PacedRevenue is run by its founders, Hassaan Ahmad and Adnan Khan, and a founder leads every engagement. Hassaan reverse-engineers revenue: he starts from the number, works back to the investor story and the sales process that reach it, and takes young products from pilot to binding enterprise contracts. Adnan makes sure the product keeps the promise the sale made.
He starts from the revenue number and works backwards. He works out what a board or an investor needs to believe. He works out what the buyer needs to hear. Then he makes the investor story and the sales process say the same thing.
He wrote the method PacedRevenue runs on. PACED tests a go-to-market at five gates, Position, Activate, Capture, Embed and Develop, and puts a number on the weakest one. His three playbooks, $0 to $100k, Pipeline Physics and Architecting Demand, show how to use it, from first customers to a pipeline you can forecast.
He has built revenue from the inside four times. He was the first associate on SNL Financial's European build-out, now part of S&P Global. He was the third hire on the team that built Moody's banking data product. Anaplan hired him to scale its Business Services segment. RideScan is the fourth.
He opens markets with first contracts. For Moody's Analytics he opened three new countries across Central Asia and Eastern Europe.
He knows how to sell alongside partners. At Anaplan he built a co-sell programme with BCG, KPMG and Deloitte.
He started out selling medicine and has since sold analytics, risk models, advisory and software from the UK to Central Asia. He has been a founder himself. He built Everest Pharmaceuticals, which won what was then Novartis's only third-party manufacturing contract for Asia and Africa.
Hassaan occasionally takes on direct leadership roles at category-building startups to help them land beachhead customers and funding. He is currently serving as the Chief Revenue Officer at RideScan AI, a European deep tech startup solving the trust gap in physical AI. He reports to the CEO and the board.
In an engagement, Hassaan owns the revenue side: positioning, the investor and sales story, deal structure, and the weekly operating routine your team keeps running after we leave.
Deals are won or lost again after the sale, in conversion, onboarding, retention and expansion. That is where Adnan works.
At Meta he was a Staff Product Designer, leading design for the AI tools Meta's own staff use at work. Before that he led product design for Meta Portal's productivity roadmap.
At Litmus he was Product Design Lead, owning the core application and the company's own website.
In an engagement, Adnan owns the product side: tracking what buyers do so you can act on it, and building the web pages and reports the engagement uses.
Then we work back to the deals, pipeline and meetings it takes. If the target isn't real, we'll say so.
You call about leads. It's usually the founder as the bottleneck, the wrong buyer, or a pipeline nobody works.
If ads won't fix it, we won't sell you ads. We've cut paid media from our own proposals.
One a buyer, a board and an investor can all repeat.
A pipeline that survives diligence and numbers that hold up. Our positioning has gone straight into Series A decks.
You stay in the room for credibility. Revenue stops depending on your calendar.
“Our storytelling has improved across the board. Even my deck has done a better job, because I've been thinking more like you.”
Founders, Seed to Series B
We take you from pilots to binding enterprise contracts, rebuild your investor narrative around what the pipeline proves, and get you out of closing every deal yourself.
“I love this approach. It's looking backwards, which is exactly the way you should do it.”
4enterprise revenue build-outs led from the inside by our founders
Book a call →Investors
We find where revenue breaks and fix it with the founder, not around them. Your next round gets a pipeline that survives diligence and an engine that doesn't need a bloated sales team.
“I've got more in the last 90 seconds than I did the entire time we had a very overpaid product leader.”
150%of target opening three new countries for Moody's Analytics
Introduce a portfolio company →CROs and CMOs
Weak pipeline pushes your best people into prospecting, or marketing into throwing things at the wall. We work back from what your buyer is trying to do, what stops them and what makes them act, then lead with that in marketing and sales alike.
“There we were, ready to pull the trigger with another agency. And you came along and poured cold water all over it.”
9CxO opportunities in six weeks for My1Login, an enterprise identity security vendor
Book a call →Hassaan's whitepaper on the five stages where revenue stalls, and how to find the weakest one.
$0 to $100k, Pipeline Physics and Architecting Demand, chapter by chapter.
Hassaan's quarterly count of how UK SMEs run LinkedIn ads: who advertises, who stops and why.
Want to meet them?
Book a callHassaan Ahmad and Adnan Khan founded PacedRevenue in January 2025. Hassaan is Managing Partner and Chief Revenue Officer, and Adnan is Founding Partner. Both lead client work themselves. PacedRevenue is a trading name of Remotir Limited, and About PacedRevenue covers the company itself.
Yes. A founder leads every engagement and does the work. Hassaan owns the revenue side, from the investor and sales story to the weekly pipeline review. Adnan owns the product side: conversion, onboarding, retention and expansion, and the tracking behind them.
Yes. Investors introduce portfolio companies whose product is ahead of their revenue: pilots that won't convert, a sales motion that depends on the founder, or a round that needs a narrative the pipeline can prove. Hassaan works with the founder directly.
Yes. CROs and CMOs at mid-size and enterprise firms bring PacedRevenue in when pipeline is weak or marketing and sales are telling different stories. PacedRevenue rebuilds the positioning from the buyer's side, then runs the campaigns and lead generation on it.
Hassaan is RideScan's Chief Revenue Officer, reporting to the CEO and the board. RideScan is a PacedRevenue client. Hassaan leads the work himself and answers for its revenue number every week, which keeps the method tested on real deals.
Hassaan holds an MBA with Distinction from Warwick, and he qualified as a chartered management accountant (ACMA) with a CIMA Gold Medal.
A 30-minute call with a founder. You don't need to prepare a deck.
You talk to the people who do the work.
