Five ways. One standard of work.

This is the problem I understand best. I go into B2B businesses where sales and marketing are structurally misaligned, at any stage, and I diagnose the gap before designing the fix.

This engagement works particularly well for businesses that need experienced hands while a permanent hire is being found, or where momentum cannot afford to stall. The number does not wait for internal structures to resolve themselves. Neither do I.

A Fractional CRO is not a part-time sales director. It is senior revenue leadership that spans the full commercial function — sales, marketing, pipeline, and the handover points between them — held together by accountability to one number: revenue.

I bring this to B2B businesses that need an experienced commercial operator at the table without the commitment of a full-time executive hire. I report to the CEO, set the revenue architecture, and stay accountable to it. For businesses in a growth phase, navigating a transition, or building toward a raise, this is often the most efficient way to add senior revenue capability.

A Fractional CMO holds the marketing function together at a strategic level while staying close enough to execution to know when something is not working. I set the direction, lead the team, own the demand-generation motion, and report on pipeline contribution — not just activity.

What I bring that goes beyond standard fractional CMO work is depth in ABM, paid media, and full-funnel demand generation built across 18 years of B2B experience. I have run these programs for some of the most demanding marketing organisations in technology and financial services. That experience shapes how I build and manage them for you.

Not every business needs a retained engagement. Sometimes the need is specific — a GTM strategy before a product launch, an ABM playbook before a new market push, a demand-gen audit before a budget cycle. I scope it, quote it in writing, and deliver it.

If you need extra hands on a particularly complex problem, a specialist skill set for an interim period, or a senior outside perspective on something your team is too close to — bring me in. If the scope is outside what I cover, I will tell you honestly, and I will almost certainly know the right person to refer you to.

When your agency needs a level of B2B specialism beyond your current team, I step in. Deep ABM architecture, full-funnel content journeys, enterprise demand generation, new market entry. Alongside your team or directly with the client on your behalf — no headcount, no long-term commitment, no awkward handover.

This is not white-label generalist support. It is senior B2B operator capability brought into specific engagements where the gap is real and the work matters. I work as part of your team for the duration of the engagement, then step out cleanly.