└► Sales Teams Don’t Underperform. They Underprepare. Let’s Fix That. | Author 📚 "The Work Before the Work" | SKO Speaker 🎤 (NSA & PSA) | Keynotes & Workshops | Aiming to turn 1m salespeople into Prepared Sellers.

"All I can say is thank you, and I owe you a lot of commission!"
Jodie Vard | Account Executive | Navan

"For individual contributors aspiring to take the leadership route, Paul's training is the go-to resource."
Kirby Rabalais MBA | Enterprise Sales Manager | Truce Software


Paul M. Caffrey reveals the hidden habits elite sales professionals use to prospect better, sell more and get promoted faster. 

This unlocks the potential of salespeople & sales teams to outperform the competition.

He shared the framework in "THE WORK BEFORE THE WORK", co-authored with Phil M Jones (author of Exactly What to Say which has sold 3 million copies).


"If you’re a sales manager or leader, be sure that every member of your sales team owns, reads, and uses this book. It’s that important, and it’s that good!”
Bob Burg, 3x Best Selling Author | The Go Giver Series

“What I appreciate is that the focus is on the discipline of customer and prospect outcomes, not on the seller’s own activities"
Todd Caponi | 2x Best Selling Author | The Transparency Sale & Transparent Sales Leader

"a solid framework that will drive results for anyone willing to put in the effort."
John Barrows | CEO JB Sales Training & 400k LinkedIn Followers

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When your ready, Paul can help you in 3 ways


1. Sales Keynote Speaking 🎤

Paul delivers electric keynotes on sales preparation that change the game for sellers. They are entertaining, memorable & actionable immediately! 

"wow, he is incredible. I see very few speakers talk about preparation and if you want to get your sales team motivated, he not only has amazing content, but his energy, spectacular"
Meredith Elliott Powell, Award-winning Speaker, Best selling author  of Thrive

"when it comes to preparation & sales training...I couldn't think of a better speaker than Paul. His takes everyones sales to the next level"
Johnny Quinn, U.S Olympian & ex-NFL Footballer

2. Sales Masterclasses 🚀 

Help Your Team Discover the Hidden Habits Elite Sales Professionals Use to Outperform the Competition.

Topics include: Prospecting, Discovery, Demo's & Negotiation

"Simple, easy to implement takeaways that our entire team can utilize. The masterclass will help us achieve higher close rates and better agreements & communication with clients. The masterclass is great for entrepreneurs who have a sales team."
Mike Fallat | CEO & FOUNDER

3. Group Coaching 🚀

 - The Ambitious Account Executive Group Coaching Program

Everything an AE needs to exceed quota & get promoted faster

- The Elite Founder Sellers Mastermind

SEND PAUL A DM TO FIND OUT MORE!!

Paul M. Caffrey BSc(Hons), MIM, MPSA.

Peak

Chief Operating Officer

Advisor to the Board

I lead the customer organisation, creating a structure that provides everyone with the tools and support they need to provide great customer experiences. This encompasses all customer-facing teams, including data science, customer success, marketing, and sales.

Chief Customer Officer

Chief Revenue Officer

BeyondWords

Board Member

ToffeeX

DeepOpinion

Operations Room

Listen to interviews with COOs from some of the fastest-growing tech companies in the world, as well as experts in scaling, operations and culture.

Whether you're a first-time COO or a seasoned veteran, The Operations Room is the podcast for you. 

We're here to help you learn from the best, and to share our knowledge and insights so you can succeed in your role.

Visit https://operationsroom.co for information about sponsorships and working with me.

Co Host

Women in Customer Success

Invited as an advisor to contribute to Women in CS programs, speaking events and expert guidance in the strategic development of Women in CS.

Advisor

Multiply Group

Multiply Group provides strategy consulting focused on growth to VC backed B2B cloud companies and venture capital firms. Helping start-ups to scale efficiently from pre-A through C series funding rounds by:
-- Implementing growth strategies for their sales and marketing teams
-- Aiding senior management in fundraising
-- Installing SaaS metrics across the organization

Founder

Sales Psyche 

Providing insights, experience and knowledge to the Sales Psyche community, through live sessions, Q&A's and morning mindset sessions. 

Sales Psyche mission is to create healthier minds, sales pipelines and vibrant cultures, by supporting and developing sales and commercial teams mental wellbeing, alongside performance.

Sales Psyche Resident

Tech Nation

I'm excited to support the Tech Nation Visa team to ensure we attract high calibre tech talent to the UK from across the world. We are looking for individuals with exceptional talent or exceptional promise. A diverse workforce is crucial in technology to foster innovation and ensure technology is accessible to all. Working alongside Tech Nation we will be able to ensure more diversity and narrow the digital skills gap within the UK's digital sector.

  Board Position (Visa Advisory)

Pavilion

A private community for commercial leaders to accelerate their business and personal growth through sharing best practices together.

Steering Committee Member - London Chapter

Advisor and Coach | Co-host The Operations Room | Knows about AI, SaaS, scale ups and embodied leadership

The Operations Room co-host - bringing quality content to tech startup and scale up COOs. 

Board member and advisor to some awesome AI companies - helping them with their GTM and scaling.

Mentor and coach for first time execs and aspiring execs. I run a series of free events for ambitious women, though men do show up sometimes, too. Here's a link to the calendar, if you'd like to join - https://lu.ma/takeyourseat.

Bethany Ayers

Right now, every company wants to turn AI on, but most can’t. 

Organisations try to switch Gemini on, and four hours later, security shuts it down. 

Someone in IT says, “Turn it off, we haven’t vetted this yet” and they’re right. Because these models can technically summarise payroll data without ever “opening” the document. 

There’s no event trail, no flag, just a leak waiting to happen.

When you plug tools like Copilot into decades of ungoverned SharePoint sites and Outlook inboxes, you suddenly realise how exposed you are. The AI is just following the permissions you already gave out fifteen years ago, but no longer remember. 

Think about it: that customer support rep who once helped with payroll? 
Still has access. 

The shared folder that once contained comp data? 
Still shared. 

When you add in 15 or 20 years of usage, you’ve got this iceberg of legacy permissions that nobody’s ever looked at.

It’s the perfect storm moment for enterprises: everyone wants the productivity gain, but no one can enable it safely until they clean up their exposed data. 

Until that happens, AI stays in the waiting room. Most organisations have no clear picture of who can actually see what.

The only way to make AI safe is to get your permissions right and to actually know who has access to what, and fix it. 

That’s what we built Metomic for. 

And here’s what I’m curious about: Have you seen an AI rollout paused (or completely stopped) because of data-security concerns? Or are teams pushing ahead and hoping permissions will catch up later?

LinkedIn Login, Sign in | LinkedIn

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li_at

Sales Navigator

Metomic

CEO at Metomic | Prevent data oversharing in your AI deployments

The dirty little secret in every company? 

Everything is over-permissioned.

And until now, that’s been fine. Because no one could find anything anyhow. You could barely locate the doc you made last week, let alone the one that got shared across three departments and renamed “final_final_v3.” Search was terrible and the chaos was invisible. So no one worried about it.

But now AI has arrived. And it changes everything.

Atlassian launched Rovo this year, Microsoft's Copilot has access to all your Microsoft Suite data, and Gemini pulls from everything in your Google  ecosystem.

These AI tools can see it all, every folder, every dusty attachment, every file quietly sitting in the background.

They work on the assumption your permissions are right.
And we all know they’re not.

That’s the real risk, AI dragging your old mess into daylight.

So here’s the choice: you can sort your data before you roll out AI, or you can spend the next year cleaning up behind it. (And if your productivity team’s already turned Gemini or Rovo on without you… I’m sorry, but you’re already in cleanup mode.)

The only way to make AI safe is to get your permissions right, to actually know who has access to what, and fix it.

And I’ll tell you this as someone who’s spent years ultimately responsible to data security, I’ve seen the sprawl of SaaS tools and shared data grow out of control. Every integration adds another blind spot. Every “quick fix” folder becomes another open window. 

Until you tackle that, AI will only make the problem louder.

Atlassian

Microsoft

Google

“We’ve rolled out Copilot and now I have access to so much sensitive information that I shouldn’t have. It’s fantastic.”

A banker said this to me last week with the grin of a kid who’d found the drawer he wasn’t supposed to open. He wasn’t malicious, he wasn’t doing anything questionable, he was just… curious. Curious enough to spend whole afternoons asking Copilot what he could see, and watching the secrets unfold.

And that’s the problem. Not the curiosity, but the fact that the permissions were already broken. Copilot didn’t create the risk, it just dragged it into the light, amplified it, and made it searchable in under a second.

If you roll out AI before fixing over-permissioning, you create a situation where anyone can surface information they were never meant to see. They don’t have to know where anything lives, they just need to ask the system the right question. Access becomes effortless. The surprise usually comes later, when people realise the underlying permissions were the issue all along.

My Granola wrapped was definitely more of an ego boost than my Spotify listening age (67 😩).

Always asking if a problem or idea really matters, helps me and the team kill the noise. Start up life is full of distraction, existential threats and emotional rollercoasters. We can't do it all. We can't fix it all. We can't build it all. 

But focusing on the biggest problem, solving it and then tackling the next one, is the way we get ahead without burning out. 

Great to see that my internal philosophy matched my external actions in 2025.

Charlie Cowan - thanks for reminding us about Granola in your excellent training session!

ChatGPT Enterprise Roll-out Services | Founder of Kowalah | Author of “How To Sell Tech” and “The Revenue Operations Playbook”

“We want to deploy AI but we have no idea what data we have.”

I hear this more than I expected. Companies are excited about what tools like Atlassian's Rovo can do, but the moment they remember the last twenty years of files, tickets, attachments and mystery documents, the mood shifts. Suddenly they’re less hopeful and more… cautious.

It’s never one thing. It’s the attachments, the sub-pages, the tickets that link to files that link to more files. It’s the decades of digital clutter no one had time to deal with. By the time AI enters the chat, the real question isn’t “can it help?” but “what will it surface?”.

For years, over-permissioning has been a “yes, yes, we’ll get to it” kind of problem. Technically risky, practically fine. Mostly because no one could find anything anyway. SharePoint search was the accidental security layer. Google Drive was the other one. They protected you by being terrible.

Then AI arrived and wiped out the friction. Suddenly every document you’ve ever shared, half-shared, or forgotten about is discoverable in one clean prompt. Not because the rules changed, but because the access is finally visible. The underlying permissions were always there, and now they’re loud and fast and unavoidable.

If your search gets smarter before your permissions get tighter, you’re not adopting AI. You’re exposing yourself to it.

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Paul M. Caffrey BSc(Hons), MIM, MPSA.

Bethany Ayers

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The Battle

Paul M. Caffrey BSc(Hons), MIM, MPSA.

Bethany Ayers

Followers

Posts

Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Bethany Ayers's LinkedIn Performance

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