Advisory · London. Lagos.
Commercial advisory for complex B2B sales
I help startups, SMEs and established companies win and grow complex, high-value B2B revenue, from go-to-market strategy and sales function design to enterprise capability and senior commercial leadership, as and when you need it.
Where are you today?
Three situations. One thread.
The businesses I work with sell a considered, high-value product or service, where trust, multiple stakeholders and a disciplined process determine the outcome. Choose the situation that sounds most like yours.
Build
You have early traction at seed or Series A, but the founder is still closing every deal. Revenue rests on one person and there is no repeatable sales motion.
Typically begins with
- Sales Strategy and Go-To-Market
- Sales Function Build
- Founder-Led Sales Transition
- Sales Hiring and Team Design
Fix and Scale
You are an established business or SME with a sales team in place, yet results are inconsistent: targets are missed, pipeline coverage is thin, win rates are slipping or the forecast cannot be trusted.
Typically begins with
- Sales Team Training and Coaching
- Whitespace and Account Expansion
- Sales Hiring and Team Design
- Fractional Commercial Leader
Move Upmarket
Your sales function performs, but enterprise is a different proposition: larger contract values, longer sales cycles, formal procurement and buying committees rather than single decision makers.
Typically begins with
- Enterprise Sales Capability Programme
- Enterprise Deal and RFP Strategy
- Fractional Commercial Leader
Not sure which applies? Most clients begin with a Commercial Diagnostic.
Where most engagements start
The Commercial Diagnostic
A focused assessment of your sales organisation: pipeline health, win rates, forecast accuracy, process, team capability and enterprise readiness, typically completed in two to three weeks.
I begin by listening: to the problem as you see it, and to the people closest to it. I then present a clear diagnosis and a practical plan, in writing and in a working session. You leave knowing precisely what to fix first, whether or not we continue to work together.
What you get
Fees are determined by scope. Get in touch and I will prepare a proposal.
Ask about the DiagnosticOffers
Defined engagements, each with a clear end point
Every engagement has a defined scope, a measurable outcome and a clear point at which your team takes ownership.
- 01Ask about this: Commercial Diagnostic
Commercial Diagnostic
A two to three week assessment and action plan. The natural place to begin.
- 02Ask about this: Sales Strategy and Go-To-Market
Sales Strategy and Go-To-Market
Ideal customer profile, positioning, pricing and packaging, and a first-year revenue plan, including market entry into EMEA and other high-growth regions.
- 03Ask about this: Sales Function Build
Sales Function Build
Pipeline stages, qualification criteria, sales process, playbooks and reporting, introduced in stages so your team adopts each element as it is built.
- 04Ask about this: Fractional Commercial Leader
Fractional Commercial Leader
Senior commercial leadership for an agreed number of days each month: strategy, pipeline and forecast governance, team coaching and involvement in key deals.
- 05Ask about this: Enterprise Sales Capability Programme
Enterprise Sales Capability Programme
A multi-week programme to take your team upmarket: strategic account planning, executive engagement, multi-threaded selling and live deal coaching.
- 06Ask about this: Enterprise Deal and RFP Strategy
Enterprise Deal and RFP Strategy
For the bid or tender you cannot afford to lose: qualification, win themes, stakeholder mapping and response review.
- 07Ask about this: Whitespace and Account Expansion
Whitespace and Account Expansion
Account-by-account whitespace analysis to grow wallet share and net revenue retention across your existing clients.
- 08Ask about this: Sales Team Training and Coaching
Sales Team Training and Coaching
Practical training in discovery, qualification, negotiation and pipeline management, built around your live deals and reinforced by coaching.
- 09Ask about this: Founder-Led Sales Transition
Founder-Led Sales Transition
Coaching for founders who remain the principal salesperson: close the early enterprise deals, then hand over selling to a team.
- 10Ask about this: Sales Hiring and Team Design
Sales Hiring and Team Design
Role design, hiring profiles, scorecards and interview structure, whether for your first sales hires or a team that is underdelivering.
Ways of working together
- Project, on a fixed or staged fee
- Monthly retainer for fractional leadership
- Training programme
- Founder advisory
Fees are determined by scope. Get in touch and I will prepare a proposal.
Approach
Start with the numbers you already have
- 01
Listen
I begin with your pipeline data, your win and loss history, and the people closest to the problem.
- 02
Diagnose
I identify the root cause, whether qualification, coverage, conversion or capability, and agree priorities with the person accountable for acting on them.
- 03
Build
Qualification criteria, deal reviews and forecast cadence, introduced in stages your team can absorb.
- 04
Hand over
Each stage closes with a decision, not a deck, and ends with your team running it.
Selective by design. I work with a limited number of clients at any one time, so each receives senior attention.
Track record
A decade selling to the most demanding buyers in financial markets
Highlights from individual roles across a ten-year career. Many contracts were multi-year and split across regions; only a portion counted towards annual targets. Client names and deal details stay confidential.
- About $30M
- Portfolio across 15 global enterprise accounts
- 450%
- Of annual sales target in my best year
- 100+
- Buy-side accounts managed at once
- Built from scratch
- The Inside Sales team at a global data firm
Questions
Questions clients often ask first
What is a Commercial Diagnostic?
A focused assessment of your sales organisation, pipeline health, process, team and enterprise readiness, typically completed in two to three weeks. It concludes with a written report, a working session to agree the plan and a clear recommendation on next steps, whether or not we continue to work together.
Who do you work with?
Startups, SMEs and established companies that sell a considered, high-value product or service, where trust, multiple stakeholders and a disciplined process determine the outcome. Most are building a sales function, fixing or scaling an existing one, or moving upmarket to enterprise buyers.
Where do you work?
I work from London and Lagos. From London, I serve companies across the UK, Europe and beyond, including the United States and the Gulf; from Lagos, companies across Nigeria and the wider African continent. Engagements are delivered in person or remotely, as each requires.
How are fees set?
Fees depend on scope. Projects carry a fixed or staged fee, fractional leadership is held on a monthly retainer, and training is priced per programme. Get in touch and I will send a proposal.
Do you train teams or do the work?
Both, depending on what the business requires. Some engagements build the strategy, process and playbooks; others train and coach the team on live pipeline; fractional engagements provide senior commercial leadership for an agreed number of days each month. Every engagement concludes with your team running it.
How many clients do you take on?
A limited number at any one time, so each receives senior attention. The Commercial Diagnostic also serves as a test of fit before any larger commitment.
Contact
Tell me where you are
A few lines about your business and what you need are all it takes. I read every enquiry personally.