Sal Laterra

Salvatore (Sal) Laterra

Sal Laterra

Business Development & Operations Executive Specializing in Strategic Growth and Operations

Boston, MA
LinkedIn Profile

Qualification Summary

  • Certifications: I am a Certified Google Ads Partner, a John Maxwell Certified Leadership Trainer, and a CHAP Certified Sales Professional.
  • Strategic Leadership and Business Development: I offer visionary leadership with a proven track record across sales, marketing, and new business development. I am proficient in driving strategic growth and operational excellence in both startup and turnaround environments.
  • Marketing & Sales: I am proficient in all facets of digital marketing, including Google Ads and SEO. I am skilled in executing sales strategies from prospecting and lead generation to B2B negotiations and closing.
  • Operations & Financials: I am adept at managing profit and loss, improving processes, and utilizing technology to enhance the financial health and operations of businesses.
  • Client-Centric & Team Leadership: I am dedicated to providing superior client service and fostering long-term relationships. I have proven success in developing high-performing teams and promoting a positive team culture.
  • Communication & Cross-Functional Collaboration: I am dedicated to providing superior client service and fostering long-term relationships. I have proven success in developing high-performing teams and promoting a positive team culture.

Professional Experience

Beyond Business Management (Owners of Certified Homecare Consulting and others)

Boston, MA, July 2014 to Present

Chief Operations Officer, Beyond Business Management, May 2015 to Present

Months after being promoted to CEO of Certified Homecare Consulting, I was promoted to the COO position at the management company that owns Certified Homecare Consulting. Beyond Business Management owns Certified Homecare Consulting where I have been the CEO for more than 9 years, overseeing day to day operations. Beyond Business Management has owned and operated businesses throughout Massachusetts, New Hampshire, Pennsylvania and Texas, including Certified Homecare Consulting, Beyond Healthcare Agency, Greater Boston Home Health, Beyond Independent Living, Always a Step Beyond Franchise System, Beyond Adult Day Health Care, Eden Healthcare, Certified Billing Consulting, Beyond Transportation, Beyond Zoe Hospice, Zoe Healthcare, Always Available Healthcare, Churches and Ministries, and other various businesses.

  • Achieved profitability in highly competitive industries, including turnarounds and startups
  • Directed senior staff and operations, working with directors and senior staff to identify and accomplish goals and objectives
  • Business account consolidation across all entities, insourcing IT, print production, billing, software, and other previously outsourced services
  • Developed new products and distribution channels
  • Development and implementation of various industry dependent customer relations management systems

Chief Executive Officer, Certified Homecare Consulting (Owned by Beyond Business Management), November 2014 to present

Led business development initiatives, leading to a CEO position within three months due to outstanding performance and strategic contributions.

Director of Business Development, Certified Homecare Consulting (Owned by Beyond Business Management), July 2014 to November 2014

Certified Homecare Consulting is owned by Beyond Business Management where I am also the COO. In my role as CEO of CHC, I am responsible for overseeing the day to day operations of startup consulting services for home care, home health care, hospice, adult foster care, adult day health care and other healthcare startup companies in the United States, Canada, and Nigeria. Services priced between $10,000 and $28,500.

  • 100% CEO Approval Rating on as of May 2024
  • 8 out of 5 Star Google Review Rating with 120+ reviews as of May 2024
  • Managed successful restructuring of company during downturn
  • Complete restructure of processes
  • Went from $1,000,000 t0 $7,000,000 in annual revenue despite 5 statewide moratoriums impacting 3 of the top 5 US markets
  • Launched services in 36 new markets including 34 states
  • Created consulting packages and new service offerings
  • Internet and trade show marketing; Google, Microsoft and print advertising
  • Strategic partnerships with global franchise companies and national chains such as Home Helpers, ComForCare, Executive Care, Nizhoni Health Systems, and others.
  • Formed strategic alliances with industry leading businesses offering software, print media, industry specific training, and other solutions which benefit clients and help to increase revenue and visibility.
  • Development, implementation and management of the Salesforce CRM system


21st Century Health Care Consultants                                   

Bradenton, FL, March 2012 to May 2014

Director of Business Development

In my role as Director of Business Development, I directed the marketing, advertising, sales and business development of startup consulting services to investors, health care professionals, entrepreneurs and franchise companies. Increased sales growth by more than 300% over 2 years, implementing aggressive Google AdWords strategies, forming strategic partnerships and relationship selling, becoming the industry leading consulting company in the area of home care, home health care, and hospice startup consulting. Intangible goods priced between $9,950 and $19,950.

  • Direct and B2B sales
  • Created consulting packages and new service offerings
  • Internet and trade show marketing; Google, Microsoft and print advertising
  • Formed strategic alliances with industry leading businesses offering products and services relevant to potential clients, increasing visibility / brand awareness, sales and profit margins.
  • Trained classes of 40-120 in all facets of home care and home health care marketing 8 times a year
  • Development, implementation and management of the Plan Plus CRM system
Raindrop Cisterns

Sarasota, FL, September 2011 to March 2012

Marketing Director

In my role as Marketing Director, I directed the business development of engineered projects nationally and rainwater harvesting products internationally.

  • Development of PR, branding and marketing campaigns
  • SEO development on and off page
  • Defined strategy and business plan for e-commerce brand
  • Management and development of drop ship and distribution networks
  • Product placement, development, and purchasing
Bord na Mona (Formerly owned by the Republic of Ireland – Now Anua)

Greensboro, NC, January 2006 to March 2010

Marketing & Administrative Coordinator

In my role as Marketing & Administrative Coordinator, I Managed all marketing and administrative functions for the US sector of Ireland’s largest energy provider, Bord na Mona (now Anua). Bord na Mona is a manufacturer of large and small scale engineered projects and environmental products for treatment of wastewater, rainwater and VOC odor control.

  • Developed annual marketing budget and plan
  • Print and web advertising in more than 20 national publications
  • Managed and facilitated over 80 trade show exhibits annually
  • SEO and internet marketing
  • Managed a large network of strategic partnerships
  • Managed a distribution network of more than 50 distributors
  • Supported the marketing initiatives of 6 regional sales managers covering the entire US and parts of Canada
  • Development, implementation and management of the ACT CRM system

Education & Certifications

Certified Sales Professional

Washington, D.C., 2023

Earners of the CHSP© demonstrate an understanding of industry innovations and related regulations, effectively demonstrate sales model, articulates a value proposition that inspires action, manages referral objections, and builds long lasting, value-based trust with referral sources.

Certified Google Partner Specializing in Search, Mobile, and Display

Boston, MA, 2018

You can feel safe in the knowledge that your Google AdWords campaign will be managed by a trusted Google AdWords advertising expert who knows what they’re doing and who has the experience, skills and qualifications to back it up.

Leadership, Trainer, Coach & Speaker Certification

Orlando, FL, 2017 

This certification involves intensive leadership development under the mentorship of John C. Maxwell and his team of leadership experts. As a certified leader, I apply these skills to inspire, engage, and elevate organizational leadership.

Suffolk County Community College

Brentwood, NY, 2000 – 2002