Commercial Projects & Fractional Sales Leadership

Hands-on commercial support for B2B SaaS and tech companies. Work with me on a defined sales or go-to-market project, or bring me in on a fractional basis to build and run your commercial function.

Project-Based Work

For businesses that want commercial support on a specific project with defined deliverables.

The areas below are the most common starting points.

  • WHEN THIS HELPS
    Your solution has technical depth, but it is difficult to explain who it is for, why customers should buy, or how to position the offer.

    A POSSIBLE PROJECT
    Review the current offer, define priority customer segments, clarify the value proposition and pricing logic, and translate these decisions into a consistent sales narrative.

    WHAT YOU RECEIVE
    An agreed customer profile, value proposition, offer structure, and practical messaging or sales templates. The exact deliverables and completion criteria are defined in your proposal.

    I’ve often seen strong technical solutions struggle to communicate their value to buyers. You can find my notes on this pattern in my article, The Overlooked Barrier to Scaling Technology

  • WHEN THIS HELPS
    Your website, LinkedIn presence, and sales materials tell different stories, making it harder for buyers to understand your value.

    A POSSIBLE PROJECT
    Review buyer needs and current messaging, then develop and implement agreed improvements across the touchpoints that matter for your sales process.

    WHAT YOU RECEIVE
    Consistent messaging and updated assets, such as core website content, a LinkedIn content framework, or sales materials. Your proposal specifies which channels and assets are included.

    I’ve often seen a good offer lose clarity across a company’s website and sales materials. You can find my notes on this topic in my article, The Overlooked Mismatch in Most Sales Setups

  • WHEN THIS HELPS
    Your team hears objections and buyer feedback, but these insights do not consistently inform sales, marketing, or product decisions.

    A POSSIBLE PROJECT
    Review sales conversations and won or lost opportunities, identify recurring patterns, and establish a practical process for sharing and acting on feedback.

    WHAT YOU RECEIVE
    A structured analysis of buyer signals, an objection resource, and an agreed feedback routine with clear responsibilities. The proposal defines the data reviewed and the process to be delivered.

    I’ve often seen useful buyer feedback stay in individual conversations instead of shaping decisions. You can find my notes on this pattern in my article, The Overlooked Disconnect in Sales Systems

  • WHEN THIS HELPS
    Opportunities are managed inconsistently, qualification is unclear, or your CRM does not give you a reliable view of the pipeline.

    A POSSIBLE PROJECT
    Define the agreed sales stages, qualification criteria, responsibilities, and workflows, then implement them in your existing CRM.

    WHAT YOU RECEIVE
    A documented sales process, a configured pipeline, and practical guidance for your team. The proposal sets out the workflows, tools, and handover included.

    I’ve often seen teams work hard without a shared sales process. You can find my notes on this pattern in my article, The Overlooked Logic Behind Sustainable Revenue

Fractional Sales Leadership

For businesses that need their commercial function built and run on an ongoing basis, without a full-time hire.

  • Typically starting with a six-month commercial roadmap, this collaboration combines leadership and hands-on work within an agreed scope of work and operational capacity

    Commercial strategy and go-to-market
    Set and refine priorities, target customers, positioning, and acquisition strategy using business needs and market feedback.

    Sales operations and infrastructure
    Develop the processes, CRM structure, qualification standards, metrics, and sales assets needed for consistent execution.

    Sales execution and pipeline development
    Contribute to prospecting, customer meetings, pipeline management, and deal progression according to the agreed priorities.

    How this differs from a project
    A project ends with agreed deliverables and a handover. Fractional collaboration provides ongoing responsibility for priorities and execution, with regular reviews as the business develops.

    I’ve often seen founders reach a point where sales needs consistent leadership as well as execution. You can find my notes on this topic in my article, The Overlooked Challenge

Fractional Sales Leadership:
Questions Founders Ask

  • A fractional sales leader provides senior commercial leadership on a flexible basis, helping companies build and improve their sales function without immediately committing to a full-time executive hire.

    As a Fractional Sales Leader, I work alongside founders and leadership teams to build the commercial foundations needed for sustainable growth. Depending on the company’s stage and needs, this can include:

    • Acting as a part-time sales leader, providing strategic direction and commercial guidance.

    • Designing and improving sales processes, qualification frameworks, CRM workflows, and sales systems.

    • Establishing repeatable approaches for pipeline development, opportunity management, and forecasting.

    • Leading commercial initiatives to improve sales effectiveness and execution.

    • Coaching internal teams and helping create the foundations for a scalable sales function.

  • A fractional engagement is particularly valuable when a company has a strong product or market opportunity but needs more structure, consistency, and commercial direction to scale.

  • Unlike traditional consulting, Fractional Sales Leadership combines strategic guidance with hands-on implementation.

    The goal is not only to identify areas for improvement but to help build customer acquisition processes, CRM infrastructure, pipeline management routines, and sales operating workflows required to establish a scalable sales function.

  • On-demand advisory session: Best for rapid validation of commercial strategies or quick second opinion.

    Project Packages: Best for fixing a single, defined gap in your commercial setup (e.g., misaligned positioning, broken CRM system, or unmapped feedback loops). A fixed-scope, 6-to-12-week build with concrete deliverables.

    Ongoing Collaboration: Best for scaling the entire commercial function. Provides consistent sales leadership to guide ongoing GTM execution, adapt acquisition logic, and build an independent sales system over time.

    Not sure which format fits your current needs? Fill out the form below to discuss your setup and book a discovery call

Next Steps

From discovery to execution

Share your priorities

Use the discovery form to outline your company’s current commercial setup and the commercial support you are looking for.

Receive a personal reply

I’ll review your inquiry and reply within two business days with a personal response and a suggested next step.

Explore the right approach

In a free, non-binding discovery call, we’ll explore whether working together is a good fit and whether a project or ongoing fractional collaboration would best meet your needs.

Review the proposal together

I’ll send you a formal proposal, then we’ll meet online to review it together. We’ll discuss the scope, responsibilities, timing, and fee, address your questions, and agree on any adjustments needed.

Plan the work together

I’ll make any agreed adjustments to the proposal and send you the contract to sign. Once signed, we’ll have our first working meeting to plan the work ahead and agree on how we’ll work together.

Review progress together

We’ll meet online for regular reviews, where I’ll present a report and we’ll discuss progress and next steps. For a focused project, we’ll work towards the agreed deliverables and conclude with a final review and handover. For fractional collaboration, reviews continue throughout our work together, helping us adjust priorities and plan ongoing execution.