Fractional CRO · Commercial Strategy

Bigger deals.
Won more often.
Closed faster.

We help technology founders build the commercial system behind predictable revenue growth — so winning bigger deals does not depend on the founder being in every conversation.

Take the Value Puzzle Diagnostic Use the Sales Hiring Readiness Tool Book a 30 minute conversation
Bigger deal sizes from outcome-led positioning that moves buyers off price.
Higher win rates from sharper qualification and stronger differentiation.
Shorter sales cycles from buyer-led stages that reduce late-stage stalls.
The pattern

How many of these apply to you?

If two or more sound familiar, the problem you can see is not the one slowing you down.

01

You are in every important deal.

Deals close when you are close. They stall when you are not. The system is you.

02

Your team tells the value story differently than you do.

Buyers understand the product but not the business outcome. The story changes depending on who is telling it.

03

Deals advance on optimism, not evidence.

Stages move because the seller wants them to, not because the buyer decided to.

04

Quarter-end forecasts slip, and the reasons keep changing.

The board no longer trusts the number. You are not sure you do either.

The insight

Most early-stage companies cannot describe their value in language a buyer recognizes, in fewer than thirty seconds, without the founder in the room.

Until your value is something the team can explain on its own, no other fix sticks. Once it is, bigger deals, higher win rates, and shorter cycles all become possible.

The method

The Value Puzzle.

Five disciplines that drive bigger deals, higher win rates, and shorter sales cycles. The order they are built in matters as much as the work itself. Most teams work them in the wrong sequence and wonder why the results do not stick.

01

Communicating Value

A clear story your team can tell without you in the room. Buyers respond to outcomes, not feature lists.

What we build
A sharper ICP. Outcome-led positioning. Two or three differentiators backed by real proof.
Outcome
Bigger deal sizes. Buyers move off price and onto impact.
02

Sales Process Design

A path from first call to close that anyone on the team can run consistently.

What we build
Stages defined by buyer decisions. A simple qualification framework. Discovery questions every seller actually uses.
Outcome
Higher win rates and a forecast you can trust.
03

Buyer System Understanding

Decisions are not made by one person. Stop selling like they are.

What we build
Stakeholder maps for live deals. A rule against single-threaded selling. Tools that help your champion sell internally.
Outcome
Shorter sales cycles. Fewer deals that go quiet at the end.
04

Execution System

The weekly rhythm that makes everything else compound.

What we build
A weekly deal review with a clear agenda. KPIs that match the role. A forecast that is graded, not just reported.
Outcome
A team that runs the system without you prompting it.
05

Leadership and Scaling

From running every deal to running the system.

What we build
A founder transition plan. A sales hiring plan that fits where you actually are. Board updates built around commercial progress, not activity.
Outcome
A founder building the company. A team carrying the deals.
Why it matters now

What it costs to keep going as you are.

If nothing changes

The same problems get bigger.

You stay the bottleneck on every important deal.
A VP Sales hire walks into chaos and leaves inside a year.
Forecasts miss by 20 to 40 percent at quarter end.
You raise on momentum the next two quarters will not repeat.
With the work

The system carries the company.

Win rates on your best-fit accounts trend up across two quarters.
Sales cycles get 10 to 20 percent shorter.
The forecast lands within 10 percent of actual.
You work on the company. The team carries the deals.
David Judah
David Judah

Built from real revenue work, not theory alone.

I spent seven years at Gartner advising hundreds of technology vendors scaling from pre-revenue to $20M+ ARR. As leader of the UK Emerging Tech division, I scaled my sales team from 2 to 9 reps, trained every seller through to their first deal, and built the #1 global sales team in the segment.

I was then promoted to Gartner Invest and relocated from London to New York City, where I worked with the world's largest banks across M&A, asset management, and private credit, becoming the #1 Account Executive globally.

My MBA research on sales-process design, GTM strategy, and customer psychology has been adapted into workshops I've delivered to emerging startups, and to sales teams, bankers, and investors at Fortune 500 firms.

I now help founder-led B2B companies close bigger deals, win them more often, and close them faster. The outcomes are concrete. The systems that produce those outcomes are what I build.

Engagements

Four ways to work together.

Every engagement is built around the same outcomes: bigger deals, higher win rates, shorter cycles. Depth, duration, and operating role change.

6 weeks

Diagnostic Sprint

A focused assessment of where revenue is actually leaking. Written diagnosis and a 90-day plan to fix the biggest constraint.

For: founders who want a clear read before bigger investments.
12 months

Value Puzzle Engagement

The full build. The system that produces bigger deals, higher win rates, and shorter cycles. Weekly working sessions.

For: companies moving off founder-led selling.
6 months min

Fractional CRO

Operating commercial leadership inside the company. Pipeline, forecast, deal review, and hiring. Joins the board.

For: companies with an unfilled commercial leadership seat.
4–6 weeks

Targeted Project

One piece, done well. Positioning. Sales process. Hiring readiness. Board prep. Investor narrative.

For: companies with a working system and one specific gap.
Before we talk

This work is not for everyone.

Honesty about fit saves everyone the cost of a poor engagement.

Companies pre product-market fit.
Founders looking for a hired gun to close one deal. We build the system that runs them.
Founders who view sales as someone else's job.
Companies with under six months of runway. The work compounds over quarters.
Companies with an existing fractional CRO already in place.
How we work

Listen first. Diagnose second. Prescribe third.

01

Listen

Interviews. Materials review. Pipeline and deal-review review. See the system as it actually is, not as it is described.

02

Diagnose

Find the real bottleneck across the five pieces. Separate the symptom from the cause.

03

Prescribe

A sequenced plan, not a long deck. What to fix first, what to leave alone, what signal proves the work is landing.

04

Build

Concrete tools your team uses every week. A meeting agreement does not survive Monday. A document does.

05

Transfer

The test is whether the team can run the system without us in the room.

Where to start

Where is revenue leaking?

The Value Puzzle Diagnostic gives you an honest read in twelve minutes. You leave with a score, the bottleneck, and the next move.

The Sales Hiring Readiness Tool tells you whether you are actually ready to hire sales leadership. You leave with a readiness score, the gaps to close first, and the right type of hire for where you are now.

Take the diagnostic Use the Sales Hiring Readiness Tool Or book a 30 minute conversation
Common questions

A few questions answered before you ask them.

How is this different from hiring a VP of Sales?

A VP scales a system that already exists. If the system doesn't, the VP rebuilds it from zero. Our role is to build the system before the VP arrives.

Do you sell on the company's behalf?

No. We refuse to be the seller. We join calls, coach, and pressure-test. We do not run the deal.

What stage of company do you work with?

B2B technology, services, AI, and infrastructure businesses between first paying customers and roughly $10m ARR.

How is the work priced?

Fixed-fee for sprints and projects. Monthly retainer for engagements and the Fractional CRO. We do not bill hourly.