Faqs

WORKING TOGETHER

  • Smaller and bigger than you would guess. I have coached owners of five-person firms and advised companies doing nine figures. Size matters a lot less than the situation: something about sales is not working, you are honest about it, and you want it fixed. If I am not the right fit, I will say so in our first conversation and point you somewhere useful.

  • Most of my experience is in B2B software/SaaS, business technology, IT services, manufacturing, professional services, and channel-heavy industries.

    I've also worked with companies selling into local government, education, and other sectors where complex B2B sales are involved.

    The common thread isn't industry - it's the problem: revenue effort not matching results, and a leadership team that wants to fix it.

  • Whatever the situation calls for. Sometimes I coach the leader you already have. Sometimes I work alongside the team. Sometimes there is a gap and I help you to find the person. And sometimes I step in and carry sales myself for a stretch until it is ready to hand back. We will figure out which one fits your situation.

  • There's no "typical" - but most engagements fall into one of three categories:

    Diagnostic & Strategy (4–8 weeks):

    Focused assessment of what's not working and a clear plan to fix it. Best for companies that need clarity before committing to larger changes.

    Design & Build (3–6 months):

    Hands-on work to create systems, processes, and infrastructure. Best for companies ready to implement - not just strategize.

    Ongoing Advisory (monthly or quarterly):

    Regular strategic guidance for leadership teams navigating growth, change, or complex commercial challenges. Best for executives who want a thinking partner.

    Most engagements blend elements of all three. We'll figure out what fits after an initial conversation.

  • It depends on the problem and how quickly your team can execute.

    Some clients see meaningful shifts within 60–90 days. clearer pipeline, better conversion rates, faster sales cycles. Others are building foundational systems that pay off over 6–12 months.

    It’s important to provide realistic timelines during our Initial conversation(s). I don't promise quick fixes because they rarely stick.

  • It depends on the shape of the work. Coaching is a very different investment than a months-long systems build, and I would rather quote the real thing than a scary-sounding range that fits nobody. We will talk real numbers in the first conversation, once I understand what you are facing. No pressure, no games.

  • Trainers teach a skill and leave. Agencies run campaigns. I work with you on the whole picture: strategy, process, people, and the selling itself. Coaching is often where we start, because it works on the machine and the skills at the same time.

THE WORK

  • I fix commercial systems that underperform despite effort.

    That usually means some combination of:

    → Commercial strategy and go-to-market design

    → Revenue system architecture (process, pipeline, metrics)

    → Sales enablement and team development

    → Channel and partner strategy

    I diagnose what's actually broken, not just what's visible, and then design and build systems that fix it.

    I don't run ads, build websites, implement CRMs, or recruit salespeople. I focus on the strategy and architecture layer that makes everything else work.

  • I focus on commercial strategy, which sits above both.

    Most sales and marketing problems are actually symptoms of upstream issues: unclear positioning, wrong targets, misaligned GTM motion, or broken handoffs between teams.

    I help you fix the system. That usually improves both sales and marketing performance, because they're finally working from the same foundation.

  • Both, if needed.

    I don't believe in strategy decks that sit on a shelf. If you need hands-on help building the systems, training the team, or working through implementation challenges, that's part of what I do.

    Some clients want a clear plan and can execute themselves. Others want me in the trenches with them. We'll figure out what makes sense for your situation.

  • That's often where I start.

    Most clients know something is off but can't pinpoint exactly what. Sales feels harder than it should. Revenue is inconsistent. The team is busy but results don't match effort.

    Diagnosis is part of the work. I'll help you find the real constraint, which is often not where people assume it is.

  • Sales trainers teach skills. I fix systems.

    Training is valuable, but it doesn't help if the underlying strategy, process, or structure is broken. You can train a team to sell better, but if they're targeting the wrong customers or fighting a broken process, the training won't stick.

    I focus on the architecture underneath sales performance. Once that's solid, training becomes much more effective.

  • Agencies execute campaigns. I design commercial strategy.

    A marketing agency can run your ads, build your website, or create content. But they can't tell you whether your positioning is right, your ICP is accurate, or your sales process matches how buyers actually buy.

    I work on the strategic layer that makes agency work more effective. Some of my clients engage agencies after we've clarified strategy, and get much better results because the foundation is solid.

FIT

  • You're probably a fit if:

    → You're a B2B company doing $5M–$100M+ in revenue

    → Your sales team is working hard but results are inconsistent

    → You've outgrown founder-led sales but don't have a scalable system

    → You're preparing for growth, investment, or acquisition, and need revenue to be predictable

    → You're honest about what's not working and open to changing it

    You're probably not a fit if:

    → You're looking for a quick fix or silver bullet

    → You want someone to validate what you're already doing

    → You're not willing to invest time and resources in real change

    → You need someone to carry a quota or serve as interim sales leadership

  • A conversation.

    No pitch, no pressure, just a real conversation to understand what you're facing and whether I can help.

    If there's a fit, we'll discuss options. If not, I'll tell you honestly and point you in a better direction if I can.

Other Questions

  • Yes. Most of my work is done remotely via video, phone, and collaborative documents.

    For certain engagements, especially those involving team workshops or on-site diagnostics, I'll travel as needed. We'll discuss logistics based on what the work requires.

  • Yes, that's often how engagements start.

    A diagnostic review of your current commercial strategy, sales process, or GTM approach can surface issues quickly and give you a clear sense of what's working and what isn't.

    From there, you can decide whether to act on the findings yourself or engage me for deeper work.

  • Yes, that is standard business practice. I work with companies on sensitive commercial and strategic matters, and I take confidentiality seriously.

    If you need an NDA in place before sharing details, just let me know.