The UK's fastest-growing robotics startup sells to enterprise operators, and its founder was running every sale from memory. The startup's investors wanted a pipeline they could trust. PacedRevenue's Hassaan Ahmad became the startup's fractional CRO, rebuilt the pipeline around real buyers and gave the startup a story that buyers and investors follow.
Hassaan Ahmad, PacedRevenue's Managing Partner and Chief Revenue Officer, is the startup's fractional CRO.
Asked who closed the deals, the founder answered: "It's just me." Two commercial hires hadn't worked out, and the founder told us that "everything is in my head".
The CRM didn't help, because its forecast couldn't be defended. And investors wanted to see "a structured pipeline" before they'd go further.
We audited every deal in the CRM against what the founder knew about it, and the founder had a full readout 27 days after kickoff.
Six pipelines became three, and every deal moved to the right one. We wrote seven stages, each with a test a deal has to pass to move on, and qualified deals on the buyer's problem and who would champion it. Investors came out of the sales pipeline.
The startup became an independent assessor for autonomous robots, rather than another gadget. We built a problem-first sales deck and rebuilt the investor deck. "Overall the story is much better," the founder said. "It's much more to the point."
Hassaan ran an opportunity with one of the UK's largest logistics operators, from the first call to a data capture on a live production cell. Within three months of the engagement starting, three enterprise pilots were under way.
| What changes | Before | After |
|---|---|---|
| Pipelines | ✕Six. | ✓Three, with every deal in the right one. |
| Deals | ✕Deals nobody could vouch for. | ✓About 80 live conversations. |
| Forecast | ✕A forecast nobody could defend. | ✓Seven stages, each with a test a deal must pass. |
| Selling | ✕"Everything is in my head." | ✓A written sales process, with stages and qualification. |
Overall the story is much better. It's much more to the point.
If this sounds like your company, start with moving on from founder-led sales.
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Book a callAt the UK's fastest-growing robotics startup, the first month was an audit and a rebuild. Hassaan Ahmad, the startup's fractional CRO, audited every deal in the CRM and gave the founder a full readout 27 days after kickoff. By day 33, six pipelines had become three, and about 80 live conversations were left worth working.
The founder had tried two commercial hires, and neither had worked out, while investors wanted to see a structured pipeline before they went further. A fractional CRO gave the startup a senior revenue leader without a full-time hire: Hassaan Ahmad rebuilt the pipeline, wrote the sales story and works live deals alongside the founder.
Investors can check it. Every deal now sits in one of three pipelines, with seven stages and a test to pass at each, so the forecast stands up to questions. A fractional CRO who works the deals as well as the system means the numbers in the pipeline come from real conversations with buyers.
Yes. Hassaan Ahmad has been the startup's fractional CRO since April 2026 and still is. After the pipeline rebuild, the work moved to the deals themselves, including an opportunity with one of the UK's largest logistics operators, and three enterprise pilots started within three months of the engagement.
£225 per CxO conversion. Projected 3-year ROI over blended CAC: 10x.
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£196 per CEO meeting, where his earlier lead-form ads had meant cold calling
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