About
Built by an operator, not a career consultant.
James Lawrence has spent approximately two decades in B2B sales, GTM and revenue leadership across startups, scale-ups and enterprise technology.
His experience includes building and scaling sales teams, founder-led GTM, enterprise sales, international expansion and revenue operations.
Revenue Hunter exists because companies repeatedly respond to disappointing growth by adding activity before establishing which part of the commercial system is actually limiting performance.
Find the constraint. Fix what matters. Make the improvement repeatable.
Our view
Revenue Hunter exists to help companies make better GTM decisions.
Most commercial teams have no shortage of things they could improve. The difficult question is knowing what deserves attention.
Companies often respond to revenue pressure by adding activity, people, technology or process.
Sometimes that is correct. Sometimes it amplifies the wrong part of the system.
Revenue Hunter starts by asking what is actually creating the current commercial result, and where intervention would produce the greatest return.
Why Revenue Hunter exists
- The buyer is frequently missing from internal sales conversations.
- CRM stages often describe seller activity better than buyer progress.
- Founders carry commercial judgment that never gets translated to the team.
- Companies frequently add pipeline before understanding conversion.
- Sales methodologies become checklists rather than decision tools.
- AI is often added before the underlying commercial process is understood.
None of these observations means there is one universal GTM model. The opposite. The system should adapt to the business. That is the point.
Experience
Built from operating experience.
Revenue Hunter is led by James Lawrence, a B2B GTM and sales operator with approximately two decades of experience across startup, scale-up, and enterprise environments.
His work has included:
- building sales teams
- scaling revenue organizations
- founder-led GTM
- enterprise sales
- international growth
- pipeline creation
- commercial strategy
- sales management
- GTM consulting
- AI-enabled revenue operations
Deel
Helped scale EMEA sales during a period of exceptional growth, growing the team from approximately 5 to 35 and contributing during the company’s rise to approximately $70M ARR.
MongoDB
Worked in enterprise sales with major global organizations, including work connected to JP Morgan becoming a major global customer and Deloitte within the Big Four environment.
Skipp
Led commercial and GTM activity at an AI development business from early stage through approximately $24M in revenue by departure.
Revenue / GTM consulting
Worked with founders and commercial teams on pipeline, positioning, sales process, founder-led selling, international GTM, conversion and commercial strategy.
The value of Revenue Hunter is not that we have seen every business before. It is that experience creates pattern recognition. You can often see a commercial problem faster when you have seen multiple versions of it.
Why Revenue Hunter
Senior GTM judgment without the default playbook.
Operator-led
Experience comes from building, selling, managing and scaling — not simply advising.
Outside-in
An external perspective can often see assumptions the organization has stopped questioning.
Evidence-first
We form hypotheses and test them against the actual business.
Buyer-centered
Sales activity matters only when it helps buyers progress.
Constraint-led
We prioritize the part of the system with the greatest leverage rather than prescribing the same playbook to every company.
Hands-on
The objective is improved revenue performance, not a strategy document.
Working together
What clients should expect from us
We will form an opinion.
We are not there simply to facilitate discussion.
We will show the reasoning.
Recommendations should be connected to evidence and a plausible causal mechanism.
We will challenge assumptions.
Including ours.
We will work with the existing team.
The objective is not to create consulting theater around them.
We will get close to the commercial reality.
Calls, customers, pipeline, deals, data, behavior.
We will distinguish facts from hypotheses.
A confident hypothesis is still a hypothesis until the evidence supports it.
We will care about implementation.
The work matters only if behavior or commercial performance changes.
We will not optimize for keeping the engagement alive.
The business should keep using Revenue Hunter when Revenue Hunter remains useful.
Philosophy
A few things we believe
Diagnose before prescribing.
Selling a service before understanding the business creates predictable bias.
Revenue is a system.
Improving one local metric does not guarantee better commercial output.
Buyer progress matters more than seller activity.
A sales team can be extremely busy while buyers remain stationary.
The customer does not care about your sales process.
Your process should help them make a decision, not merely satisfy CRM administration.
More activity is not always better.
If activity flows into a constrained system, cost can increase faster than revenue.
Founder judgment is an asset.
It should be understood and distributed rather than simply replaced with process.
Good GTM strategy includes things you stop doing.
Attention is a scarce commercial resource.
Evidence beats certainty.
Strong operators should be willing to change their explanation when the evidence changes.
The right answer may be that you do not need us.
Credibility requires independence from the desired commercial outcome.
There is probably more revenue performance available.
The useful question is where.
An outside perspective can often identify assumptions, bottlenecks and opportunities that become difficult to see from inside the business.
The first conversation should be useful before you decide whether to buy anything.