Moreno: Unstandardized sales reps make enterprise revenue forecasting impossible at scale
Graham Moreno · Why old-school sales work still wins in the AI era | Graham Moreno (Head of GTM, Parallel) · May 21, 2026 · at 23:41
Graham Moreno, Head of GTM at Parallel, explains why scaling enterprise sales requires standardized operational baselines rather than relying solely on individual problem-solving styles.
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“I think if you have a bunch of people that are all really good at problem solving, but all do it in silos or do it in different ways, then when you go to create predictability in the business, there's not actually really a baseline to be forecasting off of because you have person A over here who is like an amazing technical mind who can walk into a room of engineers and just like absolutely enthrall them and get people very bought into their technical brilliance. You have the person over here who is great at executive level conversations and doesn't understand the tech at all, but can go and like connect deeply to the business problems and then bring the right resources to bear. And they have totally different ways that they go about validating the tech and totally different lengths of time that it takes and different deal sizes. And if there's all of these different objects that don't look the same, When you go to the VP and you're like, all right, you have a hundred of these people. Tell me what's going to happen next. That is a pretty challenging kaleidoscope of behaviors to be looking through.”
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