Colorado Desk - Revenue Optics Expands Its Private Equity Practice as Sponsors Move Inside Sales to the Center of Distribution Value Creation

Trending...

Firm names Natalia González to lead private equity portfolio engagement, weeks after presenting at NAW SHIFT 2026, as returning demand rewards the distributors that can cover their full account base

MEMPHIS, Tenn. - ColoradoDesk -- Revenue Optics, the sales transformation firm purpose built for B2B distributors and industrials companies, today named Natalia González as Manager, PE Portfolio and Client Engagement. The hire deepens the firm's interface with private equity sponsors as inside sales becomes a central value creation lever in distribution.

Weeks earlier, Revenue Optics Founder and CEO Ali Hasham presented at NAW SHIFT 2026 in Denver, leading sessions on hybrid sales and on closing coverage gaps with sales driven AI. Both pointed at the same shift underway. Demand is slowly returning to distribution, and distributors are moving to modernize their commercial model for the next decade.

In most distributors, the majority of accounts have no seller assigned. Outside reps cover the top of the book, and everything below it goes unmanaged. That long tail is often the highest margin business a distributor has, because smaller accounts buy closer to list, so the gap quietly drives churn where margin is richest. Revenue Optics covers it with proactive inside sales, productized and deployed at portfolio scale.

More on Colorado Desk

"Inside sales is the most underfunded EBITDA lever in distribution, and sponsors are starting to deploy it across entire portfolios," said Ali Hasham, Founder and CEO of Revenue Optics. "Every dollar of incremental EBITDA from a proactive inside sales program is worth roughly eight dollars of enterprise value at a typical distribution exit. We built the system that captures it."

González joins from Dialectica, the global expert network firm, where she spent four years selling into top tier private equity firms and the consultancies running their value creation work. She ran pursuits at Operating Partner altitude and led the new business engine for her market, building credibility with the exact buyers Revenue Optics serves. She reports directly to Hasham.

"The sponsors I worked with for years all ask the same question. Where is the repeatable commercial play we can run across the whole portfolio," said Natalia González. "Inside sales transformation is one of the few moves that expands EBITDA, accelerates organic growth, and replicates from one portco to the next. My job is to bring it where the impact is largest and most repeatable."

More on Colorado Desk

The hire continues a rapid commercial buildout. Revenue Optics completed its commercial leadership team in April 2026 across AI Products and Solutions, Talent Strategy, and Client Success. The firm entered Q2 2026 with five active engagements from $200M to $3B in client revenue and three more onboarding, spanning all three business lines.

González will own the PE target account map, sponsor and C level engagement prep, and client support across active engagements and quarterly business reviews.

About Revenue Optics

Revenue Optics designs and installs repeatable commercial operating systems for B2B distributors, increasing revenue capacity, hiring consistency, and speed of execution. Founded by Ali Hasham, a 25 year operator from WESCO International, TruckPro, and Motion Industries, the firm runs as a single execution engine across Sales Transformation Consulting, Sales Recruiting, and AI Products and Solutions. Its advisory bench includes Matt Zimmermann, former PE backed distribution CFO, and Ljupco Icevski, veteran global distribution operator. Learn more at revenueoptics.com.