About Us
About Dunrod Consulting
Dunrod helps B2B companies build sales operations that scale without founder / leadership dependency.
Too many businesses rely on their founders, leaders or a small group of high performers to generate revenue. This creates a ceiling on growth and significantly reduces business value. When your best salesperson takes a holiday, revenue stops. That's a liability, not an asset.
We work with business leaders to build investor-grade sales infrastructure - documented processes, reliable pipelines, and teams that perform without constant founder intervention. This means you can finally work on your business rather than in it, and potential investors or buyers see a growth engine with proven repeatability rather than a key person risk.
Our work involves transferring knowledge from founders and leadership into structured playbooks that even junior hires can follow. We create proper pipeline management disciplines, establish meaningful KPIs, and build recruitment and training frameworks that deliver consistent results. Sales coaching is central to this—helping salespeople and sales leaders develop the skills and disciplines that drive predictable revenue growth.
We also conduct commercial due diligence for investors and acquirers. Traditional DD focuses heavily on legal and financial matters, typically allocating only 15% of effort to sales operations. This misses critical risks around revenue sustainability, pipeline quality and process dependency. Our assessments reveal whether projected revenues are achievable or aspirational, whether pipelines are healthy or padded with stalled deals, and whether revenue generation depends on repeatable processes or individual relationships.
Research consistently shows that implementing Sales as a Science principles increases valuation multiples by 48%. Whether you're building a business for growth, preparing for investment or conducting due diligence on a target company, the commercial fundamentals matter more than the spreadsheets suggest.
About Our Founder
Dunrod was founded by Bill Mooney, who brings over 30 years’ experience in sales, commercial and business leadership roles across multiple B2B sectors. He holds an honours degree in Economics and Marketing and a Diploma in Company Direction from the Institute of Directors. He has also successfully completed multiple top-tier international sales development programmes.
Quite often it’s the people we work with we learn the most from. Bill has worked alongside exceptional commercial leaders across different industries and business stages and seen firsthand the difference between businesses that treat sales as an art form and those that apply Sales as a Science principles.
He quickly appreciated that scientific selling means businesses scale profitably and attract investment.
Where sales operates as an art with unstructured and undocumented sales processes, businesses plateau and struggle to demonstrate value beyond their current performance. He is passionate about helping clients avoid this outcome.
Bill works with a small group of like-minded advisers, each bringing deep expertise in their respective areas. This means clients benefit from collective experience and specialist knowledge rather than a single perspective.
His approach combines commercial rigour with relationship management skills developed over three decades of working with business owners, leadership teams and investors.