Partnerships & Collaboration

Better outcomes through the right partnerships.

Stronger sales performance. More predictable revenue.

The commercial problems holding a business back rarely sit neatly within one function. They cross sales, marketing, finance, people and technology. Solving them often takes expertise from more than one discipline.

I collaborate with fractional executives, consultants, advisers, agencies and specialist businesses working with ambitious B2B organisations. When a client needs experienced sales leadership, more reliable forecasting, stronger conversion or a repeatable commercial operating model, I can bring focused expertise without adding unnecessary complexity.

I work directly with the client, alongside the existing adviser or as part of a jointly delivered engagement. The right arrangement depends on the situation, and starts with an open conversation.

Explore a Partnership Book a 30-minute Conversation

Who I Partner With

Fractional CFOs and Finance Directors

A board may trust the financial plan while questioning the revenue assumptions underneath it. I help diagnose the gap between pipeline, sales execution and forecast, then build operating rhythms and management disciplines to improve predictability. Typical triggers: repeated forecast misses, slow conversion, growth spending without sufficient return.

Why Your Client’s Revenue Forecast Keeps Missing — And It Isn’t a Finance Problem The Commercial Warning Signs Every Fractional CFO Should Recognise

Fractional CMOs and Marketing Agencies

More leads don't necessarily produce more revenue. I help connect demand generation to sales qualification, opportunity management and closing effectiveness, with clear accountability at the handoff. Typical triggers: weak lead-to-opportunity conversion, sales/marketing friction, insufficient return from campaigns.

Marketing Is Generating Leads. So Why Aren’t Sales Converting Them?

Executive Recruiters and Sales Search Firms

Before hiring a senior sales leader, a business needs to know what that person must fix. I can provide interim leadership, independent sales hiring assessments or a diagnostic that shapes the mandate for a permanent hire. Typical triggers: VP Sales vacancy, repeated hiring failures, uncertainty about seniority or role scope.

Before You Recruit a VP Sales, Make Sure You’re Hiring Them to Solve the Right Problem A Sales Leadership Vacancy Is Often a Symptom of a Bigger Problem

CRM, RevOps and Technology Consultancies

Technology supports a sales process; it cannot substitute for one. I define the commercial practices, stage criteria, forecast governance and management requirements that enable CRM and RevOps projects to deliver measurable value. Typical triggers: low CRM adoption, unclear stage definitions, unreliable reporting.

Why CRM Implementations Fail to Improve Sales Performance

Business Advisers and Management Consultants

Strategies often fail in execution. I translate commercial priorities into practical accountabilities, management cadence, coaching and performance improvement. Typical triggers: growth plans without execution capacity, underperforming sales functions, founder-dependent revenue.

Why the Best Go-to-Market Strategies Fail at Execution

Corporate Finance, M&A and PE/VC Advisers

A business's commercial engine is central to its growth and value-creation story. I offer focused reviews and hands-on leadership to strengthen revenue quality and execution. Typical triggers: pre-transaction readiness, post-investment improvement, portfolio company growth challenges.

Seven Commercial Questions Every Investor Should Ask a Portfolio CEO

Working in Partnership

Trusted Introductions: If a client would benefit from specialist commercial support, we can explore a direct introduction. No pressure, no blanket obligations and clarity on communication.
Collaborative Client Engagements: I work alongside existing finance, marketing, technology and advisory partners with an agreed scope and clear ownership of outcomes.
Reciprocal Referrals: When my clients need services outside my expertise, I value trusted specialists I can confidently introduce.
Joint Content and Events: Co-authored insights, private founder discussions, workshops and executive roundtables that help clients see issues earlier.

Arrangements are collaborative, flexible and non-exclusive, with agreed responsibilities and respect for existing client relationships.

When to Introduce Me

Sales forecasts repeatedly fall short or change late in the quarter.
Pipeline looks healthy but too few opportunities convert.
The founder is still the business's most important salesperson.
A business needs VP Sales leadership but isn't ready for a permanent hire.
Marketing investment is rising faster than sales output.
A sales team is growing without clear process, coaching or management cadence.
A portfolio business is behind its commercial plan.
A senior sales hire needs an independent assessment or a clearer mandate.

Sales Performance Audit · Fractional VP Sales · Build & Scale · Sales Hiring & Assessment

How collaboration works

Initial conversation: understand the client situation and each partner's role.
Agree the approach: choose a direct introduction, joint diagnostic or defined project.
Protect the relationship: agree communication, responsibilities, confidentiality and any commercial arrangements before proceeding.
Deliver measurable improvement: define outcomes and maintain appropriate client and partner updates.

Partnerships are non-exclusive. Any fees or commercial arrangements are discussed individually, with disclosure and professional obligations respected.

Partnership FAQs

Will you take over my client relationship?

No. The client's needs and the agreed engagement structure come first. Communication and relationship boundaries are agreed up front.

Do you offer referral fees?

We can discuss commercial arrangements where appropriate, subject to client disclosure, conflicts and applicable professional rules. Referral payments are not a condition of collaboration.

Can you work under our brand?

Potentially, depending on the engagement, contractual terms and clarity around responsibilities.

Do you only work with technology companies?

My focus is B2B businesses, particularly technology, SaaS and specialist services, where commercial complexity has outgrown the existing sales approach.

Can we work on a single client issue rather than a long engagement?

Yes. A Sales Performance Audit, hiring assessment or targeted project may be the right entry point.

Do I need to be a fractional executive to collaborate?

No. I collaborate with fractional executives, consultants, advisers, agencies and specialist businesses working with ambitious B2B organisations.

Can we work together on existing client engagements?

I work alongside existing finance, marketing, technology and advisory partners with an agreed scope and clear ownership of outcomes.

Are partnerships exclusive?

Partnerships are non-exclusive. Any fees or commercial arrangements are discussed individually, with disclosure and professional obligations respected.

How are client introductions managed?

We start with an initial conversation to understand the client situation and each partner’s role. Communication, responsibilities, confidentiality and any commercial arrangements are agreed before proceeding.

Can we collaborate on content or events?

Co-authored insights, private founder discussions, workshops and executive roundtables that help clients see issues earlier.

Explore a Partnership

If you're working with a business that needs stronger sales performance or would like to explore how our services complement each other, I'd welcome a conversation.