Key Takeaways
- • Revenue Optics named Natalia González as Manager, PE Portfolio and Client Engagement, expanding its interface with private equity sponsors focused on inside sales modernization in B2B distribution.
- • Inside sales represents an underfunded EBITDA lever in distribution, with each dollar of incremental EBITDA from proactive inside sales programs valued at approximately eight dollars of enterprise value at typical distribution exits, according to Revenue Optics CEO Ali Hasham.
- • The majority of distributor accounts remain unassigned to dedicated sellers, with outside representatives covering only top-tier accounts while lower-margin accounts go unmanaged—a coverage gap that drives churn in the highest-margin customer segments.
- • Revenue Optics entered Q2 2026 with five active engagements and three additional clients onboarding, spanning companies with revenues from $200 million to $3 billion across the distribution sector.
- • Private equity sponsors are deploying proactive inside sales programs across entire portfolios as demand returns to distribution and commercial models modernize, signaling a structural shift in how distributors generate value.
Summary
Revenue Optics, a sales transformation consultancy purpose-built for B2B distributors and industrial companies, expanded its private equity practice by appointing Natalia González to lead PE portfolio engagement. The hire follows Revenue Optics Founder and CEO Ali Hasham's presentations at NAW SHIFT 2026 in Denver, where he outlined the emerging shift toward inside sales as a central value creation mechanism within distribution businesses.
The appointment reflects broader market dynamics: as demand returns to the distribution sector, private equity sponsors are increasingly deploying inside sales infrastructure across portfolio companies to capture untapped EBITDA. The core opportunity lies in coverage gaps. In most distributor organizations, the majority of customer accounts lack assigned sellers. Outside sales representatives focus exclusively on top-tier accounts, leaving the remainder of the customer base—often representing the highest-margin business due to smaller accounts' proximity to list pricing—unmanaged and vulnerable to churn.
According to Hasham, inside sales remains the most underfunded EBITDA lever in distribution. Revenue Optics monetizes this gap through productized, proactive inside sales deployment at portfolio scale. The financial impact is material: each dollar of incremental EBITDA generated from a proactive inside sales program carries approximately eight dollars of enterprise value at a typical distribution exit, meaning sponsors gain substantial leverage on their value creation thesis by implementing these programs.
Revenue Optics' operational momentum supports the thesis. The firm entered Q2 2026 with five active client engagements and three additional companies onboarding, with client revenues spanning $200 million to $3 billion. The firm's positioning reflects a broader industry recognition that modernizing commercial models—particularly through AI-enabled inside sales and hybrid sales structures—has become essential as distributors compete in a shifting market environment.
The appointment reflects broader market dynamics: as demand returns to the distribution sector, private equity sponsors are increasingly deploying inside sales infrastructure across portfolio companies to capture untapped EBITDA. The core opportunity lies in coverage gaps. In most distributor organizations, the majority of customer accounts lack assigned sellers. Outside sales representatives focus exclusively on top-tier accounts, leaving the remainder of the customer base—often representing the highest-margin business due to smaller accounts' proximity to list pricing—unmanaged and vulnerable to churn.
According to Hasham, inside sales remains the most underfunded EBITDA lever in distribution. Revenue Optics monetizes this gap through productized, proactive inside sales deployment at portfolio scale. The financial impact is material: each dollar of incremental EBITDA generated from a proactive inside sales program carries approximately eight dollars of enterprise value at a typical distribution exit, meaning sponsors gain substantial leverage on their value creation thesis by implementing these programs.
Revenue Optics' operational momentum supports the thesis. The firm entered Q2 2026 with five active client engagements and three additional companies onboarding, with client revenues spanning $200 million to $3 billion. The firm's positioning reflects a broader industry recognition that modernizing commercial models—particularly through AI-enabled inside sales and hybrid sales structures—has become essential as distributors compete in a shifting market environment.
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