We are revenue and performance, thinkers, creators & innovators. Combining global insights and experience to transform business performance
We believe performance is about more than results - it’s about people. When clarity and connection are in place, teams achieve remarkable things and organisations move forward with confidence. Our role is to help leaders and their people simplify the complex, sharpen their vision, and create outcomes that last.
We work with companies at pivotal moments - whether reigniting growth, building resilience, or breaking through unseen barriers that hold performance back. Through consultancy, coaching, and enablement, we bring a fresh perspective that unites talent, expertise, and ambition, transforming intent into impact.
Our approach is rooted in experience. Having worked across four continents, sixteen countries, and more than twenty-three cities, we’ve seen how different markets, industries, and cultures approach challenges - and how universal the foundations of progress really are. By combining commercial insight with human understanding, we help organisations unlock growth in a way that is sustainable, authentic, and aligned with purpose.
At its core, goo is about confidence: confidence in people, in strategy, and in the ability to achieve what once felt impossible. We partner with organisations not just to deliver results, but to strengthen the culture, clarity, and capabilities that ensure those results endure.
We are passionate about business performance and working with individuals, teams and organisations to solution big-ticket, complex sales and business challenges.
We train, coach, mentor and develop teams that produce results greater than the sum of their parts.
REVENUE STRATEGY
We work with leadership teams to shape and deliver revenue strategies that drive lasting impact. Using data-driven insights, we help organisations understand their market position, uncover performance gaps, and design forward-looking plans.
From comprehensive financial revenue planning to aligning entire teams around clear goals, we create the blueprint for a high-performing revenue organisation. The result: clarity on what success looks like and a practical roadmap to achieve it.
REVENUE OPERATIONS
Revenue operations provide the foundation for growth - culture, accountability, systems, and performance standards.
We partner with business leaders to assess how their revenue teams perform against long-term objectives. Together, we build the right mix of people, processes, reporting, and tools to enable success. Where needed, we also support the recruitment and development of high-performing teams, including executive search, ensuring capabilities match both current needs and future ambition.
TALENT & LEADERSHIP
Great revenue performance depends on great leadership. We support sales and revenue leaders with coaching, mentoring, and training designed to accelerate growth and inspire change. Our work spans executive coaching, revenue team training, keynote speaking, and corporate away-days that energise and align organisations.
We also provide hands-on support for leadership transitions - from executive search and onboarding to fractional CRO services - ensuring continuity and focus during critical moments of change.
REVENUE ENABLEMENT
Revenue enablement transforms strategy into measurable results. We equip teams with the skills, tools, and insights to perform at their best across the full sales cycle - from networking and business development through to client engagement and closing.
By focusing on funnel performance and providing targeted coaching, feedback, and cutting-edge tools, we ensure every opportunity is maximised. Our approach has driven results such as scaling top end revenue sizes from $8M to $150M - proving that the right enablement outperforms individual contribution.
SALE & EXIT SERVICES
When growth meets transition, we help organisations prepare for and deliver successful investment, acquisition, and integration.
Our focus is on maximising revenue performance and aligning operations with strategic objectives, so businesses are positioned to achieve the best outcomes for stakeholders. We work alongside leadership teams and their advisors to strengthen growth potential, establish accountability, and create the conditions for value creation in exit scenarios.
FOCUS AREAS
PASSION
We are passionate about business performance and working with individuals, teams and organisations to solution big-ticket, complex revenue challenges
METHODOLOGY
DIAGNOSE
We begin by uncovering the truth of your revenue performance - analysing data, market position, team capability, and client dynamics. This diagnostic stage provides clarity on both strengths and blockers.
DESIGN
With the insights in hand, we co-create tailored strategies, structures, and plans that align with your business goals. Every design is practical, actionable, and shaped to deliver measurable outcomes.
DEPLOY
We don’t just recommend - we partner with your teams to embed new systems, processes, and behaviours. This stage ensures that strategies move off the page and into daily practice.
DEVELOP
As changes take hold, we coach leaders, train teams, and refine performance to accelerate growth. This is where capability and confidence expand across the organisation.
DELIVER
We measure progress against agreed success metrics, ensuring accountability and celebrating wins. Our aim is sustainable improvement that continues long after our engagement ends.
MISSION
Our mission is to transform how organizations and individuals sell and partner with their customers, positively impacting the people and world around them
HOW OUR CLIENTS ENGAGE US
Engagement types to address your unique requirements. We tailor our approach to match the needs and ambitions of each client.
PROJECT BASED
Standalone engagement that is project based. For teams with specific projects that require additional revenue expertise.
CONSULTANCY
An engagement that encompasses a number of focus areas but for a set period of time and a broad yet defined scope.
RETAINER
Ongoing retained engagement that allows for revenue expertise to be deployed across any business area and multiple projects.
FRACTIONAL CRO
Negotiable time and scope engagement to lead revenue functions whilst organisations establish or transition CRO roles.
OH THATS NICE...
WILLIAM O'BRIEN, DIRECTOR
ACCORDANT SOLUTIONS
LONDON
“His ability to construct high-performing teams and navigate through unconventional business models showcases his versatility and deep understanding of the intricacies of business and sales”
PETER RENDALL, CFO
TURNITIN
NEW YORK
“Lawrence is an exceptional leader with a profound understanding of the sales process and a vast network within the industry. His transformative approach to our sales organization made it significantly more efficient and results-oriented, driving impressive growth year after year”
RYAN CAFFYN-PARSONS, OWNER
LEAPARDLEAP CONSULTING
WASHINGTON
“Lawrence is an exceptional sales leader with a global mindset”
Sales Goo was founded by Lawrence Mohiuddine to help organisations and their people unlock clarity, confidence, and long-term performance. With a career spanning four continents, sixteen countries, and over twenty-three cities, Lawrence has worked alongside global leaders to simplify complexity and drive meaningful change. His belief is that progress happens when people come together with vision and intent - and that performance, when aligned with purpose, can be a force for good for both companies and communities. You can read more about Lawrence’s story and journey here