Who we are
About Threshold
Threshold is an independent B2B sales advisory based in London and Dubai. We were founded in March 2019 by Daniel Ashcroft and Naomi Khan, both refugees from large enterprise sales organisations who wanted to build a firm whose only product was independent counsel.
We are deliberately small. We do not subcontract. We do not retain on contingency. We do not take referral fees from CRM vendors, recruiters, or technology partners. Our income is the engagement fee, paid by the client, agreed in writing before we begin.
The firm has held four partners since 2022. We expect that number to grow slowly — at most one new partner every three years. Senior advisor headcount expands faster, governed by client demand and our willingness to absorb the management overhead.
Timeline
- 2019Daniel Ashcroft and Naomi Khan incorporate Threshold Sales Partners Ltd in London. Companies House no. 11824629.
- 2020First retainer signed with Halcyon Fintech (anonymous at the time, named publicly with consent in 2024).
- 2021Imran Shah joins as third partner; RevOps practice formally constituted. Naomi relocates to Dubai to anchor the GCC office.
- 2022Sumaiya Rauf joins as fourth partner; Enablement practice launched. Threshold passes 30 mandates closed.
- 2023Dubai office opens at Index Tower (DIFC). First MEA mandate (Cantata Health) closed.
- 2024Threshold passes 60 mandates closed. Independent NPS measurement begins.
- 2025Pipeline Pulse — the weekly automation now powering the Meridian Cloud retainer — first deployed under partner-led pilot.
- 202632 fee-earners across two offices. 87 mandates closed to date. Forecast accuracy across the retainer book holds at ±9%.
Regulatory
- Companies House: 11824629 (incorporated March 2019)
- VAT: GB314897201
- UK ICO Data Protection registration: ZA478312
- Professional indemnity: Hiscox UK, £10M aggregate
- Compliance officer: Imran Shah (partner) — compliance@thresholdsales.example