Sales Transformation Group

What Sales Transformation Group does

Sales Transformation Group (STG) is a private sales training, coaching, and fractional sales management company founded in 2018 by Ryan Groth that operates exclusively in the construction and trades vertical. The company serves contractor sales teams, sales managers, and contractor owners in 12+ trades (roofing, HVAC, plumbing, electrical, general contracting, painting, fencing, landscape design, and others) at companies ranging from $1M to $50M+ in annual revenue. STG's core intellectual property is the Baseline Selling Methodology—a consultative, baseball-diamond-shaped sales process with 36 milestones and 15+ named frameworks (e.g., Feel the Pain, Quantifying the Problem, Inoffensive Close, Equal Business Stature) designed specifically for contractor sales cycles rather than adapted from generic B2B theory.

The product portfolio is delivered through multiple tiers: STG Academy on Skool (a self-paced online learning platform hosting 10 courses, 545 modules, and 30+ proprietary tools for 591+ active members); group coaching programs (Residential Sales Accelerator, Commercial Sales Accelerator, Roof Warrior, Sales Leader Accelerator); high-touch 1-on-1 Sales Builder Coaching and Boardroom C-Suite Coaching with the founder; Platinum Fractional Sales Leadership (a managed service in which STG coaches run client sales meetings and conduct monthly on-site visits); and 2-day on-site Sales Launch Workshops and Sales Team Kickoffs. STG integrates the third-party OMG Sales Assessment from Objective Management Group to provide objective baseline data on sales rep DNA and tactical competencies, which then informs coaching plans.

The revenue model combines tiered recurring subscriptions (Core Membership at $750/month for 1–5 users up to $2,100/month for 13+ users) with premium subscription coaching engagements, one-time professional services fees for on-site workshops, and managed services for fractional leadership. Go-to-market is sales-led and community-led, supported by free OMG assessments, webinars, podcasts, 9 annual live regional events, and an Approved Vendor Partner (AVP) referral program. Headcount is 11–50 employees. Since inception, STG claims to have trained 900+ contractor companies across North America (US and Canada). Headquartered in Dallas per firmographic records, with founder Ryan Groth announcing a relocation from Hawaii to Nashville, TN in 2026 to support a denser in-person event calendar.

Name

Sales Transformation Group

Legal name

Sales Transformation Group, LLC

Website

https://salestransformationgroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Sales Transformation Group (STG) provides sales training, coaching, and fractional sales management exclusively to construction and trades contractors. Founded in 2018, it delivers its proprietary Baseline Selling methodology through online courses, group coaching, 1-on-1 programs, and on-site workshops to 900+ contractor companies across 12+ trades.

Ownership category

akta.pro rank

Product category

Sales Training and Coaching

akta.pro primary industry

Sales Onboarding & Ramp Programs (EDABABAA)

akta.pro secondary industries

Sales Management & Coaching (Frontline Leadership) (EDABABAI), Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device) (EDABABAL), Customer Success (Adoption, Retention & Expansion) (EDABABAG)

Keywords

• Sales training services
• Sales coaching programs
• Contractor sales methodology
• Fractional sales leadership
• Construction sales enablement

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Core Membership Subscriptions: Monthly subscription memberships priced by team size. Core — 1 to 5 Users at $750/month, Core — 6 to 12 Users at $1,800/month, Core — 13+ Users at $2,100/month. Lifetime customers receive 50% discount. Includes all 9 live events, full course library, all group coaching calls, and tech tool access.
2. Sales Builder Coaching: Recurring 1-on-1 coaching through the 36-milestone journey with monthly coaching calls, milestone tracking, and customized roadmap. Premium tier above membership for owners and managers building sales infrastructure.
3. Sales Launch Workshop: 2-day on-site sales leadership workshop laying the foundation to build great sales teams. One-time fee for intensive workshop delivery with completed sales plan workbook and 36-milestone journey roadmap deliverables.
4. Platinum Fractional Sales Leadership: Premium done-with-you service where STG runs sales meetings, provides one-on-one rep coaching, and conducts monthly on-site visits. 3-4 hours per week of dedicated fractional sales management for companies needing hands-on leadership.
5. Private Consulting: Direct one-on-one consulting with Ryan Groth for contractors at $5M+ revenue needing specific solutions. Premium engagement for larger contractors requiring individualized guidance.
6. Boardroom C-Suite Coaching: Monthly direct-access calls with Ryan Groth for owners and sales leaders only. Executive-level coaching covering Achievement Roadmap, Theory of Constraints, Level 5 Leadership, and organizational design.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Sales Transformation Group provides sales training, coaching, and fractional sales management services exclusively to construction and trades companies. Its core method is the Baseline Selling Methodology — a baseball-diamond sales process organizing every deal across four bases — combined with a 36-Milestone Journey that progresses contractor sales organizations from owner-dependent selling to a delegable, predictable sales system. Delivery is multi-tier: self-paced courses via STG Academy (Skool), weekly group coaching, 1-on-1 coaching, monthly C-Suite boardroom access, and a done-with-you Platinum Fractional Sales Leadership tier where STG actually runs customer sales meetings.

Product overview

Sales Transformation Group (STG) is a sales training, coaching, and fractional sales management company exclusively serving construction and trades companies. The core offering is the Baseline Selling Methodology—a consultative, value-based sales process using a baseball diamond framework with 36 milestones. STG delivers through a multi-tier platform: STG Academy on Skool hosts 10 structured courses and 545 modules; Weekly Live Coaching Calls run separate tracks for residential reps, commercial reps, and sales leaders; Boardroom C-Suite Coaching provides monthly executive-level access to founder Ryan Groth; and Platinum Fractional Sales Leadership offers hands-on sales management. The product portfolio includes eight core programs: Sales Launch Workshop, Sales Team Kickoff, Sales Builder Coaching (most popular), Platinum Fractional Sales Leadership, Commercial Sales Accelerator, Residential Sales Accelerator, Roof Warrior, and Sales Leader Accelerator. Core Membership provides tiered access to all programs. The ecosystem integrates with Skool (learning platform), OMG Assessment (third-party evaluation tool), and payment processors for transaction handling.

Differentiator

Problem solved

Functional benefit

Brands

• STG Academy: Online learning community on Skool platform with 10 structured courses, 545 modules, and 591+ active members for contractor sales training.
• Baseline Selling
• Boardroom
• STG Academy on Skool
• OMG Assessment

Products and services

• Sales Launch Workshop A 2-day on-site sales leadership workshop that lays the foundation to build great sales teams. Delivered at the contractor's location. Includes a completed sales plan workbook, 5-year/3-year/1-year revenue goals, sales KPIs and accountability structure, sales management training (meetings, coaching, recruiting), a sales process review using Baseline Selling, and a 36-milestone journey roadmap. Targeted at contractor owners ready to systematize sales and operations managers moving into sales leadership at $1M–$20M companies.
• Sales Team Kickoff A 2-day on-site team training event that unifies an entire sales team on one structured sales process. Includes sales competency assessments for each rep, personal goals aligned to company goals, integrated Baseline Selling training, group role-plays, a sales kickoff workbook, and team alignment on a single way to sell. Targeted at companies without a training culture or with teams of reps each selling their own way at $2M–$50M revenue.
• Sales Builder Coaching Recurring one-on-one coaching through STG's 36-milestone journey. Includes 1 hour/week of virtual coaching time, 36-milestone tracking and progression, sales meeting support and structure, sales leader training and development, optional sales team training, and ongoing accountability. Targeted at owners/managers building sales infrastructure at $2M–$20M companies transitioning from owner-dependent sales.
• Platinum Fractional Sales Leadership A done-with-you service where STG coaches run the customer's sales meetings (not just observe), provide one-on-one coaching to reps, conduct pipeline reviews and deal accountability, perform monthly on-site visits with classroom training and ride-alongs, and support the 36-milestone journey. Provides 3–4 hours/week of dedicated fractional sales management without hiring a full-time sales manager. Targeted at $5M–$50M companies needing hands-on sales leadership now.
• Commercial Sales Accelerator A monthly group coaching program for commercial sales reps selling B2B projects (roofing, HVAC, construction) to property managers, facility directors, fleet directors, and C-level commercial decision-makers. Includes a complete 8-phase commercial sales course, group coaching calls, and Baseline Selling methodology adapted for commercial sales with longer multi-stakeholder sales cycles.
• Residential Sales Accelerator A monthly group coaching program for residential sales reps selling in-home projects (roofing, HVAC, plumbing, remodeling) directly to homeowners. Includes an 8-phase residential sales course, group coaching calls, and Baseline Selling methodology adapted for residential in-home appointments, door-to-door, referrals, and short-cycle closings.
• Roof Warrior A monthly group coaching program specifically for roofing sales reps covering both residential and commercial. Includes an 8-phase roofing-specific sales course with door-to-door, retail, and commercial strategies. Targeted at contractor companies whose sales reps sell roofing projects exclusively.
• Sales Leader Accelerator A monthly group coaching program for sales managers and leaders building high-performing teams. Covers an 8-phase sales management leadership course including running effective sales meetings, coaching reps to specific milestones, and performance management. Targeted at promoted sales leaders inside contractor organizations.
• STG Academy on Skool An online learning platform hosted on Skool containing 10 structured courses and 545 modules covering residential, commercial, and leadership tracks. Includes weekly live coaching call recordings, 30+ proprietary worksheets/scripts/playbooks, and community access for 591+ active members. Entry point for individual reps and smaller contractors.
• Boardroom C-Suite Coaching Monthly direct-access subscription calls with Ryan Groth for owners and sales leaders only at the executive level. Covers the 6 Daily Standards, Theory of Constraints, Achievement Roadmap, and Level 5 Leadership frameworks. Premium tier above Core Membership for owners and managers.
• Private One-on-One Consulting Direct access to Ryan Groth for larger contractors at $5M and above in revenue needing specific, individualized guidance. Includes OMG Assessment data review, sales process gap analysis, and custom leadership structure planning. Premium engagement with quote-based pricing.
• Core Membership A monthly subscription membership tier providing unlimited access to all 9 live regional events, every course in the STG library, every group coaching call across Commercial and Residential tracks, early access to every tool STG builds, and 30+ proprietary worksheets, scripts, and playbooks. Three tiers by team size: 1–5 users at $750/month, 6–12 users at $1,800/month, 13+ users at $2,100/month. Lifetime customers receive 50% discount.
• Free Baseline Selling Course A free residential Baseline Selling course available with zero commitment to get contractors started with the STG methodology before full program enrollment. Serves as the top-of-funnel entry point and qualification mechanism before paid engagement.

Quantifiable outcome

• Kingdom Roofing grew from $4M to $16M in revenue in 3 years with STG
• +5 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sandler Training: Global sales training franchise built around a structured, milestone-driven methodology (Sandler Selling System) with recurring coaching, assessments, and certification tiers. Highly comparable to STG's methodology-plus-coaching business model, though Sandler serves all industries via franchisees rather than specializing.
• Grant Cardone Enterprises: Sales training brand combining methodology content, large online community, high-ticket coaching programs, and live events — the closest direct analog to STG's mix of subscription tiers, community-led growth, and premium coaching engagements, though broader in vertical focus.
• Chet Holmes International (UltraBrook): Sales training and business growth methodology (Ultimate Sales Machine / Piggyback Marketing) targeting SMB and mid-market operators. Comparable to STG in methodology-driven curriculum and coaching engagement model.

Broad incumbents

• Dale Carnegie Training: Long-established global sales and leadership training company with courses, in-person workshops, and certified instructor network. Overlaps with STG on sales training delivery but does not specialize in the construction/trades vertical.
• John Maxwell Team: Leadership and sales coaching franchise built around John Maxwell's content, with certified coaches delivering workshops and ongoing coaching. Comparable business model to STG (methodology IP + coached delivery), but leadership-focused rather than sales-process-specific.
• Tony Robbins Business Mastery: High-ticket business and sales training events, coaching programs, and masterminds for entrepreneurs. Comparable to STG in event-driven acquisition and premium tier coaching, but at significantly larger scale and broader audience.

Others

• ServiceTitan: Leading vertical SaaS platform for residential and commercial service contractors (HVAC, plumbing, electrical, roofing). Adjacent ecosystem participant serving the same contractor buyer but in software/operations rather than sales training; represents a potential channel partner or complementary product ecosystem.
• Buildertrend: Construction project management and customer relationship software for residential builders and remodelers. Adjacent to STG as another tech-enabled solution sold to construction/trades buyers; not a sales training competitor but shares the same target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sales Transformation Group