About the author
Andrew T. DeCilles
Architect of the 5 Rs of Relationship-Led Revenue · Head of Client Development, ROI Rocket
Andrew writes from inside the problem he set out to solve — over a decade spent as a seller-doer in expert services, building the revenue engine he wished someone had handed him on day one.
Biography
A career built on seller-doers
Andrew DeCilles is Head of Client Development at ROI Rocket, a marketing research supplier, where he helps agencies and consultancies recruit high-quality audiences, deploy sophisticated technologies, and execute rigorous research. Over a career spent serving seller-doers, Fortune 500 insights leaders, and hedge funds, he has specialized in online quantitative survey research, respondent sourcing, and data-quality–obsessed consulting.
His path through the marketing research industry has run through both the buyer's and the seller's side of the table — time as Vice President & Team Lead at a leading sampling consultancy, Head of New Accounts in an AI-powered syndicated research and SaaS environment, and Vice President of Alternative Data at a consumer durables–focused syndicated research company. Each role sat at the same intersection: technical, delivery-heavy work that also required carrying a book of business.
That intersection is where the 5 Rs was born.
Building the 5 Rs
Andrew is the architect of the 5 Rs Framework of Relationship-Led Revenue, built from the hard lessons of growing complex accounts rather than chasing one-off deals. Like the seller-doers the methodology is written for, he was never hired to be a salesperson — he was hired for research expertise, and the business development responsibility came later, without a system built for how that work actually happens.
The 5 Rs is his answer to that gap: a disciplined, relationship-first approach to revenue that doesn’t ask expert-services professionals to become someone they’re not. It draws on classic sales methodology — and, as he acknowledges in the book, on the frameworks and mentors that shaped his own thinking, from MEDDICC and Challenger to The Trusted Advisor — while addressing what those approaches leave out for people whose job is to sell and deliver.
Signal & Noise
Andrew co-hosts the Signal & Noise podcast alongside Brian Lamar, where the two dig into the real-world messiness of data quality, respondent behavior, and artificial intelligence with guests from across the marketing research industry.
Outside of work
Andrew lives in the greater Cincinnati area, in Batesville, Indiana. Outside of client work and writing, he pursues the culinary arts, plays golf, reads widely, and spends time exploring the outdoors with his children.
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