└► 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.

ServiceNow

Leading South & North EMEA Enterprise Digital Sales organization as a 2nd line leader, I am focused on driving growth, innovation and customer success across the regions.

Director of Enterprise Sales for Southern & Northern Europe | ESA Digital GTM Organization 

Salesforce

Leading the Business Development organization as a hybrid 2nd line & 3rd line leader for Mulesoft, Salesforce reporting to the COO. 
 
👩‍💼👨‍💼 My high-performing organization consists of: 
- 5 Senior BDR Managers who are hybrid 2nd line & 1st line
- 6 BDR Managers 
- 66 INTL BDRS

🌎 Regions covered:
EMEA, APAC and LATAM 

🚀 Performance in 2024:
Q1: 103%
Q2: 105%
Q3: 113%
85% New Logo / 15% Add-On Business

🤝 Global Stakeholder Alignment (EMEA, AMER, APAC, LATAM):
- Direct alignment with Global INTL EVP of Sales to develop new tactical strategies to increase ACV & Pipeline Generation
- Close alignment with Salesforce Execs, Sales, Strategy, HR, Enablement, Onboarding, Programs, Recruitment, Communication, Center of Excellence team in HQ

⭐️ Recognition:
- Part of the 2024 Global Leadership Academy Program nominated by the COO of Mulesoft (The MuleSoft Leadership Academy is an invite-only program dedicated to developing our internal female leadership talent)
- Member of the EMEA Leading, Empowering, Advancing and Developing Women Program (LEAD) FY25 nominated by the President of EMEA in Sales

Senior Director, Head of International Business Development

Leading one of the Enterprise and Commercial Business Development teams on the UKI market.

👩‍💼👨‍💼 My high-performing organization consists of: 
- 1 Senior Manager
- 4 BDR Managers 
- +30 Enterprise BDRs

🚀 Performance in 2022:
100% Quota Attainment

🤝 Stakeholder Alignment:
- Direct alignment with Head of the UKI Business Development, VP of Sales Dev & AVP of the UKI Sales 
- Business partner: Recruitment, Employee Success (HR), Programs, Marketing, Strategy, Onboarding, Enablement, Internal Sales Dev teams (BDA & SDR)

📢 Customer impact:
Strategic Enterprise Sales teams have asked me to get involved in multi-million $ deals to deliver Business Development customer presentations & demonstrations. I am actively involved with Insurance, Financial Service, and Manufacturing customers supporting them with their transformation projects.

Director, Business Development 

Leading the EMEA Salesforce Business Development Associate Organization.

👩‍💼👨‍💼 My high-performing organization consists of: 
- 7 Managers ((UK, France, Iberia/Italy, DACH, Nordics, Emerging Markets)
- 94 Business Development Associate Reps

📈 Talent Multiplier Results:
- Hired 141 Business Dev Associates Reps across EMEA & UKI and 3 BDA Managers (France, UKI, South).
- Promoted 87 BDAs and promoted 3 BDA Managers to SDR/BDR manager roles.
- Standardised BDA Program across EMEA (Central, Emerging, France, Italy, IBERIA, North, UKI)

🚀 Metric-Based Performance in 2021:
116% Input Attainment

🤝 Stakeholder Alignment:
- Reporting to VP of Sales Dev 
- Direct Alignment with: NGO/.Org, EMEA Sales, Recruitment, Employee Success (HR), Programs, Marketing, Strategy, Onboarding, Enablement, Internal Sales Dev teams (BDR & SDR)

Senior Manager, Business Development

Leading one of the UKI Inbound Sales Development teams.
 
👩‍💼👨‍💼 My high-performing organization consists of: 
- 12 Inbound Sales Reps on the UKI Market

🚀 Performance in 2020:
+136% (Top Performing Leader in EMEA)
I won the Peak Performer's Club Award for the highest attainment across EMEA and was nominated UK Business Partner of the Year by our Sales Area Vice President.
Promoted: 8 reps
Hired: 7 reps

🚀 Performance in 2019:
My team's pipe generation creation: +127%
Closed deals: +101%
Promoted: 10 reps
Hired: 9 reps

❤️️ My mission:
- Lead the Sales Development Team to Success
- Hire, Train and Develop a team of Sales Development Reps
- Reporting on sales and pipeline generation activity and forecast to senior sales management
- Motivate Individuals and Team to exceed objectives through coaching, regular broadcast of results, and creative incentives
- Regularly report and manage Team/Individual Results - Lead Quantity, Quality, Revenue
- Develop Reps into sales-ready candidates for future Account Executive positions
- Work closely with Marketing and Alliances on defining Campaign follow-up and reporting and on lead quantity and quality
- Work closely with Sales Management team and Reps to ensure we drive pipeline needed to meet business requirements and growth.
- Work closely with Operations to make recommendations on process improvements
- Work closely with Enablement to develop sales skills and deep persona & product knowledge
- Identify and make recommendations for improvement and innovation in the areas of Process, Efficiency, Productivity
- Contribute thought leadership and best practice, both internally and externally, around business transformation

Manager, Sales Development 

- Forecast sales activity and revenue achievement in salesforce.com , while creating satisfied customers
- Evangelize the Salesforce vision through product demonstrations, in-market events, and account specific initiatives
- Manage the entire sales process to ensure delivery against key performance metrics, with a strong emphasis on new business sales, while expanding existing accounts
- Territory/ Vertical identification and research, to formalize a go to market strategy and create qualified target accounts
- Pipeline development through a combination of cold calling, email campaigns and market sector knowledge/intelligence
- Engage with prospect organizations to position Salesforce solutions through strategic value based selling, business case definition, ROI analysis, references and analyst data
- Manage the end to end sales process through engagement of appropriate resources such as Sales Engineers, Professional Services, Executives, Partners etc.
- Daily update of the salesforce.com system with accurate customer and pipeline data

Key Results of FY18:
Q4 Results: +122%

Account Executive for the UK

- Team lead for 18 Business Development Representatives in the Enterprise UKI team
- Exercising authoritative decision making during the opportunity evaluation and approval process
- Motivating the team to deliver high performance results and meet target KPIs 
- Mentoring new hires during onboarding, educating and embedding the core Salesforce values and visions
- Organizing and leading team meetings every 2 weeks
- Working with management to develop innovative SPIFFS for the UKI team to increase activity results

Senior Business Development Exec and Team Lead for UK | Enterprise Accounts

Won BDR of the year 2016 for the UK Market

Part of the UKI Enterprise Business Development team 
Industry: Manufacturing and Automotive

UKI Enterprise Business Development Rep

Wisembly

In charge of expanding Wisembly's business in the UK:

- Responsibilities related to the strategy, the coordination of attracting new key clients and building a new business pipeline
- Develop new digital transformation strategies and concepts for our new UK clients 
- Gain, foster and maintain a pro-active relationship with clients and decision makers
- Supports and provides input on the development and implementation of all marketing actions necessary to support business development, creating key messaging that resonates with target audiences (partnerships, digital summits, trade shows, blog, marketing campaigns & more)
- Identification of opportunities in diverse distribution channels, campaigns and services that will lead to an increase in sales
- Participate in the creation of a sales team in London 
- Working hand in hand with the founders of Wisembly

Results after 17 months of building the UK:

- UK clients I sourced and closed: CWC Group, UCL, Burberry, Hitachi, Barclays, Chamber of Commerce, French Connect... -> Pipeline built with the Founder of Wisembly of +40K pounds
- Lead Generation: prospected & qualified +4500, booked and went to over +120 meetings in the UK
- Major Partnership Events: Digital Shoreditch, Tech Hub Google Campus, Franco-British Digital Conference
- Recruitment: Head-hunting with our HR Manager, conducted interviews with many UK candidates
- London Office created mid-2015 in Shoreditch and registered Wisembly as a Limited company in the UK
- Head Count: 3 key account managers on the field in London

A bit about Wisembly:
Wisembly has been nominated in 2014 Best Start-up of the Year by Hub Awards. 
Also nominated by Gartner in 2015 for being the Coolest Vendor.
Wisembly is a digital solution for corporate meetings. In other words, we change the way people collaborate between each other at work.

UK Territory Manager

L'Oréal

- Develop and manage effective and successful biannual trade marketing plans (POS / local store marketing programs / cross border projects)
- Control marketing and merchandising budgets for the EU 
- Adapt global merchandising strategies to local countries by taking into account acculturation and business opportunities 
- Organize door openings (20 new doors opened in 2013 and 3 new countries in 2014) - Russia, Germany, Benelux...
- Define the European Merchandising planogram and product assortments per update (5 updates per year)
- Coordinate all EU updates (installation briefs / tester orders / production of merchandising assets)
- Develop pricing and promotional strategies through market analysis of competition, market trends and value added solution selling tactics
- Partnership management with Sephora Europe, Sephora France and our suppliers 
- Daily collaboration with the DMI, EU countries / report directly to the general director of l’Oréal Europe

Manager for Europe and Middle East for Urban Decay Cosmetics (L'Oreal Luxury Brands)

Operational Marketing:

- Responsible for developing a glocalization strategy in Russia
- Identification of short term and long term opportunities through competitive analysis, market studies and sales data analysis
- Partnership management with Sephora
- Market Trend Analysis
- Trade marketing organization and animation coordination
- Daily collaboration with US Marketing and Merchandising team
- Creation of training material

Merchandising: 

- Creation of field and brief updates
- Assortment planning

Marketing Assistant for Urban Decay Cosmetics (L'Oreal Luxury Brands

Orange France Télécom - Research and Development

- Customer care and negotiation
- Customer service, including responding to and resolving client concerns and complaints
- Creation of a customer satisfaction survey with Orange product offerings for the regional Orange flagships

Sales Representative

🚀My Mission:
As Director of Enterprise Sales for Southern & Northern Europe at ServiceNow, I lead and scale high-performing sales teams, driving strategic revenue growth across one of the company’s most critical regions. Focused on empowering enterprises to automate, connect and scale, my leaders, AEs and I partner with cross-functional teams to deliver impactful solutions that transform the way businesses operate.

👩‍💼 Strategic & Inspiring Leadership:
With a track record of delivering revenue impact, optimizing processes and nurturing a culture of excellence, I’m committed to unlocking the full potential of our organization. I bring extensive experience in scaling businesses, crafting go-to-market strategies, and building dynamic cross-functional relationships with my teams, executives, customers and partners. 
My data-driven approach fuels informed decision-making, helping my teams execute with precision and agility, and deliver actionable insights that make a difference.

❤️️ Values-Driven, People-Centric Mindset:
Collaboration, integrity, and inclusion are at the heart of my leadership style. I believe in fostering transparency and empowerment within my team, ensuring a culture where every voice counts and where innovation thrives.

🎨 Passionate & Creative:
Outside of work, I enjoy painting art, designing unique interior spaces (Lou Joia Studio) and I love the outdoors (soul cycling, sailing, hiking, snowboarding). Personal development is a lifelong pursuit, and I find inspiration through podcasts by leaders like Jay Shetty and Brené Brown. 
I’m also discovering about meditation and yoga, guided by my husband, a certified yoga instructor. This journey enriches my personal and professional life, fostering balance and resilience.

🇫🇷🌎🇮🇪 Multilingual, hybrid-culture:
Originally from France, I’ve lived in California, the French Riviera, and now Ireland since 2015, embracing diverse perspectives and experiences along the way. I’m fluent in French and English, speak a bit of Italian and I am a proud mother to a beautiful daughter born in Dublin.

taplio

The Battle

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

Chloe Lasserre-Zucchini

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