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Building Go-To-Market Engines that Scale
Building Go-To-Market Engines That Scale.
We Don't Just Advise. We Execute.
Big Wheel Performance combines the hands-on execution of operators with the strategic depth of consultants—delivering scalable systems, not just advice. We fix what’s broken, design what’s missing, and build the GTM foundation your business needs to grow.
DIAGNOSE
We identify what’s broken, where momentum is stalling, and why your current GTM approach isn’t scaling.
DESIGN
We architect scalable, repeatable GTM systems that reduce complexity and build organizational clarity.
DELIVER
We operationalize your GTM engine—making your business CRO- and investor-ready with real execution, not theory.
Why Traditional GTM Turnarounds Fail
Fractional Executives offer deep expertise, but with split focus and limited availability.
Traditional Consultants hand you a playbook and then walk away - leaving internal teams to interpret and execute.
New CROs often inherit messy systems, vague mandates, and unrealistic expectations - and rarely last longer than 18 months.
What Makes Big Wheel
Performance Different
Big Wheel Performance bridges the gap between strategic thinking and practical execution. We don't sell time or theory - we deliver scalable, high-performance GTM engines designed to move fast, align teams, and reduce hiring risk.
Why it matters: Unlike fractional executives who divide their attention across clients, BWP deploys a team of specialized operators—ensuring consistent momentum and that the right expert is solving the right problem at the right time.
Result: Faster execution, fewer bottlenecks, and broader capability coverage.
Integrated Expertise; Not Isolated Input
Why it matters: Traditional consultants deliver slide decks. BWP builds real systems, fixes real problems, and drives real outcomes—starting day one.
Result: Immediate value, accelerated progress, and no theory without action.
Execution-First Mindset
Why it matters: We build the GTM foundation before you make a critical hire—clarifying the role, installing the right systems, and aligning the organization so your CRO can lead, not untangle chaos.
Result: Faster recruiting, higher success rates, and a scalable role your next CRO can thrive in from day one.
Designed to De-Risk CRO Hiring
Why it matters: Most firms or execs focus on a single slice—sales, marketing, or product. BWP takes a holistic approach to Go-To-Market strategy, integrating culture, org design, financials, and more.
Result: Fewer blind spots, stronger alignment, and more scalable outcomes.
Built for GTM Complexity
Why it matters: BWP doesn't just solve today’s problems—they design repeatable, scalable processes that grow with you and are executable by less experienced talent.
Result: Long-term sustainability without reliance on expensive senior hires.
Scalable Systems; Not One-Off Fixes
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Our Solutions
Big Wheel Performance offers both packaged solutions and custom engagements—tailored to your unique needs and growth stage.
GTM Audit & Strategic Playbook
Includes:
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GTM Realignment – Refined messaging, channel strategy, and sales/marketing workflows
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Roadmap & Priorities – 90- and 180-day execution plans with KPIs and success milestones
Key Outcomes:
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Clarity on what’s holding back revenue—and how to fix it
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A playbook your GTM team can act on immediately
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Stronger market positioning and competitive advantage
Guided GTM Execution &
Team Build
Includes:
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Weekly Strategy & Support
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Team Design & Hiring Help
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CRM & Process Optimization
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Playbooks & Training Rollout
Key Outcomes:
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Scalable teams with clear roles and responsibilities.
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Optimized systems for pipeline and revenue growth.
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Faster ramp-up for new hires and smoother onboarding processes.
Ongoing Optimization & Growth Acceleration
Includes:
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Performance Monitoring & Improvement
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Advanced Analytics & Insights
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Growth Experiments & Testing
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Strategic Expansion Planning
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Ongoing Coaching & Advisory
Key Outcomes:
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Sustained Revenue Growth
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Enhanced Predictability & Forecasting
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Increased Market Share & Agility
Execution in Action
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-GTM & RevOps Strategy -Playbook Creation/Rollout
-Technology Implementation and Optimization
-GTM & RevOps Strategy
-Playbook Creation/Rollout
-Technology Implementation and Optimization
-Instituted Sales & Marketing Disciplines
-Revamped the GTM: Including Product Strategy and Messaging
-Drove 100% Growth in Under 3 Years
-GTM & RevOps Strategy
-Playbook Creation/Rollout
-Technology Implementation and Optimization
The Value Behind Every Big Wheel Performance Partnership
Why it matters: Unlike fractional executives who divide their attention across clients, BWP deploys a team of specialized operators—ensuring consistent momentum and that the right expert is solving the right problem at the right time.
Result: Faster execution, fewer bottlenecks, and broader capability coverage.
Integrated Expertise; Not Isolated Input
Why it matters: Traditional consultants deliver slide decks. BWP builds real systems, fixes real problems, and drives real outcomes—starting day one.
Result: Immediate value, accelerated progress, and no theory without action.
Execution-First Mindset
Why it matters: We build the GTM foundation before you make a critical hire—clarifying the role, installing the right systems, and aligning the organization so your CRO can lead, not untangle chaos.
Result: Faster recruiting, higher success rates, and a scalable role your next CRO can thrive in from day one.
Designed to De-Risk CRO Hiring
Why it matters: Most firms or execs focus on a single slice—sales, marketing, or product. BWP takes a holistic approach to Go-To-Market strategy, integrating culture, org design, financials, and more.
Result: Fewer blind spots, stronger alignment, and more scalable outcomes.
Built for GTM Complexity
Why it matters: BWP doesn't just solve today’s problems—they design repeatable, scalable processes that grow with you and are executable by less experienced talent.
Result: Long-term sustainability without reliance on expensive senior hires.
Scalable Systems; Not One-Off Fixes
Our Leadership
Fred Soller
Fred Soller brings over 26 years of experience in Enterprise Sales and Leadership, with deep expertise in Go-To-Market (GTM) strategy and managing all revenue-generating functions. His global experience spans both SMB and Enterprise segments, where he has consistently delivered strong growth and operational results.
He built a business unit from $0 to $84M in 12 months and has led teams and companies growing over 300% annually. With P&L oversight exceeding $350M and leadership of 220+ people, Fred offers strong financial and operational acumen. He has also led multiple global rebranding efforts for SaaS and IT services firms and brings valuable experience in private equity and investment committee conversations for funding and exit strategies, making him a high-impact executive in growth environments.
Drove 100% Growth For A Partner In Less Than 3 Years
Solutions by Stage
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Services for this stage
Services for this stage
Services for this stage
Bill Ryan
Bill Ryan is a seasoned go-to-market executive with over 20 years of experience leading enterprise sales, revenue strategy, and business transformation across global markets. He specializes in aligning sales, marketing, customer success, and operations to drive scalable growth and enterprise value.
Bill doubled revenue at a Spectrum Equity–backed fintech to $50M, built new verticals at Salesforce and SAP, and was on the ground floor of a startup personally backed by Jeff Bezos. He has led more than 10 successful turnarounds and delivered results across startup, VC-backed, PE-owned, and public company environments.
He’s built and led high-performing SMB, Mid-Market, and Enterprise teams across four continents, while also spearheading enterprise restructuring and global brand repositioning initiatives to align with shifting market demands.
Known for blending strategic vision with executional rigor, Bill helps companies unlock growth, scale effectively, and win in competitive markets.
Eric Snyder
Eric Snyder is a transformational SaaS and services executive with over 30 years of leadership experience in software, sales, and customer delivery. He brings deep operational and go-to-market expertise from startups to global enterprises, with a focus on capital efficiency, organizational alignment, and scalable growth.
Prior to joining Big Wheel Performance, Eric was CEO of a martech/construction-tech SaaS company where he led a successful turnaround—doubling pipeline, cutting costs, and returning to 90%+ customer renewals. He’s held senior leadership roles at SAP and Omnitracs, where he oversaw $250M+ P&Ls, led global services teams, and drove 50%+ improvements in utilization and 30%+ gains in profitability.
Eric’s cross-functional perspective spans sales, marketing, product, engineering, and customer success. He’s known for building collaborative, high-performing teams and helping organizations unlock their next stage of growth.
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