Fractional CRO & Commercial Advisory

Senior commercial leadership for healthcare and healthtech businesses scaling in complex markets.

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Growth in Health and HealthTech is rarely straightforward.

You might recognise some of this:

  • Revenue feels busy, but not predictable

  • You are entering new verticals or partnerships without full confidence

  • Forecasting does not quite stand up when properly challenged

  • You are unsure whether to hire, restructure or pause

  • As founder, you are still too close to the detail

  • The board (and you) want predictability, not ambition.

This is usually the point where senior commercial input becomes valuable.

The kinds of challenges this solves.

How do we typically help?

  • GTM Design & Refinement

    Clarifying:

    Ideal customer profiles & personas, channel prioritisation, partnership/distribution models, pricing architecture, market sequencing, top of funnel growth, sales sequencing and playbook design, and more.

    Grounded in your resources and commercial reality.

  • Pipeline Architecture & Forecasting Discipline

    Building structure that holds up under scrutiny:

    Clear qualification standards, defined deal stages, revops configuration, predictable pipeline metrics, forecasts that can be defended, clear reporting, and more.

    Momentum is not the same as predictability.

    This focuses on the latter.

  • Commercial Team Structure, Hiring Discipline, & Remuneration

    Clarifying:

    What the business actually needs, what high performance looks like, building sales/CS/revops teams from scratch, modelling progression routes, role mapping and interview scoring, salary & comp plans, and more.

  • Channel & Partnership Strategies

    Particularly within:

    Employer-funded healthcare, insurer and cash plan ecosystems, occupational health and EAP routes, unions, memberships and governing bodies, and more.

    Ensuring partnerships are commercially viable, not just strategically attractive.

  • Interim Execution

    Acting as interim CRO to support:

    Rebuilding reporting where needed, aligning commercial meeting cadence, team 1-2-1s, KPI setting/monitoring, strategic introductions & sourcing, deal management & closing, supporting board communication and decision making, and the usual things associated with a permanent CRO hire.

    The aim is to create commercial sustainability.

Fractional CRO vs Commercial Advisory?

Both involve senior commercial input. The difference is the level of ownership.

  • Appropriate when the business needs ongoing commercial leadership, regular involvement in operational decisions, and direct engagement at board level.

    The focus is building and running the commercial engine.

  • Appropriate when leadership remains operationally strong but wants independent commercial challenge on key decisions, hiring, expansion or partnerships.

    The focus is strengthening judgement and decision quality.

If you think you might need senior commercial support, or simply want to sense-check where you are, let’s have a conversation.

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