About ICONMAKER®
A business that depends on you is not a business. It is a job.
What we believe
Expertise alone does not build a business. Established experts need a premium offer, a reliable way to sell it, and systems that keep working when they are not in the room. ICONMAKER® was built to install those systems, so an expert’s business can grow without depending on more of their time.
Tom Matzen
Co-founder
Tom Matzen has started 94 businesses, taken 11 of them to seven figures and beyond, and made and lost millions along the way. His clients have generated more than $175 million in sales across dozens of industries. A two-time international best-selling author with 192,000 books sold, Tom also co-founded Thousand Person Tribe, Strategic Alliance Live™, and Links Golf Cafe. His mission is to help entrepreneurs do good and make money at the same time.
Sheryl Plouffe
Co-founder
Sheryl Plouffe is a former national TV broadcaster and sought-after speaker with 20,000 hours of live broadcasting, thousands of videos produced, and 3.7 million YouTube views. She helps entrepreneurs scale smarter with AI-powered frameworks, premium high-ticket offers, and high-trust relationships. At ICONMAKER®, Sheryl leads the programs that turn an expert’s authority into a business built to grow.
Dannella Burnett
Co-founder
Dannella Burnett is a serial entrepreneur and the owner of Speakers Need to Speak and Encore Elite Events. She brings four decades of event management experience, from gatherings of 25 to events with 250,000 attendees, and has spent 12 years focused on speakers and coaches. Her clients have generated nearly $100 million, and 94% of her VIP event clients have run six- or seven-figure events. At ICONMAKER®, Dannella leads Speaker Training and Event Strategy.
Choose Your Path
Where are you headed next?
For Experts Ready to Scale
Build a high-ticket business
You have expertise people pay for. Now you want a premium offer, a reliable way to sell it, and a business that grows without adding hours. Join us live at ICONMAKER® Live, December 15–17, 2026.
For Coaches & Consultants
Run a business that serves you
You want to run a coaching or consulting business with a clear path from effort to compounding profit. ICONMAKER Advisors shows you how, starting with a free training you can put to work in a single afternoon.