I’m a Fractional CRO for B2B SaaS founders ready to scale — embedding alongside your team to install the sales machine, the metrics, and the discipline that turn founder-led traction into a repeatable revenue engine.
There’s a chasm between founder-led traction and a real revenue machine. I’ve crossed it five times and know exactly where the bridges go.
Most fractional CROs are advisors. I’m an operator. I sit inside the business, build the engine, and stay until it runs without me.
I started my career in the blue-chip world — Hewlett Packard, then Microsoft — learning what disciplined, large-scale B2B selling actually looks like.
For the last 23 years I’ve been deep inside SaaS scale-ups, working as the senior commercial operator alongside founders. Five companies, five exits, more than $600 million returned to shareholders and founders.
That experience is now compressed into a fractional engagement: founders get a senior CRO embedded in the business, without the seven-figure all-in cost of hiring one full-time before you’re ready.
Three phases. The goal isn’t to sell you more advisory hours — it’s to leave you with a working revenue engine and a team that owns it.
I sit with founders, sales, marketing, and customers. I review the plan, the pipeline, the pricing, the tooling, and the team. I name what’s actually broken — not what looks broken on a dashboard.
Refined value proposition. Defined ICP and personae. A clear buyer journey. Aligned sales and marketing. Sane pricing. CRM and tooling that report on the right metrics. Sales stages and methodology the team can run.
I work in the business until the operating system runs without me — coaching the team, supporting hires, and stepping back to advisor cadence as in-house leadership grows into the role.
Six core areas where founders consistently need senior commercial muscle — and where the gap between “we should do this” and “this runs every week” is biggest.
Strategic initiatives that surface real revenue drivers, eliminate what isn’t working, and define the sales process — through to the CRM and reporting that prove it.
You should know your pipeline metrics, your CAC, and exactly what you have to spend on sales and marketing to hit growth. I install the few metrics that actually matter.
I support founders on team leadership, pipeline management, account planning, and deal progression — and help HR find, interview, onboard, and train the right sales hires.
Working with marketing to engineer the funnel from website to MQL to discovery call to SQL — with content and channels that target the right buyer, not the loudest one.
I’ve been through it myself. I help identify the right investor types — VC, angels, PE, tech funds — and prepare pitch decks, pipeline forecasts, and the CEO for the meeting.
25+ years of global expansion. Market selection, market entry, beach-head accounts, channel and partner strategy, local cultural guidance, and international team build-out.
Founders don’t lose rounds because of the product. They lose them because the deck doesn’t answer the questions investors are actually asking, the pipeline forecast doesn’t hold up, and nobody in the room has done this before.
I’ve been on the founder side of the table multiple times. I know what the right kind of fund looks like for your stage, what numbers they’ll want, and how to tell the story so the room actually leans in.
New markets punish improvisation. Hiring the wrong first salesperson in a new region can set growth back twelve months — the deals you don’t close, the contracts you don’t structure right, the cultural signals you read wrong.
Over 25 years I’ve built and run sales operations across Europe, North America, and APAC. I plan it with you, then help you execute — from market selection through to the first ten beach-head accounts and the team that owns them.
Real engagements, real founders. The kind of testimonials that come from working in a business, not from running a workshop.
“We engaged Roger at the start of 2023 to assist with investor strategy, presentations and planning. Since then, Roger has helped us with our business plan, go-to-market, recurring revenue models, pitch decks, service offerings, value proposition and more. He is very knowledgeable, experienced, engaging and easy to work with — and has made a great impact.”
“Roger brings deep experience in B2B sales leadership and a strong understanding of how to build and develop commercial teams. He is thoughtful in his approach, committed to outcomes, and brings a calm, considered perspective to complex sales environments. I am confident he will add value to the businesses he supports.”
The same operating playbook I install inside scale-ups — condensed for founders who want to start fixing things on Monday morning.
A practical PDF covering value-prop refinement, ICP definition, buyer journey, demand-gen alignment, pricing review, CRM discipline, and sales-stage methodology that turn founder-led growth into a real revenue engine.
If half of what’s in there isn’t already running in your business, that’s where the next 90 days of your team’s focus should go.
Download the playbook →The first conversation is short and frank. You tell me what you’re trying to scale and where it’s sticking. I’ll tell you whether a Fractional CRO actually solves it — and if not, who or what does.
hello@fractionalcro.biz →