Richard Terry-Lloyd

CCO · CRO · GTM Leader

Richard Terry-Lloyd (RTL)

I am currently serving as the Chief Customer Officer at Netlify. Over the last two and a half years, I have helped transform Netlify into a PLG superpower, combining the strength of our product-led motion with a highly effective sales organization to drive exponential growth across the business.

More about me Get in touch
Richard Terry-Lloyd

25+

Years in SaaS & fintech

$300M+

ARR scaled to

2

Public IPOs led

5

Continents operated

About

A go-to-market leader with a builder's mindset.

Read full bio

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.

See all
Richard Terry-Lloyd builds effective global teams
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.

Strategic business planning for revenue increase
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 base expansion through effective sales
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.

All posts
A dark slate field split down the middle. On the left, in muted grey, a clock reading eleven at night beside a stack of fading late-night message cards, above a quota bar that stops well short of its dashed target line at 68 percent. On the right, in glowing amber, a pipeline of deal stages climbs steadily to a bright closed node, above a quota bar that runs past its target line to 120 percent.

The Last One to Leave

Visible effort is the easiest thing in sales to fake. The best reps I've worked with were rarely the loudest; they were the ones whose pipeline moved. Measure what the account does, not what the rep is seen doing.

A dark slate field split in two. On the left, in muted grey, four familiar levers are struck through: a row of rep silhouettes, a stack of tool icons, a script page, and a price tag. On the right, four glowing amber strands labelled friction, delight, education and signal braid together into a single rising revenue line that ends in a bright node.

Scaling Revenue Without Reps

I didn't scale revenue with more reps, more tools, better scripts, or lower prices. I scaled it by removing friction, engineering delight, educating users in the product, and treating product signals as first-class GTM inputs — with the customer's actual experience as the source of truth.

A phone standing upright in the centre of a dark slate field, outlined in glowing amber, its screen showing a small event app: a header bar, a schedule of time-stamped rows, a play diagram, and a comment thread. Faint slate outlines of a desert city skyline run along the bottom of the frame. Above the phone, three amber nodes joined by a dashed line trace the path from a first build, to a deploy, to an update made from the phone itself.

Going to Vegas: I Just Built an App

Heading to Las Vegas for my son's sporting event, I had a pile of coach emails, updates, and reminders to organize. Screenshots and shared docs weren't going to cut it, so I built an app for the weekend, and kept updating it from my phone with Claude, Netlify, and Agent Runners.

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