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. Not as a library to read about. As the framework you use on Tuesday morning to prepare for a call.

Those frameworks were the foundations. The synthesis I work from today draws from five frameworks.

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. The buyer wasn't defined. There was no repeatable way to reach the right person. No rhythm to improve from. The method lived in the founder's head, and it stayed there.

By the time founders find me, they have usually tried to hire their way past it. A first failure reads as bad luck. After the second or third, the question shifts from wrong person to wrong approach.

signalrev is what I built from that pattern. A revenue operating system for b2b tech founders who have traction but not consistency. Founders who need their next hire to inherit something other than a folder of guesses.

One conversation tells us both whether this is worth pursuing.

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

AI is at founder price point. Most founders have already found the productivity layer. Cowork Projects, Skills, context files that make Claude work the way they think. That part is solved.

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 to synthesise into a system a founder can run without a sales director. The frameworks exist. Putting them together into something that holds. That is the work signalrev does.