Helping business leaders drive sales growth

Better sales decisions in an AI-shaped world.
We help B2B organisations turn judgment, execution, and AI into a competitive advantage.

As AI becomes embedded across sales, forecasting, and account management, performance is increasingly shaped by how decisions are made, not how much activity is generated.

Padeda works with leadership teams to clarify decision logic, strengthen sales execution, and determine where AI should — and should not — play a role.

About our practice

Padeda is a senior-led consultancy helping B2B organisations improve sales performance in an increasingly AI-influenced environment.

We focus on decision quality, execution discipline, and responsible use of AI — staying involved long enough to ensure real behavioural change and measurable results.

Padeda's approach is always to the point and pragmatic and they have a clear vision on what they can do to help sales organisations. Moreover, they are always business and results-oriented. The teams in-depth knowledge of our company, our people and market challenges have been a huge asset in helping us prioritise our sales enablement investments.

Jonathan Fox – Head of EMEA – Lufthansa AirPlus Servicekarten GmBH

Our People

Pascale Hall

Pascale is a Managing Partner at Padeda, working with international and mid-market B2B organisations to improve sales performance and profitability through stronger go-to-market execution and better decision-making.

She brings over twenty years of senior sales leadership experience across sectors including manufacturing, real estate, project marketing, healthcare, and professional services, giving her a deep, practical understanding of how complex sales decisions are made and executed in real organisations.

Dan Donovan

Dan works with B2B organisations to improve commercial performance by strengthening judgment, insight, and execution discipline. He helps leadership teams make better growth decisions by turning data, analytics, and customer insight into clear commercial direction rather than noise.

His work focuses on analytics, strategy execution, and sales enablement operations, with a particular emphasis on forecasting quality, efficiency, and decision integrity across the commercial system. Dan works with clients across manufacturing, healthcare, financial and professional services, IT, and pharmaceutical sectors.

Des McCluskey

Des works with B2B sales and revenue leaders to improve performance in an AI-shaped commercial world — where decision quality matters more than tools. He helps organisations diagnose what is really blocking results, design commercially grounded change, and decide where AI should strengthen sales work (and where it should not).

He leads Padeda’s change and implementation work, partnering with leadership teams on go-to-market execution, sales enablement adoption, and multi-year performance transformations. His focus is on embedding clear commercial intent into how organisations make decisions and take action — particularly through frontline leadership, management discipline, and coaching.

Paul Roberts

Paul advises commercial leaders on turning growth strategy into revenue through sales transformation, revenue plays, and value-led sales messaging. He works with organisations to sharpen how value is defined, communicated, and defended in customer conversations — particularly in complex B2B buying environments.

He leads Padeda’s Revenue Play and Messaging work, helping sales and pre-sales teams move from insight to action through clearer commercial narratives, stronger whiteboard conversations, and trusted-advisor engagement.

Our Insights