Plain English definitions of every framework, certification, and term used across The AI Sales Leader. Built for sales leaders, founders, and Vistage CEOs who want a reference.
The AI Sales Leader
The certification suite and brand founded by Greg Grand. The first AI certification suite for sales leaders. Houses CASL, CASH, REAP, and the Sales Leadership Forum.
CASL: Certified AI Sales Leader
The flagship certification of The AI Sales Leader. A 16-week live cohort with 44 hours of content. Built for sales leaders, VPs of Sales, CROs, and Heads of Sales who need to install AI into their sales engine without breaking what already works.
CASH: Certified AI Sales Hunter
The 12-week certification for net-new sales hunters. 33 hours of content. BDRs, SDRs, and account executives whose job is new logo acquisition learn how AI multiplies prospecting and close rate.
REAP: Revenue Expansion and Account Penetration
The 8-week certification for account managers, customer success managers, and account executives in expansion or renewal roles. 22 hours of content.
Sales Leadership Forum
A peer community Greg Grand is building for sales leaders running AI in their sales engine. Monthly live sessions plus an ongoing async channel between sessions.
The 5 P’s of Sales
Greg Grand’s sales operating system framework. Every sales engine that ships predictable revenue runs on these five. AI is the solution layer applied on top, not a sixth pillar.
- Process: repeatable, documented, teachable systems for how work gets done.
- People: hiring, coaching, role clarity, development, enablement.
- Pipeline: deal velocity, stage gates, forecast accuracy.
- Performance: accountability, metrics, incentives, comp design.
- Psychology: psychological safety, transparency, risk-taking, team health.
The 12 Silent Killers
The twelve structural failures that quietly destroy sales orgs. Each one is tagged to one of the 5 P’s. AI is the solution layer, not a numbered killer.
- No defined sales methodology (Process)
- Poor hiring practices (People)
- Sales leader without leadership skills (People)
- No accountability (Performance)
- No sales strategy (Process)
- Weak coaching (People)
- No role clarity (People)
- Poor pipeline and forecast management (Pipeline)
- No ICP or buyer persona (Process)
- Poor sales organization health (Psychology)
- Lack of sales enablement and onboarding (People)
- Misaligned compensation (Performance)
Fractional CRO
A senior sales leader who serves as Chief Revenue Officer on a part-time basis for multiple companies. Greg Grand serves as fractional CRO through G Squared Advisors.
Sales Operating System
The documented, teachable system of process, people, pipeline, performance, and psychology that produces predictable revenue. The 5 P’s framework is the structure.
AI as the Solution Layer
The principle that AI is not a sales method by itself. AI amplifies whatever sales system is already in place. If the sales system is broken, AI amplifies the brokenness. The Solution Layer sits on top of the 5 P’s, not in place of them.
Vistage
The peer advisory organization for CEOs and executive teams. Greg Grand is a Vistage speaker on AI in sales.
G Squared Advisors
The fractional CRO advisory firm founded by Greg Grand. The vehicle through which Greg delivers fractional CRO engagements to SMB and growth-stage companies.