Fractional sales and commercial leadership

Most small businesses don't have a sales problem. They have a sales process problem.

The leads exist. The relationships are there. You know how to have the conversation when it happens. But there’s no structure around how it happens, no consistency in follow-up, and no way of knowing whether next month’s pipeline looks anything like this month’s. That’s not a talent problem. It’s a leadership one.

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The gap between marketing and sales

In sectors where deals take months rather than weeks, the gap between a strong first meeting and a signed contract is where deals are won or lost. Warm leads go quiet – not because the relationship soured but because nobody kept the conversation moving. This is where value leaks away and is exactly where marketing and sales need to be aligned. And it’s exactly what a fractional commercial leader exists to own.

The work may include

  • Sales process – developing a structured, repeatable process the whole team can operate, so the pipeline moves whether or not the founder has time.
  • Pipeline nurture programmes – creating a tiered pipeline, defined contact cadences and agreed activity metrics that turn a stagnant pipeline into a predictable one.
  • CRM & tech stack – getting the tools you already have to give real visibility, not complexity for its own sake.
  • Bids & pitches – providing project management, commercial focus and a clear narrative for tender opportunities – with creative input where required.
  • Account development – building a strategic approach to growing the clients you already have, often the fastest route to growth.
Diverse business team collaborating on sales strategies in a modern office. Focused and engaged, they plan for growth

Natter back...

Working with Simon is a pleasure. He is a consummate professional in his handling of business development and represents our brand immaculately. Not shy to challenge, he has enabled our business to make strategic decisions that without his input would otherwise have remained in the background. He is a great relationship builder and very quick to learn in an industry that was new to him.
It was a pleasure working with Simon. He's very quick at responding, happy to help and solve problems while maintaining a very friendly and personal approach. We had a tight budget for the project and Simon went out of his way to make us feel well looked after. I hope we get to work together again in the future!
Simon brings a good head to sales and marketing both operationally and strategically, an excellent team player and to top it all he’s a really nice guy and a bloody good golfer!

Common Questions

What does a fractional sales / commercial director do?

Takes senior, part-time ownership of how you win and grow revenue – the sales process, the pipeline, and the join between marketing and sales – and stays accountable for what comes out the other end.

A fractional CMO owns marketing. A fractional CCO (or commercial director) owns the broader commercial function – marketing and sales together, plus the alignment between them. If the problem is one function in isolation, start there. If it’s that the two aren’t working as one system, this is built for exactly that.

A trainer improves the people. An agency runs activity. Neither owns the whole commercial outcome. This does – embedded in the business, accountable for the result.

From £550 per day, depending on scope. A full-time commercial or sales director typically costs £90,000–£120,000+ a year in salary alone.

Based in Southport, Merseyside – working across Liverpool, Manchester, Preston, Chester and the North West, and in London.

Let's talk

If you’re looking to scale, plan for an exit, cover a senior absence or simply want to get your life back – get in touch for a natter.

30 minutes. No pitch.

Book a natter