About Funnel Metrics®

Funnel Metrics® is a professional services firm offering a suite of solutions for improving sales effectiveness and performance. Our unique approach combines advanced funnel analytics, proven sales methodologies, tools and experienced coaching to help customers achieve sustainable revenue growth and improved revenue predictability.


Founder of Funnel Metrics sales advisory services
“In mid-2004, Travelport/Orbitz for Business secured the services of Michael and Funnel Metrics. I was so impressed with Michael and his methodology that I made him an offer he couldn’t refuse! That was fortuitous for our business: during Michael’s six-year career with us, he not only hired a world class sales organization, but our growth was nothing short of miraculous, as we succeeded in growing gross bookings 333% (from $142M to $616M), expanded the corporate client base from 25 customers to over 800 customers.”Dave Falter, former CEO of Travelport/Orbitz for Business and past President of Galileo International

“Michael literally built from scratch Yesmail’s 60-person sales team. His leadership and disciplined processes rapidly produced outstanding results and led Yesmail to a leading position in a very competitive market. Many of the sales personnel trained by Michael have gone on to be successful sales executives and CEOs.”Dave Tolmie, former CEO of YesMail

Michael R Mooradian

Founder and Chief Executive Officer

Michael has a long track record of success in building, developing and managing global sales organizations for a wide range of corporations across diverse industries. Known for his unbridled energy, drive and uncompromising integrity, Michael has adhered to a rock-solid ethic in leading salespeople and achieving record sales growth. He is known for implementing industry specific sales process methodologies, forecasting best practices, as well as developing funnel management performance tools for trending and reporting on key sales metrics.

Most recently, Michael was Chief Sales Officer at GroundLink, a technology enabled “on demand” ground transportation services company. Michael joined GroundLink in 2014, and in a very competitive market, competing with Uber, Lyft as well as other traditional ground transportation companies, he implemented his sales methodology which helped drive new business revenues by over 60% year over year. GroundLink’s sales growth during his tenure as CSO was a key driver in their sale to Marcou Transportation Group, (owners of Dav El-Boston Coach) in January of 2017.

Prior to joining GroundLink, Michael served as Senior Vice President of Sales for AIG’s Accident & Health division from January 2011 through August 2014. Michael joined AIG with no prior insurance carrier experience but was hired by A&H’s CEO Susan Clarke to design and implement a consistent sales & forecasting methodology and reengineer Salesforce.com to more effectively capture, report and trend on the key sales metrics unique to the insurance industry. During his tenure as head of sales, he increased Average Rep Gross Written Premium by over 83%.

From November 2004 through end of 2010, Michael was Vice President of Worldwide Sales at Orbitz for Business. He was hired by Dave Falter, CEO Travelport/Orbitz for Business. Dave had known of Michael from his Funnel Metrics consulting practice which was originally started back in January of 2004. Under Michael’s sales leadership, Orbitz for Business grew from a start-up to the 8th largest corporate travel agency in the world. Orbitz was acquired by Expedia in 2015.

Prior to starting his consulting practice and joining Orbitz for Business, Michael was Senior Vice President of Sales at Yesmail.com where he increased sales from $900K to $40M in two years, a pivotal factor in the successful sale of the organization to CMGI for $750M. From 1996-1999 he was Senior Vice President Worldwide Sales at GIGA Information Group where he increased sales revenues 380% (from $9M to $44M), enabling a highly successful IPO in 1997.

Michael’s success has drawn upon his development of unique and proprietary sales methodologies and analytics, customer-centric sales tools, and motivational compensation plans. The business model for Funnel Metrics is to bring this intellectual property to the marketplace through advisory services.

Michael is a graduate of DePaul University with a BS in Commerce and is based in Chicago. He enjoys an occasional round of golf and is an avid fan of the Chicago Cubs.

John Weiss
“John knows the value of managing the sales funnel utilizing career paths, technology and the all important objection analysis- creating messages that deliver and results that are measurable to plan. One great asset to have on or guiding your team.” Doug Mele, CEO, EMG Inc.

“I worked with John for 5 years at Yesmail. As the VP of Sales he took a start-up with $0 revenue to $20 million and landed multiple fortune 500 clients while managing an ever-expanding sales staff. Great entrepreneur, leader, and partner. And a winning personality to boot.”Kevin Manley, Senior Catalyst, FL Venture Catalysts

John Weiss


John’s passion resides in building companies. As an inveterate entrepreneur, partner and executive, John has been instrumental in identifying key market niches, developing product and service offerings in response to market requirements, building sales organizations and developing marketing strategies to exceed revenue targets. John is excited to reunite with Michael Mooradian and use those skills as Partner at Funnel Metrics.

Most recently John spent 15 years serving as executive vice president and partner at a healthcare technology company, Scribe Inc. (scribe.com). He was responsible for developing numerous offerings to meet changing industry requirements. During his tenure John closed over $50M in new contracts and orchestrated a customer roll-up that quadrupled Scribe’s revenues. John developed key business relationships including athenahealth, Greenway Health, University of Chicago, and New York University Medical Center.

In 1998 John was one of four founders of the highly successful firm YesMail.com (yesmail.com). During his tenure John led the firm in closing $13M in funding, hiring the executive management team (which included Michael Mooradian), driving revenue growth to $50M/year, leading a successful IPO in 1999 and ultimately positioning the firm for sale to CMGI in a deal valued at over $700M.

John’s career as an entrepreneur began in 1994 with the founding of Starting Point – one of the first online directories ranked in the top 10 most trafficked sites by Altavista in 1996. John led the firm through 2000. Concurrent with Starting Point, John also founded WebPromote (webpromote.com) in 1996 leading the firm through 1999 during which time annual revenues grew to over $5M/year.

An accomplished speaker, John has addressed numerous industry gatherings on the topics of healthcare technology, Internet Marketing and electronic commerce. Speaking engagements include American Association for Medical Transcription, Internet World, DMA, ClickZ, and several DCI conferences.
John holds a Bachelor of Science degree in Mechanical Engineering Technology from the University of Wisconsin – Parkside and a MBA from the University of Wisconsin – Milwaukee. Awards include University of Wisconsin – Milwaukee “Graduate of the Decade” in 2001.

In his free time John enjoys spending time with his family, which at times is more like an Uber driver for kids sports. He also races his sailboat (three national titles in past three years), iceboats, surfs and spends as much time outdoors as possible.

Terry Walsh

Terence A. Walsh


Terry Walsh is a Trusted Executive Advisor known for his work helping clients create and execute revenue growth strategies, organize and build sales teams, and implement CRM systems. At Funnel Metrics, he focuses on helping sales leaders achieve their potential in building and managing effective sales teams. Author of “99 Questions to Achieving Your Sales Goals” (Amazon), which outlines a road map for success in both individual sales and managing sales teams, implemented in dozens of clients.

Most recently, Terry worked for Vertiba, LLC, a division of Publicis.Sapient Consulting, known as one of leading in the Salesforce.com system integrators in the US. While at Vertiba, he developed numerous client relationships, taking advantage of nearly 15 years of experience working with the Salesforce product suite and Salesforce customers.

Terry has also previously worked as an executive sales leader for major companies including Culligan International, Cendant Corporation, Whitman-Hart/marchFIRST, Digital Equipment Corporation, and others. He has supported dozens of clients as a consultant, trainer and project leader to enable effective sales organizations.

Terry’s 25+ years’ experience and a proven track record help organizations build high-performing, well-managed sales teams that drive maximum revenue and create enduring customer relationships to exceed revenue, operational and strategic goals.

Jan Lofgren


Jan is an exceptional leader, mentor and coach in sales, marketing, and global client management. She thrives in fast-paced organizations where the can envision, build, and manage sales and service teams delivering substantial revenue and profitability. Recognized as a passionate and assertive executive, Jan’s expertise in travel, technology and eCommerce makes her well suited to consult with a diverse set of companies.

Most recently, Jan was the Vice President of Strategic Partnerships for Allianz Worldwide Partners, the world’s leader in travel insurance, assistance, events and personal services. In this capacity, Jan has oversight of $750M+ of revenue for widely recognized brands including American Airlines, Delta Air Lines, Alaska Airlines, Hawaiian Airlines, JetBlue, Priceline and Ticketmaster to name a few. Here, Jan led a team of Account Directors and Account Specialists to deliver 116% year-over-year revenue growth in the travel and event ticket channels. In addition, she delivered over $40M of recurring revenue generating initiatives through marketing optimization and new booking paths across multiple eCommerce partners.

Prior to joining Allianz Worldwide Partners, Jan held Vice President roles at two technology firms, specializing in data management, software services and eCommerce for the travel and meeting and event industries. In each of these firms, Jan was a key member of the senior leadership team, responsible for sales, marketing, lead generation and business development. Jan was instrumental in the rapid growth of both firms’ including the implementation of SalesForce.com combined with a formal sales process methodology.

Perhaps the most pivotal role Jan held was at Orbitz Worldwide, where she was Vice President of Account Management, Deployment and Technical Support. In this role, Jan was charged with global oversight of operations, service delivery, implementation, technical support and client relationships management for Orbitz for Business, the corporate travel arm of the firm. In addition, Jan was responsible for product strategy, international expansion and vendor management. Jan was consistently recognized for managing high-performing teams, having facilitated 20% transaction growth year-over-year. She personally ranked among the top 5% of Orbitz Worldwide employees globally.

Jan is a graduate of DePaul University with a BA in Education and Leadership. She is based in Chicago and is passionate about the city and its rich culture. Jan enjoys music, travel, golf, health and fitness, and Chicago sports teams.

Tom Nolan

Chief Financial Officer

Tom is not your typical “numbers” guy. While he is a dedicated and highly knowledgeable CPA, Tom’s true love is Operations – he keeps a keen eye on the bottom line but remains focused on the big picture. Tom has a vast array of leadership experience in both accounting and operations spanning such industries as insurance, staffing and recruiting, direct marketing and media production. He is most often recognized for his technical and analytical expertise along with strong interpersonal skills and great sense of humor.

Prior to joining Funnel Metrics, Tom spent nearly 16 years as Controller for Viaticus, Inc., the life settlement unit of CNA Financial Corporation. Before that, he served as Controller for Staffing Consultants, Inc., where he also managed seller’s due diligence in the successful sale of the company. His background also includes Controller and Director of Finance roles at the direct marketing agency Latham SRM, and the commercial post-production company, Optimus.

Tom is a graduate of Northern Illinois University and is a CPA. He has held the FINRA Series 7 and 24 licenses.

Tom is very active in his community, lending his financial guidance and support to his local Boy Scout Troop and St. Louise de Marillac Parish. He also enjoys spending time with family and friends, organizing fantasy sports leagues, reading historical non-fiction, the melodic sophistication of Steely Dan, and an occasional fine cigar.