Work through the revenue problem you’re stuck on. Learn in live group clinics, get one-to-one help closing your deals, or build the team that takes selling off your plate.
Working on live deals or building a team? See one-to-one options.
Work directly with Hassaan Ahmad
Managing Partner and Chief Revenue Officer at PacedRevenue
15 years in sales. Building a business, just like you.
Explain the business consequence, make the next action obvious and show why the paid offer is worth buying.
PacedRevenue’s founder-led sales coaching is sales coaching for founders who are doing their own selling, led by Hassaan Ahmad. Founder-led sales coaching runs as live group clinics, one-to-one coaching on live deals, or full-stack revenue leadership for founders ready to hand selling to a team.
Hassaan’s experience includes
Bring your product page, trial journey, outreach or buyer conversation. We’ll examine what’s happening and work out what to try.
Your product page, how people find it and the traffic or signup numbers you have.
We’ll look at who you’re trying to reach, where they discover products like yours and whether the page gives them a reason to try yours.
A specific audience, channel or page change to test, and how to tell whether it brings relevant signups.
The signup and onboarding flow, what people do inside the product and where they stop.
We’ll trace the journey from the promise that brought them in to their first useful result. Are they getting what they came for, and do they have a reason to return?
The point in the first-use experience to work on, and a change to test before building more features.
Your free and paid plans, the upgrade prompts and what active users say about paying.
We’ll examine who gets enough value to pay, what the paid plan adds and when users encounter the offer. We’ll question whether price is really the obstacle.
A change to your paid offer or upgrade journey, with a clear reason for the user to buy.
How they found you, what they did in the product, and your demo or follow-up conversation.
We’ll connect what they tried to the problem they need solved. Then look at whether the call established a reason to buy and an agreed next step.
What to ask, show or follow up with to turn product interest into a buying conversation.
The proposal, the last buyer response and what you know about their decision process.
We’ll examine who can approve the purchase, what they need to justify it and which questions remain unanswered. Interest and a decision to buy are different things.
The next conversation, proof or business case needed to help the buyer reach a decision.
Your pipeline, your numbers, and who sells or could sell.
We’ll find what only you do in a sale today, turn it into a playbook, and set up the numbers that show whether someone else can run it.
A handover plan: what to hand over first, to whom, and how you’ll know it’s working.
The product had signups, but poor conversion. Advertising was costing money without the expected return.
I questioned the targeting and trial offer. I recommended reaching decision-makers, stopping Meta ads and changing how the free trial was presented.
“I feel like I've gotten more in the last 90 seconds than I did the entire time we had [our previous product leader].”
The founder had plenty to say about his product, but was holding back because he hadn’t found a clear voice for the business.
I helped connect the product’s capabilities to the problems its buyers cared about, so the founder could articulate the message himself.
“I now know what my voice is and you've helped me find that way.”
A capable product had many uses. The founder needed an investor story that made the commercial opportunity obvious.
I connected product capabilities to staffing and service problems, then challenged how the pitch explained the problem and use of funds.
“It's the best analysis I've heard from a third party who isn't an adviser.”
Feedback from previous client reviews.
The product had attracted attention. The question was why that attention wasn’t turning into purchases. Watch how I examined the offer and the path a buyer had to take.
Connect an interesting question to a meaningful business problem.
Help the visitor act on what the diagnostic shows them.
Examine the evidence, the explanation and the effort needed to buy.
You can ask AI for a sales plan, rewrite your pitch and build an outreach campaign in an afternoon. The difficult part is deciding whether any of it addresses why your customers aren’t buying.
In my own campaign, AI recommended changing the destination after seven clicks. That was too little evidence for the conclusion. When challenged, it acknowledged the gap:
“You’re right on the process point and I overreached. Seven clicks in under three hours is nothing, LinkedIn is still in delivery learning, and I made a destination-quality verdict off data that couldn’t support it. That was sloppy and I stated it as conclusion rather than suspicion.”
Use it to draft, research and help you do the work. Bring the recommendation here when it could cost you a week of development, an advertising budget or a live deal. I’ll help you question the assumptions, choose what to try and work through the result.
There’s no course to finish before you get help. Start with the conversation, message or buying decision you’re stuck on, then come back with what happened.
Every result informs
your next decision.
Show us the outreach, demo, customer response or offer. Tell us what you hoped would happen and what happened instead.
The aim is paying customers. Along the way, you build the experience to make better sales decisions yourself.
I’ve defined the customer, written the offer, launched the ads, delivered the demo and built the business case. I’ve also configured the CRM, managed the pipeline and developed the partnerships. When you bring a problem, we can look at the whole journey that led to it.
As CRO, I’m building positioning for integrator and enterprise channels, investor materials and outreach to win early customers.
I built business case frameworks for CFOs, materials for internal champions and partner selling processes with BCG, KPMG and Deloitte.
My work covered entering new markets, winning reference customers, managing renewal risk and finding opportunities to grow existing accounts.
My background includes management accounting, teaching corporate finance and an MBA from Warwick with distinction. That helps when the question is whether an offer makes money, a channel is worth funding or a buyer can justify the purchase.
Selling for the first time? Closing your first contracts? Building the team behind them? Start where you are.
Tell me your situation. I’ll show you what fits.
One-to-one coaching. You have deals in flight. We work on positioning, outreach and pipeline until they close.
For solo and technical founders who are pre-revenue and just getting started with selling.
Founding price for the first 20 members
What you get
For founders with product proof, like live pilots or real interest, who need to turn it into revenue.
What you get
For founders ready to step out of selling and hand it to a team that can carry it.
Your way out of founder-led sales
What you get
I coach every client personally, so places are limited. A short application makes sure I can help before either of us commits.
You don’t need to know whether it’s a marketing, sales or systems problem before asking for help.
Here are the kinds of questions we can work through together.
I’ve defined ideal customer profiles, articulated value propositions and turned technical capabilities into a commercial story. We can work on which buyer to focus on, the problem you solve for them and an offer that makes sense to that buyer.
Bring your product page, pitch or the customer segment you’re considering.
I’ve personally designed, launched and managed paid campaigns from the initial proposition through to the results. I’ve also built outreach processes and automations. We can look at the audience, message, campaign and destination together, then decide what the response actually tells us.
Bring your ads, outreach messages, landing page or campaign results.
I’ve qualified opportunities, built sales processes and materials, delivered demos and presented business cases to executives. We can work through what to ask, what to show, how to justify the price and what needs to happen for the buyer to commit.
Bring the demo, proposal, objection or conversation that has stalled.
I’ve personally configured HubSpot, Attio and Pipedrive, and managed the data and processes inside them. We can work through the stages, qualification criteria, next actions and records you need to see which opportunities are real and what to do about them.
Bring your pipeline, CRM stages or the follow-up process you’re trying to organise.
I’ve developed channel partnerships and built joint selling processes, including work with BCG, KPMG and Deloitte at Anaplan. We can examine who already serves your buyer, why they would work with you and how a partnership could create business for both sides.
Bring a potential partner, a partnership pitch or a conversation that isn’t progressing.
At Moody’s and S&P Global, I worked on account growth, renewal risk and connecting the sale to the value customers actually received. We can look at whether your first customers are getting what they bought, what you can learn from them and where another purchase could make sense.
Bring an inactive customer, a renewal concern or an opportunity to expand an account.
Founder-led sales means you’re the founder and you’re responsible for winning customers. Coaching helps you work through the parts you haven’t learned yet, using your own product, customers and sales attempts. In group or one-to-one coaching, I help you examine the problem, decide what to try and understand the reasoning. You do the work, then bring back what happened.
Group coaching is £49 a month, the founding price for the first 20 members, with two live clinics a week and a private review of your case each month. One-to-one coaching on your live deals is £500 a month for weekly sessions, or £250 a month for fortnightly ones. Full-stack revenue leadership is £2,500 a month. One-to-one and full-stack both start with a short fit call.
Group coaching is for solo and technical founders who are pre-revenue and just getting started with selling. One-to-one coaching is for founders with product proof, like live pilots or real interest, who need to turn it into revenue. Full-stack revenue leadership is for founders ready to step out of selling and hand it to a team. If you've already hired and the selling keeps coming back to you, read why the founder-led sales transition fails. Not sure? Answer the three questions in the pricing section.
We can work through what to say and why, including an example when it helps. You send the messages, have the conversations and make the changes. The aim is to help you sell your own product and build the judgement to do it better. In full-stack revenue leadership, I also build the playbook and systems and manage whoever sells. I still don’t do the selling myself.
Yes. You don’t need a demo-led sales process to bring a case. We can look at how people find your product, why they sign up, where they stop using it and what would make the paid plan worth buying. Bring your product page, onboarding flow, upgrade offer or feedback from users.
Yes. Group coaching is built for that, as long as you have a working B2B product that somebody can pay for and you’re trying to find customers. You can bring your audience, product page or the approaches you’ve tried. If you haven’t built something people can use yet, wait until you have something concrete to work on.
Neither, unless you need one. Group and one-to-one coaching work on your actual sales, and you do the selling. Full-stack revenue leadership is the closest thing to a fractional CRO: I build the playbook and the systems, and coach and manage whoever sells, so you can step out of selling.
Members bring real situations: a product page that gets no signups, users who never upgrade, outreach that gets no replies or a demo that ends without a next step. We look at the material together, question what’s happening and work through what to try next. You hear the reasoning and can ask questions. These are group sessions, so we work through cases as time allows.
In group coaching, you can post your case in the community any time and get a private review of your own case each month. One-to-one clients also get answers on Slack between sessions: by the next working day on the weekly plan, within two working days on the fortnightly one.
Start with something you’re trying to sell and the point where you’re stuck. Bring the email, demo deck, page, offer or customer response you already have. Tell us who you’re approaching and what you’ve tried. There’s no presentation to prepare.
No. Join when it’s useful and post in the community between sessions. The live clinics are Tuesdays and Thursdays at 4pm UK time. If neither time usually works for you, email hello@pacedrevenue.com before joining to discuss whether the membership fits.
We work through members’ situations as time allows. Attendance doesn’t guarantee an individual review on every call. You can also ask questions and share material in the community between sessions. Want guaranteed time on your own deals every week? That’s what one-to-one coaching is for.
It’s the founding price for the first 20 paying members. Your rate stays at £49 a month while you remain subscribed. Two live clinics a week, a private review of your own case each month and community access are included.
Payment is through Stripe. Your card details go to Stripe. After paying, you receive an invitation to the Skool community at the email address you used at checkout. The clinic schedule is available inside. For one-to-one coaching or full-stack revenue leadership, apply first. We’ll have a short fit call before anyone pays.
Email hello@pacedrevenue.com before your next renewal. There’s no cancellation call to book. The membership is billed monthly.