Founders Story
Ed Badawi and Nicholas Forsyth met in 2011 as investment advisors in Sydney’s financial markets during the post-GFC climate, a period defined by compliance scrutiny, fragile trust, and heightened risk sensitivity. It was an environment that exposed superficial tactics and rewarded disciplined thinking. There, they recognised a structural truth: pressure-driven selling was commercially unsustainable. Enduring growth required transparency, empathy, and operational discipline applied consistently.
Ed’s early career spanned government bodies and technology companies before transitioning into financial markets advisory. Working within complex stakeholder environments shaped his belief that credibility compounds when narrative, timing, and execution align. Rather than refining legacy sales tactics, he deconstructed the commercial process from first principles.
Nicholas, an Accounting and Finance graduate, co-founded Market Matters in 2014. After engaging Ed to scale the venture, subscriber growth accelerated by more than 700 percent within twelve months and the advisory team expanded fivefold. By 2016, Ed became a partner.
Ed & Nicholas Circa 2016, Market Matters
In 2017, they formalised their partnership under Sales Inc. Over the past decade, they have built the organisation from first principles into a Sales-as-a-Service model operating across APAC, North America, and Asia, delivering structured commercial execution across more than 25 industries, from SaaS, Cloud, and Cyber to finance, property, manufacturing, luxury, and fine wine.
Today, Sales Inc operates as an extension of the organisations it partners with, aligning strategy, narrative, and execution to drive sustainable commercial outcomes. Together, Ed and Nicholas lead with a shared philosophy that effective selling is not about pressure or gimmicks, but about clarity, adding value to build credibility, and empowering decision-makers to make informed decisions in complex markets.