Meet the founders
The people behind PacedRevenue.
PacedRevenue helps B2B companies make revenue predictable by finding the gate in their go-to-market that's constraining growth. Hassaan Ahmad and Adnan Khan started it in 2025, bringing 30+ years between them across enterprise revenue leadership and product design at Anaplan, Moody's, Multiverse, Meta and Litmus.
We take on a small number of companies at a time, and both of us are in the room on every engagement.
What we believe
Symptoms of one broken system
Missing leads, no-shows, trials that stall, deals lost to “no decision”, onboarding that eats your team alive: these are symptoms of one closed-loop system with a break somewhere in it. Fix them one at a time and the fix doesn't hold.
So we built a way to find the break. PACED (Position, Activate, Capture, Embed, Develop) is five gates where revenue fails. We find where yours is breaking, put a number on what it's costing you, and fix it.
Who we are
Two operators, in the room
Hassaan Ahmad
Managing partner · ex-Anaplan, Moody's, S&P
- P, Position, see what we fix
- A, Activate, see what we fix
- C, Capture, see what we fix
- E, Embed, see what we fix
- D, Develop, see what we fix
Covers all five gates
Hassaan has spent his career carrying enterprise revenue targets. At Moody's Analytics he led the Enterprise Risk Solutions expansion across the CIS and CEE, growing from two countries to five in 18 months at 150% of target, then moved to UK key accounts where he ran 94% gross retention and 118% net revenue retention.
At Anaplan he led the commercial buildout of the UK Business Services segment, building the CFO business case framework and the partner co-sell motion with the Big Four. He's also CRO at RideScan, an AI monitoring platform for autonomous robots, so he runs PACED against his own number every week.
- 150% of target: Moody's expansion, two countries to five in 18 months
- 94% gross retention and 118% net revenue retention on UK key accounts
- Built Anaplan's CFO business case framework and the Big Four co-sell motion
- CRO at RideScan, running PACED against his own number every week
Adnan Khan
Founding partner · ex-Meta, Litmus
- P, Position, not a focus area
- A, Activate, see what we fix
- C, Capture, see what we fix
- E, Embed, see what we fix
- D, Develop, see what we fix
Covers Activate through Develop
Adnan has spent fifteen years designing products people use every day. At Meta he's a Staff Product Designer leading AI-first design across enterprise workflows used by tens of thousands of employees, and before that led product design for Meta Portal's productivity roadmap.
Earlier he was Product Design Lead at Litmus, where he owned the core application and litmus.com itself: the marketing site, the community, the integrations. He works on the half of the loop where a promise made in marketing either gets kept in the product or doesn't. Conversion, onboarding, retention, expansion.
- Staff Product Designer at Meta, leading AI-first design for enterprise workflows
- Led product design for Meta Portal's productivity roadmap
- Product Design Lead at Litmus: the core application and litmus.com itself
Where we've worked
Between us we've built and run revenue and product systems at
That's where we learned the craft. What we've done for clients lives in our results.
Talk to us
Tell us where revenue feels stuck and we'll tell you which gate we'd look at first.
No pitch deck. No pressure. Or book a call directly.