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Matt Cavallaro, ready for ServiceNow's NSW public sector team.
A specialist's job is to make the core AE's accounts bigger. This site shows how I'd do it: my track record, the NSW agencies that matter, and the AI-native tools I use to run a patch.
Case record
Specialist hire: Matt Cavallaro, NSW public sector
- Number
- CASE-MC-2027
- State
- Ready for review
- Priority
- 1 - High
- Category
- CSM · FSM · Industry · WSD
- Assignment group
- NSW Public Sector
- Requested start
- January 2027
- NSW relationshipsDept of Education · TAFE NSWClosed
- Team sellingAWS · SIs · Salesforce partner sideClosed
- Sector experience20 years in education and public sectorClosed
- AI-native GTMMorning brief live · run a deep diveClosed
- ServiceNow product depthIn progress · ask me about itWork in progress
- First 90 days30-60-90 plan readyClosed
01 · Proof
Numbers pulled straight from the CV.
What people say
Matt is the example of the tech salesperson for today that I tell everyone about. He is knowledgeable and consultative. He feels like an extension of our team. While we know his goal is for us to buy from him, he is always working with us to help us achieve our goals. He opens doors for us and has enabled us to be successful even when it isn't directly tied to him selling. This has built a deep trust in our organisation.
Chief AI Officer, University of New England
Matt opens doors most sellers can't, especially in education. He got us in front of the president of the largest university in the US, and he builds his own prototypes to prove value instead of waiting on anyone else. He's a true enterprise seller who brings an energy and enthusiasm to his work that made him a joy to have on the team.
Former manager, monō ai
Matt is the person the rest of us went to when we needed to understand a new product. He learns faster than anyone I've worked with, and he builds markets other reps wouldn't touch.
Peer, Salesforce
Matt didn't sell us software, he helped us rethink how 17 schools could run as one. He built the roadmap with us, stayed with it long after the contract was signed, and he's still someone I call.
Co-CEO, Christian Education Ministries
02 · The Fit
Mapped to what a NSW public sector specialist needs.
Enterprise closing & quota discipline
Consecutive years above 200% on multi-year targets at Salesforce, 140% new logo attainment, and 107% in my best full year, with deal sizes from $50K to above $250K ACV and $750K-$1M TCV.
For ServiceNow
Trained in Sandler and running deals in MEDDPICC, so the qualification and forecasting discipline is already there. A specialist who forecasts accurately is one the core AE can plan around.
NSW public sector and education, from the inside
Managed TAFE NSW directly at Salesforce and worked with the NSW and Victorian Departments of Education. Partnered with the AWS field team on TAFE NSW's move off on-premise infrastructure under the NSW Government's cloud-first direction, and worked through state procurement and tender cycles.
For ServiceNow
I already know how NSW agencies buy: schemes and panels, business cases written for Treasury and the Digital Restart Fund, and the caretaker period that will come with the March 2027 state election.
I've sold the front office from the other side
Five years selling Salesforce's service, engagement and AI platform into education and public sector, including the first three Education Cloud enterprise implementations live across ANZ and a K-12 reference customer that expanded across Education Cloud, Slack, Data Cloud and Agentforce.
For ServiceNow
Customer Service Management and Public Sector Digital Services compete with what I used to sell. I know where Salesforce wins in NSW, where it struggles, and why a single platform for employee and citizen workflows is the stronger story.
AI-native, with governance first
Builds working AI prototypes for technical buyers instead of static architecture slides, and built this site end to end: a grounded chat, a daily news brief and account research tools, with rate limiting and source citations built in.
For ServiceNow
The NSW AI policy asks agencies to assess, register and monitor every AI use. Now Assist and AI agents running inside governed workflows fit that better than bolt-on tools, and I can make that case credibly to CIOs and to risk.
03 · Ask Me
Ask me something. Really.
This is a real, streamed chat, not a scripted demo, grounded on a small retrieval layer over my résumé and this plan. Ask about a deal, how I'd work with a core AE, NSW buying, or AI governance. It answers in my voice, and when it doesn't have grounding it says so instead of making something up, the same standard I'd hold an AI agent to inside an agency workflow.
Pick a question below, or ask your own.
04 · Team Selling
Specialists win when the core AE wins.
A specialist doesn't own the account; the core AE does. The job is to bring depth on the product, build the business case with the agency, and make the AE's number bigger. I've sold this way for years: alongside AWS, SIs and partners, and now from the partner side at Bryd.
- 01
Made someone else's account bigger
Partnered with the AWS field team on TAFE NSW's move off on-premise infrastructure at Villawood, lining our platform value up with their migration business case so both teams won.
- 02
Co-sold with SIs and partners on real deals
Worked alongside GSIs on enterprise accounts, and paired a small partner's product with a larger SI's account access to open a conversation with one of the largest Catholic dioceses in ANZ. Neither could have got there alone.
- 03
Built a market with partners
Opened a K-12 market at Salesforce with no installed base by convening schools with the Association of Independent Schools NSW and bringing in a partner who built the missing layer. Result: $3M+ pipeline and $700K ACV.
- 04
Seen it from the partner side too
At Bryd, a Slack-first Salesforce and AI consultancy, I manage the relationships with Salesforce and Slack account teams. I know what an AE actually needs from an overlay or a partner, and what wastes their time.
On stage and in the community
Community and the stage: how I open doors
- Interviewed Jeremy Kwok, Co-CEO of Christian Education Ministries, on stage at a Salesforce event about innovating across the whole Salesforce stack. That's where I met Charlie Sukkar, CIO of the NSW Department of Education, and his team.
- Convened NSW independent and Catholic schools with AIS NSW into a recurring forum, which shaped the tenders that followed.
- Built the HEDx partnership at Salesforce, took it with me to monō ai, and am now a trusted adviser to the HEDx leadership team.
- Co-hosted HEDx podcast episode 198 with the CIO of the University of Nevada, Las Vegas.
HEDx podcast
EP 198. Why trust is our social capital for change
Co-hosted with Kivanch Oner, CIO of the University of Nevada, Las Vegas
For ServiceNow
For ServiceNow NSW: build a joint account plan with each core AE, bring CSM, FSM and Public Sector Digital Services depth to their priority agencies, and pull in the SIs already delivering ServiceNow across NSW Government. With 100% credit on shared deals, the incentives line up: if the AE wins, I win.
05 · NSW Agency Map
Where I'd start in NSW, and what I already bring to it.
Two existing relationships from my education and public sector work at Salesforce, plus the agencies that matter most for Customer Service, Field Service and industry workflows. I've marked which is which, because a specialist who overclaims makes the core AE's job harder.
NSW Department of Education
Australia's largest education system: public schools, early childhood and corporate services
- Relationship
- Worked with the department at Salesforce. Met CIO Charlie Sukkar and his team at a Salesforce event where I interviewed Jeremy Kwok on stage about innovation across the whole Salesforce stack.
- ServiceNow angle
- Field Service Management for school facilities and maintenance across a state-wide estate, and Customer Service Management for parent, community and staff enquiries. I speak the language of schools because I taught in them.
TAFE NSW
Australia's largest vocational education provider, state-wide campus network
- Relationship
- Managed TAFE NSW directly at Salesforce, and partnered with the AWS field team on its move off on-premise infrastructure at Villawood.
- What I'm hearing
- TAFE NSW is finally through a long, expensive PeopleSoft implementation that froze most tech purchasing. Now it's well funded, with a new federal agreement to tackle critical skills shortages, and it wants to move off on-premise data centres and consolidate its overlapping CRMs and databases (Microsoft Dynamics, Salesforce and ServiceNow). The pressure points: placing graduates into critical industries, a mountain of paperwork and approvals for apprentices entering the workforce, and a wave of new students, many first in their family, who need help getting through TAFE's admin.
- ServiceNow angle
- Consolidate onto one platform as the systems of record are rationalised. Then: CSM as a single front door for students, employers and apprentices; Public Sector Digital Services for apprenticeship paperwork and approvals; and Now Assist to guide students through admin and flag those who need help early, before they drop out.
Department of Customer Service (DCS)
Owns whole-of-government digital, ICT policy and the Office for AI
- Relationship
- No direct relationship yet. A priority agency where I'd work through the core AE and the existing ServiceNow team.
- ServiceNow angle
- Public tender records show DCS already runs ServiceNow for IT, HR service delivery and security operations. The play is expansion into customer-facing workflows, and DCS sets the digital direction other agencies follow.
Service NSW
The state's front door for licences, registrations, concessions and support
- Relationship
- No direct relationship yet. A priority agency for any Customer Service Management motion in NSW.
- ServiceNow angle
- Contact centre, service centre and digital channels all serving the same citizen: the textbook case for one case-management platform with AI that drafts, summarises and routes.
NSW Health and eHealth NSW
The state's largest agency by budget and workforce
- Relationship
- No direct relationship yet. I'd come in through the core AE and the SIs already working with eHealth NSW.
- ServiceNow angle
- NSW Health ran COVID-19 vaccine bookings on ServiceNow in 2021, so the platform has proven itself under pressure. Field Service for biomedical and facilities work across a huge hospital estate is a natural next step.
Transport for NSW
Roads, rail, maritime and the assets behind them
- Relationship
- No direct relationship yet.
- ServiceNow angle
- Field Service Management for asset maintenance crews, and Customer Service Management for customer feedback and enquiries across modes.
Department of Communities and Justice (DCJ)
Housing, child protection, courts and community services
- Relationship
- No direct relationship yet.
- ServiceNow angle
- Public Sector Digital Services for case-heavy, regulated workflows like housing applications and grants, with the audit trail that sensitive services demand.
Two of these are relationships I built at Salesforce. The rest are the agencies that shape NSW Government service delivery, where I'd start through the core AE and partners rather than claim a relationship I don't have. ServiceNow footprint details come from public tender and press records; I'd confirm the current picture with the team on day one.
06 · 30-60-90
What I'd actually do with the first quarter.
Days 1-30
Learn the patch and the people
- Sit down with every core AE I'll support: their top agencies, live opportunities, renewal dates and where a specialist can help most. Agree a joint account plan for each.
- Get certified on CSM, FSM, Public Sector Digital Services and Workplace Service Delivery, and learn the Now Assist story for government end to end.
- Map the installed base across NSW agencies and the SIs already delivering ServiceNow in NSW Government.
- Learn the buying routes for each agency (schemes, panels, resellers, Digital Restart Fund bids) so no deal stalls on procurement.
- Plan around the March 2027 state election: use the caretaker period to build pipeline, partner plans and references, not to wait.
Days 31-60
Build pipeline with the AEs
- Run two or three specialist plays per priority agency with the core AE: front door with CSM, field crews with FSM, case-heavy services with PSDS.
- Build AI use cases with agencies that meet the NSW AI policy from the start: assessed, registered, monitored and explainable.
- Bring agency leaders to ServiceNow customer events and briefings, and lean on the education and TAFE relationships I already have.
- Get the first specialist-led opportunities into MEDDPICC-qualified pipeline with real close dates.
Days 61-90
Prove the model
- First specialist deals in late-stage evaluation with named sponsors and a business case the agency can take to Treasury.
- A reference story from an existing NSW customer that the AEs can use across the patch.
- A post-election plan ready for new ministers' and secretaries' priorities.
- Pipeline coverage in place for the next two quarters, and a repeatable play the rest of the team can run.
Let's talk about NSW public sector.