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 SALES KEYNOTE SPEAKER & AUTHOR

 

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 keynote 

 TRUSTED BY

 

FEATURED ON

THE PROBLEM

YOUR PIPELINE SLIPS...

YOUR REPS AREN'T LAZY, THEY'RE UNPREPARED.

The 2026 GTM Benchmark is clear. 

The problem isn't talent, it's preparation.

  • 59% of deals skip qualification
  • 52% skip alignment
  • 0% of dashboards show you why

The deal was lost before anyone walked into the room. You already know it.

✗ The Pipeline Lies

Activity looks high. Pipeline looks healthy. Committed deals slip. Nobody knows why.

✗ Top Performers' Habits Are Invisible

Your best rep wins on instinct. Habits are invisible, unteachable, unreplicable.

✗ Every Training Gets Forgotten

You invest in enablement. Reps sit, nod, and return to territory doing the same.

✗ AI Is Making It Worse

Buyers are flooded with noise. The rep most prepared for the human conversation wins.

"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 Daft
President 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

THE 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%

THE 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?

What Are You Looking to Achieve?

Best outcome. Broad outcomes.

  • Reps: what they need
  • Customers: what they need
  • Stakeholders: what they need

02

SITUATION?

What Is the Current Situation?

The customer's world.

  • Their context
  • Their relationships
  • Their message fits

03

DECISION?

What Is the Decision?

Where the power sits.

  • Who = decision?
  • Who influences it?
  • On what timeline?

04

HOW?

How Are You Going to Achieve This?

Preparation goes further.

  • Questions to ask
  • Right perspectives
  • How reps earns it 

05

PROGRESS?

How Are You Going to Progress?

Momentum before...

  • Next step prepared
  • Multi-threading
  • Deals on rep's terms 

06

SUCCESS?

How Will You Measure Success?
Define success clearly.
  • Win for the customer
  • Win for your rep
  • And stakeholders

"I see very few speakers who really speak about preparation. Paul brings a framework that's immediately actionable."

Meridith Elliott Powell CSP, CPAE
Past Chair, National Speakers Association · Hall of Fame Speaker & Award-Winning Author 

The full framework is inside the book and deployed live in every engagement.

EXPLORE THE KEYNOTE →

WORK WITH PAUL

EVERY ENGAGEMENT IS A SYSTEM.

Pick your entry point.

The right engagement exists for exactly where your team is now.

KEYNOTE | 50-500 REPS

THE WORK

BEFORE THE WORK™

KEYNOTE

60–90 minutes on stage.

Mindset installed.

  • A clear framework to execute
  • A new standard for the team 
  • Applies to their very next call
EXPLORE THE KEYNOTE →

WORKSHOP | ONSITE

SALES

PREPARATION

WORKSHOP

One full day.

A preparation system built.

  • For every stage of the deal
  • Templates applied day one.
  • Applies to their very next call
SEE WHAT'S INCLUDED →

MASTERCLASS | ONLINE

TEAM

MASTERCLASS

 

90 minutes online.

Built around your deals.

  • Manager chooses focus areas
  • Built around live opportunities
  • Applies to their very next call 
SEE HOW IT WORKS →

CPD Accredited. Certified on Completion.

Every keynote, workshop, and masterclass is accredited by the CPD Standards Office — the internationally recognised benchmark for professional learning.

Every attendee receives a named certificate of completion — a verified, recordable credential that counts toward their professional development log.

One session. Real skills. Certified proof.

 ACCREDITED & PROFESSIONALLY RECOGNISED

"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 Carey
Chief Revenue Officer 

THE BOOK BEHIND THE KEYNOTE

THE

WORK

BEFORE

THE WORK™

ENGLISH

GREEK 

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.

 

"Absolutely fantastic & highly, highly recommended"

Bob Burg
Bestselling 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.

 

"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 Barrows
CEO, JBarrows Sales Training
 

WORK WITH PAUL

PROGRAMS 

For those who want the system, not just the session.

PROGRAMS | FOUNDERS & SCALE-UPS

PREPARED SELLING™

IMPLEMENTATION

You're still closing deals for your team.

Paul builds the system that changes that.

What you get:

  • Prospecting Engine — defined ICP, pipeline without being asked
  • Deal Execution System — first meeting to close, no founder needed
  • CRM & AI Layer — built around deals, not admin compliance
  • Sales Leadership Cadence — holds the standard after Paul leaves

Paul works with 2 clients at a time.

JOIN THE WAITLIST →

1:1 COACHING | ACCOUNT EXECUTIVES

PRIVATE

COACHING PROGRAMME

Stop hitting quota by chance.

Start hitting it by design.

What you get:

  • Prospecting Engine — targeting, messaging, consistent pipeline
  • Discovery & Qualification — real problems, winnable deals identified
  • Deal Progression Discipline — multi-threading, next step, stakeholder
  • Promotion Roadmap — lead before the title. Build the evidence.

At capacity.

JOIN THE WAITLIST →

"Paul can design your sales process, overlay how to manage it, and deliver impactful training to individual contributors and leaders."

Ciara Gibney
Sales Director, inclusio
 

"This has increased the number and AOV of signed contracts. Any AE looking to improve and refine their skills at any stage in their career will benefit from Paul's coaching."

Holly Taylor
Sales Director EMEA, Passport Global
 

BUILT TO DELIVER

EVERY ENGAGEMENT IS BUILT ON A single promise — YOUR TEAM LEAVES WITH SOMETHING THEY USE IMMEDIATELY.

Every keynote, workshop, and programme begins with a pre-event discovery process. Paul surveys your team, understands your pipeline challenges, and builds each session around your specific situation — not a generic template.

The outcome isn't inspiration. It isn't a great day in the room. The outcome is a repeatable preparation system your team uses from their very next conversation.

That's the standard. Every time. That's why the people who hire Paul hire him again.

 GUARANTEE

Results From Day One — or We Keep Working

Every session is custom-built for your team around your real challenges. If Paul doesn't deliver practical tools your team can act on immediately — he'll come back and fix it. No invoice arguments. No lawyer letters. Just a standard worth keeping.

"Having worked with Paul for many years, I can say there is no one better at being prepared, from the first call to closing. Paul Caffrey leads from the front"

Tony Di Carlo
Co-founder & COO, Cloud Orca
 

THE BOTTOM LINE

In an AI-assisted world, your team is still leaving revenue on the table. 

Not because they lack tools. Not because they lack talent. Because they don't have a thinking framework for how to prepare.

Every rep on your team has access to the same AI, the same CRM, the same data as your competitors. The difference between the ones who hit quota and the ones who don't isn't the technology — it's what they do before they use it.

The Work Before the Work™ gives your team that framework. And it works from the very first conversation after they leave the room.

Paul only delivers 2 keynotes per month.

Q3 & Q4 2026 dates are filling. If you're planning a sales kickoff, SKO, or team event — start the conversation today before your date is gone.

 

Call / WhatsApp directly: +353 87 164 8810, Email [email protected] or