Deliveroo
2×
Revenue from a £73m ARR merchant portfolio, doubled within 12 months through segmentation and a redesigned commercial operating approach.
Matt Ring
Founder, Commercial by Design
20 years building commercial systems inside fast-growing businesses. Not designing them from the outside, building them from within, carrying quota, leading teams, and figuring out what actually works when the business is moving fast.
Background
At Facebook and Workplace by Facebook, I sold category-defining enterprise technology into organisations like BT and Vodafone. Deals worth £1m+ ARR from day one, in markets where the product was new and the sales narrative had to be built from scratch. I learned how to sell a category and usage model that didn't previously exist.
At Deliveroo, I built the segmentation model and operating approach that helped double revenue from a £73m ARR merchant portfolio within 12 months. I also built the GTM for a new pay-per-click advertising product, selling into the existing mid-market and enterprise base, which generated £1.3m in its first year.
At Sky, a transactional brand advertiser relationship became a multi-million-pound commercial partnership within 18 months.
Across these businesses, as the seller and more recently, the customer myself, I saw the same pattern. The acquisition motion was well defined, and deliberately run. The post-sale approach, in most instances, was organic, reactive and relied on good people trying to keep everyone happy. Upsell and expansion was not planned, renewals happened late and the customer teams lacked commercial thinking and approach.
That observation is why Commercial by Design exists.
What I've built
Deliveroo
£1.3m
Year-one revenue from a new pay-per-click advertising product, sold into the existing mid-market and enterprise base.
Workplace by Facebook
£1m+ ARR
Enterprise deals closed with BT and Vodafone for a nascent communications platform, from day one in the market.
Sky
Multi-million £
Transactional brand advertiser relationship grown into a multi-million-pound commercial partnership within 18 months.
The belief behind the business
Most B2B companies over-invest in acquisition and under-invest in growth from their existing customers. As acquisition becomes more expensive and growth expectations rise, the greatest opportunity is often already inside the customer base. The challenge is visibility, prioritisation and execution.
Customer Success teams are set up to manage relationships, solve problems and keep customers happy. That matters. But it's a different job from building a structured commercial motion for retention and expansion. Most businesses conflate the two, and then wonder why NRR isn't moving.
What the business actually needs is what larger companies already have: a dedicated commercial approach to the existing customer base, with clear segmentation, defined ownership, structured operating rhythms, and incentives that reward the right outcomes.
That's what I build.
How I work
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I am an operator who has carried quota and designed commercial systems from scratch. I understand how to operate within fast growing businesses and the challenges people and systems face within them. I know how to design and land change that sticks.
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I work directly with your leadership team. I design the new ways of working alongside the leaders running each function, and stay involved to make sure they are fully embedded.
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What remains after the engagement is a set of processes, frameworks and operating rhythms your team runs on independently. I can continue to advise on an ongoing basis but the work I build is yours to keep and does not rely on me staying involved for the long term.
Work with me
If this sounds like the right fit, the best next step is a short discovery call. No pitch, no deck. A conversation about your business and whether this is the right moment.
Book a discovery call