Sales shouldn’t feel like a scramble. It should feel like a system.

As a fractional sales director based in Liverpool I work exclusively with owner-led creative agencies and B2B service SMEs across the North West and beyond — businesses where the sales function is either underdeveloped, founder-dependent, or simply not producing the pipeline the business needs to grow.

The work typically covers seven areas:

Sales process Building a structured, repeatable sales process that the whole team understands and can operate. Clear stages, clear actions, clear ownership at every step — so the pipeline moves forward consistently, not just when the founder has time.

CRM and tech stack Making sure the tools you have are actually being used in a way that gives you real visibility over the pipeline. Not implementing complexity for its own sake — getting the fundamentals right so the data means something.

AI and sales productivity Identifying where AI tools can remove friction, improve response times, and free up time for the conversations that actually move deals forward.

Pitch and narrative If your pitch changes depending on who delivers it, you don’t have a strong narrative. You have interpretation. I’ll help you build a consistent commercial story that lands — whether it’s a credentials deck, a proposal or a high-stakes presentation. Clear, confident, and built around what the client actually needs to hear.

Bid management Leading and managing bids and pitches — bringing structure, commercial rigour and a clear narrative to the opportunities that matter most. So you win more of the right work, with less stress.

Account development Most businesses look outward for growth and miss what’s already in front of them. Building structure and focus around growing the clients you already have is often the fastest route to increased revenue.

Sales confidence Perhaps the most underrated part of the work. Many of the best people in agencies and service businesses are uncomfortable with selling — not because they can’t do it, but because nobody has ever helped them find a way of doing it that feels natural. Building that confidence changes the whole team’s performance, not just one person’s.

Sales needs to connect to strategy and marketing

A structured sales process works hardest when it’s built on a clear strategy and fed by marketing that targets the right people.

If the strategy isn’t clear about who you’re for, the sales process is working without a filter. If the marketing isn’t building the pipeline that sales is supposed to convert, the two functions end up pulling against each other.

My work connects directly to the strategy above it and the marketing alongside it — because that’s the only way it produces results that compound rather than plateau.