James Samuels

ARIS

ARIS are leaders in the $1bn Business Process Intelligence market, with 10,000 customers including 25% of the Fortune 500.

Partner Program Manager

Voluntas Elevate

Voluntas helps ambitious tech founders to realise their aspirations. We're a global ecosystem of amazing people, innovative technology, and transformative funding.

MD (Europe) | Associate Partner

netXero

netXero makes it easy for busy tech and service companies to comply with climate legislation, profit from sustainability and create high performing teams.

Co-Founder

Predictable Growth

Working closely with founders and exec teams to build great B2B tech businesses. 

Focusing on tech clients with traction (product, customers and revenues) transitioning to repeatable and scaleable sales, international expansion and building predictability into their growth.

Clients include Smart Energy, Sales AI, enterprise BPM, B2B e-commerce, AP automation, spend analytics, source-to-pay, ESG and FM / Prop Tech. 

Developing strategy, building and testing financial models, assessing competitive landscape, funding, building talented teams, creating value propositions and go-to-market, accelerating growth, launch new products, enter new markets, review pricing, optimise profitability, automating and scaling operational processes.

Predictable Growth Partner

Mtivity

Mtivity automates marketing procurement for many of the world's global brands.

Growth Advisor

SaaSrooms

Working with a great team, transforming the relationship between SaaS buyers and vendors. Helped pre-revenue start-up develop GTM strategy, acquire new clients and generate predictable ARR growth.

Start-up Advisor

Claritum

Founded and bootstrapped Claritum from start-up to profitable growth. Claritum’s source-to-pay platform is trusted by 1,300 companies in 70 countries to automate tail spend, provide real time spend visibility, centralised control over local spending, measurable cost savings and process efficiencies.  

Claritum streamlines sourcing, procurement and invoicing for high LTV value, multi-year clients including Canon, Pfizer, Heineken, Coca-Cola, easyJet, Nestle, GSK, Lilly, United Technologies.

Founder & CEO

Small Wonder Marketing

Set up and ran digital marketing agency to deliver services to clients in technology sector.

Managing Director

Clipper Round the World Yacht Race

Crew member on “Jersey Clipper” for leg 2 of the Clipper Round the World Yacht Race, from Cuba to Hawaii via Panama and Galapagos. Part of 15 member crew and successful winners of race to Galapagos.

Crew Member

THE REAL ADVENTURE MARKETING COMMUNICATIONS LIMITED

Leading regional Marketing Agency, based in Bath. Grew revenues and profits from the agency's 2 largest accounts. Successfully launched grocery Home Shopping service for a major UK grocery retailer). Identified and modelled 6 critical factors of profitable deliveries to drive customer acquisition.

Account Director

Helping tech companies to achieve predictable & profitable revenue growth | GTM automation | Board Advisor | Tech founder x 3 🚀

Hi 👋

If you’re an ambitous B2B SaaS founder looking for an honest, pragmatic and systematic approach to growing your business, let’s have a chat. 

I founded and bootstrapped a B2B SaaS procurement tech business from start-up to profitable growth with over 1,300 high LTV customers in over 70 countries (inc Canon, JP Morgan, Pfizer, United Technologies, Diageo, easyJet). 

So I've experienced the highs and lows of being an early stage founder with limited funds and resources selling successfully into mid-enterprise clients globally. 🎢

More recently I’ve helped B2B SaaS founding teams in sales AI, procurement tech, smart energy, prop tech, data analytics to add $170m ARR from start-up, scale-up, growth and enterprise. 

Together with founders and leadership teams we’ve created significant revenue growth and enhanced shareholder value. 🚀

Along the way I’ve made learned lots of lessons, worked with some amazing companies and inspiring people. 

I can help as much or as little as you need. 

▶️ Strategy, planning and delivery
▶️ Creating the right team and culture
▶️ Robust financial modelling and integration with operating metrics
▶️ Getting investor ready and raising money 
▶️ Working on behalf of investors to grow value / prepare for exit 
▶️ Building systems and processes to grow revenues predictably
▶️ Implementing procurement controls, cutting waste, improving productivity
▶️ Delivering the right KPIs to focus on the metrics that matter

If you need practical advice or hands-on delivery to deliver profitable growth, connect and ask me anything. Happy to help if I can. 

👉 Let's connect. 
Book a Call: https://calendly.com/james-samuels/30min

Why Most SME Pipelines Are Running on Empty 🫙 

If you’re an SME founder or MD, you probably know the sinking feeling of looking at your sales pipeline and realising… it’s thin.

Take a look at each opportunity. Is it really real? 

Will it actually turn into revenue when predicted? 🤣 

No matter how many hours you spend chasing leads or how much budget you throw at marketing, there never seem to be enough qualified conversations in the diary.

And it’s not just you. 

🔎 60% of UK SMEs rely on referrals as their main source of new business. Referrals are great — until they dry up. That’s not a strategy, it’s a gamble.

The 3 Reasons Your Pipeline Isn’t Flowing:

1. Scattergun lists. 
Unclear ICP? Buying generic contact lists and hoping something sticks. It’s like firing a shotgun in the dark. You waste time and burn your brand.

2. Generic outreach.
Messages that look like they’ve been copied and pasted 1,000 times. Prospects can smell automation from a mile away, and they ignore it.

3. Slow follow-up.
Most SMEs don’t have a sales team. Which means the founder is also the SDR, the closer, and the account manager. Hot leads go cold because you simply don’t have time to chase them properly.

...and founders in SMEs can't work 24x7.

What Works Now

The old methods aren’t just inefficient — they’re broken. The SMEs winning in 2025 aren’t waiting on referrals or spending £5k/month on agencies. They’re using AI-driven systems that:

☑️ Identify exactly who to target (your ideal customers, not random email addresses).
☑️ Personalise outreach at scale (messages that sound like a human wrote them).
☑️ Book qualified sales calls automatically (straight into your diary, while you focus on running your business).

Think of it as a 24/7 sales assistant that never complains, never forgets to follow up, and never needs a salary.



The AI Sales Accelerator

That’s exactly what we help SME founders build. 

In less than a week, we can set up a tailored system that consistently fills your diary with sales conversations — without you lifting a finger.

👉 It’s faster, cheaper, and more reliable than agencies.
👉 You own the system. No lock-ins, no retainer traps.
👉 And it works even if you don’t have a sales team.


Ready to Fix Your Pipeline?

If your pipeline feels like it’s running on empty, you don’t need another agency or another “marketing campaign.”

You need a system that generates conversations on autopilot.

More qualified opportunities means you get to chose your ideal customers. 

I’ve opened up a handful of slots this month to implement the AI Sales Accelerator for UK SMEs.

💬 DM me “Accelerate” if you’d like to see how it works for your business.

Helping tech companies to achieve predictable & profitable revenue growth | AI GTM automation | Board Advisor | Tech founder x 3 🚀

Just when I was getting my head around 4.0 along comes 5.0. 

It is amazing and I’m only getting started. 

Thanks Lasse Flagstad

GPT-5 is the best sales assistant I’ve ever hired
(Use these prompts in your sales calls) 

Some people have asked me why I’m so hyped about GPT-5. 

I'll tell you...

My old prompts used to work quite well with the older models. 

Now they’re incredible. 

It took AI from being a tool to being a full-blown senior team member in my sales processes. 

This is what it does for me: 

Step 1 - Sales Scripting
👉 Takes my offer, does an audience analysis, and crafts a sales script for me. 

Step 2 - Pre Call Preparation
👉 Reads details about the lead and makes me a full psychographic breakdown of their business and situation. 

Step 3 - Personalised Sales Script
👉 Uses the preparation, combines it with the sales script, and crafts a unique script tailored for the individual lead.

Step 4 - Live Objection Handling
👉 Takes the live fireflies transcript and helps dial the call on the right track if I slip up a bit. 

Step 5 - Proposal Documents
👉 After the call it writes a proposal document in my voice that I sent ASAP to the lead to increase conversion.

I closed 38% of my calls using these prompts with the old models. 

With GPT-5 I am already seeing a huge jump. 

Do you want the prompts for yourself? I’ll share if you: 
1️⃣ Comment “SALES” 
2️⃣ Connect with me on LinkedIn

🎁 BONUS: Repost this and I’ll share all my 75 most valuable B2B prompts with you AND do a 1-1 analyzis of your business's sales process.

----

If you want to get it without any waiting time, join my Telegram channel and see it right now (I check that you commented and connected first) 
✅ https://lnkd.in/g8AEEXTQ ✅

“We generated 2,500 leads this week!” [Shame none of them buy anything.]

Let’s get honest:
The word “Lead” is meaningless without context.

Some agencies call a LinkedIn export a lead.
Others spend hours qualifying just 4–5 real opportunities a week.

Same word. Wildly different value.

🧠 Here’s what a lead is NOT:

A job title.
A form fill.
Someone you scraped off a database.

💡 A real lead = buyer intent + pain + budget + relevance.
If it hasn’t been qualified, it’s just a contact.

🔍 I once saw an agency brag about 2,500 leads in a day.
They’d run a Boolean search. That’s it.
Meanwhile, our best sales meetings came from 5 laser-focused, properly researched contacts.

Guess which ones turned into revenue?

Let’s fix the language:

Stop counting contacts as leads.
Judge sales and marketing by pipeline conversion, not fluff.
Ban “lead” without a prefix: MQL, SQL, or GTFO.

📉 You don’t bank “leads”. You bank deals.

👇 Agree? Disagree? Been burned by fake lead volume?

#B2BSales #LeadGen #SalesHumour #TruthBombs #MarketingVsSales #PipelineNotFluff

Cold calling isn’t dead.

But for SMEs without a sales team… it might as well be.

❌ Scattergun lists
❌ Copy-paste outreach
❌ Leads going cold because you’re too busy to chase them

The result? A founder doing 10 jobs and booking zero meetings.

The fix → AI Sales Accelerator.
A sales assistant that never sleeps, never complains, and books calls while you run the business.

DM me “Accelerate” if you want to see how it works.

September’s Coming… Is Your Sales Pipeline Ready?

The kids go back. The inbox fills up.

And suddenly it’s Q4 and you’re trying to close the year strong with… no real pipeline.

Sound familiar?

If your calendar’s already full of decision-makers ready to buy — you’re golden.

But if you’re staring at an empty CRM, now’s the time to fix your targeting before you fix your funnel.

Or if your funnel looks full but every opportunity seems to drift.

That starts with one thing:
👉 Revisiting your Ideal Customer Profile (ICP).

Why Your ICP Matters More Than Ever:

In a tougher economy, marketing that’s “broad” just becomes expensive and ineffective.

You can’t afford to waste time or money speaking to the wrong people.

A clear, tight ICP means:

👉 Faster sales cycles
👉 Higher deal value
👉 Better conversion rates
👉 Less stress for you and your team

Here’s a simple 3-step ICP refresh:

1. Look at your best customers.
Who pays you well, stays loyal, and refers others? Profile them — sector, size, role, problems.

2. Match those traits to market data.
Find others like them. Not just job titles — buying behaviour, triggers, timing.

3. Use your ICP to guide ALL sales + marketing.
From messaging to targeting to outreach cadence — your ICP is the playbook.


🧠 Want help getting it right?

I’ve created a free ICP template and guide to help you sharpen your focus fast:
📎 Grab it from comments


📞 Need help applying it to your business?
I’ll walk you through it, no pressure. Let’s build your Q4 pipeline together.

👉 Drop me a message or comment “ICP” and I’ll reach out.

#SalesPipeline #B2BSales #SmallBusinessUK #ICPTips #LeadGen #FounderLife #SeptemberReset #MarketingStrategy

❌ Old way: Buying lists, blasting generic emails, praying someone bites.
✅ New way: AI finds your exact ICP, writes personalised outreach, books calls straight into your diary.

One founder I worked with swapped 10 hrs/week of cold calling for a system that books meetings automatically.

That’s the difference between chasing and converting.

Which would you rather have?

💬 Comment “AI” if you’d like the same setup.

Please feel free to share your thoughts in the comment section. #GTM #B2B #Outreach #LeadGeneration

Is automating lead generation the future of B2B sales?

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