Hi!
I’m Thom Bailly, and I can transform your growth strategy from good to unparalleled.
As a commercial transformation consultant, I help businesses build sales teams, processes and materials that structure long-term growth.
Bringing Your Needs to the forefront
A unique method:
Applied to the area you need the most:
Commercial Transformation
I audit your sales org to find the £2-5m hiding in your current deals: leaked margin, broken incentives, misaligned revenue attribution, missed customer segments… then turn your revenue team into a growth machine: negotiation frameworks that win, sales playbooks that scale, tighter deal structures.
Most clients unlock 30%+ revenue lift before hiring another rep.
European Market Expansion
I build go-to-market playbooks for US tech companies entering Europe, saving you 18 months of expensive lessons.
From market selection to expert intelligence to hiring profiles, I turn “we should do Europe” into a predictable sales operation that delivers pipeline.
Enterprise Negotiation Training
Your reps work hard but give away margin to close deals. I help them unlearn ineffective habits and retrain them on enterprise negotiation, deal structuring and qualification discipline – frameworks drawn from the playbooks of top-tier giants.
In interactive workshops tied to their current pipeline, your team learns to qualify harder, anchor value, handle procurement pressure, and negotiate tighter. The results? Higher ASP, protected margins, forecasts that hold.
A Little About Me
20 years
building partnerships, strategy and sales teams at
Led and closed deals from $5K-$300M whilst training hundreds of professionals across these complex organisations. During this early career, mastered how sales teams must constantly reinvent themselves against macro trends, strategic trade-offs and shifting priorities to drive profitable growth.
This experience crystallised into a proprietary framework for auditing and transforming operating models, optimising negotiation efficiency and upskilling teams. Now independent consultant helping organisations restructure underperforming sales operations into revenue-generating engines.
My consulting approach stems from deep operational knowledge of AdTech platforms and their scaling challenges, enabling me to solve complex commercial problems and deliver measurable growth improvements for clients.
Have a Project in Mind?
Have a project in mind or just want to chat? Reach out and let’s do amazing work together!
Services
Commercial Transformation
Your sales team hit £5-15M ARR, then growth plateaued. Reps are busy but revenue isn’t scaling. Deal structure is inconsistent, margin is leaking left and right, forecasts are fictional. Adding headcount didn’t move the needle.
The solution isn’t more effort, it’s structure.
Your early sales motion (founder-led, order-taking) doesn’t scale past series B. You need better systems, not more bodies.
I audit your current deals and pipeline, and find, on average, £2-5M hiding in plain sight: leaked margin from weak negotiation, broken comp plans incentivising the wrong behaviour, existing accounts ripe for expansion that no one is touching.
Then we rebuild the engine: deal structures that protect margin, negotiation frameworks your reps can actually use, playbooks that make the instincts of your best performer repeatable across the entire team. I redesign territories, align hunters and farmers, and tie new KPIs to behaviours that drive long-term revenue.
You get a detailed implementation roadmap: what changes, when, who owns it, how to measure change. Training that sticks because it’s tied to real deals, not theory. Performance metrics that forecast revenue, not activity.
Most clients unlock 30-40% revenue growth from their existing team and book of business, before hiring another rep.
European Market Expansion
Most US companies waste 18 months and $500k learning that selling in Europe isn’t “US sales but with accents”. Wrong hires, misread ICP, compliance blind spots that kill buyer trust.
I’ve seen the pattern at Microsoft, Twitter and Yahoo ; now I help clients skip the expensive mistakes and turn “we should do Europe” into predictable pipeline.
Forget TAM slides; I assess buyer maturity, procurement cycles, and obtainable revenue for your segment. I map competitors, benchmark pricing, and identify the white space that translates to capturable pipeline.
Through my legal network, I translate GDPR, ePrivacy, DMA and other compliance requirements into actionable go-to-market intelligence: what you can say in outreach, how to structure partnerships, where to invest to create moats.
I adapt your US playbook and sales motion to how European buyers actually decide: longer cycles, relationship-driven, procurement-heavy. Whether inbound, outbound, or channel partnerships, you get a system built for local realities.
I deploy as your fractional country manager, secure those critical first 3-5 clients, build permanent infrastructure and identify proven local leadership – before handing them the keys.
You get 12-18 months of momentum without the cost of a bad permanent hire.
Avoid the $500k mistakes. Make Europe become a growth engine, not a distraction.
Enterprise Negotiation Training
Your reps work hard but cave on pricing or accept unfavourable terms to close deals, eating away your margins.
I retrain them on enterprise negotiation and deal structuring – frameworks from Microsoft, Twitter, Yahoo and Pinterest, adapted for scale-ups.
Through role-playing, case studies, and live deal clinics, your team re-learns to anchor value before price, navigate buying committees with complex motivations, and structure deals that protect margin without folding.
My workshops are modular and tailored to your team’s gaps: hunters learn qualification rigour, managers learn expansion plays, everyone learns to negotiate from strength.
The result? Higher ASP, protected margins, better win rates, and deals that are structured for long-term value, not short-term desperation.
Does this resonate with your needs?
But don’t just take my word for it, believe my amazing clients and mentees:
Grégory Amzel
CEO of Humanitics.ai
Thomas brings a wealth of experience, market knowledge and common sense to test new ideas together and refine our fundraising materials, I always walk out of our sessions with fresh perspectives!
Camille Faure
Co-Founder of Kazoo
Thomas provided excellent guidance on refining our strategy and enhancing our fundraising approach.
His deep industry insights and precise advice helped us sharpen our positioning, gain clarity on our competitive edge, and drive confidently toward our goals.
Clara Meurer
Founder of Buddy
Thomas’ advice was invaluable in driving towards product-market-fit, defining our own positioning against competitors, and refine our fundraising materials!
His deep and precise knowledge of various industries has been an invaluable asset from day one.
Alaa Hamidchate
CEO of Hoota
Thomas was incredibly helpful in helping us explore new business models and find profitable ways to drive growth.
He has an innate capacity to identify ideas with potential, coupled with a wealth of market knowledge!
Alex Nativelle
CEO of Brio
I have loved all of my sessions with Thomas. He has the big picture view that has allowed me to take a step back and gain fresh insights on the market, our strategy and what to do next.
Doesn’t hurt that we had fun and he’s always super available to answer questions or do introductions !
Ready to unlock your team’s full potential?
Let’s get in Touch
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