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.

His work focuses on ensuring that revenue strategy translates into practical, executable sales activity. Paul has helped hundreds of global organisations define and sell value to their customers, supporting initiatives across pre-sales consulting, commercial assessments, and change management. He is known for his ability to challenge assumptions and help teams focus on the decisions and conversations that genuinely influence outcomes.

Prior to joining Padeda, Paul held senior roles with DSG Consulting, Corporate Executive Board / Challenger (now Richardson Sales Performance), Lloyds Banking Group, Mercer, EY, and PwC.