About us

We build revenue systems, not sales heroics.

PacedRevenue is a revenue infrastructure firm for B2B companies. We replace founder instinct and guesswork with validated market signal, and install revenue systems that produce predictable, compounding revenue.

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The story

Why PacedRevenue exists

PacedRevenue was started by Hassaan Ahmad and Adnan Khan, revenue and product operators who, between them, ran Anaplan UK's professional services practice, led Moody's expansion into Central Europe and the CIS region, and designed and shipped Meta's business and consumer products for billions of users.

Across 30+ years of combined on-the-ground sales, revenue and product strategy, and UX optimisation experience, they kept seeing the same pattern inside B2B companies: smart founders burning cash on growth tactics that didn't work. Fractional teams, agencies, more SDRs, more ad spend, more tools. Efforts that produced the feeling of being busy and productive, without any real or lasting impact on revenue.

The AI-slop explosion made it obvious. Overnight, the social feeds filled with “gurus” selling complex automations and sophisticated-sounding advice which Hassaan and Adnan had watched fail repeatedly across their careers.

Founders who had been burned by agencies in the past were understandably excited by the ability to do it all themselves, so they leaned in. They poured dozens of development hours and thousands of dollars into buying, building and testing automations that often succeeded in generating views, clicks and even leads. But revenue didn't move.

Seeing it once was interesting. Seeing it twice made us notice. Seeing it hundreds of times across continents, verticals and solutions made us see the pattern.

The lack of leads, the no-shows, trials not converting to revenue, deals dying to “no decision”, onboarding and retention requiring herculean manual effort: none of these were the problem. They were symptoms of a broken, closed-loop system.

We codified that system, named it PACED, and started PacedRevenue in 2025 to do the only thing that makes revenue a mathematical guarantee: fix the system itself, once and comprehensively, operate it until it stabilises, then hand it back to the founder to scale as they please.

The name is deliberate. Revenue should grow at a pace you control and can predict, not in lucky, unexplained spikes.

PACED is the method: Position, Activate, Capture, Embed, Develop. Five gates where revenue breaks. We find where yours is breaking, put a number on what it's costing you, and fix it.

The founders

Two operators, not an account team

Hassaan Ahmad

Founding partner, revenue

ex-Anaplan, Moody's, S&P

Hassaan ran Anaplan UK's professional services practice and led Moody's expansion into Central Europe and the CIS region. He owns the revenue side of an engagement: positioning, deal structure, and the operating cadence that keeps a repaired system running after we hand it back.

Adnan Khan

Founding partner, product

ex-Meta

Adnan designed and shipped business and consumer products at Meta, used by billions of people. He owns the product and instrumentation side: turning what buyers actually do into signal you can act on, and building the assets and reporting the system runs on.

The approach

Five gates where revenue breaks

Compounding revenue has specific, observable failure points, and they don't all happen at once. The PACED framework sorts them into five, in the order a buyer moves through them.

Position

The right buyers either don't know you exist, or hear you and don't listen.

We rebuild your ICP and positioning on real purchase intent, so the people you're built for recognise themselves in your message.

Activate

Interest shows up, but signups and demos never become belief.

We engineer the path from first touch to “I need this”, so curiosity turns into commitment.

Capture

Deals that should close drift into “no decision” and stay there.

We restructure how deals are qualified, advanced and closed, so pipeline converts instead of rotting.

Embed

Customers sign, never reach real value, then slip away without a fight.

We build the onboarding and adoption system that gets them to outcomes fast.

Develop

Good accounts stay flat when they should be growing.

We install the expansion motion that turns retained customers into growing ones.

Find out which gate is costing you the most

The difference

You've been pitched by agencies before

Here's where we part ways with them.

We validate before you scale

Most firms start executing on day one. We start by testing whether the market actually wants what you sell, at your price, from the buyers you think you have. If the answer is no, you find out in weeks, not after two more quarters of spend.

We fix the system, not the symptoms

A thin pipeline is rarely a lead problem. It's usually a decision made, or skipped, further upstream. We trace the failure to its source and repair it there, so the fix holds instead of needing to be bought again every month.

We work on market truth

Strategy built on internal opinion collapses on first contact with a buyer. Ours is built on what economic buyers actually do: what they pay for, why they commit, why they walk. If a claim can't survive that test, it doesn't go in your go-to-market (GTM) motion.

We install and operate

Consultants diagnose and leave. We stay to build the playbooks, the RevOps stack, the reporting and the assets. We then run the system alongside your team until the numbers prove it works, and you're ready to take the reins yourself.

Who it's for

We're built for four people

If you're one of them, you'll recognise yourself in the first line.

“I'm burning more cash chasing revenue than I'm making.”

Pre-Series A with no signal, so one week you fix product, the next you try a growth hack, the third you're back at the drawing board. Your next raise needs traction you can defend, not a story you hope lands. We validate whether product-market fit exists and hand you signal that survives diligence.

Founders

“My forecast is a guess dressed up as a number.”

Deals take too long, arrive too small, and land too unevenly to commit to. We replace heroic quarters with a system: you'll know what goes in, what comes out, and when.

CROs

“Leads aren't converting and CAC keeps climbing.”

The CFO is asking questions and attribution gaps mean you can't answer them. We connect marketing to revenue with numbers that hold up in a board meeting.

CMOs

“The company has stalled and the projections don't hold.”

Unit economics no longer support the plan. We diagnose what's structurally broken in the GTM system and fix it, protecting the thesis you invested in.

Investors

Not sure you fit? The PACED gates are a faster test. If your revenue story is breaking at one of the five, we can help. Take the four-minute diagnostic

Proof

Results, not promises

Four engagements, four numbers, each one a click from the case study it came from.

137x

Increase in ACV in 7 weeks

MarTech AI · PMF Sprint

£20M

Series A raised on validated signal

Governance AI · PMF to Raise

66%

Efficiency gain, with a £500k ARR uplift

Cyber Security · Pipeline Engine

600%

Order volume uplift

Premium Fresh Goods · PMF to Raise

See all case studies Read Pipeline Physics, our playbook on why forecasts fail

Founders who stopped guessing.

“7 opportunities with CxOs in half as many weeks. The quality is high, exactly what we wanted.”

Mike Newman

Founder

“Proved PMF didn't exist in its current form; the pivot drove a 137× MRR uplift per client.”

Nicole Farley

CEO

“Uncovered the market we'd been missing, and helped us pivot to recover the investment.”

Garry Doel

Founder & CEO

“Forensic and data-driven, working back from the numbers, not guessing. Exactly how it should be.”

Taimur Nizami

CEO

Stealth

“I am the marketing team. PacedRevenue gives us a capability we simply don't have.”

Founder

B2B SaaS

RideScan

“They found 280 opportunities in our pipeline we'd written off, and which were worth chasing.”

RideScan

Fractional CRO engagement

Talk to us

Come with your numbers. We'll tell you what we see.

You've seen how we work and what it produces. The next step is a conversation about your GTM system: where it's breaking, and what fixing it would be worth.

No pitch deck. No pressure. Or book a call directly.