From $0 to $10M in ARR, you won’t find anyone better.
Embedded revenue leadership for startups that need the strategy, coaching, and execution to scale revenue now with the operating system that makes it repeatable.
Building from zero is rare.
I’ve built and led sales at four startups, achieving three successful exits.
I’ve worked in renewable energy, HRTech, PropTech, and mobile apps. I’ve sold into B2C, SMB, and large Enterprise markets across the US, Canada, and globally.
Most revenue leaders are not built for zero-to-one. They inherit a motion, optimize a function, or lead a team that already exists. That is a valuable skill set, but it is not the same as building a revenue function from scratch.
Early-stage companies need something different. They need someone who can diagnose the real problem, close deals, coach the founder, build the system, shape the pricing, hire the team, design the CRM, create the playbooks, and still jump into the next Enterprise sales call.
Most sales leaders are specialists. They go deep in one area: closing, pipeline generation, enterprise sales, partnerships, RevOps, or team leadership. That model works once you have the budget to surround them with other specialists.
I cover the whole revenue system.
Revenue should move in weeks, not quarters.
I get results in 30 to 60 days.
Many CROs and VPs of Sales say they need 9 to 12 months to deliver results. Startups don’t have that kind of runway.
I diagnose on the fly, prioritize what matters immediately, and build while selling. No long ramp. No slow “getting up to speed” phase before revenue moves.
The goal is to get revenue moving now. Then we build the operating system that makes it repeatable.
Modes of Work
Most Fractional CROs cover one or two of these. I move between all of them based on what the business needs this week.
Diagnose
Identify what is actually broken, not just the visible symptom.
Architect
Design the sales process, revenue system, team structure, and operating cadence.
Build the System
CRM pipelines, properties, automations, dashboards, playbooks, pricing models, agreements, and proposal flows.
Coach
Transfer the frameworks through real calls, real deals, and real moments where the team needs to level up.
Get in the Deals
Read prospect emails, draft replies, reframe objections, navigate stakeholders, prep calls, review proposals, and join live opportunities when needed.
Build the Team
Hire, develop, manage performance, and create the culture needed to win.
Advise
Strategic counsel on hiring, compensation, pricing, partnerships, accelerators, investor story, retention, and product feedback loops.
Seven modes. Whatever the business needs this week.
Operating Principles
Embedded, practical, and tied to the live constraints of the business.
Embedded, Not Advisory
We work continuously. Weekly working sessions, async support between calls, same-day availability when a deal is on the line, and hands-on review before important emails, calls, proposals, and decisions.
The relationship runs with the business, not outside of it.
V1 Mentality
Speed beats polish. I ship working V1s, put them into the business, and refine through use. Each piece ships before it is perfect because the next deal will not wait.
A working V1 today beats a perfect V2 three months from now.
Build While Selling
The operating system gets built while we are closing deals. If we are building the account management pipeline, we are also running renewals. If we are documenting the proposal playbook, we are also presenting proposals. If we are improving discovery, we are doing it inside real calls.
The system is in use the moment it ships.
Prioritize Ruthlessly
I work on what is actually broken now, in the order that matters. Not the stated symptom. The structural issue underneath. Top of funnel work only happens after the middle of the funnel converts. Hiring only happens when the motion is clear enough to teach.
Process only gets built where it helps revenue move.
Areas of Work
The work changes based on what the business needs most. I diagnose the constraint, then work on the highest-leverage area first.
RevOps & Revenue Infrastructure
CRM architecture, pipeline design, lifecycle stages, properties, automations, dashboards, lead routing, forecasting, contract flows, and the operating system your team runs on.
Building Pipeline
Inbound capture, outbound strategy, lead source mapping, contact strategy, sequencing, re-engagement, dormant pipeline recovery, and the systems that turn the market into qualified conversations.
Discovery to Closed Won
Sales process design, discovery, demos, proposal calls, procurement navigation, follow-up strategy, stakeholder management, enterprise deal progression, and the playbook that moves opportunities to signed agreement.
Deal Coaching & Support
Live support on active opportunities. Prospect email review, reply drafting, deal diagnosis, closed lost recovery, stakeholder strategy, negotiation support, and call prep when a specific deal needs to move.
Pricing & Commercial Terms
Pricing model design, packaging, pilots, proposal structure, order forms, MSAs, discount strategy, negotiation guardrails, and the commercial architecture that helps deals close cleanly.
Account Management & Expansion
Renewal motion, AM pipeline design, onboarding workflows, land-and-expand strategy, expansion plays, churn diagnosis, customer health, and the handoff from sales into long-term revenue growth.
Sales Hiring
First sales hire strategy, BDR vs AE sequencing, role design, scorecards, interview process, comp plans, onboarding, ramp expectations, and making sure the process is ready before the person arrives.
New to Fractional CROs?
What they do, when to hire one, what they cost, and how engagements work.
Read the guide →Let’s Talk.
The first call is a 30 minute conversation about where you are, where you’re trying to get to, and whether Fractional CRO is the right way to work together.
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