At the management table
Bring a clear sales perspective to decisions about targets, capacity, market focus and investment. Connect sales priorities with marketing, finance, delivery and customer needs.
Leadership inside your business
Fractional VP Sales
Experienced sales leadership as part of your management team, turning commercial priorities into focused action, stronger execution and a more reliable forecast.
Book a 30-minute ConversationPart of the team
Senior sales leadership. Without the full-time commitment.
When sales performance becomes inconsistent, founders often face a difficult decision. Continue managing everything themselves, promote someone who may not yet be ready, or commit to hiring an experienced full-time sales leader.
Fractional sales leadership provides another option. I work as part of your leadership team, taking an active role in improving commercial performance, managing priorities, developing salespeople and creating the systems and accountability needed for predictable growth.
You gain experienced leadership focused on practical results, with an engagement structured around the needs and stage of your business. I work alongside the CEO and management team, with a clear remit, agreed authority and a defined weekly commitment.
If selling still depends on you, explore the transition beyond founder-led sales.
Alongside your sellers
Inspect live opportunities, work through deal strategy and coach the behaviours that improve execution. Your team continues to own its day-to-day selling activity.
Accountable for progress
Agree the priorities I will own, assign actions and report what has changed, where the risks sit and which decisions need leadership attention.
From direction to everyday practice
What working with me looks like.
These are typical areas of involvement, not a rigid sequence. The priorities, activities and time commitment are agreed around your business; every engagement does not include every activity. Select an area to see how the work translates into practice.
01Understand the BusinessExplore this area
Review the sales pipeline, people, proposition, commercial priorities and current performance.
Identify where opportunities are being lost, where management processes are ineffective and what needs to change.
02Establish AccountabilityExplore this area
Introduce clear expectations, meaningful performance measures and a consistent sales management cadence.
Establish pipeline reviews and forecasting discipline, with clear owners and follow-through.
03Improve Live OpportunitiesExplore this area
Work directly with salespeople on qualification, deal strategy, stakeholder engagement, conversion and forecasting.
Focus on improving the opportunities that matter now, not simply introducing theoretical sales methodologies.
04Develop the TeamExplore this area
Coach individuals, address capability gaps, assess hiring requirements and strengthen sales management practices.
Where appropriate, support recruitment and assessment of new salespeople.
05Build Lasting CapabilityExplore this area
Embed the processes, management habits and operating disciplines needed to sustain improvement.
Reduce reliance on individual personalities and create a more repeatable sales operation.
A practical operating rhythm
A clear focus. Every week.
The rhythm is agreed around your business and the time available. The example below shows how the work connects across a week; it does not imply daily attendance or that every activity happens every week within a one-day engagement.
01 Set the priorities
Start of the cycle
Pipeline and forecast management
Inspect opportunity quality, challenge close dates and agree an evidence-led forecast.
Commercial priorities and execution
Identify the few actions that matter most, with owners, dates and clear expectations.
02 Work with the team
Agreed working sessions
Opportunity progression and deal strategy
Work through buyer needs, decision processes, stakeholder gaps and credible next steps.
Sales coaching and management
Use live deals and conversations to coach sellers and develop managers.
03 Review and develop
Close the loop
Leadership reporting
Share progress, forecast movement, risks and the decisions needed from management.
Hiring and capability development
Review capability gaps and prioritise hiring, onboarding or development when in scope.
Scheduled sessions, preparation, follow-up and communication between working days are agreed upfront. The split between coaching, customer involvement and management reflects your priorities and capacity.
Choose the right model
Do You Need a Full-Time Sales Director Yet?
Hiring an experienced sales leader is a significant commitment, particularly when the business is still establishing its sales model or working through a period of change. A fractional engagement can provide senior commercial leadership while giving the business flexibility over the level and duration of support.
The right choice depends on the leadership coverage, complexity and continuity your business needs. Both models need a clear remit, decision-making authority and support from the CEO.
| Full-Time Sales Leader | Fractional VP Sales |
|---|---|
| Permanent employment commitment | Agreed engagement and scope |
| Salary and employment overheads | Defined consultancy investment |
| Recruitment and onboarding required | Faster access to experienced leadership, subject to availability |
| Broad ongoing leadership responsibility | Focused commercial priorities |
| Suitable for established ongoing needs | Suitable for growth, transition or capability-building |
Fractional VP Sales
Senior experience within agreed capacity.
- You have a team in place and need direction, coaching and commercial discipline.
- You need experienced leadership before the business is ready for a permanent executive.
- Your priorities can be delivered within a defined weekly commitment.
- You want to strengthen the operation while clarifying the longer-term leadership role.
Consider the trade-off: capacity and availability are agreed, so this model needs clear priorities and effective ownership between working days.
Permanent sales leader
Full-time ownership and daily presence.
- The team needs daily leadership, fast decisions and extensive management coverage.
- Multiple teams, regions or commercial responsibilities require full-time executive capacity.
- The remit is established and the business can support an ongoing executive hire.
- You need sustained ownership across a broad leadership agenda.
Consider the trade-off: recruitment, onboarding and the ongoing employment commitment need to match the role you actually require.
If you need a permanent leader, fractional support can help define the role and prepare a handover. Hiring support is scoped separately where required.
Discuss What Your Business NeedsVisibility for the management team
Know what changed. Know what needs a decision.
A concise commercial update connects the forecast to the evidence, shows whether agreed actions happened and makes decisions visible. The reporting format and measures are agreed with you.
Illustrative example · fictional information
Weekly commercial update
Week ending 16 October · example B2B business
Quarter forecast£420kDown £30k on last week
Priority opportunities85 with buyer-confirmed next steps
Agreed actions6 of 8Completed; 2 carried forward
What changed
One £30k opportunity moved to next quarter after the buyer confirmed procurement timing. Three priority deals now have agreed decision meetings.
Risk and response
Three opportunities still lack a confirmed next step. The Sales Manager will requalify them with the Account Executives before the next forecast review.
Decision needed
The CEO needs to confirm who can approve the proposed commercial terms on a strategic opportunity before the buyer meeting on Tuesday.
Next week’s focus
Requalify the three at-risk opportunities, coach two discovery calls and agree the onboarding priorities for the next sales hire.
All names, dates, figures and observations in this example are illustrative. This is not client data, a performance claim or a promised outcome.
Practical outputs
What you receive.
- An agreed commercial plan and priorities for the engagement.
- A consistent pipeline, forecast and coaching rhythm.
- Clear actions and ownership after reviews.
- A leadership update covering progress, risks and decisions needed.
- Practical process guidance and documentation the team can continue using.
Investment and commitment
Senior leadership. An agreed commitment.
From £5,500 per month for one day per week.
Retainers have a three-month minimum and are invoiced monthly in advance. Travel is charged separately. Scope is agreed before work starts.
Discuss Fractional VP SalesAgree the working arrangement
We agree how the time is used, working arrangements, communication between scheduled days and the priorities I will own.
Additional or standalone support is £1,250 per day when agreed.
A clear remit from the outset
We define the decisions I can make, the actions your team owns and the information needed to manage performance.
Regular reviews keep the work focused on the agreed commercial priorities and make any proposed changes to scope explicit.
Start with a conversation
Find the right support for your business
Whether you lead a B2B business or support a PE or VC portfolio, an initial conversation can clarify where a sales performance review, fractional leadership or practical transformation would help.
Book a 30-minute ConversationPrefer to explain your situation first? Send me an enquiry.