About The Rudow Group

We are a training and consulting company specializing in helping technology companies maximize their direct and channel sales performance.

Make the Complex Simple

The Rudow Group, Inc. is passionate about helping organizations improve their direct sales, channel sales, and sales leadership performance.  Our deep experience and ability to make the complex simple results in projects that are refreshing, effective, and highly valuable to our clients.  We deliver high quality content and services that enable our clients to improve their sales performance and simplify their businesses.

Who we are

There are no “silver bullets” to sales performance challenges. It takes hard work, an honest self-assessment of your operation, and patience to develop or refine the appropriate behavioral skills missing in so many sales people today. Many organizations have over-complicated their sales operations, making it much harder for sales people to succeed. Our projects help remove the clutter that is slowing down your success and instead focus on the core elements that maximize performance.

We are an organization looking to make a difference in the lives of our clients without creating large, complex and costly projects.  We develop deep, long-term relationships with our clients to create lasting business impact. And we know that effectively improving performance is deeply tied to both “cultural fit” and a mutually agreed approach.

We don’t advertise and we don’t cold call. We rely primarily on referrals and references to grow our business. Whether you are here because you have worked with us before, heard one of our principles speak, read one of our blog posts, or been referred directly from a colleague, we look forward to speaking with you if you are interested in our services.

We look forward to earning the right to call you a client!

Founding principles

We founded our organization on three basic principles and continue to operate with these as our guiding principles.

It really doesn't need to be complex! Selling is still selling. Although the solutions we sell and the environments we sell into have gotten more complicated, the art of selling remains fundamentally the same: understand what the customer needs, identify who and how the decision is being made, and then navigate the maze to communicate your value. More than 90% of our projects are about sifting through the self-inflicted complexity organizations have created and focusing back on the fundamental (but lost) items that matter most. Whether it’s about role definition, operational processes or behavioral skills, we make it simple again. If the field won't use it, nothing will change! We focus our efforts on providing deliverables and skills training that not only work, but that everyday sales people can understand and leverage. That means they need to be tactical and practical: role clarity needs to resonate with a sales person’s everyday efforts; operational processes need to be based on real customer engagements and challenges; and behavioral skills training must enable simple, usable techniques and methods reinforced daily by line-management. Whether it’s about role definition, operational processes or behavioral skills, we make sure it will be adopted by the field. If we haven’t done it ourselves, we don’t try to tell someone else how to do it! We are experienced and successful sales people and sales leaders with more than 20+ years in-role experience and long histories of exceptional performance. Everything we do and everything we recommend is based on our own experiences and success, and proven out in client implementations. We know with pinpoint accuracy what value we bring to an organization and in exactly which projects we can add value. Whether it’s about role definition, operational processes or behavioral skills, we focus on what we know.

our team


John Rudow

John Rudow

President and Founder

John Rudow, a 30-year veteran in high-technology management, sales, pre-sales, consulting, training and readiness, has worked with Microsoft, Informatica, Cisco, Infor and many other technology organizations to improve their business efficiency and sales effectiveness.


Prior to founding his own company, John worked at a premier sales training organization where he was responsible for the Strategic Accounts Business Unit managing the sales, delivery and account management for some of their largest clients. Additionally, John was instrumental in architecting training and effectiveness programs around skills assessments, channel management, sales management, and business planning.

Previously, John worked in sales and sales management positions for Onyx Software. He was responsible for helping drive company growth from 2 million in 1996 to more than 120 million in 2000. John’s personal sales achievements gained him recognition as one of the top-performers for six consecutive years. He also headed the company’s sales training and development efforts. Prior to Onyx Software, John worked for Epicor (Platinum Software) and for Dun & Bradstreet Software (Management Science America), where he held both individual contributor and management roles in account management, consulting, implementation, pre-sales, sales and marketing.

John received a Bachelor’s of Science Degree with a major in Computer Science and a minor in Business Administration from Arizona State University in 1986.


Consultants and Instructors

David Begin

David Begin

Instructor and Consultant

David brings more than 30 years experience in application software, sales management, and business ownership  He currently operates four small businesses as the majority owner and managing partner.


Prior to small business ownership, David was a Sales Director for SAS software for the telecommunications and entertainment sectors in Denver. He also served as Director of Pre-Sales and Sales Operations at Rearden Commerce and Apropos Technology. David was also at The Complex Sale, as a Principal. David consulted with several significant customers and rolled out training programs to improve message development and delivery. David also consulted with strategic marketing departments on message develop for field readiness on new product releases.

In order to help establish the Texas Region and the Dallas office, David joined SAP America in 1993 and was the number one revenue producing pre-sales person for SAP America in 1995. He helped establish SAP Public Sector, a separate company specializing in public sector sales opportunities and served in the development and training of new pre-sales individuals and the creation of marketing strategies for this organization. In addition to ERP vendors, David has also worked in the area of internet-based electronic commerce in the role of both pre-sales and market strategy.

Prior to his work with SAP, David joined MSA in 1987 as a pre-sales consultant for the materials management applications. He was the number one revenue producing product representative for Dun & Bradstreet Software (MSAs successor) in 1991. In 1992, David was promoted into management responsible for a nine state region and for the training, development and overall management of the regions pre-sales staff.

David started his career at the City of Lubbock, as a buyer where he evaluated and implemented financial and materials management software. David oversaw the implementation of the purchasing, inventory and work order applications for the warehousing and city departments.

Henry Lee

Henry Lee

Instructor and Consultant - APAC

Henry has 25 years of experience working with several multinationals in the US and Asia.  His experience in Sales Management combined with his business experience working with government, multinational, sales partners and SMB clients across Asia.


Henry’s seventeen-year career with Microsoft included a variety of roles ranging from Enterprise Sales, Partner Group Sales Director, Senior Director for Corporate Accounts Sales in Singapore, Business Management and Operations for Sales Business Unit for Greater China Region based in Beijing, China, Senior Director for Asia Timezone Corporate Accounts Sales (APAC, GCR, India, Japan) and Senior Director for Customer Services and Consumer Technical Support for APAC, GCR, India). During his last 10 years at Microsoft, Henry’s passion for people development drove him towards being certified as an Executive Coach by Results Coaching Institute.

Since 2012, Henry has been coaching senior/ mid-level executives and facilitating sales, management and leadership workshops across Asia Pacific. He focuses his energy and time working with clients to deliver breakthrough fiscal year results through greater accountability and working on culture transformation as a key strategy to deliver their results in three to five years.

Complete List of Consultants and Instructors


Henry Lopez

Instructor and Consultant

Henry has over 34 years of diverse business experience, including successful careers in the information technology industry, sales, sales training and business ownership. Henry is currently a business owner and consultant.

His accomplishments in the sales and marketing arena include recognized achievements in various positions with Dunn & Bradstreet Software, Lawson Software, Peoplesoft and Ariba (SAP). During his 13 years in the enterprise software arena he worked with numerous companies worldwide, helping them improve their human resources, financial, manufacturing and procurement systems.

Henry also has experience in channel partnership sales and management. During his tenure at Ariba he was a member of the Ariba Channel Organization management team, responsible for IBM and other partners worldwide.

Leveraging his extensive experience and success in sales, he has delivered sales enablement and productivity workshops worldwide for multinational companies such as Microsoft, Oracle, CA and Motorola. Henry delivered his first sales enablement workshop for Microsoft in 2007.
Henry’s career experience also includes various software development and leadership roles with large corporations, including Mary Kay Cosmetics and Comcast Corporation.

Tony Robinson

Instructor and Consultant – EMEA

Tony is a highly skilled Sales Tactician and Coach, International Sales Presenter and Trainer. Specializing in new business generation and relationship building – his experience spans 28 years.

His ability to motivate and inspire a sales audience together with his energy and unique style of interaction has lead him to be in high demand across many industry sectors. He has a drive to make training and development practical and of real value.

Recent projects have taken him to China, USA, Spain, Italy, France and Germany and his understanding of international sales cultures has helped him build a reputation for results.

As well as just completing a successful year delivering the Microsoft Ontrack Programme across the UK, he has also worked with The BBC, Thales, Cisco , AIG, Fujitsu and O2.


Kerstin Baxter

Instructor and Consultant

As a consultant with The Rudow Group, Kerstin Baxter brings passion and a depth of experience to her workshops from her 15 years of international sales and channel roles.

Most recently she led IDC’s Asia-Pacific Channels Practice doing research and consulting for multi-national IT vendors who wanted to optimise their channel coverage and engagement approach in that region, and presenting and writing on key trends and insights into go-to market strategies, partner programs and regional trends that impact the partner ecosystem in Asia-Pacific’s emerging and mature countries.

Prior to IDC, she worked for multi-national organizations including Microsoft, Hitachi Data Systems, Compaq and Digital in various national and regional channel and sales leadership roles across Asia-Pacific, Australia, and Canada. Kerstin has led partner channel sales and program teams and has worked with many of the key partner communities including System Integrators, VARs, Distributors, OEMs, ISVs, and Alliances to develop optimal ecosystems and bring new products and solutions to market.

Kerstin holds a Masters of Mathematics from University of Waterloo, and a Bachelor of Science in Mathematics and Computing Science from Simon Fraser University in Canada.