Commercial clarity that turns strategy into action.
I focus on a small number of high-impact services that sit at the intersection of go-to-market strategy, sales process, and commercial operating rhythm.
Every engagement starts by understanding what is really limiting growth, and ends with practical, commercially grounded actions your team can use immediately.
GTM & Commercial Diagnostic
Find out what is holding back revenue.
Most companies feel the symptoms of a commercial problem before they understand the cause. This rapid but thorough diagnostic uncovers the root issues in your GTM, sales process, messaging, and operating model.
What I do
Interview key stakeholders across sales, marketing, and product
Review current GTM strategy, ICPs, messaging, and positioning
Map the end-to-end sales process and commercial operations
Identify friction points, gaps, inconsistencies, and inefficiencies
Benchmark readiness and maturity
Build a clear, prioritised roadmap of what to fix and in what order
Where useful, I use AI tools to support research, analyse patterns, and speed up early insight generation. This accelerates the diagnostic without compromising depth, rigour, or the quality of recommendations.
What you get
A clear understanding of what is limiting growth
A 90-day action plan your team can execute
Confidence and alignment across commercial leadership
Best for: Tech, media, and expert-led businesses experiencing inconsistent sales results, messy GTM execution, or unclear positioning.
Sales Process & Commercial Operations
Fix how revenue work actually gets done.
If your sales process feels unclear, inconsistent, or overly dependent on a few people, it is usually a sign the commercial engine needs attention. I help redesign your sales process and operating rhythm so teams can sell consistently and confidently.
What I do
Redesign sales stages, qualification, and handoffs
Create clear workflows across product, marketing, and sales
Introduce simple governance, cadence, and accountability
Improve forecasting, deal velocity, and pipeline health
Strengthen cross-functional alignment
I use AI to help quickly analyse pipeline data, identify friction points, and test alternative process designs, allowing us to move from assessment to impact more rapidly.
What you get
A clearer, more predictable sales motion
Better deal progression and fewer dropped handoffs
A sales organisation that operates with consistency and confidence
Best for: Businesses needing stronger sales consistency, better structure, or a more mature revenue engine.
Go To Market Strategy
Align your story, strategy, and sales execution.
Strong GTM is more than a strategy deck. It is the connection between who you sell to, why they should care, and how your teams show up in the market. I help sharpen your narrative and align product, marketing, and sales so everyone is telling the same compelling story.
What I do
Clarify ICPs, value proposition, and commercial messaging
Build a practical GTM strategy your team can execute
Strengthen the commercial narrative used across product, marketing, and sales
Support proposition design, packaging, and pricing
Ensure sales behaviours match the strategy
AI helps accelerate exploration and testing of messaging, positioning, and competitive angles, but all final narrative, strategy, and framing comes from human judgment grounded in experience
What you get
Clearer positioning and differentiation
A GTM strategy your teams understand and believe in
Messaging and selling that finally work together
Best for: Companies launching new propositions, entering new markets, or struggling to articulate their value convincingly.
Embedded Commercial Support
Keep momentum after the strategy is defined.
Some clients ask me to stay involved part time to help teams implement the work, maintain commercial discipline, and ensure the new GTM practices stick.
What I do
Support implementation of the diagnostic or GTM plan
Coach sales and marketing leadership
Strengthen processes, routines, and reporting
Help teams adopt new behaviours and ways of working
Act as an independent commercial sounding board to the CEO or CRO
AI supports the ongoing work by speeding up analysis, content testing, and synthesis so I can focus more time on coaching, decision-making, and embedding commercial discipline.
What you get
Sustained momentum
Better execution and accountability
A steady hand guiding commercial decisions as the business grows
Best for: Leadership teams that want support embedding new GTM practices or need a senior commercial partner without hiring full-time.
“James excels in identifying pain points through systematic analysis. His impressive ability to learn quickly allows him to adapt to various industries swiftly. His positive attitude consistently delivers results beyond our expectations. Working with James has been an excellent experience.”
Wenyang Lan, Sales Enablement Lead
Let’s collaborate.