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Fractional Sales Leadership

Sales Director Visual

Growing sales growth through strategy, guidance and accountability

Your Problem

Fast growing entrepreneurial businesses need experienced strategic leadership, not just management and the founders and business leaders are already spread too thin.

However, the salary of a quality Sales Director or Chief Commercial Officer starts at over £100k, then you have bonuses, NI, benefits, equity etc. on top. So you deal with it the best you can:

  • You lead and manage the sales team yourself, but you're already spread too thin
  • Your Operations or Finance Director oversees sales, but has no real experience
  • Your promoted your best salesperson to Sales Manager and is now struggling

Our Approach

Fractional sales leadership gives you the benefits of a seasoned Sales Director at less cost. We give you the expertise to help your business fulfil its potential and report to you and the board with objectivity and confidence. 

Here's what you get:

  • An integrated member of your senior team - think of it as a board adviser who will align the sale strategy with your ambitions whilst driving and monitoring the sales team's performance
  • Sales processes and forecasting that are accurate and proved valuable information to the rest of the business 
  • Happier and more successful salespeople through an in-house coach they can turn to for support and guidance 

What does a fractional Sales Director do?

Sales Growth
Everything you'd expect of a full time Sales Director

Strategic

Set the Commercial Direction

1. Define Your Sales Strategy

Every business benefits from an objective review of its current approach. The first task is to discuss your current target markets, ideal customer profile, pricing and business plan. We can then set revenue targets, growth plans (12 - 36 months), go to market strategy (direct, partner channel) and produce the sales plan with an explanation of how it aligns with and supports the wider business plan. 

2. Build the Sales Operating Model

Dunrod's framework picks the elements of Sales as a Science that deliver the biggest impact in the shortest time. We will review current sales processes and implement the quick wins. The sales team structure will be designed to define roles & responsibilities, compensation plans and create forecasting report content and frameworks. We always place an emphasis on how sales forecast can provide valuable information can to other business functions to improve your company's operational efficiency.

3. Drive Accountability

Our approach provides effective processes, documentation and support framework to help salespeople be more successful. In return, they are set objectives for the quantity, quality and direction of their activity. We monitor the outputs through defined metrics covering pipeline health, conversion metrics and velocity and intervene where needed. Responsibility for producing accurate forecast will be allocated to ensure the board, investors and other functions know what to expect.

Operational

Drive Sales Performance

1. Ongoing Activity

The sales team is managed on a week to week basis against their objectives. Every business and sales team is different, but the core principles of the quality, quantity and direction of activity apply across all businesses. These will be monitored via weekly pipeline reviews.

We conduct deep dives on larger / strategic oppoertunities using Dunrod's target account selling framework, giving the salesperson coaching and guidance. We also encourage the team to conduct deal clinics with each other - mutual support is a great way to build a strong team ethos and remove the challenges created by egos.

We provide ongoing sales coaching to sales team members to maintain performance and confidence. We hold regular meetings with the other functional heads to make the customer handover process is seamless for a great customer experience. This speeds up time to revenue and repeat purchases.

2. The Future

In time, you will be ready to hire a full-time Sales Director. We help prepare the ground for the selected candidate, support the recruitment process and ensure they have an effective handover.

Where appropriate, we provide on-going support / coaching to the new Sales Director and / or act as a board adviser.