Bill Ryan
Co-Founder & Managing Partner
Key Stats
- 25+ Years of Experience
- $50M+ Revenue Scaled
- 10+ Revenue Turnarounds
- 4 Continents of Operation
Overview
Bill Ryan is a go-to-market executive and transformation advisor with 25 years of experience building, turning around, and scaling revenue teams across vertical and horizontal SaaS, fintech, and regulated industries. He has built and transformed teams at public companies including SAP and Salesforce, and has led revenue motions in bootstrapped, venture-backed, Bezos-backed, and private equity-backed environments. Most recently, he led all revenue functions at Spreedly, a Spectrum Equity-backed SaaS payments orchestration provider, doubling ARR while reducing CAC and helping return the business to Rule of 40 performance. As Co-Founder of Big Wheel Performance, Bill helps founders, CEOs, and investors bring large-company rigor to growth-stage companies without losing speed, flexibility, urgency, or founder energy.
Impact
- Doubled Spreedly ARR from $24M to $48M in 24 months while reducing CAC by 50% and returning the business to Rule of 40 performance.
- Built Salesforce’s regional Manufacturing & Distribution team from scratch and helped lead vertical programs across the global business.
- Turned around SAP SuccessFactors’ U.S. Utilities business, restoring budget attainment, forecast discipline, and ecosystem credibility.
- Created SAP’s Utilities CX vertical from zero and scaled it into one of the business unit’s top-performing verticals.
- Led b-pack's North American market entry and transition to SaaS, establishing GTM process, coverage, and reference customers that contributed to a successful exit.
Expertise
- GTM Transformation & Revenue Architecture
- Founder-Led Sales to Scalable Revenue Systems
- Interim & Fractional CRO Leadership
- Pipeline, Forecasting, & Execution Discipline
- ICP, Segmentation, & Coverage Design
- Sales Org Build-Out & Leadership Coaching
- PE/VC-Backed Revenue Advisory
- Channel, SI & Partner Ecosystems
Notable Experience
| Organization | Role |
|---|---|
| Big Wheel Performance | Co-Founder & Partner |
| Spreedly | SVP, Global Sales |
| SalesForce | Regional VP, Manufacturing & Distribution |
| SAP SuccessFactors | National VP, Sales – Utilities |
| SAP Utilities CX | Senior Account Executive, Vertical Build |
| b-pack | Director of Sales, North America |
| Advisory Roles | Strategic Advisor to GABRIEL, Vital Start Health, Lessonface, Stack.aero, and VDSAI |
Industry Experience
- Software & Technology
- Energy & Utilities
- Manufacturing & Industrial
- Financial Services & Payments
At Big Wheel
Bill leads executive GTM transformation engagements for companies that need more than advice. He helps founders, CEOs, and investors diagnose what is actually limiting growth, then rebuilds the commercial system through execution.
He is most often brought in when the revenue motion is underdeveloped, inconsistent, overly founder-dependent, or not yet investor-ready. His work turns pattern recognition into operating discipline: clearer ICP, better pipeline quality, tighter forecasts, stronger teams, and AI-enabled execution.
Operator Perspective
“Sales performance is where strategy meets reality. What looks like a sales execution problem is often a symptom of deeper issues in focus, process, and operating discipline.”