In this episode of Path to Growth, Tracy sits down with Ross Rich, co-founder and CEO of Accord, to explore the real challenges and inspirations behind building a company rooted in helping B2B sales teams reach their potential. Ross opens up about the deep entrepreneurial legacy in his family, sharing how lessons in persistence and hard work from his parents laid the foundation for his own career journey—from a stint in the music industry to leading enterprise sales at Stripe, and ultimately co-founding Accord with his brother.

The conversation dives into what it really takes to create value in sales today, especially in a world flooded with automation and generic outreach. Ross explains how Accord was born out of frustration with inefficient onboarding and broken sales processes, and how he’s working to raise the bar for what sales professionals can achieve when given the right tools and structure. Tracy and Ross also unpack the evolving role of AI in sales and product development, how top performers are differentiating themselves, and why thoughtful, human-centric communication still wins.

Beyond sales tactics, the two discuss the emotional toll and mental stamina required to build a company from scratch. Ross reflects on the unique dynamics of founding a business with his brother, the role his wife plays in grounding him, and the importance of conviction, adaptability, and resilience as a startup CEO. This candid conversation is full of hard-won insights, relatable founder moments, and a deep respect for the craft of selling—and leading—with integrity.