Fractional sales leadership
Sales process and playbook
A sales process is the agreed set of stages, qualification rules, conversations and handovers that take a lead to a signed deal. A playbook writes it down so everyone sells the same way. I map how your team sells today, fix the stages where deals leak and write a playbook covering the full sales cycle.
Signs your sales process needs work
- Two salespeople would handle the same lead in completely different ways
- Leads go cold because nobody owns the follow-up
- Nobody knows the conversion rate from first call to proposal, or from proposal to close
- Proposals get rebuilt from scratch every time
- New starters learn by sitting next to whoever has time
What do I do?
I sit in on calls, read recent proposals and trace won and lost deals end to end. Then I write down the stages, the exit criteria for each, the questions that qualify a lead and the handovers between marketing, sales and delivery. I build the playbook with your team, test it on live deals and change whatever doesn't hold up.
What you get
- Pipeline stages with clear entry and exit criteria
- A qualification approach matched to your deal size
- Call structures for first contact, discovery, proposal and close
- Handovers between marketing, sales and delivery, written down
- Conversion tracking at every stage, so you can see where deals leak
Worth knowing: Your playbook is written from how your customers buy. Nothing I built for a previous client is reused, and no template gets your logo pasted on it.
How it runs
Diagnosis first, then the draft playbook, then testing on live deals and revising. The free weekly pipeline review template is a good place to start in the meantime. A playbook works best once the CRM and pipeline are in order.
Industries I know from the inside
From experience
Seehab AhmedFounder, Stratus Growth
The UK sales team I took over needed its lead data run by a system rather than instinct, live coaching for the SDRs and tracking for lead-to-deal rates and missed upsells. That's what took it to 109% of quota.
In the US function I ran, lead-to-deal conversion went from under 20% to 30% while lead flow grew 72%.
Related
- ServiceFractional sales leadershipFractional commercial leadership gives a founder-led business a senior sales leader for a day or two a week. I find what's broken in your sales system, or build it from scratch, and make the people already selling more successful. You get a working system you can see and run, and you own all of it.
- ServiceCRM setup and pipeline managementHubSpot rebuilt around how you sell, with fit scoring and a weekly pipeline review.
- ServiceFractional sales directorA senior sales leader in your business one day a week, running the system, coaching the team and working live deals.
- Free toolHire cost calculatorThe first-year cost of a full-time sales director: salary, employer National Insurance, pension, recruitment, your own time and the months before they hit target.Cost a full-time sales hire
- BookFree scoping call60 minutes on what's happening in your business and whether I'm the right person to help. If I can't help, I'll tell you what would.
- ServiceGo-to-market strategyWho to sell to, what to say, which channels and in what order, tested with real prospects within weeks.
Questions people ask
What's in a sales playbook?
Do you use a qualification framework such as MEDDIC?
Two ways to start
Free
You're weighing up ongoing help
A 60-minute call to work out what's going on and whether I'm the right person to fix it. If I'm not, I'll say so on the call and tell you what would help instead.
£150 · One hour · No VAT is charged
You have one question that needs a straight answer
Bring the question. You leave the hour with my answer and the reasoning behind it, with no retainer and no obligation afterwards.
Not sure which? Answer three questions and I'll point you to the right one.