GTM, revenue and commercial systems

Practical Go-To-Market and revenue support

From shaping the approach to helping execute the work. I work across strategy, marketing, sales, customer management and commercial operations.

Jarryd Lacey

Let’s work together See selected work

What I help with

Six areas where I add the most value.

01
Clarify your market
GTM clarity across ICP, positioning, segmentation, customer research, messaging and commercial priorities. I help teams narrow their focus and understand what they need to do next.
02
Build better growth systems
Revenue and growth systems across CRM, pipeline, reporting, sales and marketing process, lead/customer workflows, renewals and operating rhythms.
03
Improve sales, marketing and stakeholder communication
Support with outreach, campaign structure, content angles, customer-facing messaging, sales collateral, pitch materials and stakeholder communication.
04
Strengthen commercial decision-making
Commercial coaching and advisory for founders, leaders and teams who need sharper prioritisation, practical sparring, sales and marketing coaching, and better execution discipline.
05
Manage customers and stakeholders more effectively
Customer and stakeholder management support across account structure, renewal process, stakeholder mapping, customer engagement, long buying-cycle relationships and ongoing commercial follow-up.
06
Turn ideas into practical plans
Support with turning early ideas, strategic priorities or messy opportunities into clear plans, next steps, experiments and execution rhythms.

Commercial impact

Evidence, properly qualified.

Results span direct sales, revenue operations, CRM design, commercial systems, sales leadership and founder support.

AUD$6M+ / ~36M+ SEK: Direct/personal commercial contribution across my sales career to B2B, B2G and B2CAcross SaaS, business travel and renewable-energy sales roles.
A$263,999 / ~1.58M SEK: Qualified pipeline value generated at Communiti Labs after I came onboard2-3x what it was in the prior year.
90%+: Reduction in recurring CRM expenditure at Communiti LabsApproximately A$14,000 (~84,000 SEK) in annual software savings based on equivalent pricing.
20+ hrs/week: Founder and team capacity reclaimed through improved systems and workflowsApproximately 1,000 hours across a working year.

These results come from separate roles and engagements across my career, not from a single piece of work. SEK equivalents are approximate, converted at around 6 SEK to 1 AUD.

Selected work

A few examples of the environments, problems and commercial work I have been involved in.

Communiti Labs

Strategic Advisor → Chief Revenue Officer

Founder-led selling
Revenue operations
GTM
CRM
Enterprise & government sales
Marketing
Customer success

Helped turn founder-led commercial knowledge into a more visible, repeatable revenue operation across sales, marketing and customer success.

90%+ reduction in recurring CRM expenditure
Approximately A$14,000 (~84,000 SEK) annual software saving
20+ hours of founder/team capacity reclaimed per week
Approximately 1,000 hours of annual capacity returned
A$263,999 (~1.58M SEK) pipeline value
150+ qualified organisations identified within the commercial operating environment

Read the full case study

Open Point

Enterprise SaaS sales and sales leadership

Enterprise SaaS sales
Sales leadership
Team coaching
Pipeline management
Public sector sales
Customer retention
Sales enablement

Worked across enterprise SaaS sales before moving into ANZ sales leadership, including hiring, coaching, pipeline management and commercial execution.

A$800k+ (~4.8M+ SEK) personal ARR in a record year
Approximately A$25k (~150,000 SEK) average SaaS sale
Zero churn across my customer accounts
Team achieved A$2M+ (~12M+ SEK) annual revenue target
Led a five-person ANZ sales team
Hired and mentored team members, including SDR-to-AE progression

Forest Academy

Advisory, positioning, digital presence and commercial planning

Positioning
Website strategy
Social media strategy
Sales strategy
Offer development
Commercial planning
Founder advisory

Supported an expertise-led education business with positioning, website development, social strategy and commercial structure.

Supported the repositioning and development of a new website around clearer customer needs, offers and messaging.
Developed and helped execute a more structured social media strategy, contributing to LinkedIn following more than doubling.
Helped reshape the commercial approach across service positioning, course offers, pricing and sales priorities.

Commercial career snapshot

Frontline sales, customer management & sales leadership

Frontline B2B sales
Territory development
Enterprise sales
Account management
Sales leadership
Team coaching
Commercial systems

Before moving more deeply into GTM, revenue operations and advisory work, I built my career in frontline sales, customer service and sales leadership across SaaS, corporate travel, renewable energy and retail.

A$6M+ / ~36M+ SEK: Estimated direct/personal sales across my career
A$800k+ / ~4.8M+ SEK: Personal ARR in a record SaaS sales year (avg. sale was A$25k / 150k SEK)
A$700k / ~4.2M SEK: Largest single value sale
A$3M+ / 18M+ SEK: Total value of customers directly managed across B2B and B2G environments
A$2M+ / ~12M+ SEK: Annual revenue target achieved by the ANZ sales team I led & coached for 2 years
Sales → leadership → revenue operations: Experience spanning individual sales, territory development, enterprise SaaS, team leadership, GTM and commercial systems

Figures include Open Point, Corporate Traveller, RFI Solar and Stoddart Energy, across SaaS, travel, renewable energy and construction-related markets.

Tools and systems

Monkeys use tools. I prefer systems.

I am experienced with AI, CRM, sales, marketing and workflow tools. My goal, wherever it is practically and financially possible, is to create systems that help organisations and individuals be effective, move faster and execute more consistently - myself included.

Map of tools I work with, grouped into AI and research, productivity and collaboration, sales, CRM and revenue operations, marketing, automation and analytics, and website and digital platforms.

Experience across tools including the above. No partnerships or affiliations implied.

Testimonials

What people say

Dan Ferguson

Founder & CEO, Communiti Labs

Jarryd helped a small team operate with the commercial structure and visibility of a substantially larger organisation.

Jarryd combines commercial strategy with exceptional operational execution. He is equally comfortable shaping a go-to-market strategy, reviewing a complex opportunity, improving a proposal or working through the detailed CRM workflows needed to make the strategy real.

Read Dan's full case study

Laura Trappett

Marketing Coordinator + former colleague

Throughout our time working together, we partnered on a range of initiatives, from thought-provoking sales enablement to solution-driven marketing collateral. What made our collaboration especially effective was Jarryd’s genuine belief in the value of marketing. He didn’t just see it as a support function, but as a strategic driver of business outcomes.

Where I help

The kind of work I am drawn to

Founder-led or leader-led
I work well with founders, senior operators and leadership teams who are close to the problem and willing to make practical decisions.
Smaller / Scaling Teams
1–100 people
Where the work is visible, decisions can move quickly, and progress can be felt without needing multiple layers of approval.
Impact-driven missions
Things with clear human, environmental or social value - including sustainability, civic life, education, community, health, public value or responsible technology.
Expertise-led teams
People who know their field deeply, whether that is technology, science, education, space, renewables, infrastructure or another specialist domain.
Customer focused mindsets
Where relationships matter: multiple stakeholders, long buying cycles, trust-building, public-sector influence, partnerships or customer groups that need careful communication.
Real traction or serious intent
Ideas are great, but movement is necessary: more customers, pilots, a service, a product, a project, a community, a network or a clear commercial ambition worth building around.

Engagement

How to work with me

Project-based support

For defined pieces of work where you need structure, clarity or execution support.

This could include ICP development, GTM planning, CRM cleanup, sales and marketing process design, customer research, outreach structure, messaging, pitch materials, campaign planning or customer follow-up.

Advisory support

For founders, operators and teams who need regular commercial sparring, sharper prioritisation and practical decision support.

This works well when there is already activity happening, but the team needs clearer thinking, better focus and stronger commercial discipline.

Hands-on commercial execution

For teams that need someone who can step in and help do the work across sales, marketing or customer management.

This could include outreach, campaign support, CRM updates, sales materials, customer check-ins, stakeholder follow-up, pipeline reviews, renewal activity or turning strategy into practical next steps.

Fractional GTM / revenue support

For teams that need ongoing senior commercial support without hiring a full-time revenue leader.

This can sit across GTM strategy, revenue systems, sales and marketing execution, customer management, team coaching and operating rhythm.

Process

How we get started

01 — Initial conversation
A 30–60 minute conversation to understand the situation, the goal, the constraints and whether there is a clear fit.
02 — Practical scope
We turn the conversation into a clear scope: what needs to be done, how we will work, what is included, and what outcome we are aiming for.
03 — Simple agreement
I put the scope, timing, responsibilities and commercial terms into a simple written agreement before we begin.
04 — Get moving
Once agreed, we start with the highest-priority work first and build a practical rhythm from there.

About me

A little more than the work

I’m an Australian living in Sweden, building a life between two countries. I’m curious by nature and happiest when learning, making or contributing to something useful.

Outside work, I enjoy woodworking, sports generally - mainly playing tennis and golf - and getting outside with my sambo and our Sheltie.

I value values: honesty, humour, independence, trust and work that has a positive impact on humans and the environment.

More about me

Let’s work together

Contact me and let’s schedule a chat.

Reach out to me via email, Linkedin or drop a time into my calendar!

Email: jarryd.lacey@gmail.com
LinkedIn: www.linkedin.com/in/jarrydlacey/
Book a time: Book 60 minutes Book 30 minutes

Practical Go-To-Market and revenue support

Six areas where I add the most value.

Clarify your market

Build better growth systems

Improve sales, marketing and stakeholder communication

Strengthen commercial decision-making

Manage customers and stakeholders more effectively

Turn ideas into practical plans

Evidence, properly qualified.

Selected work

Communiti Labs

Open Point

Forest Academy

Commercial career snapshot

Tools and systems

AI & research

Productivity & collaboration

CRM, sales & revenue operations

Marketing, automation & analytics

Website & digital

What people say

The kind of work I am drawn to

Founder-led or leader-led

Smaller / Scaling Teams

Impact-driven missions

Expertise-led teams

Customer focused mindsets

Real traction or serious intent