About ALM Advisory
ALM Advisory is an operator-led growth advisory firm for PE-backed and scaling B2B SaaS companies. Founded by Andy May, a senior revenue leader with experience across high-growth SaaS businesses, we bring hands-on expertise in GTM strategy, sales leadership, and revenue architecture.
We work with founders, CEOs and investors who need practical, senior-level support — not slide decks. Our model is embedded, outcome-focused and built around accountability.
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Services
GTM Diagnostic Sprint
A focused 2-week assessment of your go-to-market engine — pipeline, conversion, pricing, ICP clarity and sales process. You get a prioritised action plan, not a slide deck.
Revenue Growth Execution
Embedded support to fix pipeline generation, sales execution, forecasting and conversion. We work inside your team to implement structure that drives consistent, measurable revenue growth.
Investor & Board Support
Commercial due diligence, board reporting, GTM readiness assessments and exit preparation. We help investors and boards understand what's really happening in the revenue engine.
Leadership & Org Design
Sales team structure, hiring frameworks, compensation design and performance management. We help you build the right team shape to hit your growth targets.
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How We Work
We follow a four-step framework: Diagnose where revenue is breaking, Simplify by removing unnecessary complexity, Implement structure and discipline, and Hold through cadence and accountability.
Our engagement style is direct, honest, focused and outcome-driven. We don't optimise around comfort — we optimise around performance.
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Case Studies — Recent Engagements
Pipeline rebuild
Challenge: Pipeline had dried up post-founder-led sales. Intervention: Defined ICP, rebuilt outbound engine, installed weekly pipeline cadence, and restructured the BDR function. Result: 3.2x pipeline within two quarters.
Forecast accuracy
Challenge: Board had zero confidence in the forecast. Intervention: Implemented MEDDIC-lite, stage-gate discipline, and weekly deal reviews. Rebuilt CRM hygiene from scratch. Result: Forecast accuracy moved from ~40% to 92% in three months.
Pricing and packaging
Challenge: Discounting was eroding margin and confusing buyers. Intervention: Restructured pricing tiers, introduced value-based anchoring, created internal pricing approval workflow. Result: 18% improvement in average deal value within one quarter.
Sales team restructure
Challenge: AEs were doing everything — prospecting, closing, onboarding. Intervention: Separated roles, hired dedicated BDRs, introduced clear stage ownership and accountability. Result: Sales cycle shortened by 35%, rep productivity doubled.
Exit Readiness
Challenge: Prepare the business for sale and lead on the process. Intervention: Worked with advisors on Information Memorandum, led investor Q&A so the business could focus on operations, coordinated data requests with minimal disruption, and managed the commercial narrative throughout the process. Result: 6x return, process completed in 3 months with low business disruption.
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Insights
Your pipeline isn't weak — your standards are
Most pipeline problems aren't volume problems. They're qualification problems. When every lead is treated the same, nothing gets the focus it deserves.
Why your forecast is a work of fiction
If your forecast changes by more than 20% in the last two weeks of the quarter, you don't have a forecasting problem — you have a deal qualification problem.
The real reason deals stall
Deals don't stall because buyers go dark. They stall because sellers never established urgency, identified the decision process, or confirmed budget authority in the first place.
Stop hiring sellers. Start building structure.
Hiring more reps won't fix a broken sales engine. If your process can't produce consistent results from average performers, adding headcount just multiplies the dysfunction.
GTM architecture isn't a strategy deck
Go-to-market isn't a slide. It's an operating system — ICP definition, channel selection, pricing, sales process, enablement and feedback loops, all working together.
Scaling a SaaS business is not a straight line
The playbook that got you to £2M ARR will break at £5M. What worked with a founder-led sales motion doesn't survive the transition to a structured, repeatable go-to-market engine.
Revenue leadership isn't a title — it's a system
The difference between a VP Sales who hits target and one who doesn't isn't talent — it's operating rhythm, deal inspection, and pipeline discipline.
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GTM Growth Diagnostic
Take our free 10-question diagnostic to assess your go-to-market maturity across pipeline, sales execution, forecasting, pricing and leadership. Get an instant score with category breakdown and actionable recommendations.
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Contact
Ready to fix what's broken in your revenue engine? Get in touch to discuss how ALM Advisory can help. Email: andy@alm-advisory.com
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