Commercial clarity that turns strategy into action.
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’s typically included
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 view of what’s slowing growth and the commercial impact of each issue
A prioritised set of fixes that focus effort where it will move revenue fastest
A simple, actionable 90-day plan to improve execution and lift performance
Insight across sales, marketing, product, and operations to align teams around what matters
Early clarity that accelerates decision-making and reduces wasted time
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’s typically included
End-to-end sales process mapping
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
Review operating rhythm (cadences, reporting, accountability)
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 that improves deal velocity
Fewer dropped handoffs and more consistent progression through the pipeline
Improved forecasting accuracy and better visibility of true revenue drivers
Stronger cross-functional alignment that reduces friction and rework
A sales organisation that operates with confidence, consistency, and structure
Best for: Businesses needing stronger sales consistency, better structure, or a more mature revenue engine.
Go To Market Strategy & Narrative
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’s typically included
Clarify ICPs, value proposition, and commercial messaging
Competitive review & market mapping
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
A sharper commercial story that improves conversion across pitches and proposals
Clearer messaging that helps the whole business articulate value consistently
A GTM strategy that focuses effort on the highest-value segments and opportunities
A narrative and positioning framework that strengthens differentiation
Greater internal alignment, making execution easier and faster
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 on a fractional basis to help teams implement the work, maintain commercial discipline, and ensure the new GTM practices stick.
What’s typically included
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
Hands-on support that accelerates execution and brings commercial clarity into the day-to-day
Better deal quality and stronger pipelines through real-time coaching and intervention
Faster adoption of new processes, tools, and behaviours that improve performance
A reduction in operational noise so teams can focus on the right commercial priorities
Momentum that compounds, turning strategy into tangible revenue outcomes
Best for: Leadership teams that want support embedding new GTM practices or need a senior commercial partner without hiring full-time.
Sales Enablement
Helping sales teams sell with more clarity and consistency.
High-performing teams don’t just need better decks or more content, they need clarity. Clarity on who they’re selling to, the story they’re telling, how they qualify opportunities, and what “good” looks like at each stage of the process. I help companies turn that clarity into practical enablement that improves win rates and strengthens day-to-day execution.
What’s typically included
Audit existing enablement materials, messaging, and workflows
Clarify the core value story and create simple narrative frameworks
Strengthen qualification, discovery, and opportunity management
Build practical tools: playbooks, messaging guides, case study formats, objection scripts
Improve proposals, pitch materials, and commercial storytelling
Provide hands-on coaching through real opportunities and live deals
What you get
A clearer, more consistent commercial story that improves how opportunities progress
Stronger qualification and cleaner deal progression, reducing time wasted on low-value deals
Practical tools that shorten ramp time and make good selling easier to repeat
A team that sells more consistently because the narrative, process, and expectations are clear
Best for: Sales teams who need clearer messaging, stronger execution, and a more predictable way of selling.
“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.