Paul Ferriday

Fractional Chief Revenue Officer with 35+ years of experience leading revenue transformation, SaaS scaling, and go-to-market strategy across enterprise technology, managed services, and VC-backed growth environments. Proven ability to design and execute predictable revenue engines that align Sales, Marketing, and Customer Success through structured Revenue Operations RevOps, forecasting discipline, and pipeline optimisation. Delivered measurable commercial impact including 212% revenue growth in enterprise environments, $1.2BN global contract execution, and £5.2M ARR scale-up through recurring revenue model transformation.

Experienced in building data-driven GTM frameworks, improving conversion efficiency, and increasing forecast accuracy from fragmented to board-ready reporting systems. Strong track record in fractional CRO and board-level advisory roles, supporting organisations through early-stage scaling, commercial restructuring, and revenue acceleration programmes. Adept at operating across complex stakeholder environments, translating commercial data into actionable strategy, and driving alignment across cross-functional teams.

Highly experienced in enterprise SaaS, GTM optimisation, CRM systems (Salesforce), pipeline governance, and investor reporting, with a consistent focus on building scalable, valuation-enhancing revenue structures.

Fractional / Interim Chief Commercial Officer at Independent Fractional Executive (2012-01 – Present)

• Designed and executed go-to-market (GTM) and revenue transformation strategies across SaaS, IT services, and managed services organisations, delivering up to 212% revenue growth. Enabled transition to scalable, repeatable ARR models through ICP definition and structured market segmentation.
• Built and optimised end-to-end revenue operations (RevOps), including pipeline architecture, forecasting frameworks, and KPI dashboards (CAC, LTV, conversion rates). Improved win rates from 7:1 to 3:1, significantly increasing forecast accuracy and revenue predictability.
• Developed recurring revenue models generating £5M–£7M ARR; aligned Sales, Marketing, and Customer Success functions to enhance pipeline quality, conversion rates, and retention for sustainable long-term revenue growth.
• Delivered 20+ board-level advisory engagements across M&A, growth, and investment initiatives totaling £300M+ in transaction value; provided structured reporting and commercial insights to executive stakeholders, influencing strategic decisions.

Global Client Director at Hewlett Packard Enterprise

• Delivered $290M annual revenue (145% of target) by leading global enterprise account strategy and executing structured GTM initiatives across 100+ markets, building strong pipeline coverage and account expansion.
• Led negotiation and closure of a $1.2BN global outsourcing contract (Shell Oil), managing complex, multi-stakeholder enterprise sales cycles and executive-level alignment.
• Built and scaled strategic partnerships generating $500M+ in joint revenue, aligning cross-functional teams across sales, delivery, and partner ecosystems to expand enterprise opportunities.
• Implemented structured pipeline governance and forecasting discipline, improving deal visibility, qualification standards, and executive reporting accuracy.

Business Transformation Director at BT Global Services

• Delivered 212% revenue growth by designing and executing verticalised GTM strategies across Oil & Gas and Pharmaceuticals sectors. Improved market penetration through targeted segmentation, positioning, and enterprise sales alignment.
• Transitioned traditional sales model to a recurring managed services platform, generating £7M ARR and acquiring 900+ new enterprise customers. Established scalable revenue streams and improved long-term customer value.
• Implemented pipeline optimisation and sales governance frameworks, improving conversion rates and reducing inefficiencies across the sales funnel. Strengthened deal qualification and execution discipline to support sustainable growth.
• Established data-driven forecasting models and KPI reporting systems, improving revenue visibility and forecast accuracy. Enabled board-level insight into pipeline health, performance metrics, and commercial outcomes.

Sales Director at Capita IT Services

• Secured and delivered enterprise outsourcing contracts valued between £30M–£300M, managing full lifecycle B2B sales from opportunity creation through to negotiation and close. Built strong executive relationships across complex stakeholder environments.
• Developed and managed high-value sales pipelines, improving deal velocity, qualification rigor, and conversion performance. Introduced structured sales processes to enhance consistency and predictability of revenue outcomes.
• Led cross-functional collaboration across Sales, Pre-Sales, and Delivery teams to ensure effective GTM execution and successful client acquisition. Improved alignment between commercial and operational functions.
• Strengthened client engagement and account growth strategies, driving long-term revenue expansion and retention within regulated enterprise sectors. Increased customer lifetime value through strategic account management.

Managing Director at SaaS & Managed Services Growth

• Built and scaled a SaaS and managed services business from inception to £3M revenue and £5.2M ARR, establishing a structured and repeatable revenue model. Defined market positioning and customer acquisition strategy.
• Designed and executed GTM strategy, ICP definition, and pipeline generation frameworks, driving consistent lead flow and improving conversion rates across the funnel. Enabled scalable and predictable revenue growth.
• Introduced subscription-based and recurring revenue models, improving revenue predictability, customer retention, and lifetime value (LTV). Transitioned business away from one-off sales to long-term revenue streams.
• Developed and implemented KPI dashboards and performance tracking systems, enabling data-driven decision-making across Sales, Marketing, and Operations. Improved visibility into pipeline health and revenue performance.

HNC Business Studies + Numerous Professional Sales, Professional Services & Commercial Growth Qualifications