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Kate Shadrina
Helping Companies Build Scalable Revenue Systems

  • 12+ years building and scaling B2B sales organizations
  • 50+ consulting projects across B2B industries — SaaS, media, real estate, consumer brands, and more
  • Russia, UAE, and international markets
  • Ex-Yandex, ex-2GIS

Trusted by

  • $30M+

    annual revenue portfolio owned (Yandex Adv)

  • 50+

    consulting projects

  • 10+

    industries

About

"I've spent the last 12+ years building and scaling B2B sales organizations - first inside large technology companies, including Yandex, and now as a consultant helping service businesses create predictable revenue systems.


Over the past three years, I've worked with 50+ founders, agencies, and B2B service companies. The pattern is remarkably consistent: growth slows not because demand disappears, but because sales remain trapped inside the founder's calendar, knowledge, and personal relationships.


My work focuses on helping founders transition from founder-led selling to scalable commercial systems — sales strategy, hiring and onboarding, revenue operations and forecasting, CRM and pipeline governance, and outbound systems.


Before consulting, I managed a $30M+ revenue portfolio at Yandex and built one of the strongest-performing sales teams in the organization.


If you're building a founder-led company and want sales to become a system rather than a personal responsibility — let's talk."

Work with me

Experience

LPconsult
Aug'23 - Present · Remote

Founder | Consultant

Serving B2B companies across Russia, UAE, and international markets with sales infrastructure design, CRM implementation, and founder-to-system sales transitions.

  • Advised 50+ B2B founders on GTM strategy, sales process, and team structure.
  • Designed structured hiring systems, cutting average time-to-hire for sales roles from 3+ months to under 6 weeks.
  • Delivered sales enablement programs for 100+ professionals — average 15% increase in quota attainment.
Yandex
Jul'21 - Jul'23 · Moscow

Sales Lead

Leading European & Central Asian Technology Company

  • Scaled the SMB sales team from 2 to 10 reps, building hiring, onboarding, and performance management from the ground up.
  • Owned and grew a $30M+ annual revenue portfolio.
  • Re-architected the sales workflow: meeting-to-close conversion 25% → 40%, sales cycle 15 → 9 days.
Yandex
Jun'19 - Jun'21·Moscow
Sales Manager
Leading European & Central Asian Technology Company

  • Grew a strategic client portfolio by 15% YoY, exceeding quota each quarter and securing promotion to Sales Lead in under 2 years.
  • Identified and capitalized on upsell opportunities within the existing client base, adding 15% in expansion revenue annually.
2GIS
Oct'13 - May'19 ·Novosibirsk
Sales Manager
International Digital Mapping & Local Search Company

  • •Set the all-time branch record for annual new business revenue, outperforming 60+ other sales managers.
  • Built a new client portfolio from zero to 130+ active accounts through consistent outbound prospecting, acquiring 4-5 new logos per month.
  • Maintained top-performer status for 5 consecutive years, consistently exceeding quarterly sales quotas.
Expertise
  • Revenue Operations & Forecasting
    Designing scalable revenue systems, KPI frameworks, forecasting structures, CRM governance, and pipeline visibility to support measurable growth and predictable revenue planning.

    KPI Systems · Forecasting Frameworks · CRM & Pipeline Governance · Reporting Infrastructure
  • Sales Systems & Hiring
    Building client acquisition architecture, structured hiring systems, candidate evaluation frameworks, and onboarding processes that reduce founder dependency and support long-term scalability.

    Acquisition Systems · Hiring & Evaluation Frameworks · Onboarding Systems · Process Standardization
  • Sales Enablement
    Developing sales playbooks, communication frameworks, meeting structures, and operational standards to improve execution consistency and team readiness.

    Sales Playbooks · Discovery & Objection-Handling · Meeting Frameworks · Operational Standards
  • B2B Sales Leadership & GTM Strategy
    Advising founders and leadership teams on scalable sales execution, performance visibility, and the transition from founder-led selling to operationally managed revenue functions.

    Leadership Advisory · Sales Management · Founder-to-Team Transition · Performance Systems
Case studies
Quiz, Please!
Revenue Operations Transformation for
a 200-City Entertainment Franchise Network

Industry: Entertainment · Corporate Events · Experiential Marketing

Company profile: One of the largest intellectual entertainment brands, operating through a franchise network across 200 cities, with a growing corporate B2B events division.

Role: Fractional Revenue Operations

Challenge Quiz, Please! is one of the largest intellectual entertainment brands in Russia, running a fast-growing corporate B2B division with no outbound sales motion, no forecasting, no CRM discipline, and commercial decisions concentrated entirely around the founder.

What I did Built the company's first scalable B2B revenue function: introduced outbound sales, a forecasting process, KPI governance, CRM accountability standards, a pricing approval workflow, and a structured onboarding program.

Outcome

  • Outbound activity: 0 → 500+ touchpoints/month
  • Client meetings: 3–5/month → 20+/month
  • Sales onboarding: 1–2 months → 2 weeks
  • Forecasting and weekly pipeline governance introduced from zero
  • First dedicated B2B sales role hired and operationalized
Quiz, please!
REM.HOUSE
Revenue Operations Transformation for
a Premium Construction Company in Dubai

Industry: Premium Construction / Renovation / Real Estate Services · Dubai, UAE

Company profile: Premium renovation and construction company serving high-end residential clients in Dubai, operating in a relationship-driven, high-value luxury market.

Role: Fractional Revenue Operations & Sales Transformation Consultant

Challenge A premium villa renovation business where the founder was involved in nearly every sales conversation and pricing decision, with no CRM discipline, no forecasting, no outbound motion, and no structured hiring or onboarding for sales talent.

What I did Designed CRM governance, a forecasting system, a KPI framework, an outbound business development process, and a repeatable hiring and onboarding system — enabling sales managers to operate independently of the founder.

Outcome

  • Outbound activity: none → 200+ targeted touches/month
  • First-meeting conversion: inconsistent → ~70%
  • Onboarding time: up to 6 months → 2–4 weeks
  • Monthly forecasting and weekly pipeline reviews established from zero
REM.HOUSE
Apple Real Estate
Commercial Capability Development for
a Premium Real Estate Brokerage

Industry: Real Estate · Residential Brokerage · Property Management · Moscow, Dubai

Company profile: 17+ years in operation · 8,500+ completed transactions · clients include corporations, expatriates, embassies, and high-net-worth individuals.

Role: Sales Enablement

Challenge Different sales styles across teams, no unified client communication standards, inconsistent objection handling, and difficulty articulating value in competitive, premium-pricing situations. Sales knowledge was concentrated in individual brokers' experience rather than documented standards.

What I did Designed and delivered a commercial capability development program — discovery checklists, objection-handling playbooks, client meeting frameworks, negotiation scripts, and closing frameworks — through a 2-day intensive workshop using real business cases and role-play simulations.

Outcome

  • Sales methodology unified across multiple business units
  • Standardized client communication frameworks introduced
  • Structured objection-handling playbooks implemented
  • Common sales language established across the client-facing team
  • Reduced reliance on individual selling styles, with reusable assets for onboarding and coaching
Apple Real Estate
Pike
Sales Enablement & Commercial Process Standardization for a Multi-City B2B

Industry: Media · Advertising · Corporate Partnerships · Moscow, Dubai

Company profile: Lifestyle and city media platform covering food, hospitality, culture, and local experiences across multiple cities, monetizing through advertising partnerships, branded content, and sponsorships.

Role: Revenue Operations & Sales Enablement Consultant

Challenge Sales managers used inconsistent approaches with no standardized discovery framework, inconsistent objection handling, limited experience selling to large corporate accounts, and difficulty defending premium pricing — leading to longer sales cycles and lost opportunities after initial conversations.

What I did Standardized sales execution across the commercial team: an enterprise sales playbook, discovery framework, objection-handling system, client qualification methodology, and account development process.

Outcome

  • Sales methodology standardized across the entire team
  • 5 sales managers operating under one unified framework
  • Improved enterprise-selling capability and reduced dependency on individual selling styles
  • Scalable onboarding assets created for future hires
Pike
Naimix
Customer Success Sales Enablement for
a Workforce Management Company

Industry: HR Tech · Workforce Management · · Russia

Company profile: Workforce management company · 1,400+ business clients · 1M+ registered workers · workforce fulfillment within 36 hours

Role: Fractional Revenue Operations & Sales Transformation Consultant

Challenge Limited upselling capability, a reactive account management approach, weak discovery and business-diagnosis skills, and inconsistent objection handling were leaving expansion revenue on the table within the existing client base.

What I did Designed a customer revenue expansion enablement program — a customer expansion playbook, discovery framework, upsell methodology, client growth strategy framework, and objection-handling system for customer-facing teams.

Outcome

  • Customer success methodology standardized and upsell framework implemented
  • Shifted team mindset from support-oriented to value-creation focused
  • Created a repeatable framework for customer growth conversations
  • Scalable enablement assets established for future onboarding
Naimix
Testimonials
Alena Haidukova
Founder Notem
"We needed a B2B salesperson and had no idea how to hire one. Kate guided us through the entire process and helped conduct the interviews. We now have a salesperson delivering strong results."
Sergey Sirotinsky
CEO Leadway
"Our agency grew entirely through referrals — we had no structured B2B sales process. Kate helped us build one from scratch and identify gaps in our existing systems."
Zinaida Glazova
Sales Leader, Quiz Please!
"Kate brought structure, operational clarity, and consistency to our sales processes — delivering not just strategic guidance but a complete set of practical materials: templates, scripts, checklists, and reporting frameworks."
Alina Obukhova
Director of Sales, Apple Real Estate
"The training wasn't just theory — the team practiced everything in real time. The checklists, scripts, case reviews, and role-plays were especially useful, and we've since built them into our existing sales materials."
Alexander Kombarov
CEO, Pirobyte
"Kate helped us bring more structure and clarity to our sales function. Through a detailed audit, clear implementation plan, and hands-on support, we improved our commercial processes and established a stronger foundation for future growth."
Let's talk
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Whatsapp: +7 993 905 63 97
Email: ekaterina@lpconsult.moscow
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