Kelly Barbato
Sales & Account Growth Portfolio
REFERENCES
JIM PORTER
CEO & PRESIDENT
LAURIE JONES
HOTEL OWNER
KATE FRIESEN
SALES MANGER
Pro Football Hall of Fame
USA Today
Hotel Las Palmas
My Sales Performance at a Glance
Clients Managed
200+
14 years of B2B advertising sales experience managing the full sales cycle from prospecting & discovery through strategy, proposal, close, campaign execution, renewal, & account growth.
$3.43M
Annual Revenue
78%
Book Self-Generated
Prospecting → Winning Business → Retaining Clients → Expanding Relationships → Referrals → Continued Prospecting
Managed 239 local, regional & national advertiser accounts representing more than $3.43 million in annual revenue, while continuing to develop new business, grow existing partnerships, and serve as the primary sales relationship throughout the client lifecycle.
Managing the Book While Building the Book
78% of my portfolio was self-generated
One thing I think is important about that $3.43 million is that I wasn't simply handed a large established book of business to maintain. Approximately 78% of my book was business I had generated myself over time through prospecting, networking, referrals, cold outreach, and relationships in the market.
Starting in 2020, when handed my account list, I had around 50 clients that totaled $144,000 in "annual" revenue, which was around $12,000 revenue per month. My last day on the job, I had 239 clients with $3.43M in "annual" revenue. However, my "average" monthly billable sales were around $150,000 - $160,000. This past year, I had a client that ran 6 months of extra paid Google Ads Campaign, utilizing Performance Max, which is what put me at the high end number of $3.43M for this past year & blew away all of my previous numbers. The few previous years annual revenue average was around $1.8 - $1.9M.
Accounts were never "assigned" to us, if I got a new client, it was because I did the work to get them.
JULY 2025 - JULY 2026:
239 ACTIVE ACCOUNTS
$3.43M+ ANNUAL REVENUE
ORGANIZE
Used Salesforce to track client activity, opportunities, follow-up, renewals, pipeline, forecasting & account documentation.
COMMUNICATE
Maintained ongoing client communication, conducted performance discussions, presented new ideas & remained the primary sales relationship throughout the account lifecycle.
COLLABORATE
Partnered with creative, digital, analytics, implementation & support teams to execute campaigns, solve problems & keep client needs moving forward.
PRIORITIZE
Managed accounts based on active campaign needs, revenue, growth opportunities, renewal timing, client requests & immediate priorities.
Example of some tools I use for prospecting:
Rocket Reach: finding corporate contact information
SpyFu exposes the search marketing secret formula of competitors.
Similar Web: measures and analyzes web traffic, mobile app usage, and online market trends
Contentsquare: tracks and visualizes how users interact with websites and mobile apps
Google Trends: reflects searches people make on Google every day
Moat: see company's ad creative
91%
Accounts Grown
Salesforce year-over-year reporting showed that 91% of my client accounts increased in revenue compared with the prior-year period.
I was especially proud of that because it wasn't driven by one or two large accounts. It showed that growth was happening across the majority of my book. My approach was always to continue learning the client's business after the initial sale, bring them new ideas, review what was working, and look for opportunities to expand the partnership when it made sense.
Understand the Business → Earn Trust → Monitor Results → Identify New Opportunities → Introduce Additional Solutions → Expand the Partnership
UNDERSTAND THE BUSINESS
Learned each client's goals, challenges, audiences & changing business needs.
I was very thourough in doing an "Evaluate Needs" assessment for each client. (upon first meeting and also when needed again for reassessment.
How I Grew Existing Accounts
MONITOR & EVALUATE
Stayed engaged with campaign performance and looked for opportunities to improve or expand the strategy.
BRING NEW IDEAS
Proactively introduced new advertising solutions, audiences, markets & strategies rather than waiting for clients to ask.
EXPAND THE PARTNERSHIP
Used demonstrated results and established trust to earn additional investment and grow relationships over time.
EXAMPLE
Alpine Structures
$19K Annual Revenue → $214K Annual Revenue
Expanded to 14 Markets
What began as a smaller advertising relationship grew significantly as I learned the client's business, demonstrated value, identified opportunities in additional markets, and continued introducing strategies that supported their growth.
Beginning: (2020) Print Ads in 4 markets
By 2026: (yearly spend)
Print ads in 14 markets
$36,000 Search
$36,000 Email Blasts
$50,000 Digital Display
$24,000 Geofencing
98%
Client Retention
The 98% was a retention metric reported directly through Salesforce for my portfolio. I could select the reporting period and Salesforce would generate the retention figure based on our account data. I don't want to misstate the exact formula behind the report because that calculation was automated, but my reported retention rate was 98%.
For me, retention really came down to what happened after the sale. I stayed involved with my clients, kept communication open, reviewed performance, brought them new ideas, and took ownership when there was a problem. I wanted my clients to know that if they called me, I was going to respond and follow through. Building and maintaining those long-lasting relationships was something I took a lot of pride in.
Examples are reconstructed from my professional experience and are intended to demonstrate my sales process and results. Proprietary client materials, pricing details, and former employer documents are not included.