About Us
Balsam&Cedar is about growth, resilience, and strength - just like the trees themselves. These qualities aren't only essential in the natural world, but also form the backbone of a successful, scalable business.
Get ready. You're about to see a lot of pictures of trees and mountains.
The name Balsam&Cedar was chosen long before we knew what form our business would take. Our journey started with an appreciation for the resilience, strength, and growth found in nature—a vision that would later shape our approach to business process consulting. When it came time to launch a consulting firm dedicated to helping B2B companies break free from inefficiencies and truly thrive, the concept just stuck.
Over the years, we have observed a recurring theme: many businesses begin with bold dreams and groundbreaking ideas, only to be slowed by the day-to-day mechanics of running operations. As companies grow, teams frequently find themselves hindered by processes that don’t scale, disconnected revenue operations, and product launches or internal initiatives that require more effort than they should. Processes often evolve into patchwork solutions that, while once effective, can ultimately hold an organization back.
We created Balsam&Cedar to do more than just apply a temporary fix to broken workflows. We’re here to challenge the status quo by rolling up our sleeves, diving into the details, and building strategies that aren’t just functional—they work beautifully.
Our approach is simple: we’re not afraid to call out inefficiencies, even if it means ruffling a few feathers. By bringing fresh perspectives and a no-nonsense attitude, we aim to transform both business and people processes that hold organizations back.
Now, we’re ready to dig deep and get real. The journey starts here, and we couldn’t be more excited to lead the way. Here’s to fixing what’s broken and passionately driving change to help B2B businesses thrive.
Samantha Riel
CEO, Balsam&Cedar
Samantha Riel is a global business leader, marketing strategist, and entrepreneur. She has spent the past 15+ years working in high-growth startups and multinational organizations, leading global marketing strategies and business transformations. Before founding Balsam&Cedar, she served as the Head of Marketing for global startups, helping businesses scale, streamline operations, and drive revenue.
Samantha partners with B2B companies to optimize processes, reduce friction, and create scalable growth strategies.
When she’s not helping B2B businesses scale and grow, Samantha lives in New Hampshire on her Christmas tree farm with her family, balancing the fast-paced world of entrepreneurship with the quiet beauty of the outdoors.
Fix the friction. Fuel the growth.
Most businesses don't have a process problem - they have a friction problem.
Misaligned teams, clunky workflows, and underutilized tech slow everything down, costing you revenue and momentum. That’s where Balsam&Cedar comes in.
We don’t just clean up the mess—we build scalable, efficient systems that actually work. Whether you need to align sales and marketing, streamline operations, or execute high-impact strategic initiatives, we bring the expertise to cut the chaos and drive results.
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RevOps Consulting – Align sales, marketing, and customer success with smart processes, better forecasting, and the right tools.
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Business Process Improvement – Eliminate inefficiencies, streamline workflows, and make work work for your teams.
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Strategic Initiatives & High-Impact Projects – From product launches to M&A integration, we help you tackle big moves with confidence.
Let’s build a business that runs as smoothly as you always imagined. No more wasted effort. Just scalable, profitable growth.
What does it mean to 'scale without chaos?'
Scaling a business is one of the most exciting—and challenging—phases of growth. More customers, bigger teams, new markets—it’s everything you’ve worked toward.
But too often, scaling brings bottlenecks, misalignment, and overwhelm. Instead of a smooth path forward, it feels like everyone is putting out fires. What was once a thriving business now feels like a constant game of catch-up.
That's chaos, but it doesn't have to be the norm.
