about

Richard Wilson, founder · Melbourne, Australia · LinkedIn

Most revenue advice comes from people who have studied it. I built it.

Not metaphorically. I spent the first part of my career as a software developer and delivery lead, writing systems, running delivery programmes, and managing clients across Australia, the UK, and the Middle East. Selling was part of it before I named it as such. Miller Heiman at Mercer, before most delivery people had heard of it.

The full shift came at Apptio, where I took an EMEA sales director role and selling became the whole job. That is where the methodology moved from background discipline to daily practice. SPIN Selling. Helping Clients Succeed. Miller Heiman. Solution Selling. The framework you use on Tuesday morning to prepare for a call, not one you read about.

Those frameworks were the foundations. The synthesis I work from today draws on Dunford for positioning, Tillman on LinkedIn voice, Blount on prospecting, Skip Miller for pipeline mechanics, and McMahon's inspection cadence.

01 / the pattern

the pattern

What I kept seeing, at Apptio and then across five organisations after, was the same gap. Not a personnel problem or a product problem. A system problem: no clear buyer definition, no repeatable way to reach the right person, no rhythm to improve from. The sales motion lived in the founder's head, and it stayed there.

02 / what i draw from

what i draw from

signalrev is what I built from that pattern. A revenue operating system for b2b founders who have traction but not consistency. Founders whose next hire deserves a system, not a stack of half-remembered assumptions.

why now

Two things have changed that make this possible now in a way it wasn't three years ago.

AI is at founder price point. The founders I work with have already solved the productivity layer: faster drafting, automated busywork, tools that work the way they think.

The commercial layer is what most of them are still missing. Knowing who the right buyer is, how they decide, and what you need to say to move them. That is not a tool problem. The methodology layer is mature enough now to synthesise into a system a founder can run without a sales director. The frameworks exist. Putting them together into something that holds is the work signalrev does.

One conversation tells us both whether this is worth pursuing.