James Porteous-Butler

Commercial strategy and go-to-market consultant

james@thegrowth-consultancy.com
+44 7957 620 134
linkedin.com/in/james-porteous-butler
thegrowth-consultancy.com

James helps businesses fix the commercial issues that cap their growth: a messy go-to-market, an inconsistent sales process, unclear positioning. He turns them into a clearer, more scalable revenue engine. 20+ years across advertising, media and technology, including embedded leadership at WeTransfer, Johnson Controls Hitachi, Dentsu and Accenture. Hands-on, quick to get under the skin of a business, and focused on practical fixes rather than frameworks that sit on a shelf.

Open toConsulting and project-based engagements, and fractional or non-executive GTM and commercial roles.

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 how B2B buying works now: AI tools, changing buyer behaviour, new ways of prospecting and closing.
  • A business is preparing for acquisition or fundraising and needs a commercial structure that holds up to scrutiny.
  • A team wants senior commercial leadership, fractionally, without a full-time hire.

What he helps with

Go-to-market strategy

ICP, positioning, messaging, routes to market and launch planning.

Sales enablement and operations

Playbooks, seller onboarding, pitching and proposals, qualification frameworks such as MEDDIC, sales training and mentoring, and tools and tech including CRM, automation and AI for sellers.

Commercial strategy

Sales and marketing alignment, value proposition, pricing and sales compensation.

Recent impact

WeTransfer

Global GTM and 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, and a business operationally ready for its acquisition by Bending Spoons.

Johnson Controls Hitachi

Global sales enablement strategist

100+ hours of stakeholder interviews and a maturity model to benchmark capability across markets.

Fragmented, market-by-market practice turned into one enablement architecture across 10 markets, with a three-year path to capability uplift.

AccuraCast

Fractional business development director

Embedded, board-level BD leadership for the UK's leading international digital marketing agency.

Double-digit year-on-year revenue growth through pipeline discipline, commercial strategy and sales enablement.

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 DimaVP Strategy and GTM, WeTransfer

Clients

  • WeTransfer
  • Johnson Controls Hitachi
  • Accenture
  • Dentsu
  • WPP / Ogilvy
  • Publicis / Saatchi & Saatchi
  • AccuraCast
  • PRISM
  • NEXTEV / Formula E
  • Edenhouse Solutions
  • ECI Partners

Sectors

  • Tech and SaaS
  • Media, advertising and creative agencies
  • Professional and consulting services
  • PE and VC-backed scale-ups
  • Manufacturing