Fractional Sales Leadership · Sales Operations · Sales Coaching
Build a Stronger Sales Team. Create More Consistent Revenue.
W41 helps freight, logistics and B2B organizations improve sales strategy, prospecting, pipeline discipline, CRM adoption, KPIs, coaching and team performance, with practical leadership your people can actually use.
Toronto, working across Canada and the U.S.
Freight · Logistics · B2B
Tod Walton
Founder, W41 Sales & Management Consulting
The Problem
Is Your Sales Team Working Hard, But Growth Still Feels Too Difficult?
In a difficult market, more activity alone is not the answer. Teams need clarity around who to target, how to create conversations, how to qualify opportunities, what to measure and how managers should coach.
Decision-makers are difficult to reach
Appointments cancelled or pushed
Quoting, but few qualified opportunities
CRM and pipeline discipline inconsistent
Managers need better KPIs and coaching tools
How I Work
Use W41 in One Role, or Combine Them Around What You Need.
W41 can support a company in one focused role or combine leadership, training and coaching into a broader engagement.
Fractional Sales LeaderW41 provides hands-on sales leadership, sales process direction, pipeline and KPI management, team coaching and accountability.
Training ManagerW41 serves as an outsourced sales training manager, assessing development needs, creating training programs, facilitating sessions, onboarding new hires and reinforcing skills through coaching.
Fractional Sales Leader + Training ManagerFor companies that need both leadership and capability development, W41 combines the two roles so sales strategy, management expectations and training all reinforce one another.
Sales Leader Mentor & CoachW41 works directly with a sales leader or manager to strengthen their leadership approach, coaching skills, accountability rhythm, communication, KPI use and ability to develop their team.
Services
Practical Sales Leadership Built Around the Problems You Need to Solve.
Most engagements start with one or two of these and grow from there, once we see what is actually slowing the team down.
Fractional Sales Leadership Experienced sales leadership for companies that need direction, structure, coaching and accountability without adding a full-time sales executive.
Training Manager / Sales Training W41 can act as an outsourced training manager, building and delivering practical sales training programs, onboarding, skills development, reinforcement and coaching. This can be a stand-alone engagement or combined with fractional sales leadership.
Sales Leader Mentorship & Coaching One-to-one coaching for sales managers and emerging sales leaders. Focus areas can include leadership rhythm, accountability, coaching conversations, KPI management, team communication, pipeline reviews and developing confidence as a sales leader.
Sales Performance Assessment Diagnose what’s preventing growth across people, process, pipeline, activity, KPIs, training and management rhythm.
90-Day New Business Program Build a focused prospecting and business-development rhythm designed to create more quality conversations and opportunities.
CRM & Pipeline Reset Define opportunity standards, pipeline stages, sales activity expectations, KPI reporting and CRM discipline.
Freight Sales Training & Coaching Practical coaching for prospecting, objections, first appointments, discovery, communication, LinkedIn, negotiation and sales execution.
New Salesperson Onboarding Create a structured ramp-up and training plan that helps new hires become productive and confident faster.
Client Success
Building a More Accountable, Confident & Productive Logistics Sales Team
Dynamic Connections engaged Tod Walton and W41 during a growth phase to create a more consistent and professional sales approach. Tod operated in a training-manager capacity while also coaching and mentoring leadership, including sales-leader coaching with Michael Cornack. The engagement combined structured sales training with hands-on coaching and execution, including prospecting and discovery training, call-ratio analysis, LinkedIn business-development training, time management, communication and new-salesperson onboarding.
Reported outcomes
Improved sales accountability and activity discipline
Shorter sales cycles
Larger average deal size
Higher team confidence and performance
Faster revenue ramp-up for new salespeople
Tod has been an outstanding partner to our organization, playing a meaningful role in strengthening both our culture and our performance. His approach is practical, engaging, and rooted in real-world application, which has resonated strongly with our logistics sales team.
Michael Cornack Dynamic Connections · Engagement July 2023 to December 2025
What Tod delivered Prospecting, objection handling, first appointments and discovery training · Coaching and mentoring for management and salespeople · Call-ratio analysis · LinkedIn business-development training · Time management and communication · Onboarding plan and coaching for new salespeople
About Tod
Sales Leadership That Gets Into the Work.
Fractional Sales Leadership
Training Manager
Sales Training
Sales Leader Mentorship
Sales Coaching
Sales Operations
CRM & KPIs
Freight & Logistics
Tod Walton is the founder of W41 Sales & Management Consulting. His work can take several forms depending on what a client needs: fractional sales leader, outsourced training manager, sales trainer and coach, or mentor to a sales leader. His approach combines strategy with hands-on coaching and execution. Rather than delivering theory and leaving a binder behind, Tod works with leaders and salespeople to create practical tools, measurable expectations, stronger leadership habits and repeatable sales behaviours.
His work is particularly relevant to freight, logistics and B2B organizations where sales cycles, prospecting, pricing pressure, pipeline discipline and new-business development require real-world commercial experience.
Resources
Three Things Worth Reading Before You Change Anything.
Practical pieces for owners and sales leaders in freight and logistics. No form, no sequence, just the material.
The Freight Sales Health Check
Ten questions to score your own sales team on targeting, activity, pipeline discipline and coaching rhythm. Answer them honestly and you will know where to start.
Open the health check
Why Your Freight Sales Team Isn't Getting Enough New BusinessThe patterns behind flat new-business numbers in freight sales, and the one or two things worth changing before anything else.
Read the article
W41 Fractional Sales Leadership: How I HelpWhat a fractional engagement actually looks like week to week, who it suits, and what it should produce in the first ninety days.
Read the overview
Contact
You Don't Need Another Sales Theory. You Need a Sales System Your Team Will Use.
If you're an owner or sales leader trying to improve new-business development, pipeline discipline, sales accountability or team performance, let's have a practical conversation about what's getting in the way.
Prefer to pick a time? Use the Book a Sales Conversation button at the top of the page and choose a slot that works for you.