Why Customers Agree… Then Do Nothing | Cam Tolman

Send us Fan Mail Cam Tolman spent seven years running a home services company in Houston before he ever touched tech. Then he got his MBA, joined Podium, and became the number two rep out of 120 — with a 22-month streak of 100%+ attainment. He climbed to VP of Business Development, Director of Sales at Scorpion, and CRO at Mia Share, where he drove 120% revenue growth and pushed SaaS ACV up 800%. Four-time Presidents Club. Million-dollar closer. And he refused to call himself a salesperson the entire time. In June of 2025, Cam walked away from the CRO chair to build PitchDown — a framework for founders, engineers, product teams, and everyone else whose title doesn’t say sales but whose job absolutely is. His tagline: “The best decisions aren’t sold. They’re discovered.” In this conversation, Josh sits down with Cam to dig into: • The one-word question from his first sales manager that changed his career (asked five times in a row) • Why the word “salesperson” costs the person who wears it — and why he refused it even at the top of the leaderboard • The PitchDown Method: ignorance, awareness, acknowledgment, acceptance, action — and where most conversations actually get stuck • Why customers agree with you… then do nothing • “Pitch down, not up” — the difference between educating a buyer to reality and pushing product features • The doctor / Ferrari analogy for how expert questions move people from ignorance to action • The 2024 decision to walk away from the CRO chair and go all-in on PitchDown • How founders sell the vision — and why “I can’t find good people” is almost always a mirror problem • Why he’s been fired from multiple CRO chairs for putting customers first — and why he’ll fight that one to the death If you’re a founder, an engineer, an operator, or anyone whose job is really sales even though your title doesn’t say so, this one is for you. 📘 Cam’s book PitchDown and free Tuesdays @ Two coaching call: https://www.pitchdown.com 🔗 Connect with Cam: https://www.linkedin.com/in/camtolman — Spartan Leadership is hosted by Josh Kosnick — founder of Kairos Coaching & Consulting, author of The Kairos Code, and creator of the Bridge Builder Mastermind. 🏛️ Bridge Builder Mastermind: https://www.joshkosnick.com/mastermind 📖 The Kairos Code: https://www.joshkosnick.com/thekairoscode 📊 Take the free Life Quotient Assessment: https://www.joshkosnick.com/assessment 📺 Subscribe for more Spartan Leadership episodes and never miss a conversation. Everyone is in sales, whether they have the title or not. Lead like a Spartan today. #SpartanLeadership #CamTolman #PitchDown #SalesCoaching #FounderLedSales #BridgeBuilderMastermind #JoshKosnick CONNECT WITH ME HERE: Facebook Instagram LinkedIn Twitter TikTok YouTube SUBSCRIBE TO THE PODCAST HERE: Apple Podcasts Spotify YouTube