Ali Hasham, a commercial leader with experience building inside sales teams at large distribution companies, has launched sales transformation consulting firm Revenue Optics.

Revenue Optics works with private equity firms and mid-market B2B distributors to build inside sales teams focused on proactive customer engagement. The firm specializes in team structure, outbound sales strategy, CRM and AI integration and go-to-market planning for the distribution sector.

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Before founding Revenue Optics, Hasham spent the previous 5 years at MRO and automation products distributor Motion, most recently as its North American Vice President of Sales Excellence. Prior to that, he held sales leadership roles at TruckPro (2014-2020) and Wesco International (2000-2014), where he built and expanded inside sales teams, supported field locations and national accounts and contributed to company-wide growth initiatives.

“After building and scaling high-performing inside sales teams from scratch, I saw a clear opportunity to help other distributors do the same,” Hasham said in a July 21 news release. “Now I’m doing it from the outside by guiding companies on how to use AI in their inside sales teams to grow faster and deliver consistent results.”