Meet The Team

Matt Lauro

With over a decade and a half of experience in the workforce solutions and recruitment space, Matt Lauro is a revenue strategist and Fractional Chief Revenue Officer who partners with organizations to drive sustainable growth. As the founder of Fractional CRO, LLC, he helps companies align sales, marketing, operations, and the client experience to scale predictably — working with teams, not simply giving instructions.

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Beginning his career deep in the staffing and talent industry, Matt has seen firsthand what works — and what doesn’t — when it comes to hiring, retaining, aligning teams, and executing revenue operations. This background gives him a rare blend of strategic insight and operational discipline: he understands what it takes at both the leader’s level and on the front lines.

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Matt’s approach centers on collaboration, adaptability, and continuous learning. He routinely listens first, co-creates playbooks tailored to each client’s business, and remains flexible in execution so that strategies aren’t wasted in rigid frameworks. His focus is not on quick wins that falter, but on long-term impact: building systems, culture, and processes so that clients keep growing after the engagement ends.

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As a speaker and board member, Matt brings a down-to-earth style grounded in measurable results. He’s sought out by organizations in recruitment, HR tech, workforce solutions, and businesses at scaling inflection points who want expert voice and leadership in building go-to-market motion, refining client acquisition funnels, structuring revenue ops, and improving alignment across the revenue chain.

Lisa Counsell

​Lisa Counsell is a strategic healthcare executive with more than two decades of experience
leading high-growth sales, commercial operations, and go-to-market strategy across SaaS, AI,
consulting, and services in the provider, ambulatory, and payer markets. Known for driving
transformational growth and building high-performing teams, Lisa brings a deep understanding
of healthcare operations and clinical workflows that fuel innovative, outcome-driven solutions
and measurable results.

As Chief Commercial Officer at AdaptX, Lisa spearheaded all revenue-generating functions for
the company’s AI-powered SaaS solutions, leading new business, account management
expansion, and partner growth. Under Lisa’s leadership, AdaptX achieved extraordinary
results—expanding its customer base by more than 1500%, partner relationships by 600%, and
ARR by nearly 700%.

Previously, as Vice President at Imprivata, Lisa Counsell led new business and account
management sales teams to record-breaking success, achieving 162% of annual targets and
delivering the largest quarterly bookings in the company’s 16-year history.

At SOAR Vision Group, Lisa Counsell served as Chief Commercial Officer, transforming the
company from a service-based consulting firm into a SaaS-driven organization in under a
year—growing revenue by 121% and expanding the channel partner model by 300%.

Earlier in her career, Lisa held senior sales and revenue leadership roles with Verge Health, Best
Doctor’s, and Awarepoint, consistently exceeding revenue targets and advancing market share
across enterprise healthcare segments.

Lisa Counsell spent decades at McKesson Corporation, where she rose through the ranks to
Global Division Vice President, overseeing a $340M EMR business unit and achieving multiple
years of record-breaking growth—including 278% of plan attainment and recognition as Sales
Leader of the Year. Prior to McKesson, Lisa began her healthcare career as a Critical Care Nurse,
grounding her executive approach in a strong clinical foundation and a deep commitment to
improving patient outcomes.

A results-oriented, servant leader, Lisa is passionate about leveraging technology, data, and
collaboration to solve healthcare’s most complex challenges. She is recognized for fostering
cultures of accountability, innovation, and excellence that drive both organizational success,
lasting client impact and improved clinical outcomes.