HOW I WORK
Embedded, human centred, and genuinely useful.
I typically work as an embedded fractional CRO, focused on building the GTM foundations that create sustainable growth. Not a consultant who delivers a deck and disappears. Someone who gets stuck in alongside your team and stays until the job is done.
HOW IT STARTS
I start by listening, not recommending.
Before I suggest anything, I want to understand the business properly. That means spending real time with the customers, the team, the data and the commercial model. The problems that show up on the surface are rarely the ones worth solving first, and getting that diagnostic phase right is what makes everything that follows land properly.
Most engagements start with a short discovery phase, typically two to four weeks, before we agree on what needs to happen and how we work together going forward.
01
Listen and diagnose
Understand the customers, the team, the commercial model and what's actually holding growth back. Surface the real problems, not just the visible ones.
02
Align and plan
Get clarity on who you're selling to, how you're positioned, what the GTM motion should look like, and what needs to happen in what order.
03
Build and embed
Get stuck in alongside the team. Strategy, execution, team building, process design — whatever the business needs, at whatever level is most useful.
|I can toggle between strategy and execution depending on what the business needs. That flexibility is one of the things that makes fractional work effective at this stage.
ENGAGEMENT TYPES
Flexible in shape. Consistent in approach
Every engagement is different, and I structure them to fit the brief. What stays constant is the human centred approach and the focus on building something that lasts.
MOST COMMON
Fractional CRO
Embedded as your CRO, working across the full GTM function. Building or rebuilding the team, the motion and the culture around the customer. Flexible days per week depending on need.
Usually 6 months plus · Day rate or retainer
STRATEGIC
GTM Advisory
Working with founders and leadership teams on GTM strategy, positioning and go-to-market planning. Less embedded, more focused. Right for businesses that have execution capability but need strategic clarity.
Flexible duration · Retainer or project based
FOCUSED
Consulting Sprint
A focused engagement around a specific challenge: a new market, a GTM restructure, a US expansion, a team and hiring plan. Clear scope, clear output, clear timeline.
4 to 12 weeks · Project based
WORKING ACROSS THE US AND UK
If you’re a UK business thinking about the US, this is something I can genuinely help with.
UK is not the US. And the US is not the US either.
I've built GTM teams across five US cities from a UK base, at MOO and at Distribution Engine. Customer proximity is not optional. Everything else follows from it.
HOW TO WORK WITH ME
Two routes in. Same quality of work.
Direct via Lunic
Get in touch directly and we'll have a conversation about what you're trying to do and whether there's a fit. No process, no intermediary, just a chat.
COMMON QUESTIONS
Things people usually want to know.
What exactly is a fractional CRO?
A fractional CRO is an experienced Chief Revenue Officer who works with your business part-time rather than as a full-time hire. You get the strategic thinking, hands-on execution and leadership capability of a senior CRO, without the full-time cost or long-term commitment.
How is this different from hiring a consultant?
A consultant typically diagnoses a problem, delivers a recommendation and leaves. I get embedded in the business, work alongside the team and stay through to execution. Most CROs from a sales background see revenue challenges as pipeline and conversion problems. I see them as human centred design challenges, which leads to different diagnostics and different solutions.
What size of business do you work with?
Typically ambitious tech businesses that are past early stage but haven't yet built or fully rebuilt their GTM function. Series A or B, or a more established business where GTM has drifted out of alignment, or a UK business trying to crack the US market.
How many days a week do you work with a business?
It varies depending on the engagement and what the business actually needs. Most fractional CRO engagements run at two to four days a week, but that flexes as the work evolves. The goal is to be genuinely useful, not just present.
Do you work with businesses outside the UK?
Yes. I'm based in the UK but have significant experience building GTM across the US. I'm also a member of Pavilion, the global community for go-to-market leaders, which gives me a strong network across markets.
What’s your view on AI and GTM?
AI is a tool. Human centred is the strategy. The businesses that will win aren't the ones that automate the most, they're the ones that stay closest to their customers and their people. I'd also recommend Humanizing B2B by Paul Cash and James Trezona for a deeper read on why this matters.