Building Global Teams
Building Global Teams
Hiring, structuring, and leading high-performing go-to-market organizations across North America, EMEA, and APAC - from first-rep playbook through Fortune 500 enterprise motion.
CCO · CRO · GTM Leader
Richard Terry-Lloyd (RTL)
I help SaaS and fintech businesses turn ambitious vision into measurable revenue. As Chief Customer Officer at Netlify, where I'm helping drive a shift to product-led growth at massive scale, and previously at Salesforce, Zuora, SuccessFactors, and AppZen, I've spent 25+ years scaling go-to-market organizations from less than $10M to over $300M in ARR.
25+
Years in SaaS & fintech
$300M+
ARR scaled to
2
Public IPOs led
5
Continents operated
His many years of sales experience and his passion for leveraging the power of technology have made him a leading GTM expert who helps companies reach their targeted customer base more effectively.
Today, Richard is the Chief Customer Officer at Netlify, where he is helping lead the company's transformation into a product-led growth business operating at massive scale, supporting millions of sign-ups each month.
Born in South Africa and based in Burlingame, California, Richard has held executive roles across category-defining SaaS companies including Salesforce.com, Zuora, SuccessFactors, and AppZen, with a track record of scaling revenue from less than $10M to over $300M ARR.
Outside of work, he enjoys travelling with his wife and three children, surfing at Ocean Beach, and watching rugby, a sport he played for the United States All-American team during his college years at UC Davis.
What I do
Building world-class commercial organizations.
Revenue Strategy
Building repeatable, predictable revenue engines that take companies from first commercial traction to nine-figure ARR.
GTM & Team Building
Hiring, structuring, and coaching world-class sales, customer success, and partner organizations.
Global Expansion
Standing up multinational operations across North America, EMEA, and APAC for SaaS and fintech businesses.
Board & Advisory
Advising founders, CEOs, and investors on commercial strategy, pricing, and category positioning.
Product-Led Growth
Scaling revenue through the product itself.
The most durable SaaS businesses earn growth from how customers experience the product, not from how loudly the sales team can push it. PLG, done well, is an operating model, not a marketing campaign.
Self-serve at scale
At Netlify, helping shift a developer platform from a traditional sales-led motion to a PLG model that supports millions of sign-ups each month, while preserving the enterprise motion that funds the next stage of growth.
Sales-assist, not sales-led
Designing the moments where humans add disproportionate value: onboarding for high-intent accounts, technical depth for enterprise buyers, and expansion plays grounded in real product usage, rather than a generic top-down pursuit motion.
Pricing that compounds
Packaging tiers, usage units, and free-to-paid conversion paths that reward expanding customer value, so revenue grows with adoption instead of plateauing at the seat count negotiated in the original contract.
Data over instinct
Treating product-qualified signals, activation funnels, and usage telemetry as first-class GTM inputs, so the field organization spends its time on accounts that are already showing value, not on accounts the org chart says it should.
Portfolio
Companies & engagements.
Strategic GTM Planning
Strategic GTM Planning
Designing the GTM model - segmentation, coverage, motion, comp, and operating cadence - that takes companies from first commercial traction to nine-figure ARR.
Customer Expansion Engines
Customer Expansion Engines
Turning customer success into a measurable revenue engine - adoption, expansion, and renewal economics that compound year over year.
Latest writing
Recent posts.
The Web Is Being Rebuilt From the Inside Out — And Netlify Is at the Center of It
How Claude AI and Netlify are enabling a new era of human-in-the-loop content automation — and what it means for the future of the web.
Friction, Delight, and the Art of the Possible
Removing friction is necessary but nowhere near sufficient. The teams that actually grow revenue through the product are running three jobs at once: removing friction, engineering delight, and educating users on what is possible next.
Fostering Success: The Art of Building a Strong and Collaborative Culture
A positive workplace culture is one of the most powerful drivers of teamwork and productivity - but building one requires intentional effort, strategic planning, and a genuine commitment from leadership.
Let's build the next stage of your revenue story.
Whether you're a founder thinking about your first GTM hire or a board member considering a CRO, I'd love to hear from you.
Start a conversation