It’s good to know who you are
on hard ground.
Thirty years of building commercial systems inside complex businesses. Endless miles of trail. Circumnavigated the USA by bicycle. A lifetime of doing hard things for fun provides the perspective to look calmly at business problems and chart a path to the goal.
Not a consultant.
An executive who does the work.
Alan Russo has built and run commercial organizations for thirty years, from pre-product second sales hire to CRO reporting to the CEO, across the US, EMEA and APAC. Two of those companies went public. Three were acquired, by Schneider Electric, Duke Energy and Daikin.
The pattern was always the same: a real product, a real market, and a revenue function that ran on heroics. The method that became Revenue Foundry was refined engagement by engagement, until the big chunky bits were recognisable from twenty years ago to today.
Revenue Foundry started in January 2026 to bring that method to founder-led and investor-backed companies at the point where founder-led selling stops scaling. Seed to Series B and beyond. Enterprise, infrastructure, energy, climate, industrial. Companies with substance.
Thirty years,
six altitudes.
Placeholder chronology. Alan to confirm companies, roles and dates.
Regional and global sales leadership
US, EMEA and APAC. The same commercial system, three cultures, one forecast.
Second sales hire, pre-product
Building the first enterprise motion from nothing. Learning what a stage definition is for.
CRO through IPO
Revenue systems built through rapid growth to a public listing.
Through acquisition
Schneider Electric, Duke Energy, Daikin. Commercial diligence from the inside.
Fractional CRO
Seed to Series B and beyond. Four clients at a time. Demand in excess of one person.
Revenue Foundry
The method becomes a firm.
Solo. Off-trail.
Days at a time.
Alan backpacks alone and off-trail for multiple days, winter included. He once spent a year circumnavigating the United States by bicycle, living in a tent. It is where the tagline comes from, and where the temperament comes from: when the consequences of a decision are real, a quarter that missed is no big deal. It is just the next problem to work.
Six things you can hold him to.
Revenue is a system, not an outcome.
Results that cannot be repeated are luck. We build the engine, not the highlight reel.
Forecasts are commitments.
Boards and investors should be able to allocate capital on the numbers without discounting them.
Evidence over intuition.
Process, data and disciplined execution replace noise. Ideas get tested with enough rigor to invest, park or kill.
Engineer the system, enable the team.
The system creates clarity. People close deals. We build both.
Built to outlast us.
A foundation that does not need to be torn apart and rebuilt. The client owns the engine after we are gone.
Deliver as promised.
On time, on budget, to specification. The standard we set for client delivery, applied to our own.
Altitude changes
everything.
A 30-minute conversation about where your revenue engine stands and what it would take to make the next forecast one your board does not discount.