EXECUTIVE LEADER: SALES AND BUSINESS DEVELOPMENT Drives revenue and increases sales as enthusiastic company advocate. Identifies and mentors talent, leading by example and inspiring sales teams. Captures vertical and horizontal revenue opportunities based on market trends and competitive landscape. Consults with customers to understand needs and create successful solutions that generate revenue. Strategically identifies and champions customer-converting tools, contact strategies, and brand messaging. Collaborates effectively across functions and advises executive leadership.

1. ADAM CASTO
373 N Pfeifferhorn Drive | Alpine, UT 84004 | (801) 913-4597 | acasto32@hotmail.com
EXECUTIVE LEADER: SALES AND BUSINESS DEVELOPMENT
Drives revenue and increases sales as enthusiastic company advocate.
Identifies and mentors talent, leading by example and inspiring sales teams.
Captures vertical and horizontal revenue opportunities based on market trends and competitive landscape.
Consults with customers to understand needs and create successful solutions that generate revenue.
Strategically identifies and champions customer-converting tools, contact strategies, and brand messaging.
Collaborates effectively across functions and advises executive leadership.
SALES | COMMERCIAL ENTERPRISE SALES | SALES TEAM MANAGEMENT | BUSINESS DEVELOPMENT
MARKETING | BRAND POSITIONING & DEVELOPMENT | BRAND MANAGEMENT
“It’s rare that you come across standout individuals like Adam.”–Alan Hall, Chairman, MarketStar Corporation
“Adam Casto is highly intelligent; self-motivated, and has the utmost integrity. He can be trusted to handle any task and has
never dropped the ball when given a responsibility. It is a privilege to have someone of his caliber on my executive team at
MediConnect. I have every confidence in giving him the highest recommendation and endorsement.”
—Amy Rees Anderson, Managing Partner, Rees Capital and former CEO, MediConnect Global Inc.
EXECUTIVE EXPERIENCE
Chief Revenue Officer (formerly EVP Sales & Marketing) 2017–Current
XOLogic Corp., Provo, UT: Product Information Management (PIM) and eCommerce Software.
Recruited to SaaS company by long-standing board member to strengthen the executive team and provide sales and
marketing leadership to increase company sales revenue, while exploring opportunities for horizontal market growth.
Operating as a player/coach, responsibilities include carrying both company and personal sales quotas, as well as
management of all company marketing and communications.
Prepared Business for Aquisition
Þ Achieved growth and sales revenue targets YOY, ultimately positioning the company for acquisition by
Fullsteam Holdings in July 2021 for ~35M (a valuation target given by owners at time of hire).
Þ Participated with CEO and Chairman of Board on deal team and in the due diligence process.
Increasing Sales Growth via Role as Player / Coach
Þ Consistent exceeded sales and sales management targets, which most recently included closing 2020 and YTD
July 2021 with the higher net new sales revenue (based on Annual Contract Value) than any other period
pervious to it in company history… and doing so despite economic impacts of a global pandemic.
Þ In each of the first two years of employment (2017 & 2018), achieved net sales revenue representing an 84.3%
annual growth rate of over sales in the year prior to employment.
Þ Revised pricing model to achieve higher contract values in newer industry verticals and closed six (6) of the
largest company contracts within the first ten (10) months of employment, with an average ACV that was 5.4
times larger than existing company ACV averages.
Þ In April 2020, closed the largest contract in company history with an ACV of 42.8 times company average.
Þ Implemented scalable sales processes and tools, increasing the professionalism of the sales team allowing
XOLogic to become more competitive in larger opportunities.
Þ Significantly improved projection accuracy and better sales forecasting by using custom pipeline tracking tools
and reports.
Completed Corporate Rebranding and Website Overhaul
Þ Planned, implemented and completed a complete corporate rebranding project, that included moderating
the participation of company founders, current executives, board members and investors. Spearheaded a 360-
degree roll-out of the new brand among complete XOLogic employee base.
Þ Incorporated the new brand identity into a full website redesign, as well as new sales collateral, positioning
statements, and marketing messages.

2. Adam Casto | (801) 913-4597 Page 2
. . . .Continued. . . .
Chief Revenue Officer 2015–2016
DevonWay, Salt Lake City, UT: Adaptable ERP solutions for continuous improvement and digital operations.
Recruited to enterprise software company as trusted advisor to CEO to bring discipline and cohesion to sales and
marketing functions influencing upward movement in customer conversions. Immediately pinpointed horizontal
market opportunities to expand sales efforts beyond entrenched power generation and renewable energy industries.
Standardized print and digital sales tools, proposal strategies, and marketing collateral, significantly improving sales
response times while doubling sales team to address new industry targets.
Defined Sales Strategy and Expanded Horizontally into New Industries
Þ Organized and grew high-probability pipeline to $20M (+350% increase in prospecting success) by expanding
products into manufacturing, construction, and healthcare industries.
Þ Project managed conversion of 10K+ prospect database from Salesforce.com to custom CRM built entirely on
company’s ERP in <4 months, revealing granular sales cycle data with laser-focused pipeline reporting.
Þ Improved accuracy of forecasting deal closure leading to more effective resource planning within operations,
finance, and executive teams.
Þ Eliminated $550K in budget waste, while transitioning from disorganized sales history to managing proactive
sales team within controlled sales process focused on building pipeline and achieving deal closures.
Established Sales Training and Instituted Resource-Efficient Sales Tools
Þ Established business’s first scalable sales process to improve cycle times and more quickly train and
acculturate new sales professionals.
Þ Redirected focus on prospecting, pipeline management, forecasting, solution development, pricing tactics,
and referral strategies, to maximize sales and to counteract price pressures and unfavorable market trends.
Þ Instituted real-time sales reporting tools delivering visibility into granular performance of sales
representatives on critical metrics, which supported broader KPI definitions for sales team tracking.
Increased Marketing Velocity and Effectiveness
Þ Increased Total Addressable Market (TAM) 10X+, identifying horizontal opportunities for expansion into 3 new
industries, each much larger than industries currently serviced.
Þ Grew new vertical leads by increasing prospect inquiries from 0 to 100+/week with fresh industry trade show
strategy that replaced company-hosted, industry-specific user conferences, plus developing aggressive
prospecting strategies of new sales agents.
Influenced Product Strategy
Þ Consulted on customers’ requirements on products and implementation, helping clients to improve their
standing in their own organizations.
Þ Repackaged products into standardized continuous improvement suite of solutions and defined subscription-
based pricing models.
Co-Founding Partner & Executive-in-Residence 2012–2016
Rees Capital, South Jordan, UT: Investment funding, mentorship and advisory services to early-stage entrepreneurs.
With team of 4 former MediConnect business growth experts, mentored, advised, and invested in promising startups
with expectations for long-term ROI. Invested in 19 post-revenue companies delivering disruptive technologies to
diverse industries. To support long-term investment strategy, generated business visibility and immediate revenue by
mentoring and advising 80+ early stage companies in various industries including mobile applications, consumer
products, sports and entertainment, automotive, advertising, jewelry and accessories, software, healthcare, health
and nutrition, nonprofit, education, and more.

3. Adam Casto | (801) 913-4597 Page 3
. . . .Continued. . . .
Created Investment Value Proposition
Þ With CFO, COO, and CEO partners, represented spectrum of executives with broad professional experience
that built MediConnect from struggling business to highly profitable, $100M company.
Þ Contributed to strategy and due diligence, building network of angel investors. Responded to and evaluated
multiple investor pitches per day, creating unique investment and advisory strategy for each vetted deal.
Þ Stewarded multiple streams of income—personal investments from executive team plus consulting
strategy—instead of raising outside funds.
Delivered Due Diligence on Most Promising Investment Pitches
Þ Simplified intake for and screened ~30 funding applicants per week with web-based application interface.
Þ Heard investment presentations in Shark Tank-like approach.
Þ Built pipeline with consulting services that cultivated potential companies into proper positioning for long-
term investment and promising ROI.
Consulted Disruptive Technology Businesses
Þ As temporary CEO, managed intranet company Duck Soup Systems, Inc., from start-up to product launch.
Þ Incubated startup that developed web-based corporate intranet software. Conducted target audience
analysis, developed sales demo presentations, and initiated pre-launch sales campaign to drive interest and
test pricing models. Over 2 months, built sales pipeline of 23 companies, representing 5000+ potential users.
EVP Business Development& Sales 2005–2012
MediConnect Global, Inc., South Jordan, UT: Medical record retrieval, coding and Health Information Exchange (HIE).
Recruited to executive team subsequent to hire of new CEO to develop brand and create marketing strategies
to approach new verticals. Expanded role into sales leadership by instantly attracting attention of CEO at trade
show for astute relationship building. Supported company growth from 60–1800 employees and $4M–$100M
revenue by driving national sales strategy, sales execution and business development, including channel sales
and affiliate / partner programs, while also refining brand identity with marketing team. Was honored with Utah
Business Magazine’s Sales and Marketer of the Year (SAMY) Award in 2012, on colleagues’ nomination for
achieving revenue targets and managing a team that closed 1300 accounts in 1 year.
Prepared Business for Sale and Participated in Acquisition Process
Þ Increased revenue 1500%+, leading to acquisition by Verisk Analytics in March 2012 for ~$377M.
Þ Participated with CEO on deal team that negotiated terms and managed 7-month due diligence process.
Þ Was intimately involved in all investor presentations, contract negotiations, and deal inking.
Expanded Sales Reach into Profitable Health Care Payer Industry
Þ Mentored sales team to acquire more than 10K user accounts across 5 industry verticals—healthcare
payers, healthcare providers, law firms, life insurers andconsumers, all with <12 inside sales agents.
Þ Planned and executed aggressive sales and marketing campaigns to capture healthcare payer market share.
Grew annual sales revenue in new payer vertical from $0 in 2007 to $50M+ in 2012 (121.8% CAGR).
Þ Successfully sold contracts to 4 of U.S. industry’s largest health payers in 3 years; one customer yielded
$57M over 5 years; second yielded $39M over 3 years.
Þ Solidified sales strategies for relationship selling, inside sales, and all sales conversion techniques.

4. Adam Casto | (801) 913-4597 Page 4
. . . .Continued. . . .
Consistently Achieved Positive YOY Sales Growth
Þ Skyrocketed revenue from ~$4M to ~$96M
(2004–2012; 48.1% CAGR), with 65.3% YOY
growth in 2012.
Þ Earned company position on Inc. 500/5000 list
for 5 consecutive years.
Þ Company ranked #155 (2010) and #152 (2011)
on Deloitte Technology Fast 500 / fastest-
growing companies in North America.
Þ Coached individual sales representatives to
success, notably one former military counter-
intelligence officer with exceptional ability but
no sales experience; individual currently serves as SVP for sales at another health care company.
Þ Designed sales strategy, both effective and scalable with proper training.
Instituted Sales Tools that Improved Conversions
Þ Achieved 86% RFP win rate; directly led RFP submission process from start to finish.
Þ Implemented Q&A database that reduced RFP response time 250%+ (from 1-2 weeks down to 2 days).
Þ Developed, standardized, and maintained evergreen sales demos, presentations, and proposals, which cut
sales team response time from days to hours.
Þ Managed pipeline of ~750 medium- to high-probability customers across 5 industry verticals
Built and Executed on Efficient Sales and Marketing Strategy with $2M Budget
Þ Managed 40+ trade shows / year on ~$500K budget. Improved strategy, efficiency, and yield.
Þ Cut trade show inventory and shipping costs 50%+ by improving accuracy in tracking materials.
ADDITIONAL EXPERIENCE
Brand Development Manager, Brand Force Inc. / Richter 7, Salt Lake City, UT: Brand development and market research
company (2000–2005). Hired as brand development expert reporting to managing partners; developed
compelling value proposition, positioning, and brand statements for broad range of businesses across multiple
industries—biotech, banking and finance, tourism and hospitality, healthcare, consumer products, construction,
retail, transportation, and government.
EXECUTIVE DEVELOPMENT
Bachelor of Business Administration, with Marketing Emphasis, Weber State University, Ogden, UT.
Þ Graduated Magna Cum Laude, Phi Beta Kappa Honor Society, awarded with a Top 10 Graduating GPA.
Þ Big Sky Athletic and Academic All-Conference athlete and captain of Wildcats football team.
Þ Completed management internship program at Target Corporation (SuperTarget) and marketing internship
at General Motors (Saturn).