About
Big Wheel is an operator collective building capital-efficient GTM systems for B2B companies.
Built by Operators.
Proven in the Field.
We're not consultants who've read about growth. We're operators who've built it—and we're here to help you do the same.
Why Big Wheel Exists
We've seen too many good companies fail because of bad go-to-market execution. Not bad products. Not bad markets. Bad GTM.
They hire too fast, spend too much, and build systems that don't scale. By the time they realize it, the runway is gone.
Big Wheel was founded to solve this problem. We bring operator-level expertise to companies that can't afford to get GTM wrong—startups burning capital, PE-backed companies under pressure, and growth-stage businesses ready to scale.
We build capital-efficient go-to-market systems. That's what we do. That's all we do.
By the Numbers
50+
Engagements
$500M+
Pipeline Generated
3x
Avg Pipeline Growth
15+
Countries
What We Stand For
These aren't values on a wall. They're how we make decisions, every day, in every engagement.
Execution Over Theory
We've built companies, not just advised them. Every recommendation comes from experience in the arena.
Partnership, Not Dependency
We build systems that work without us. Our goal is your independence, not a long-term contract.
Capital Efficiency
Growth at any cost isn't growth—it's gambling. We build what scales sustainably.
Integrity First
We say no to bad fits. We tell hard truths. We'd rather lose an engagement than build something that fails.
Leadership Team
Fred Soller
Co-Founder & Managing Partner
Fred is a GTM and enterprise sales leader with over two decades of experience building and scaling global revenue organizations across enterprise and mid market environments. His background includes leadership roles at SAP and Oracle and extensive experience inside private equity backed companies. He focuses on GTM alignment, execution discipline, and exit readiness.
Bill Ryan
Co-Founder & Managing Partner
Bill is a revenue architect and operating executive with more than twenty years of experience leading enterprise sales, revenue strategy, and commercial transformation. His background spans SAP, Salesforce, and private equity backed SaaS companies. He specializes in aligning sales, marketing, and customer success to build capital efficient Flywheels that scale beyond founder dependence.
Eric Snyder
Partner
Eric is a GTM and operating executive who has led turnarounds, scale initiatives, and global revenue transformations across SaaS and technology enabled services companies. As CEO of a martech SaaS platform, he doubled pipeline, reduced structural cost, and restored renewal rates above 90 percent. He has overseen P&Ls exceeding $250M and led global delivery organizations across PE and enterprise environments.
Jim Norton
Partner
Jim is a revenue and GTM leader who has scaled organizations from $10M to $100M+ revenue and contributed to more than $2B in enterprise value creation through an IPO, multiple private equity transactions, and a strategic sale. He has served as CRO, operating partner, and advisor inside investor backed companies and is known for building disciplined revenue engines that support durable valuation.
Dave Slovin
Partner
Dave is a growth and operations leader who builds and scales demand generation, conversion systems, and client experience across professional services and service-driven technology companies. His background spans startups, investor-backed businesses, and enterprise environments, including successful launches, sales, and exits —always building efficient, sustainable growth engines.
Bill Strogis
Partner
Bill is a go-to-market operator with more than 30 years of experience building and optimizing revenue engines for B2B enterprise SaaS and services companies. He has served as Chief Revenue Officer across multiple organizations, working in both founder-led startups where the GTM function needs to be built from scratch, as well as private equity portfolio companies where growth has stalled —whether that meant re-building the go-to-market function from the ground up or implementing scalable, repeatable systems to dramatically improve performance.
Gail Moody-Byrd
Senior Advisor
Gail is a go-to-market executive with 25+ years of experience leading marketing and growth at companies including LinkedIn and SAP. She is Founder and CEO of Distill.Works, Senior Advisor at Norwest, and a board director at Grocery Outlet (NASDAQ: GO). She helps VC and PE backed companies strengthen messaging, accelerate pipeline, and improve conversion.
Our Collective Impact
Across our team, we have repeatedly built, stabilized, and scaled GTM systems inside capital constrained environments.
Our operators have contributed to more than $2B in enterprise value creation across IPOs, private equity transactions, recapitalizations, and strategic exits.
We have:
- Scaled revenue from early institutional stages through $100M+ platforms
- Led $200M+ P&L organizations across global markets
- Delivered sustained ARR growth in the 30 to 45 percent range
- Restored stalled revenue engines to disciplined expansion
- Expanded channel contribution from low double digits to meaningful booking share
- Supported multiple Seed, Series A, and Series B financings
- Built and optimized GTM teams across North America, EMEA, APAC, and LATAM
These outcomes were achieved through disciplined Flywheel architecture, not episodic growth.
Capital-Efficient Go-to-Market.
Built by Operators.
Ready to build what scales?