Your Team

Tony Morse is the Founder and CEO of Proliferate, where he helps CEOs, sales leaders and investors build the structure behind sustainable revenue growth.

Tony has spent his career leading and advising growth-oriented businesses, with experience spanning professional services, technology, manufacturing and other complex B2B environments. He has served as president, COO and senior revenue executive for organizations ranging from entrepreneurial businesses to companies approaching $100 million in revenue.

That operating experience shaped the philosophy behind Proliferate: companies often have talented people, good customers and strong capabilities, but growth eventually becomes harder when sales depends too heavily on individual effort, relationships or institutional knowledge. Tony works with leadership teams to bring greater clarity and discipline to sales strategy, people, process, leadership and execution — helping turn what has worked historically into a sales engine that can scale.

Before founding Proliferate, Tony served as COO of Menttium, a global leadership development and mentoring organization; Vice President of EXB Solutions, an embedded software engineering firm; and President of Demand Chain Systems, one of the longest-standing Salesforce consulting firms. At Demand Chain, he helped drive significant revenue growth, nearly doubled the organization and returned the company to profitability while strengthening its culture and earning repeated recognition as one of the Twin Cities’ Best Places to Work.

Tony is particularly energized by companies in transition — businesses pursuing aggressive growth, professionalizing founder-led sales, integrating acquisitions, building or rebuilding sales organizations, or preparing for the next stage of ownership and scale. His approach combines the perspective of an operator with the objectivity of an advisor: understand what is really happening, identify what is holding growth back, and help leadership build something that lasts.

A longtime believer in the value of peer leadership, Tony leads an executive peer group of CEOs who meet regularly to challenge one another’s thinking, work through significant business issues and share experiences that help each other become better leaders.

Tony has also held a number of board and community leadership roles. He served as President and Vice President of the Lafayette Club Board of Directors and chaired committees including finance, compensation and benefits, and long-range strategic planning. Earlier in his career, he served on the board of the Minnesota Jump$tart Coalition, a nonprofit focused on improving financial literacy for young people.

At the center of Tony’s work is a simple belief: growth becomes more predictable when good people are supported by clear strategy, strong leadership and a sales system built to perform without depending on any one individual.

Gretchen has spent more than two decades helping companies build the go-to-market systems that connect brand, buyer behavior, and revenue. Her work sits at the point where strategy meets the infrastructure that actually executes it. She has worked with more than 400 companies across North America and Europe, generating more than $100 million in pipeline and 7,000+ qualified meetings along the way.

Her expertise includes go-to-market strategy, buyer journey design, pipeline infrastructure, and sales enablement. Having built and led her own consulting practices over the years, she brings a builder's instinct for what actually moves a business, paired with a consultant's discipline for making it repeatable. She works from how buyers actually decide, not how companies wish they would.

Philosophy: You make your own luck in business, but luck done right is a system you can build, measure, and repeat.

Sara has built a career helping companies achieve their growth objectives by identifying creative solutions to improve sales and profits, a strong customer and employee focus and success leading sales teams to new levels of performance. Her expertise includes Sales Strategy, Sales Leadership, Market Segmentation, Talent Acquisition and Development, Sales Structure, Compensation Planning, Sales Systems and Processes, Sales Enablement Tools, Metrics, and Change Management.

With a reputation for being adaptable, decisive, and persuasive, Sara is a leader who works collaboratively to accomplishment the growth goals of the company including emerging growth companies, sustainable growth companies and distressed or neglected businesses. 

With over 30 years helping companies achieve their growth goals, Sara is now leveraging her skills and experience to help companies who need support but not necessarily a full-time. 

Philosophy: Align the team around a clear vision, provide guidance on break-through strategies, drive accountability for results. Communication, collaboration, and transparency are keys to success. 

Joseph “Joe” Peters is a senior commercial executive and advisor with more than 30

years of experience building high-performing revenue growth engines and sales

teams across Fortune 500, privately held, founder-led, and growth-oriented companies.

Joe specializes in helping organizations transform commercial performance by creating

the structure, discipline, and operating systems required for predictable, scalable

growth. His experience spans go-to-market strategy, sales organization design,

strategic and enterprise accounts, forecasting, CRM and pipeline discipline,

compensation, talent development, and commercial performance management.

His career includes senior leadership roles with Phigenics, Ecolab, and Nalco Water,

where he built and led complex sales organizations and commercial transformation

initiatives. Today, through JP Performance Partners, Joe works with CEOs and

commercial leaders to strengthen revenue effectiveness, organizational alignment,

accountability, and long-term growth performance.

Joe is known for bringing strategic clarity, disciplined execution, and a practical

operator’s mindset to complex commercial challenges.

Philosophy: I don’t chase revenue. I build the system that makes it durable.

Josh is a trusted finance and accounting leader known for helping businesses streamline financial operations, improve margin performance, and build scalable financial models. He specializes in providing fractional and interim financial management to organizations that require senior-level expertise without a full-time commitment.

With a track record of partnering with middle-market and high-growth companies, Josh excels at translating complex accounting data into clear key performance indicators (KPIs) that enable leadership teams to make faster, more informed business decisions.

Philosophy: Financial clarity is the foundation of company performance. Provide leaders with transparent data, strong controls, and adaptable strategies, and growth naturally follows.

Stuart is an entrepreneur, growth strategist, and sales leadership executive with over 30 years of experience driving revenue expansion, scaling tech-enabled services, and executing successful company transformations. Having co-founded, scaled, and sold a premier technology consulting firm, Stuart combines deep sales leadership expertise with a founder's perspective on what it takes to build, align, and accelerate growth.

He began his career in industrial distribution sales leadership before pivoting into technology, where he co-founded Minnesota-based consulting firm Concord. As Chief Revenue Officer and executive leader for two decades, Stuart spearheaded Concord’s evolution into a data, integration, digital experience, and AI consulting firm. Over his career, he has guided go-to-market strategies, integrated key M&A acquisitions, and built high-performing sales organizations focused on driving measurable business value.

His core areas of expertise include:

• Interim & Fractional Sales Leadership
• Go-To-Market & Revenue Growth Strategy
• Sales Team Structure, Mentorship & Enablement
• M&A Growth Strategy & Post-Acquisition Integration
• Commercialization & Scalable Technology Offerings
• Executive Alignment & Performance Coaching

Philosophy: Sustainable revenue growth happens when high-performing sales teams align directly with core business strategy. The fastest path to performance is eliminating friction, empowering people, and driving disciplined execution.