[ Fractional VP of Sales · Seed to Series A ]

BUILD A SALES ENGINE THAT WORKS WITHOUT THE FOUNDER.

I help founder-led B2B companies turn inconsistent selling into a repeatable revenue system — before they waste money hiring more salespeople or the wrong full-time VP of Sales.

Book a Revenue DiagnosticSee how I work
Working with B2B founders across the UK & US · Pricing in £ and $
Revenue should not depend on heroics. It should be designed.
[ The uncomfortable truth ]

You probably don't need more salespeople yet.

Most early-stage businesses don't have a people problem. They have a sales-system problem. Hiring more AEs into an unclear ICP, inconsistent pipeline and founder-dependent process only increases the cost of failure.

01

The founder remains involved in every important deal.

02

Sales hires take months to ramp and still miss target.

03

Forecasts are based on optimism rather than evidence.

04

The company burns cash before finding a repeatable motion.

Stage 01

You are still
the sales engine.

You've won your first clients, but you're still the only one generating pipeline and revenue. You need a playbook to follow, not to start hiring reps and a VP of Sales.

Stage 02

Your first sales hires
aren't working.

You hired your first AEs and they're not hitting quota. It's not the people — it's the ramp, the ICP and the pipeline coverage math underneath them.

Stage 03

You need predictable revenue before the next stage.

Preparing to raise or scale, and you can't confidently forecast growth. You need reporting, SDR/AE ratios and a repeatable outbound engine before the round closes.

[ How I work ]

Diagnose. Design. Embed.

01

Diagnose

Understand where revenue is genuinely breaking. Founder interviews, CRM and pipeline review, ICP and funnel analysis, forecast reality check.

02

Design

Build the process, messaging, metrics and operating rhythm. Rewrite the sales stages, qualification, coverage math and reporting so the motion is repeatable.

03

Embed

Coach the team, inspect execution, run the weekly rhythm and make the system stick. Support priority deals and remove conversion blockers.

[ What changes ]

Outcomes, not activity.

The goal is not more meetings, more emails or more headcount. It's a sales engine that generates predictable, profitable revenue.

✕

A clear ICP and market focus

✕

A repeatable sales process

✕

A forecast the founder and board can trust

✕

Better-performing salespeople

✕

A defensible hiring plan

✕

Less founder dependency in every deal

[ Case Studies ]

Situation.
Intervention.
Result.

Anonymised examples from recent engagements. Full references and defensible numbers available on request.

[ Marketplace · Series A · UK/US ]

From founder-led selling to a repeatable commercial engine

Situation

Early-stage marketplace entering the UK with no established local sales process. Founder closing every deal, no forecast the board could trust.

What I did

Defined the ICP, established the outbound motion, hired and onboarded the first AE cohort, introduced qualification and weekly pipeline discipline, and led enterprise sales execution.

Result

Sourced revenue contribution of £9M / $12M across the engagement. Win rate improved 44%. Team scaled from 2 to 9 without a permanent VP hire.

[ B2B SaaS · Seed → Series A ]

Reduced new-hire ramp time by 60 days

Situation

New AEs were taking too long to become productive and performance varied heavily by manager. First-year attrition was creeping up.

What I did

Introduced a structured onboarding programme, discovery framework, weekly deal reviews and clear 30/60/90-day expectations. Rebuilt the pipeline coverage model.

Result

Average time to first qualified opportunity reduced by 60 days. Pipeline coverage moved from ~2x to 5x. Forecast accuracy became boardroom-ready.

Numbers reflect Luke's direct operating contribution across recent engagements. Full context available under NDA.
[ Fractional VP of Sales ]

Senior sales leadership without the full-time cost.

Hiring an experienced VP of Sales can cost £150k–£200k before commission, equity and employer costs — and the wrong hire can set an early-stage company back by a year.

My fractional engagement gives you direct access to experienced commercial leadership while the business is still building its repeatable sales motion. You work with me throughout — not an associate.

[ Typical scope ]
  • →Weekly founder revenue session
  • →Pipeline and forecast review
  • →Deal strategy on priority opportunities
  • →Sales process and CRM design
  • →ICP, messaging and outbound refinement
  • →AE coaching and accountability
  • →Hiring and onboarding support
  • →Monthly board-level revenue report
Investment
From £4k / $5k / mo
Initial engagement
3 months
Availability
Limited to 4 active clients at any time.
[ Lower-risk entry offer ]

Revenue Diagnostic & 90-Day Plan

A structured one-day intensive covering founder interview, CRM and pipeline review, ICP and positioning assessment, funnel analysis, team capability review, forecast reality check, and a prioritised 90-day action plan with a recorded readout.

Outcome: you'll know what's breaking, what it's costing you and exactly what to fix first.

Credited toward a fractional engagement if you start within 30 days.

Investment
From £2k / $2.5k
Format
1-day intensive + written 90-day plan.
[ When the motion is ready ]

Hire the right team.

Once the sales system is working, I'll define the role, build the scorecard, source candidates and lead assessment — drawing on 50+ AE hires and hundreds of SDR placements. Recruitment is offered as part of an existing engagement, not a standalone service, so the hiring plan stays honest.

[ About ]

Luke Green.

Fractional Head of Sales · Based between the UK & US · Working with founder-led B2B companies.

I've spent 15 years building and leading sales teams — as a founder, sales leader, recruiter and board advisor across recruitment, marketplaces and B2B technology.

I've built teams from scratch, hired and developed hundreds of salespeople, led international market expansion, and helped businesses progress from founder-led selling into structured commercial organisations.

I now work with a small number of early-stage founders who need senior sales leadership before a permanent VP of Sales makes commercial sense.

3x
Scaleups 0→$35M ARR
2
Company Exits
50+
AEs Hired & Trained
0→$10M
Board Advisory Range
[ In their words ]

From the founders
I've worked with.

Full attributions and references available on request.

"Before Luke joined, our sales process was almost entirely founder-led and we lacked confidence in the forecast. Within eight weeks he had rebuilt our qualification process, introduced weekly pipeline discipline and given the team a repeatable structure."

Founder & CEO
B2B SaaS · Seed
[ Placeholder — real attribution to follow ]

"Luke turned what felt like guesswork into a system. We finally knew where growth was coming from and what we needed to hire next — and we stopped burning cash on the wrong roles."

Co-Founder
Marketplace · Series A
[ Placeholder — real attribution to follow ]

"He gave us a VP-level operator without the VP-level commitment. The board reporting alone paid for the engagement."

Board Member
Growth-stage B2B
[ Placeholder — real attribution to follow ]
[ FAQ ]

The questions founders always ask.

Why not just hire a permanent VP of Sales?+

Because most early-stage companies aren't ready for one. A £150k–£200k hire without a repeatable motion underneath them usually fails within 12 months. Fractional leadership builds the system first, so the eventual full-time hire steps into a working engine — not a rescue mission.

How much time do you actually spend in the business?+

The engagement is built around a weekly founder session, pipeline review, deal work and ad-hoc coaching — not a fixed hour count. You're buying an embedded revenue leader, not five isolated consulting hours.

Do you execute or only advise?+

Both. I sit inside the CRM, join priority deals, coach AEs live, run the weekly rhythm, and produce the board report. Advice without execution rarely sticks in early-stage companies.

How quickly will we see progress?+

Within the first 30 days you'll have a clean pipeline, a defensible forecast and a prioritised 90-day plan. Meaningful lift in conversion and ramp typically shows in months 2–3.

What stage of company do you work with?+

Seed through Series A B2B companies, typically £500k–£10m ARR, where the founder is still central to revenue and a full-time VP hire is premature.

Can you manage the existing team?+

Yes. I coach, inspect and hold existing AEs and SDRs accountable, and work directly with any sales manager already in place.

Do you help recruit?+

Yes, but only once the sales motion is working. Hiring is offered as part of an existing engagement so the hiring plan stays honest — not to generate a placement fee.

Is there a minimum commitment?+

The fractional engagement runs for an initial 3 months, month-to-month after that. The Revenue Diagnostic is a one-off with no ongoing commitment.

[ Founder Call ]

Ready to stop being the only person who can sell your company?

Tell me about your stage, current sales motion and what's breaking. I'll reply within one business day to schedule a 30-minute founder call.

Currently accepting 2 new clients.