minutes remote with live questions.
AI now shapes who gets coached, who is ready and who gets promoted. Almost no company has tested whether that scoring is accurate. The four questions to ask any vendor.
The anatomy of selling. Why “get better at discovery” never works, what changes when a skill has a name and four written levels, and how a seller practises one on purpose.
Which parts of selling AI already does well, which it cannot touch yet, and what that means for how you hire, structure and pay a sales team over the next three years.
How other professions built assessment sciences, what they had to agree on first, and the specific things sales would have to do to get one.
| Option | What happens | UK and EU | US and Canada |
|---|---|---|---|
| Keynote | 30 minutes, main stage, any topic above | from £6,000 | from $11,000 |
| Calibration Storm | 90 minutes, main stage, all 6 rounds | from £12,000 | from $22,000 |
| Storm and your own calls | Your team’s calls graded first and shown alongside | from £22,000 | from $40,000 |
| Virtual keynote | 60 minutes remote, the same talk with live questions | from £3,000 | from $5,500 |
Anywhere else in the world: the US rate, travel at cost. Send the date and we will confirm it is routable before you plan around it.
Minimum fees, travel at cost. Storm needs 3 weeks’ notice so the calls can be graded first; your own calls need 6 weeks and a signed data agreement. The optional 90-day re-mark is quoted separately.
Why this standard and not the tool you already own. It is measured, not asserted: agreement with expert human markers of 0.62 on a scale where 1.0 is perfect, with 72.9% landing on the exact same tier, measured on a held-out sample of 328 marked pairs. It is role specific, so an enterprise AE is not marked against SDR criteria. It grades the person over time, not one call. And a human panel can overturn any score.
Reviews, bios you can paste into a programme, a headshot, and what the room needs on the day.
“He was sharp, focused, and covered a lot of ground in a short time, particularly around business psychology, sales tactics, and refining my go-to-market strategy.”Seraphina Anderson · Aug 2026
“In a short session with him, he sees the problem with the business… Appreciate the honesty and directness, it’s much needed in the industry.”Howard Low · Jul 2026
“The guidance was not theoretical: it was grounded, actionable, and immediately applicable… honest, commercially focused guidance without fluff.”Rgergazas · Jan 2026
“Direct off the cuff feedback is invaluable to have someone ‘tell it as it is’ to really make you think!”Angela Hodgson · Sep 2025
“He is firm but fair and very educational. The advice that he gave will be invaluable as we move forward with our project.”Matthew Cunningham · Aug 2025
“He asked me some candid questions and made me completely reconsider my approach… His style is direct, but also positive and empowering.”Giulio Cattarin · Aug 2025
Straight answer on what these are. Reviews of advisory sessions with founders, not of keynotes. The offer is new and we will not pad the page with event logos we do not have. What they tell you is how Greg is in a room, which is what you are buying. All 98 are public.
Greg McCallum is founder and CEO of ThinkWork, a Mastery Engineering firm, and leads PeerLab, the platform and research group behind The Mastery Standard. Fifteen years in commercial seats, cold caller to CCO, he now works on how sales skill gets measured, by managers and by AI.
Greg McCallum spent fifteen years in commercial seats, starting as a cold caller and working up through partnership and enterprise sales into the seats that lead them: Head of Sales, VP, CCO and fractional GTM advisor, across high-growth companies in Europe and the US. He wrote The Mastery Standard because nobody was selling one: 54 named sales competencies across 27 role and motion specific frameworks, each with observable behaviour written out at four levels. He is founder and CEO of ThinkWork, the firm that installs it, and leads PeerLab, the platform and research group that measures it. He hosts the Founders Unplugged podcast and holds 4.9 on Trustpilot.
720 × 960, free to use in programmes and promotion. Credit: “Greg McCallum, Founder and CEO, ThinkWork.”
2 working days for a straight answer: routable or not, and what it costs. Kickoff season is January and February 2027. Events run all year.
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