COMPLEXITY MEETS SIMPLICITY.

PEO + PARTNERS = STRATEGY

New Offering

Lead. Develop. Deliver.

Strategic PEO
Training & Sales Leadership

16 years of PEO sales leadership — available to your team without a full-time hire. Acting Sales Manager, District Manager, new rep onboarding, and performance coaching built specifically for the PEO industry.

For PEO companies ready to build, lead, and accelerate their sales teams.

The Gap

Areas of Opportunity for the PEO

Most PEO sales teams share the same structural challenges. Addressing them unlocks compounding revenue growth.

01

Insufficient Foundational PEO Education

New hires lack a strong understanding of PEO concepts and value
Training is not always comprehensive or consistent
02

Slow Ramp-Up for New Hires

Limited or no closed deals within the first 90 days
Delays in building pipeline and generating early revenue — hit the ground running
03

Difficulty Building a Consistent Pipeline

Reps struggle to generate and maintain qualified opportunities
Lack of structured prospecting and pipeline management discipline — 2x, 3x & 4x
04

High Turnover in the Rookie Class

Early attrition impacting team stability and productivity
Indicates gaps in onboarding, support, and expectation setting
05

Underperformance in Sophomore Reps

2–3 Years Tenure

Strong initial performance followed by decline
Need for renewed motivation, advanced training, and skill development
06

Gaps in Training Focus & Structure

Current approach does not fully support both rookies and mid-level reps
Lack of tailored development paths by tenure and skill level
07

Limited Time Allocated for Training

Reps lack protected time for development
Training competes with day-to-day sales priorities
08

Insufficient Leadership Coverage

Limited bandwidth to support coaching and development
No leadership to run 1:1s for reps & help with deal strategy
Opportunity to leverage virtual management during expansion or hiring surges
09

Inconsistent New Hire Training Programs

Programs may be too short, too long, or misaligned with business needs
Some teams lack a structured onboarding program entirely
Increased risk during periods of high-volume hiring

The Solution

Strategic Training Solution

A comprehensive, PEO-specific approach to training, leadership, and team development — built around your existing structure or built from scratch.

01

Support & Enhance Existing Training Programs

Step into training programs already in place and help deliver them effectively
Reinforce key concepts, improve engagement, and ensure consistency across cohorts
02

Build & Launch New Hire Training Programs

Design and implement a structured PEO training program if one is not currently in place
Create a scalable onboarding experience aligned to business goals and hiring needs
03

Develop PEO 101 Sales Training Content

Create structured training that guides reps through the full PEO sales process — from discovery to implementation
Help reps confidently navigate each stage and move opportunities to close
Train on effective document collection to prevent delays and keep deals progressing smoothly
04

Provide Fractional PEO Sales Leadership

Step in as interim support for reps or front-line leaders
Assist with 1:1 coaching, deal strategy, and closing support
05

Maintain Momentum While Hiring Permanent Leadership

Support recruiting and hiring efforts
Assist in identifying, interviewing, and onboarding new sales talent
06

Stabilize Teams During Growth or Transition

Enhance leadership effectiveness
Shadow 1:1 meetings and provide actionable feedback
Coach leaders on consistency, structure, and impact
07

Evaluate & Strengthen Training Delivery

Observe existing training sessions
Provide recommendations to improve effectiveness and engagement

Ready to Close the Gap?

Every one of these solutions is available now — no hiring cycle, no 90-day ramp.

Let's Talk

What's Included

Two Ways to Engage

Fractional sales management and strategic PEO training — Inspect what's happening, Inspire what's possible.

Fractional Sales Manager

Act as an embedded sales manager for your PEO's regional or national team. Ashley brings 16 years of PEO industry experience — running pipeline reviews, coaching reps, setting quotas, and holding the team accountable to activity metrics and close rates.

Strategic PEO Sales Training

Structured, industry-specific training that guides reps through the full PEO sales process — from discovery to implementation. New hire onboarding, retraining plateaued reps, and building the process from scratch for teams that don't have one.

Ashley Cook

Fractional PEO Sales Leader

Why Ashley

16 years in the PEO industry — both the buyer and seller side
Built and led teams across 12 different organizations, leading 113 sales reps total
Deep experience with high-risk workers' comp sales in California
Trained SDRs through senior AEs across multiple PEO organizations
Understands both small-group and enterprise PEO sales cycles
Expertise in hospitality, light manufacturing, staffing & white-collar verticals

This Is For You If...

PEOs launching a new sales team or territory
Companies between Sales Managers — need leadership now, not in 90 days
Organizations whose reps know the product but can't close
PEOs with high rep turnover and no structured onboarding
Regional managers who need external accountability and coaching
PEO startups building their first go-to-market sales motion

How We Engage

Three Ways to Work Together

Month-to-month or quarterly

Fractional Retainer

Ongoing monthly engagement — Ashley acts as your embedded sales leader on a part-time basis. Ideal for companies that need consistent leadership without a full-time hire.

4–8 weeks

Training Sprint

Intensive 4–8 week onboarding or retraining program for a specific rep cohort. Structured curriculum, live sessions, and 1-on-1 coaching.

2–3 weeks

Sales Audit & Roadmap

A one-time diagnostic of your current sales team, process, and metrics — followed by a detailed roadmap for improvement with prioritized action items.

Your Trainer & Advisor

Meet Ashley Cook

16 years in the PEO industry — building teams, closing deals, and developing the next generation of PEO sales professionals.

Ashley Cook

Ashley Cook

Founder & Principal Advisor

16 yrs
PEO Industry
40+
PEO Partners
113
Reps Led
12
Teams Led
Biography

Lead. Develop. Deliver. — Built from 16 Years on Both Sides of the Table.

Ashley Cook has spent 16 years in the PEO industry, working with both small and large PEOs — many of which have grown through acquisition. Starting as an SDR, she advanced into sales, then leadership — leading 113 sales reps across 12 different teams and building 3 new teams from the ground up, developing hundreds of sales professionals and helping build top-performing organizations, including a number one office in the nation.

Ashley's passion stems from growing up in a family of entrepreneurs. Her parents owned a janitorial commercial cleaning company in Orange County, where she witnessed firsthand the ups and downs of running a business — shaping her deep empathy for the challenges owners and sales teams face.

With 10 years in high-risk workers' comp in California and deep expertise in WCIRB, PAGA compliance, and multi-state HR, Ashley brings a uniquely comprehensive perspective to PEO sales training — understanding the product, the process, and the people.

"Any organization working with Ashley gains a true advisor who drives outcomes, not just activity." — Former Direct Report, District Manager

16 years across large and small PEOs
Led 113 reps across 12 teams — built 3 from scratch
10 years high-risk WC in California
Deep WCIRB, PAGA & multi-state expertise
Trained SDRs through senior AEs
Buyer & seller perspective — both sides
Book a Discovery Call

Ashley's Philosophy

Inspect & Inspire

"Inspect what's happening. Inspire what's possible."

Driving clarity, accountability, and performance across PEO sales teams.

Ashley brings a vision board philosophy to sales leadership — creating vivid, goal-oriented clarity for reps at every level. Whether working with rookies building their first pipeline or veterans breaking through a plateau, the approach is the same: make the goal real, make the path clear, hold the standard, and inspect what's happening while inspiring what's possible.

16 yrs
PEO Experience
113
Reps Led
12
Teams Led
3
New Teams Built

Letter of Recommendation

In Her Own Words — A Former Direct Report

"

I am honored to write this letter of recommendation in recognition of an exceptional leader and mentor, Ashley Cook, who has had a profound impact on my professional development and success.

When I first entered the PEO industry, I did so without prior experience. It was through Ashley's insight and belief in my potential that I was given the opportunity to step into this field. She demonstrated a rare ability to identify qualities in others that they may not yet fully see in themselves, and from the very beginning, she made it clear that she believed I had the capability to succeed at a high level.

Throughout my time reporting to Ashley, she consistently fostered confidence, ensuring I not only understood my value but operated with the level of self-belief necessary to perform at my best. She was intentional about growth — never allowing complacency — and continually pushed me to focus on the next goal, the next milestone, and the next level of performance. Her emphasis on structured follow-up, accountability, and forward momentum created an environment where progress was both expected and achievable.

"What truly sets Ashley apart is her commitment to leadership development. She didn't just recognize leadership potential — she actively cultivated it. Through coaching, guidance, and consistent reinforcement, she helped me develop the mindset, discipline, and skill set required to step into leadership myself."

On days when challenges arose or momentum slowed, Ashley had an exceptional ability to refocus and re-energize. She reminded me of the fundamentals — the activities and behaviors that drive success — and reinforced the principle that consistent execution of the right actions will naturally lead to strong outcomes. That perspective has stayed with me and continues to influence how I approach both my work and leadership today.

In addition to her leadership and mentorship, Ashley played a critical role in deepening my understanding of the PEO industry and developing strategic thinking. Her guidance was instrumental in my early success and remains a cornerstone of my continued growth.

Even today, Ashley continues to serve as a mentor, and her impact on my career is undeniable. Any organization would be fortunate to have a leader with her level of insight, dedication, and ability to elevate those around her.

Former Direct Report

PEO Industry — Sales Leadership

Entered the PEO industry under Ashley's mentorship and leadership

What People Say

Straight from the Team

From direct reports and regional managers to rep-to-rep peers and clients — across 16 years of the PEO industry.

Leadership & Managers

"
Ashley is always a top producer — it's awesome to see her lead teams and inspire them to reach Presidents Club and drive revenue. Ashley leads by example going anywhere across the country to build relationships. She is extremely supportive of the broker community and has built lasting relationships from California to Chicago to Texas. Highly recommend working with her and her teams.

Manager, Orange County

Manager — I was a Rep

"
Ashley Cook is a true sales leader who knows how to drive momentum and keep teams laser-focused on results. As DSM in the PEO, she was instrumental in launching Momentum Mondays — a high-impact initiative that delivered clear priorities and timely messaging for the field teams. Ashley understands what it takes to win and she makes sure her teams have the tools and strategy to do exactly that.

Marketing Manager

Marketing Manager — I was a Regional Manager

"
Ashley is an exceptional manager! I had the pleasure of working with her for a year and she leads by example. She always kept the team morale up and always with a smile! Her ability to work through roadblocks, develop new ways to achieve success, and manage stressful situations is inspiring. Her professional knowledge and experience of the PEO world is TOP TIER! I highly recommend anyone and everyone to have the opportunity to work with Ashley. Go Ashley :)

Kelsey Johnson

Rep — I was District Sales Manager

Regional Managers & Partners

"
Ashley has been instrumental to my career success in the PEO industry because she helped me close a very large client when I was only a few years in. She gave me the confidence to get in large deals and trust my sales instincts. Great coach and leader! The knowledge on all things PEO makes Ashley an asset to any side of a partnership in this industry.

Regional Manager, Texas

Former Sales Rep → Regional Manager

"
I have had the pleasure of working with Ashley Cook a few years back with Paychex and we spent a lot of time partnering on strategic accounts and working with multiple business partners in putting together PEO strategies that best suit our clients' needs and services. I am excited to continue our partnership with Strategic PEO Partners!

Regional Manager, Texas

Paychex

"
Ashley knows her way around PEO sales! Whether it's getting a deal closed or strategizing on next steps, she has great insight on moving deals forward. Specifically, Ashley was a great resource on leveraging the FICA tip credit.

Regional Manager

PEO Industry

"
Ashley is one of the most strategic minds in the HCM/PEO space, with exceptional business acumen and a deep command of deal positioning across all levels of experience. She consistently sees around corners, identifying and removing roadblocks others miss while advancing opportunities with precision and clarity. Any organization working with Ashley gains a true advisor who drives outcomes, not just activity.

Former Direct Report

District Manager, PEO Industry

Rep to Rep

"
I have had the pleasure to work with Ashley at Paycom. Her leadership to guide middle market businesses as a payroll and HR executive is phenomenal. She is tenacious, intelligent, and professional. I would highly recommend Ashley if you are looking for a strong strategic solution.

Sales Rep, Paycom

"
I met Ashley during training beginning of 2012. She was outgoing, positive and knowledgeable in her field. Though we worked in different cities, we kept each other accountable and shared successes. Her ability to get appointments via cold calling was unbelievable. Her clients loved her, and her positive attitude made her indispensable to her co-workers. She is a delight to work with and a true trusted advisor to her clients.

Sales Rep, Paycom

"
Ashley is a determined, goal-oriented individual who strives to be the best in every aspect of her industry and workforce. She is very numbers oriented and always exceeds her sales quota while serving as a leader to get others excited. She is an amazing asset to any organization and someone that people look to for great sales advice and coaching.

Sales Rep, Paycom

"
Ashley would be a tremendous resource for any organization. She is always positive and very determined to move things forward. Ashley was instrumental in building a database of solid clients for our business.

GM → Sales Rep, Hotel Industry

Client Recommendations

"
During our conversion to the new payroll system Ashley was tremendously helpful. She was exceptionally informative on describing all steps necessary to set our company up with their system. Ashley was always prompt for meetings and working around my hectic schedule. Ashley actually cared about our company and our payroll needs. We weren't just another account to her. This is something that should be, but is not so common in customer service anymore.

Client — Payroll Conversion

"
Ashley is a very detailed Account Representative that made our transition from ADP to Paycom painless. She ensured that all commitments were met on time and no surprises occurred.

Client — ADP to Paycom

"
We changed our payroll service from ADP to Paycom and Ashley made our transition a pleasant experience. She created an implementation plan and guided us through every step and made the process as simple as possible for us.

Client — ADP to Paycom

Your Trainer & Advisor

Meet Ashley Cook

16 years in the PEO industry — building teams, closing deals, and developing the next generation of PEO sales professionals.

Ashley Cook

Ashley Cook

Founder & Principal Advisor

16 yrs
PEO Industry
40+
PEO Partners
113
Reps Led
12
Teams Led
Biography

Lead. Develop. Deliver. — Built from 16 Years on Both Sides of the Table.

Ashley Cook has spent 16 years in the PEO industry, working with both small and large PEOs — many of which have grown through acquisition. Starting as an SDR, she advanced into sales, then leadership — leading 113 sales reps across 12 different teams and building 3 new teams from the ground up, developing hundreds of sales professionals and helping build top-performing organizations, including a number one office in the nation.

Ashley's passion stems from growing up in a family of entrepreneurs. Her parents owned a janitorial commercial cleaning company in Orange County, where she witnessed firsthand the ups and downs of running a business — shaping her deep empathy for the challenges owners and sales teams face.

With 10 years in high-risk workers' comp in California and deep expertise in WCIRB, PAGA compliance, and multi-state HR, Ashley brings a uniquely comprehensive perspective to PEO sales training — understanding the product, the process, and the people.

"Any organization working with Ashley gains a true advisor who drives outcomes, not just activity." — Former Direct Report, District Manager

16 years across large and small PEOs
Led 113 reps across 12 teams — built 3 from scratch
10 years high-risk WC in California
Deep WCIRB, PAGA & multi-state expertise
Trained SDRs through senior AEs
Buyer & seller perspective — both sides
Book a Discovery Call

Ashley's Philosophy

Inspect & Inspire

"Inspect what's happening. Inspire what's possible."

Driving clarity, accountability, and performance across PEO sales teams.

Ashley brings a vision board philosophy to sales leadership — creating vivid, goal-oriented clarity for reps at every level. Whether working with rookies building their first pipeline or veterans breaking through a plateau, the approach is the same: make the goal real, make the path clear, hold the standard, and inspect what's happening while inspiring what's possible.

16 yrs
PEO Experience
113
Reps Led
12
Teams Led
3
New Teams Built

Letter of Recommendation

In Her Own Words — A Former Direct Report

"

I am honored to write this letter of recommendation in recognition of an exceptional leader and mentor, Ashley Cook, who has had a profound impact on my professional development and success.

When I first entered the PEO industry, I did so without prior experience. It was through Ashley's insight and belief in my potential that I was given the opportunity to step into this field. She demonstrated a rare ability to identify qualities in others that they may not yet fully see in themselves, and from the very beginning, she made it clear that she believed I had the capability to succeed at a high level.

Throughout my time reporting to Ashley, she consistently fostered confidence, ensuring I not only understood my value but operated with the level of self-belief necessary to perform at my best. She was intentional about growth — never allowing complacency — and continually pushed me to focus on the next goal, the next milestone, and the next level of performance. Her emphasis on structured follow-up, accountability, and forward momentum created an environment where progress was both expected and achievable.

"What truly sets Ashley apart is her commitment to leadership development. She didn't just recognize leadership potential — she actively cultivated it. Through coaching, guidance, and consistent reinforcement, she helped me develop the mindset, discipline, and skill set required to step into leadership myself."

On days when challenges arose or momentum slowed, Ashley had an exceptional ability to refocus and re-energize. She reminded me of the fundamentals — the activities and behaviors that drive success — and reinforced the principle that consistent execution of the right actions will naturally lead to strong outcomes. That perspective has stayed with me and continues to influence how I approach both my work and leadership today.

In addition to her leadership and mentorship, Ashley played a critical role in deepening my understanding of the PEO industry and developing strategic thinking. Her guidance was instrumental in my early success and remains a cornerstone of my continued growth.

Even today, Ashley continues to serve as a mentor, and her impact on my career is undeniable. Any organization would be fortunate to have a leader with her level of insight, dedication, and ability to elevate those around her.

Former Direct Report

PEO Industry — Sales Leadership

Entered the PEO industry under Ashley's mentorship and leadership

What Former Team Members Say

Straight from the Team

"
Ashley has been instrumental to my career success in the PEO industry because she helped me close a very large client when I was only a few years in. She gave me the confidence to get in large deals and trust my sales instincts. Great coach and leader! The knowledge on all things PEO makes Ashley an asset to any side of a partnership in this industry.
RM

Former Sales Rep → Regional Manager

Texas Region

"
I have had the pleasure of working with Ashley Cook a few years back with Paychex and we spent a lot of time partnering on strategic accounts and working with multiple business partners in putting together PEO strategies that best suit our clients' needs and services. I am excited to continue our partnership with Strategic PEO Partners!
RM

Regional Manager

Texas Region, Paychex

"
Ashley knows her way around PEO sales! Whether it's getting a deal closed or strategizing on next steps, she has great insight on moving deals forward. Specifically, Ashley was a great resource on leveraging the FICA tip credit.
RM

Regional Manager

PEO Industry

"
Ashley is one of the most strategic minds in the HCM/PEO space, with exceptional business acumen and a deep command of deal positioning across all levels of experience. She consistently sees around corners, identifying and removing roadblocks others miss while advancing opportunities with precision and clarity. Any organization working with Ashley gains a true advisor who drives outcomes, not just activity.
DM

Former Direct Report

District Manager, PEO Industry

Get Started

Ready to Build a High-Performing PEO Sales Team?

Tell us about your team. Ashley will reach out within one business day with an honest assessment and recommendation.

No obligation. Ashley will respond within 1 business day.

Lead. Develop. Deliver.

16 yrs
PEO Experience
113
Reps Led
12
Teams Led