Revenue & Commercial Transformation Executive
Build Revenue. Scale Markets. Make Growth Repeatable.
30 years building revenue, markets and commercial engines across India, the GCC and international markets.
Dubai Economy — Strategic Partner award.
₹90Cr
DFM Foods annualized revenue
₹100Cr
Export business led
~$30M
Revenue at SPI exit
21,000+
C-level ecosystem
Dubai Economy — Strategic Partner award.
Generated leads and revenue for
Mandate: build qualified pipeline, strategic partnerships and revenue growth across B2B, real estate, FMCG and international trade.
The operator behind the track record
I’m Shantanu — I build revenue, markets and commercial engines.
Today, I lead commercial growth at TBI Corn Limited, a BSE/NSE-listed B2B agri-processing business, with responsibility across strategic accounts, pricing, new-business development, exports, partnerships and revenue operations.
Before TBI Corn, I founded and led SPI Greatsands in Dubai, building the business across outdoor media, executive networks, institutional partnerships and market development — ultimately scaling it to a successful exit.
At AONE Real Estate Group, I built a network connecting developers, landowners and investors, originating redevelopment opportunities and bringing the right partners and capital together.
Across 30 years and multiple industries, the pattern has remained remarkably consistent:
Find the opportunity. Build the relationship. Create the commercial engine. Scale it.
The commercial growth gap
Growth gets harder when the commercial engine can't scale with the business.
A business can have a great product, strong people and a real market — and still struggle to turn opportunity into consistent growth.
As companies grow, revenue becomes more complex: more markets, larger accounts, longer sales cycles, pricing decisions, partnerships, forecasts and customer relationships.
The challenge is no longer simply selling more. It is building a commercial engine that can create opportunities, convert them, expand relationships and scale beyond any one person.
Gap 01
Revenue becomes unpredictable
Strong months happen, but the underlying drivers aren't always clear enough to reproduce them.
Gap 02
Relationships don't scale
Critical customers, partners and opportunities remain concentrated around a few people.
Gap 03
Commercial execution gets fragmented
Sales, pricing, partnerships, operations and customer expansion start operating as separate pieces.
Gap 04
Growth becomes harder to repeat
What worked in one market, account or stage of the company doesn't automatically become a repeatable growth engine.
The answer isn't more activity. It's a stronger commercial engine.
The cost of commercial friction
When growth is unpredictable, everything around it becomes harder.
Unpredictable growth doesn't stay inside the sales function.
It affects pricing, hiring, working capital, forecasting, customer relationships and leadership time.
The real cost is not simply missed revenue. It is the opportunity that never gets pursued, the deal that takes too long to close, the customer relationship that never expands — and the leadership bandwidth consumed solving problems that should become repeatable processes.
Cost 01
Missed commercial opportunity
High-value accounts, markets and partnerships are often available — but without the right focus and execution, the opportunity passes before the business can act.
Cost 02
Leadership trapped in execution
Senior leaders spend too much time chasing deals, resolving escalations and correcting commercial decisions instead of building the next stage of growth.
Cost 03
Growth that doesn't compound
When success depends on individual relationships and institutional memory, every new market, customer or revenue milestone requires starting too much from scratch.
Growth should create leverage — not more complexity.
The commercial system I built
30 years of commercial experience, codified into one operating system.
After decades of building revenue across India, the GCC and international markets, I turned the patterns that consistently drive growth — and the failures that repeatedly slow it down — into Apex Revenue OS.
It connects the critical commercial functions that determine whether growth becomes repeatable:
Target → Attract → Convert → Deliver → Grow
From identifying the right markets and accounts to creating demand, converting opportunities, delivering a strong customer experience and expanding existing relationships, Apex Revenue OS gives leadership a connected view of the entire commercial engine.
Target
Identify the markets, accounts and opportunities worth pursuing.
Attract
Create a consistent flow of relevant opportunities and commercial signals.
Convert
Turn qualified opportunities into revenue through disciplined sales execution.
Deliver
Turn customers into long-term relationships through structured onboarding, delivery and retention.
Grow
Expand accounts, strengthen relationships and create compounding revenue.
The objective isn't more activity. It's a commercial engine that gets better as the business grows.
Apex Revenue OS
From commercial complexity to a connected growth engine.
Apex Revenue OS turns the commercial strategy into an operating rhythm that leadership and revenue teams can actually run.
Each stage has a clear job. Together, they create a continuous loop from market opportunity to revenue, customer value and expansion.
Target
- The right markets.
- The right accounts.
- The right opportunities.
Attract
- Relevant prospects.
- Strategic relationships.
- Qualified opportunities.
Convert
- Clear decisions.
- Stronger deals.
- Faster movement.
Deliver
- Strong onboarding.
- Customer confidence.
- Retention and expansion.
Grow
- Account expansion.
- Deeper relationships.
- Continuous commercial learning.
The flywheel
Every cycle creates intelligence for the next one.
The goal isn't to run five functions better. It's to make the entire commercial engine work as one.
Want the blueprint?
Download The B2B Growth Blueprint — a practical guide to diagnosing and building a more predictable commercial engine.
The system — Apex Revenue OS
Leads → Conversions → Growth → Freedom → Authority.
Twenty-five years of commercial leadership, codified into five connected modules. Each one has a strategy, a system, a cadence and a dashboard — and each one is judged by a number, not an opinion.
Leads
ICP definition, account prioritisation, multi-channel outbound and partner-sourced pipeline.
90-day pipeline visibility, ₹100Cr+ new business generated
Conversions
Qualification standards, stage exit criteria, deal governance, pricing and proposal discipline.
Win rate above 50% on qualified deals
Growth
CRM governance, customer health, expansion motion and a forecast cadence that holds under scrutiny.
97% forecast accuracy, +40% active customer base
Freedom
Capacity planning, hiring triggers, margin guardrails, ownership and a weekly decision rhythm.
The founder takes a two-week holiday and revenue holds
Authority
Positioning, narrative and executive relationships that create inbound demand and boardroom access.
$4.2M+ earned media impact, zero media spend
Watch the system
See Apex Revenue OS in action.
An 8-minute walkthrough of the commercial engine — from market targeting and opportunity creation to conversion, customer growth and expansion.
Apex Revenue OS — Explained End to End
8 minutes
See how the five systems connect to turn commercial activity into a repeatable growth engine.
Proof by numbers
The numbers tell the story.
Three decades. Multiple markets. Commercial results built in the real world.
Current operating role | TBI Corn Limited
Transforming commercial growth inside a listed B2B business.
At TBI Corn, I lead commercial growth across strategic MNC accounts and international markets, with responsibility spanning pricing, enterprise relationships, export development, new-business development, customer experience, CRM discipline and forecast governance.
The focus is not simply generating more activity. It is building the commercial discipline, relationships and operating rhythm that create stronger decisions and more predictable growth.
Enterprise Growth
Enterprise Growth
Originated and developed DFM Foods as a strategic enterprise account. The relationship now contributes approximately ₹90Cr in annualized recognized revenue.
International Expansion
International Expansion
Lead approximately ₹100Cr of export business across 16 markets, while continuing to develop new international customers and market opportunities.
Revenue Operations
Revenue Operations
Built CRM, deal-scoring, pipeline-review, forecast-governance and management-reporting cadences, contributing to 97% forecast accuracy.
Commercial Efficiency
Commercial Efficiency
Increased the active B2B customer base by 40% and reduced sales-cycle time by 22% through tighter commercial discipline and AI-assisted deal management.
Recognition
ITC Trusted Partner Award · 2025
Dubai scale-up | SPI Greatsands
From a media business to a regional commercial platform.
SPI Greatsands began as a Dubai media and events business. I expanded it into a broader commercial platform spanning outdoor media, executive networks, enterprise partnerships, institutional initiatives and market access.
The business scaled from approximately $700K to ~$30M in revenue at exit, supported by strategic expansion, capital raising, partnerships and commercial development.
Along the way, I built a 21,000+ C-level executive ecosystem, secured $5M+ in private capital, and developed relationships with leading financial and institutional organisations across Dubai.
I also created the Dubai Economy Ease of Doing Business Steering Committee and received the Dubai Economy Strategic Partner Award.
Revenue scale-up through expansion, partnerships and commercial development.
C-level executive ecosystem built in Dubai.
Private capital secured.
Relationships and initiatives involving Emirates NBD, First Abu Dhabi Bank, Dubai Economy, Dubai Tourism and Dubai Airport Authority.
Dubai | Media & Institutional Platform
When the platform becomes bigger than the business.
During my time in Dubai, I built executive platforms and institutional initiatives that brought together founders, investors, CEOs, government stakeholders and major business groups. The work extended beyond media and events into relationships, market access, partnerships and commercial ecosystems.
$4.2M+
Estimated earned media impact generated across major executive platforms and summits.
CNN
Global Innovation Summit covered on CNN
Sky News Arabia
Sky News Arabia on the Global Innovation Summit
Dubai One
Dubai One on the Global App Summit
City 7 TV
City 7 on the SME World Summit
The rooms
Conversations with the people shaping the region.
I designed and hosted executive conversations that brought leading entrepreneurs, CEOs and institutional leaders into the same rooms as thousands of founders and investors.
18,000+
Founders and investors reached through major executive platforms and summits.
Al Habtoor Group
Mohammed Khalaf Al Habtoor — Executive Leadership
Danube Group
Rizwan Sajan — Chairman
DMCC
Ahmed Bin Sulayem — Executive Chairman & CEO
Sobha Group
PNC Menon — Chairman
Jumeirah Group
Gerald Lawless — President & CEO
RAKEZ
Ramy Jallad — CEO
Third-party recognition
Recognition from the people and institutions I worked with.
ITC Limited
Valuable & Trusted Partner Award · 2025. Recognition of the commercial partnership and customer transformation delivered at TBI Corn Limited.
Dubai Economy
Strategic Partner Award · 2019. Recognition for building executive and commercial ecosystems and supporting Dubai's business environment.
MENA Business Leader Award
2017. Regional recognition for commercial leadership and market development across the Middle East.
Why I built Apex Revenue OS
The patterns were too consistent to leave uncodified.
After three decades of building revenue, entering markets, developing enterprise relationships and scaling businesses, I kept seeing the same commercial challenges appear in different companies and different industries.
The names changed. The markets changed. The products changed.
But the underlying problems were remarkably similar.
Unclear priorities. Fragmented commercial execution. Weak visibility. Founder dependency. Growth that was difficult to reproduce.
I started documenting what worked — and what repeatedly failed.
Over time, those patterns became Apex Revenue OS: a commercial operating framework designed to connect the decisions, relationships and operating rhythms that turn market opportunity into repeatable growth.
Built from experience. Codified into a system. Designed for the real world.
Who I work with
Different opportunities. The same commercial mindset.
I work at the intersection of revenue, relationships, markets and commercial execution — across businesses, partnerships and leadership opportunities.
Founders & Boards
Building the next stage of growth.
For founders and boards navigating a new market, enterprise growth, commercial transformation or the transition from founder-led to scalable growth.
Explore the commercial perspective →Strategic Partners
Building something worth scaling.
For developers, investors and operating partners looking to combine market access, relationships, commercial strategy and execution around a meaningful opportunity.
Explore strategic partnerships →Executive Search
Finding the right commercial leader.
For executive search firms, boards and companies evaluating senior leadership across growth, revenue, commercial strategy, GTM and market expansion.
View executive profile →The best opportunities sit at the intersection of capability, relationships and timing.
Thought leadership
The thinking behind the work.
I write, speak and build platforms around revenue, commercial strategy, market expansion, partnerships and the systems that make growth repeatable.
The Vault
Long-form thinking on commercial growth.
Practical perspectives on revenue systems, enterprise selling, pipeline design, forecast discipline, market expansion and moving from founder-led growth to a more scalable commercial engine.
Read The Vault →Apex Growth Forum
A community built around growth, markets and execution.
A 1,000+ CXO network for conversations, ideas and relationships across business growth, market opportunities and commercial execution.
Explore the Forum →Commercial Intelligence Assessment
Understand the strength of your commercial engine.
A practical diagnostic across Target, Attract, Convert, Deliver and Grow — designed to help identify where commercial momentum is strong and where it may be constrained.
Take the Assessment →The best commercial thinking should survive outside the boardroom.
Honest answers
The questions serious people ask before they trust you.
Are you an operator or a consultant?
Operator first.
I currently lead commercial growth at TBI Corn Limited, with responsibility across strategic accounts, pricing, new-business development, exports and revenue operations.
Apex Revenue OS is the commercial framework I built from that operating experience.
Does the framework work outside one industry?
The businesses and markets change. The underlying commercial principles are remarkably consistent.
My experience spans B2B, manufacturing, food and ingredients, media, real estate and international markets across India, the GCC and beyond.
We already have a CRM and a sales team. What changes?
A CRM is a tool. A commercial system is how the organisation makes decisions.
The difference is usually found in qualification, ownership, pricing, pipeline discipline, forecasting, account strategy and the operating rhythm connecting them.
Where did Apex Revenue OS come from?
Three decades of commercial execution across India, the GCC and international markets.
I built it by documenting the patterns that repeatedly created growth — and the failures that repeatedly prevented it.
What does a conversation with you look like?
No scripted pitch.
We start with the commercial reality: where revenue comes from, where growth is coming from, where friction exists and what opportunity may be available.
Then we decide whether there is a reason to continue.
Are you available for partnerships or other opportunities?
I'm open to conversations where there is a meaningful commercial opportunity, strategic fit or problem worth solving.
The right conversation starts with the opportunity, not a predefined transaction.
Good questions lead to better decisions. Start with the evidence.
The next commercial inflection point
The next opportunity is usually bigger than the current system.
Whether you're entering a new market, pursuing a major account, building a strategic partnership, scaling a business or evaluating commercial leadership, the right next move starts with understanding the opportunity clearly.
If there is something worth building, let's talk.
Find the opportunity. Build the relationship. Create the commercial engine. Scale it.