Eric Larocque in

Eric Larocque

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Founder at CultivateWinning
📍 Kelowna, British Columbia, Canada

Eric Larocque is a Fractional VP of Sales who builds robust hiring, coaching, and pipeline systems for B2B companies. He has a proven history of scaling sales organizations, notably growing a team from $9M to $27M while maintaining 80% retention. Colleagues describe him as strategic and inspiring.

Outside of work, Eric is an avid follower of the NFLs Buffalo Bills. He is also a prolific writer on professional networks, where he shares his insights on sales, leadership, and team building with a large and growing audience.

He successfully challenged conventional HR wisdom by hiring servers and ex-athletes, which proved to be a key factor in his teams high retention and revenue growth.

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Experience
18 Years
Current Role
Founder
Job Level
Leadership
Location
Kelowna, British Columbia, Canada
Personality Overview

How Eric shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Eric cares about

Sales Infrastructure
He believes sales problems are system problems, not talent problems, and focuses on building scalable infrastructure for hiring, coaching, and pipeline management.
Unconventional Hiring
He champions hiring candidates with the right intrinsic traits, such as ex-athletes and servers, over those with traditional sales backgrounds, achieving remarkable retention.
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Career

Work history

4-2025
Founder
CultivateWinning
4-2025
Director of Sales
Confidential
5-2019 - 4-2025
Head of Sales and Customer Success
BigSteelBox
3-2018 - 5-2019
Sales Coach
BigSteelBox
2-2018 - 3-2018
Storage Consultant
BigSteelBox
In the press

Media appearances

No media yetWe could not find public media appearances for this person.
Education
1-2024 - 5-2024
Associate's degree
Columbia Business School
9-2001 - 5-2005
Associate's degree
Algonquin College of Applied Arts and Technology
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

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