The office decides what the sales team gets credit for. Surge exists because I kept seeing it.
I am Austin Brooks. I started on the phones at a pest control company and worked up to running the inside sales team. Everybody there believed the sales team decided how many jobs got booked. It was not true. What decided it was whether the office got back to people, and how fast. I have never been able to unsee that.
Then three and a half years in B2B software, building sales enablement for a 410-person revenue team and teaching dental practices a better way to present treatment. Nearly every problem handed to me as a people problem turned out to be a process nobody had written down. The fix was almost always to remove a step, not add effort.
For a stretch of that job I was the bottleneck myself: outreach, demos, and training, because the systems that should have carried that work did not exist. I got my week back by building systems around the parts of the job that were eating me alive. I learned this on myself before I charged anybody for it.
Then a friend who owns a roofing company was living the week I had just climbed out of. I built him the systems instead of handing him advice, and that is where Surge started.
Austin starts with the business outcome, then chooses the simplest reliable technology that gets there. Some of what gets built uses AI. That is the tool that happens to be cheapest right now for work that used to require hiring somebody. If it disappeared tomorrow the job would not change, only how it got done.
Sales
Started on the phones at a pest control company and worked up to running the inside sales team.
Sales enablement
Three and a half years building sales enablement for a 410-person revenue team in B2B software.
Conversion improvement
Worked with hundreds of dental practices at Cherry on how treatment was presented, and saw what changed when they did it differently.
CRM and workflow design
Built lead intake, follow-up, scheduling, and reporting systems inside CRMs businesses already owned.
AI adoption
Runs Surge's own pipeline on AI-assisted workflows, and has helped teams adopt what was built rather than leave it switched off.
Home-service operations
Years inside pest control operations, then hands-on systems work with roofing and restoration companies.
The outcome first
Every engagement starts with a number: revenue not captured, conversion not happening, or hours a person is spending on work software should do. The technology is chosen after that, and the simplest reliable option wins.
What Austin does
Finds the right problem, connects it to revenue or time, designs the workflow, oversees the build, and helps your team adopt it so it does not get switched off in month two.
What Austin does not pretend to do
He is not a software engineer. Automations inside platforms like GoHighLevel, JobNimbus, and Make he builds himself. When a project needs specialized software development, the technical expertise required is identified during scoping and written into the scope, and Austin stays accountable for the outcome.
Built so you can leave
Everything is documented as it is built, every account is in your name, and the handoff exists from week one. You can text Austin when something breaks, and you could hand the whole thing to someone else tomorrow.
This experience comes from Austin's employment at Cherry, a patient-financing company. The practices were Cherry's customers, not Surge clients, and Cherry has no affiliation with Surge Advisory.
What Surge builds for dental practices →During his time at Cherry, Austin worked with hundreds of dental practices focused on increasing production and case acceptance. He helped practices change how they presented treatment, and those practices reported case-acceptance increases of roughly 10% to 30%. That experience also gave Austin a firsthand view into how dental practices structure their operations, present treatment, and build the habits that support consistently high production and case acceptance.
That is the lens Surge brings to a practice: look at how treatment is presented, what happens to a plan after the patient leaves, and where the front desk is carrying work a system should carry. It is a way of looking, not a promise that one practice's result transfers to another.
The deepest delivered work so far is roofing, and that is where the figures on this site come from. Every one is labeled by what kind of evidence it is, no client is named, and industry averages are not quoted because Surge has not measured them. The case studies →
Find out where the revenue and the hours are going.
Thirty minutes on a call. A one-page roadmap with your three highest-value opportunities, reviewed by Austin before it is sent. Yours whether or not you hire Surge.