James Porteous-Butler
Commercial Strategy & GTM Consultant
James Porteous-Butler helps businesses fix the commercial issues that are capping their growth: messy go-to-market (GTM), inconsistent sales process, unclear positioning. He turns them into a clearer, more scalable revenue engine. 18+ years across advertising, media, and technology, including embedded leadership at WeTransfer, Johnson Controls Hitachi, Dentsu and Accenture. Hands-on, fast to get under the skin of a business, and focused on practical fixes over frameworks that sit on a shelf.
Think of James when
  • Sales and marketing have drifted out of sync, with no shared story and no repeatable process
  • A business is launching a new product or revenue line and needs a credible GTM plan, fast
  • A founder-led company has outgrown ad-hoc selling and needs commercial discipline
  • The sales team needs modernising for the new era of B2B selling: AI tools, changing buyer behaviour, new ways of prospecting and closing
  • A business is preparing for acquisition or fundraising and needs the operational maturity and commercial structure to hold up to scrutiny
  • A team wants senior commercial leadership, fractionally, without a full-time hire
What James helps with
Go-to-Market Strategy
ICP, positioning, messaging, routes to market, launch planning.
Sales Enablement & Operations
Playbooks, seller onboarding, pitching & proposals, qualification frameworks (e.g., MEDDIC), sales training and mentoring, tools & tech (e.g. automation, CRM, AI for sellers).
Commercial Strategy
Sales/marketing alignment, value proposition, pricing, sales compensation.
“
James is exceptional to work with. He came into WeTransfer and was able to really quickly understand the business, our requirements and key stakeholders in order to solve critical problems. He is autonomous, a great thinker, and is able to manage complex projects, always thinking outside the box for solutions. I would work with James again in a heartbeat!
IRINA DIMA · VP STRATEGY & GTM, WETRANSFER
Recent impact
01
WeTransfer
Global GTM & Sales Strategy Consultant
Led GTM strategy and global sales enablement for two new advertising products at this $150M+ tech business.
$10M incremental revenue in 2025. Supported operational readiness ahead of acquisition by Bending Spoons.
02
Johnson Controls Hitachi
Global Sales Enablement Strategist
100+ hours of stakeholder interviews and a maturity model to benchmark capability across markets.
Turned fragmented, market-by-market practices into a single scalable enablement architecture across 10 markets, with a clear 3-year path to capability uplift.
03
AccuraCast
Fractional, Business Development Director
Embedded board-level BD leadership for the UK’s leading international digital marketing agency.
Drove double-digit YoY revenue growth through pipeline discipline, commercial strategy and sales enablement.
Clients & industry experience
WeTransfer Johnson Controls Hitachi Accenture Dentsu WPP / Ogilvy Publicis / Saatchi & Saatchi AccuraCast PRISM NEXTEV / Formula E Edenhouse Solutions ECI Partners
Tech & SaaS Media, Advertising & Creative Agencies Professional & Consulting Services Scale-ups & PE/VC-backed Businesses Manufacturing
Open to
Consulting and project-based engagements in GTM strategy, sales enablement, and commercial strategy, and to fractional or NED GTM / Commercial roles.
Get in touch