Managing Partner
Daniel Ashcroft
Based in London · joined March 2019
Daniel founded Threshold in March 2019 after a decade in enterprise software sales leadership. His operating thesis is that mid-market revenue teams fail at forecast not because the sellers are weak, but because the discipline around qualification and cadence is unwritten.
He chairs every Threshold engagement at kick-off and at quarter-end. Between those bookends, the lead advisor runs the work.
Prior experience
- Senior Director, EMEA Mid-Market — Salesforce (2014–2018)
- Sales Director, Oracle UK & Ireland (2011–2014)
- Account Executive, Oracle UK (2009–2011)
Qualifications
- MBA, INSEAD (2009)
- BA Economics, Durham University (2006)
- Anglo-Singaporean dual national
Focus
- Mid-market SaaS sales transformation
- Founder-led sales transitions to senior leader
- Forecast accuracy and pipeline hygiene
“Predictable revenue is a written-down system, not a personality trait.”