Sam Luetters

Work

Summary

Revenue and the back office. I build the systems that make companies sell, bill and report, and then I run them.

Jump toSystemsKomod.aiSt LueGlowforgeWayfairEarlierEducation

Systems I built

The product I design, the agents I run on, and the systems behind the sales orgs I led.

  1. Komod.ai

    Product design and direction

    Product design and direction for an AI platform that closes the monthly books for commercial real estate owners. Designed the controller’s approval flow, the owner portal and the close screens. Onboarding its first paying customer.

    • Approval flow
    • Owner portal
    • Close screens

  2. Agent operations

    Komod.ai, with the team

    A fleet of AI coding agents running in parallel across build servers, every change reviewed by a separate AI auditor before release, plus AI agents that run operations reporting and go-to-market.

    • Parallel coding agents
    • AI review before release
    • Ops and GTM agents

  3. The Luetenant

    Personal operating agent

    A Claude Code agent running on my Mac. It reads my messages, call transcripts, mail and calendar, keeps two sales pipelines current, writes my day, and reports one number: live conversations against a target of ten.

    • Claude Code
    • macOS
    • Messages
    • Mail
    • Calendar

  4. Visibility Engine

    A deployed tool that builds live AI-visibility pages for prospects, brand by brand.

    • Vercel

  5. GTM pipeline

    A webhook-fed go-to-market pipeline. An X agent posts leads straight into it.

    • Google Sheets
    • Apps Script
    • Webhooks

  6. stlue.com

    The site for St Lue, my consulting practice. I relaunched it myself.

    • Vercel

  7. Salesforce, commercial org

    Wayfair / CastleGate

    Led the Salesforce transformation for the commercial org and built CastleGate Forwarding’s Salesforce instance.

    • Salesforce

  8. AI in a working sales team

    Glowforge

    Put AI into a working sales team and rebuilt revenue operations around it.

    • CRM workflows
    • Revenue operations

Track record

Komod.ai

Co-founder & CEO

Incorporated September 2026. Full time since October 2026.

Oct 2026 – Present

What I built

  • Started Komod as a St Lue engagement and incorporated it in September 2026.
  • An AI back office for commercial real estate. It reads leases, invoices and bank statements, reconciles every line and prepares the monthly close for a person to approve.
  • Every output is cited back to its source document: leases, invoices, reconciliations, CAM and owner reporting.

Result

Onboarding our first paying commercial real estate customer.

Entry 01 Balanced

St Lue

Founder

Consulting practice for owners and operators.

Oct 2023 – Present

What I built

  • Go-to-market, selling systems and back-office systems for clients.
  • Helping companies turn AI from a line item into a revenue engine. Most pay for AI and see very little back: tools get bought, teams keep working the old way.
  • The fix I use: change teams, processes and infrastructure together with the technology, instead of buying more of it.
  • Founder-led by design. The client list stays short so the work stays senior. Komod.ai started as one of these engagements.

Result

Komod.ai, an AI platform that closes the monthly books for commercial real estate owners, came out of this practice.

Entry 02 Balanced

Glowforge

Head of Sales & Director of Revenue

Full P&L across sales, marketing and product.

Oct 2024 – Oct 2026

What I built

  • Moved the company from founder-led sales to a revenue engine that could scale.
  • Put AI into a working sales team and rebuilt revenue operations around it.
  • Scaled the B2B business: new go-to-market strategy, global channel partnerships and revenue operations infrastructure built from scratch.
  • Overhauled CRM workflows, introduced performance dashboards and set enterprise governance standards.
  • Aligned cross-functional teams under one revenue model to improve pipeline velocity and forecasting accuracy.

Result

A sales organization that runs on a revenue model and AI tooling, not on the founder.

Entry 03 Balanced

Wayfair / CastleGate

Senior Manager & Head of Sales

CastleGate Forwarding, part of Wayfair.

Jan 2020 – Oct 2024

What I built

  • Built Wayfair’s B2B sales organization from zero: hiring, coaching and developing the team.
  • Led commercial sales, strategy and freight operations across a large portfolio of North American accounts.
  • Led the Salesforce transformation for the commercial org. Built and ran CastleGate’s commercial systems, including its Salesforce instance.
  • Redesigned the B2B managed accounts model and worked directly with the executive team.
  • Shared a stage with Wayfair CEO Niraj Shah on sales and account management.

Result

Consistent year-over-year growth across multiple product categories. The team became one of the top-ranked units in the company.

Entry 04 Balanced

Earlier

  • Reynolds CyclingJan 2016 – Dec 2019

    Global Sales & Service Director, Hayes Bicycle Group

    Turned around an international business across North America, Europe and APAC. Launched a new direct-to-consumer line and doubled international revenue. Founded and led the APAC Sales & Service Center. Restored profitability after several quarters of losses by redesigning pricing and forecasting demand from data.

  • AXA AdvisorsJan 2012 – Jan 2016

    Financial Consultant

    Built and managed investment portfolios for high-net-worth clients. Ranked among top producers nationally. Recruited and coached a team of financial professionals.

  • Hayes Bicycle GroupMay 2008 – Sep 2010

    Engineering Associate, Hangzhou, China

    Supported product engineering and manufacturing operations. My first lesson in how things get made and what it costs to ship them.

Education

  • Boston University2021 – 2023

    MBA, Questrom School of Business

  • Gettysburg College

    BA, Philosophy