The Problem We Solve
Founder-led SaaS companies hit a predictable tension point. Effort is high. Alignment is not.
Value Proposition
What fractional GTM leadership delivers in practice.
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Senior judgement, early Commercial clarity before scale — when the stakes are highest and the margin for error is smallest.
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Strategy and execution together No handoff gap. Work goes from insight to implementation without losing momentum.
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Capital-efficient leadership No £200k+ hire or equity dilution. Senior capability without the fixed cost.
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Focus before acceleration Fewer bets, executed properly. Avoid the trap of doing too many things at once.
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Founder leverage Decisions move faster, with confidence. Less second-guessing, more forward motion.
What Fractional GTM Includes
Five pillars that form the foundation of effective go-to-market leadership.
Positioning & Narrative
Clarifying what you sell, to whom, and why it matters. Turning founder knowledge into a story the whole team can use.
Market Focus
ICPs, verticals, segments, and deal patterns. Prioritising where growth is most achievable rather than chasing everything.
Sales Foundations
Messaging, decks, one-pagers, battlecards. The core materials that remove guesswork from sales conversations.
Launch & Change Moments
Pivots, expansions, fundraises. Coordinating narrative and execution when direction needs resetting.
Founder Advisory
Pricing, packaging, sequencing, hiring timing. Strategic sounding board for the decisions that shape the business.
Why Fractional Beats Alternatives
Each option has a structural limitation. Fractional GTM addresses them.
Ideal Engagement Window
Fractional GTM makes most sense at specific inflection points.
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Seed → Series C Product works, story doesn't yet travel
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Founder-led sales Founder still owns the commercial narrative
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Early sales hires Reps need clarity to sell
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Pre-fundraise Narrative needs tightening
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Post-pivot Direction needs resetting
Engagement Models
Flexible structures to match your stage and needs.
GTM Sprint
£6k–£10k · 4–6 weeks
Reset positioning and focus. Clarify your story, sharpen your ICP, build core sales materials.
Launch Sprint
£8k–£12k · 4–6 weeks
Coordinate narrative and execution. Launch plan, campaign theme, cross-functional alignment.
Sales Enablement
£3k–£6k · 2–4 weeks
Turn strategy into tools. Pitch decks, one-pagers, battlecards, objection handling.
Founder Advisory
£2k–£3k/month
Ongoing judgement, low overhead. Strategic sounding board for pricing, packaging, hiring timing.
Fractional Leadership
£1.2k–£1.5k/day
Temporary senior ownership. Direction for early marketing teams, typically 2–4 days per week.
Benefits Founders Feel
Beyond the deliverables, this is what changes in practice.
Track Record
15+ years in B2B SaaS, with $1bn+ in exit value influenced.
Featurespace
Early team at a Cambridge ML fraud company. Helped establish the commercial story during scale phase. Exited to Visa for ~$1bn.
Procore
Early go-to-market hire for UK launch. Built regional messaging, market strategy, and sales enablement as the company expanded across Europe.
Adbrain
Repositioning through to acquisition by The Trade Desk. Clarified the narrative and strengthened commercial messaging.
Eastnets
Brought structure and narrative clarity to a complex payments-focused technology portfolio spanning sanctions, fraud, and compliance.
Frequently Asked Questions
What is Fractional GTM leadership?
Senior go-to-market leadership provided part-time, aligned to company stage. You get strategic guidance and hands-on execution without the cost of a full-time VP or CMO.
How is this different from an agency?
Agencies execute tasks; fractional GTM sets and owns direction. I don't just produce outputs — I make sure they're the right outputs, and that they stick.
How is this different from a consultant?
Consultants advise; fractional GTM stays to make it real. Strategy without implementation is just a deck. I work until the behaviour changes, not just until the slide is done.
What stage companies benefit most?
Seed to Series C founder-led SaaS. These are companies with product traction but whose story doesn't yet travel — where the founder still owns the commercial narrative.
Do you replace a VP Marketing or CMO?
No. This bridges the gap before that hire makes sense. I help you build the foundation so that when you do hire, they can run faster.
How quickly can you add value?
Typically within the first two weeks. Most engagements start with quick wins while building toward larger strategic shifts.
Is this remote or on-site?
Primarily remote, on-site when it matters. I'm Manchester-based and work with UK and international SaaS teams.
How long do engagements last?
From 4-week sprints to multi-month leadership phases. Most start with a defined sprint and extend if there's mutual value.
Do you work with sales teams directly?
Yes, especially on messaging and enablement. The best GTM work connects strategy to the conversations reps are actually having.
Will you build assets or just advise?
Both. Strategy without tools fails. Typical outputs include positioning docs, pitch decks, one-pagers, battlecards, and launch plans.
Can you help before a fundraise?
Yes, narrative clarity is a common trigger. A tight story makes fundraising conversations easier and more effective.
Do you work with technical founders?
Frequently. Technical founders often know their product deeply but need help translating that into commercial language that lands with buyers.
Is this only for UK companies?
No, global SaaS teams. I'm Manchester-based but work across time zones with companies in the UK, Europe, and North America.
Can you support a pivot or repositioning?
Yes, this is a core use case. When direction needs resetting, having senior commercial thinking makes the transition faster and cleaner.
What industries do you focus on?
B2B SaaS, fintech, infrastructure. The common thread is complex, technical products that need clear positioning and a focused go-to-market approach.
Do you manage agencies or hires?
Yes, when useful. Part of fractional leadership often involves giving direction to agencies or early marketing hires.
Is this cost-effective vs hiring?
Significantly, especially early. A fractional engagement costs a fraction of a full-time senior hire, with no equity dilution or long-term commitment.
What happens after the engagement?
Teams retain clarity, tools, and structure. The goal is to leave you stronger, not dependent. Everything produced is yours to keep and build on.
How do we get started?
Start with a conversation. No decks. No theatre. Just clarity on what will move the needle for your business.
Ready to sharpen your go-to-market?
Start with a conversation. No decks. No theatre. Just clarity on what will move the needle.
Get in Touch LinkedIn