The Scale Sales Framework

The Scale Sales Framework, developed by Craig Rosenberg, Kristina McMillan, and Robert Koehler, serves as a comprehensive checklist for structuring and optimizing a sales organization, with all key elements categorized in Strategy, Operations, People, and Execution rows.Strategy includes defining the ideal customer profile, segmentation, and go-to-market motion across direct, self-service, and indirect sales models. Operations focuses on the systems that drive predictable revenue, such as pipeline management, quota setting, forecasting, sales tech stack management, and dashboards for data-driven decision-making.People covers the development of sales teams through structured onboarding, frontline manager training, coaching, and career pathing.Execution details the sales process itself, from demand generation and prospect engagement to trial conversions, sales-led demos, and channel sales motions.