 SALES KEYNOTE SPEAKER & AUTHOR
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YOUR SALES TEAM
DOESN'T HAVE
A PREPARATION PROCESS.
The 2026 GTM Benchmark is unambiguous: 78% of sellers missed quota — not because they can't sell, but because they show up unprepared. Paul M. Caffrey fixes the part of your revenue problem that no dashboard measures.
Continents
Stockholm to Vilnius to New York
Years in B2B Sales
high-performing individual contributor
In-Person Audience
largest keynote
Virtual Audience
largest virtual keynoteÂ
 TRUSTED BY
Â
FEATURED ON
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 ACCREDITED & PROFESSIONALLY RECOGNISED
THE PROBLEM
YOUR PIPELINE SLIPS. YOUR REPS AREN'T LAZY—THEY'RE UNPREPARED.
The 2026 Pavilion/Fullcast GTM Benchmark surveyed hundreds of B2B revenue leaders.
59% of deals skip qualification. 52% skip alignment. Not because your reps don't know the process — but because they never prepared to execute it.
The deal was lost before anyone walked into the room. Your dashboard doesn't see it. Your QBR doesn't explain it. But you know it's happening.
âś—Â The Pipeline Lies
Activity looks high. Pipeline looks healthy. Committed deals slip every quarter. Nobody can explain why.
âś—Â Top Performers Habits Are Invisible
Your best rep wins on instinct. Their preparation habits are invisible, unteachable, and unreplicable.
âś—Â Every Training Gets Forgotten
You invest in enablement. Reps sit, nod, and return to their territory doing exactly the same thing.
âś—Â AI Is Making It Worse
Buyers are flooded with noise. The rep who is most prepared for the human conversation wins — every time.
"They were really involved with the questions he was asking. They could see how it related to what they do on a day-to-day basis."
Paul DaftPresident Europe, GN Group
YOUR PIPELINE PROBLEM IS AN INDUSTRY PROBLEM
And the 2026 GTM Benchmark proves it.
78%
of B2B sellers missed quota over the last 12 months
59%
of deals enter the pipeline without proper qualification
2x
the selling days burned on deals that ultimately close lost
48%
forecast accuracy — leaders can't see deals coming until too late
THEÂ SOLUTION
FROM SALES SLEEPWALKING TO PREPARED SELLING™
Before ✗ SALES SLEEPWALKING
✗ Preparation is ad hoc — every rep does it differently, or not at all
 ✗ Discovery uncovers some pain and basic qualification — deals stall after the first call
 ✗ Top performers win on instinct — their best habits can't be seen, named, or taught
✗ Pipeline looks full but the forecast keeps slipping every single quarter
After → PREPARED SELLING
→ Preparation is a system — every rep has a framework to execute before every conversation
→ Prepared discovery puts reps in control of 90%+ of qualification — deals advance on evidence
→ Top performer habits are made visible, nameable, and teachable — replicable across the whole team
→ Pipeline converts because it's built on buyer evidence, not hope — forecast accuracy moves to 94%
THEÂ FRAMEWORK
THE WORK BEFORE THE WORK™—6 hidden habits your team will use from day one.
The six questions that reflect the hidden habits of elite sales professionals. This is the thinking framework inside the book — brought to life in every keynote, workshop, and programme. Your reps leave knowing exactly what to do before every single conversation.
01 | ACHIEVE?
Before any conversation begins, consider what the other person, you, and stakeholders are looking to achieve. Best & Broad outcomes.
02 | SITUATION?
Know their context, their pressure, their relationship with your business. Does your message speak to their situation — or every competitor's message?
03 | DECISION?
Who decides? Who influences? The qualification call is one of the few moments the rep holds the balance of power. Use it.
04 | HOW?
Research is useful. Preparation goes further. Know the questions to ask, the perspectives to share, and exactly how you'll earn the outcome.
05 | PROGRESS?
Reps progress deals faster with prepared next steps before the current step ends. Momentum built before the meeting.
06 | SUCCESS?
What does a win look like for buyer, for you, every stakeholder? Define success in advance. Convert pipeline on evidence not optimism.
"I see very few speakers who really speak about preparation. Paul brings a framework that's immediately actionable."
Meridith Elliott Powell CSP, CPAEPast Chair, National Speakers Association · Hall of Fame Speaker & Award-Winning Author
The full framework is inside the book and deployed live in every engagement.
WORK WITH PAUL
EVERY ENGAGEMENT IS A SYSTEM. Pick your entry point.
From a single keynote that opens your team's eyes, to an org-wide implementation that changes how your business generates revenue — there is a right engagement for where you are right now.
SPEAKING | 50-500 REPS
THE WORK
BEFORE THE WORK™
KEYNOTE
Your team's preparation mindset changes in 60–90 minutes on stage. Reps leave with a clear framework, a new standard, and a concrete reason to act completely differently — starting from their very next customer call.
WORKSHOP |Â ONSITE
SALES
PREPARATION
WORKSHOP
A full-day working session where your entire team builds a preparation system for every stage of the deal — and leaves with templates and tools they can apply immediately in their very next sales conversation.
MASTERCLASSÂ |Â ONLINE
TEAM
MASTERCLASS
Â
A live 90-minute online session built around your manager's chosen focus areas and your AEs' real active deals. Every rep leaves with tangible outputs and tools they apply directly from their very next sales call.
PROGRAMS | FOUNDERS & SCALE-UPS
PREPARED
SELLING™
IMPLEMENTATION
Paul works with 2 clients at a time. He builds and installs a complete sales system — prospecting engine, deal execution, CRM and AI layer — then runs it weekly with your whole team until it works without you.
1:1 COACHINGÂ |Â ACCOUNT EXECUTIVES
PRIVATE
COACHING
PROGRAMME
A 3-month private coaching engagement for high-performing AEs — 12 sessions built around your real active deals, a repeatable prospecting engine, qualification discipline, and a clear path to senior leadership.
"Leaving with a lot more confidence around how we're going to hit the numbers. This isn't just a training day — it's a new operating standard."
Niall CareyChief Revenue Officer
THE BOOK BEHIND THE KEYNOTE
THE WORK
BEFORE THE WORK™
ENGLISH
GREEKÂ
SPANISH
The Sales Book
Your Team
Will Actually Use
The hidden habits elite sales professionals use to outperform the competition — researched, field-tested, and built into a framework your reps can apply before every single conversation.
Endorsed by the most respected names in B2B sales — this is the methodology made live, in the room, for your team.
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"Absolutely fantastic & highly, highly recommended"
Bob BurgBestselling author of The Go-Giver series
Co-authored
with
Phil M. Jones
Phil is the bestselling author of Exactly What to Say — one of the most widely read sales books of the last decade, with over three million copies sold.
He has trained more than two million sales professionals across 56 countries.
When two people who have spent their careers inside the reality of professional selling sit down to write a framework together — the result works in the field, not just on paper.
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"There is no 'silver bullet' in sales — Paul and Phil provide a solid framework that will drive results for anyone willing to put in the effort."
John BarrowsCEO, JBarrows Sales Training
