How I help

Fractional CRO, hiring and sales coaching for health and healthtech

Some founders want someone senior in the business each week. Others just want a second opinion on the big decisions, help hiring the right person, or some focused coaching. Here's how each one works, so you can see what might fit.

Fractional commercial leadership

Senior commercial support working inside your business for a set number of days each month. Think of it as having a commercial director on the team, without the full-time salary or the risk of getting a big hire wrong too early.

This might suit you if

You need someone hands-on, not just advising, but you're not quite ready for a full-time commercial leader.

What I can help with

  • A go-to-market plan: who to sell to, through which channels, at what price
  • A pipeline and forecast you can stand behind in a board meeting
  • A sales process and playbook the whole team can follow, built from real world testing
  • Partnerships with insurers, cash plans and benefits platforms that work for both sides
  • Working live deals, making introductions and helping close
  • Team structure, 1-2-1s, targets and pay plans

How it usually works

A set number of days each month, agreed up front. Once things are running well, I'll help you hire the permanent person to take it on, so there's a natural handover rather than a cliff edge. I act as an operator, not an advisor.

What I can help with

  • Pricing and how you build the value proposition
  • Partnership terms before you sign them
  • Whether, when and who to hire next
  • Moving into a new type of sector, territory, or buyer
  • Preparing for board and investor conversations
  • Sense-checking the commercial plan

How it usually works

Regular catch-ups, someone to call when a big decision comes up, and joining the occasional board meeting if helpful.

Commercial advisory

An experienced sounding board for the decisions that matter most. You keep running the commercial side, and I'm there to challenge, sense-check and share what I've seen work (and not work) elsewhere.

This might suit you if

Things are running well day to day, and you'd value an honest, experienced outside view before the bigger decisions.

Hiring your commercial team

Commercial hires are some of the hardest to get right. A strong CV and a confident interview don't always translate into results, especially in health, where buyers are complex and sales cycles are long. I spent ten years in recruitment before moving into commercial leadership, and I've hired 100+ commercial people since.

What's different

I only work on one client's hiring at a time. And if needed, once your new hire starts, I coach them for three to six months, so they settle in and start delivering sooner.

How it works

  1. 1Working out what the role really needs to be, for your market and your stage
  2. 2Searching and headhunting, rather than waiting for applications
  3. 3Shortlisting, interviewing and scoring candidates with you
  4. 4Designing the package and handling the offer
  5. 5Coaching your new hire for three to six months once they start
Commercial leadersHeads of sales, commercial directors, heads of CS
Sales & CS teamsAccount executives, SDRs, Customer success, and RevOps
Interim salespeopleExperienced people who can step in quickly

Coaching for founders & commercial teams

I see sales similar to sports. Confidence and mindset matter as much as technique, and people grow fastest with regular practice and someone in their corner. Coaching can be ongoing or sprint-based with an end goal that usually runs for six to thirteen weeks. In all cases we use real deals rather than role play, in a space where it's safe to be honest about what's hard.

For founders who sell

Getting more from discovery calls, qualifying properly, handling buying groups with lots of people involved, and building a pipeline you can rely on with clear forecasting methodology.

For commercial teams

For account executives new to health, people stepping up from SDR, or anyone who wants to grow and improve their skillset. Tailored to your people, your market and your deals.

For new sales leaders

Moving from great individual contributor to confident leader: forecasting, 1-2-1s, deal reviews, high performance cultures, effective reporting, and talking to the board.

Not sure which fits?

That's completely normal. Book a 30 minute call and we'll work it out together. Most people end up with a mix, and we can always start small.

Book a call
A monthly email on how health gets boughtWhat I'm noticing across insurers, employers and benefits buyers.