Mitch Robinson

Commander
DISC Type : D

Managing Partner at Sampford Advisors Inc

Ottawa, Ontario, Canada

Overview

Mitch Robinson is the Managing Partner at Sampford Advisors, Canadas leading mid-market technology M&A firm. A Chartered Professional Accountant (CPA), he leverages over 25 years of experience in scaling B2B software companies, corporate strategy, and M&A. Colleagues describe him as a "business outcome focused" and "talented executive" who exemplifies a "Level 5 Leader. "

Beyond his finance and M&A work, Mitch holds a keen interest in the societal impact of technology, having specifically studied the Ethics of Artificial Intelligence at The London School of Economics and Political Science. He is an active professional networker, often attending industry events to build new relationships.

Unique fact: He brings a rare blend of financial acumen as a CPA and an "operators perspective" from his time scaling tech companies.

Personality Overview

Impact-Driven

Decisive

Risk-Taker

More than the product, they care about the effectiveness of the product.  They like to act fast and expect others to do the same. They are very proud of what they do.

Topics They Care About

Canadian Tech M&A
As Managing Partner at the #1 mid-market tech M&A advisor in Canada, this is his primary professional focus, frequently sharing updates on market transactions.
Scaling B2B Software
His background includes leadership roles focused on scaling B2B software companies and providing growth advisory services to tech startups.
AI Ethics
He pursued studies in the Ethics of Artificial Intelligence at the London School of Economics, indicating a deep interest in the technology's broader implications.

Media Appearances

Mitch has no verified media appearances

Work History

1-2026
Managing Partner at Sampford Advisors Inc
3-2025 - 12-2025
Managing Director at Sampford Advisors Inc
12-2024
Independent Board Member at MASV
7-2020 - 4-2024
Chief Executive Officer / Board Member at SHOEBOX Ltd.
10-2019 - 7-2020
Chief Operating Officer at SHOEBOX Ltd.

Education

7-2024 - 7-2024
Ethics of Artificial Intelligence from The London School of Economics and Political Science (LSE)
5-1989 - 1-1992
Chartered Professional Accountant (CPA/CA) from Chartered Professional Accountants of Ontario

More Information

Social Presence :

Prographics :

Exp : 32 Location : Ottawa, Ontario, Canada Job Level : N/A Designation : Managing Partner at Sampford Advisors Inc
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Insights For Selling To Mitch

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Hold your ground without indulging in one-upmanship
  • Objectively showcase the impact that your product creates

DONT's

  • Do not spend too much time focusing on product tech or features
  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Mitch is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Mitch

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Mitch move?

  • They can take decisions very fast if you manage to convince them.
  • Can Mitch take some risk or not?

  • The risks don’t matter much to them.

You And Mitch

Personality Compatibility


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