Laurence Judah

Go-getter
DISC Type : d

Director, Revenue Strategy at Pendo.io

London, England, United Kingdom

Overview

Laurence Judah is the Director of Revenue Strategy at Pendo. io, specializing in building go-to-market strategies and leveraging AI to accelerate revenue for B2B SaaS companies. He focuses on engineering scalable GTM processes and enhancing sales productivity. Laurence holds a BA (Hons) from Glasgow Caledonian University and is a Prof G Certified Strategist.

Outside of his professional life, Laurence has participated in fundraising challenges for charitable causes, including running up the stairs of Londons Gherkin building to support the NSPCC in its mission to end child cruelty.

He once led a team that successfully grew user numbers by 250% within the first year.

Personality Overview

Direct & Candid

Decisive

Vision Oriented

They respond well to confident salespeople.  They don’t always try to control the conversation but neither do they like yielding it fully. They care equally about the product and its potential impact.

Topics They Care About

AI in GTM
Actively explores how AI can be integrated into go-to-market workflows to make product and revenue teams more effective, a key theme in his recent posts.
Revenue Growth Strategy
His career is centered on building and executing strategies that create repeatable revenue engines and unlock new opportunities for B2B software companies.
Sales Enablement
Previously led global sales enablement programs at Meta for major platforms like WhatsApp, focusing on methodology, process, and performance measurement.

Media Appearances

Laurence has no verified media appearances

Work History

2-2025
Director, Revenue Strategy at Pendo.io
1-2023 - 2-2025
Senior Manager, Sales Productivity at Pendo.io
11-2021 - 1-2023
Sales Enablement Leader - WhatsApp at Meta
1-2021 - 11-2021
Sales Enablement Programme Director - Workplace at Meta
1-2019 - 12-2020
Director - Account Management at Wellhub

Education

BA (Hons) from Glasgow Caledonian University
Education details unavailable from Mearns Castle High School

More Information

Social Presence :

Prographics :

Exp : 13 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Director, Revenue Strategy at Pendo.io
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Insights For Selling To Laurence

During A Call Or A Meeting

DO's

  • Be crisp while making the pitch
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Tell them that you are there to help them create visible impact within their organization

DONT's

  • Avoid long winding pitches, stay objective
  • Don’t try to be an alpha salesperson, give them equal space
  • Don’t expect them to change their mind quickly if they say no once

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Laurence is

  • Confidence in the product plays an important role, followed by powerful testimonials.
  • Will you ever get a clear answer from Laurence

  • They might hesitate a little, but they will say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Laurence move?

  • Their decision making speed is somewhere in the middle.
  • Can Laurence take some risk or not?

  • Once they have analyzed the pros and cons, they can take some risks.

You And Laurence

Personality Compatibility


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