Services
What we deliver
Fractional ownership of your paid acquisition and sales motion, without hiring a permanent Head of Paid or Head of Sales.
Pillar 1
Fractional Head of Paid
Embedded in your team as the owner of paid acquisition. Channels, agency steering, full-funnel tracking, and accountable for CAC and LTV.
Pillar 2
Fractional Head of Sales
Embedded in your team as the owner of improving sales. Process, scoring, handoff, pipeline, and accountable for conversion and win rate.
Pillar 1
Fractional Head of Paid
We sit one level above the agency. We decide which channels make sense, steer them, and report in P&L logic. Not ROAS. At smaller spend levels we execute channels directly when that's the better call.
Budget allocation & channel mix
Where every euro goes, why, and what it has to return.
Most startups spread spend across Google, Meta, TikTok, LinkedIn, and nobody can tell which channel actually pays back. We size each channel against its real CAC and LTV, kill or shrink what doesn't compound, and reallocate against what does.
- Channel-by-channel CAC and LTV analysis
- Blended vs. marginal CAC modelling
- Budget reallocation against real economics, not last-click
- Scaling rules tied to unit economics, not gut feel
Campaign strategy & agency steering
We own the strategy. Agencies execute against it.
You don't need another agency. You need someone on your side of the table who knows what to ask for, what to push back on, and when to fire them. We brief, review, and steer the agency or freelancer. At lower spend levels we execute the channels ourselves when that's faster.
- Campaign architecture and targeting strategy
- Agency or freelancer briefing and management
- Quality control on creative briefs, audiences, and bidding
- Direct execution at lower spend levels (SEA, Paid Social) when it beats outsourcing
Full-funnel tracking & reporting
From ad spend to closed revenue. One view, not five dashboards.
Most paid setups stop tracking at "click" or "lead". We build the tracking from spend through SQL to closed revenue, so you can see which channel actually drives the deals. And report in CAC and LTV, not ROAS.
- Tracking setup: ad platforms, CRM, attribution
- Spend-to-revenue reporting in one model
- CAC and LTV dashboards your team can read
- Weekly and monthly reporting cadence to founder and board
Pillar 2
Fractional Head of Sales
Marketing brings leads. Then what? We build the sales process end to end, from how a lead enters the pipeline to how it gets closed. Plus the KPIs to steer it.
Sales process & qualification
Stages, qualification criteria, communication cadence.
Most early-stage sales motions are someone's inbox plus instinct. We define the stages, the qualification logic, and the communication cadence, so deals move on the same logic regardless of who runs them.
- Sales stages with clear entry and exit criteria
- Qualification framework (e.g. MEDDPICC, BANT, or custom)
- Communication cadence per stage
- CRM setup or cleanup that matches the process
Lead scoring & marketing-to-sales handoff
A shared definition of what a qualified lead actually is.
Marketing celebrates lead volume. Sales complains they're garbage. We define what a qualified lead actually is, score inbound, and design the handoff so both sides own one funnel.
- Shared definition of MQL/SQL
- Lead scoring against actual close-rate data
- Handoff protocol and SLAs
- Closed-loop reporting from spend to closed deal
Pipeline KPIs & sales coaching
Conversion rates, efficiency metrics, incentive design.
If you can't see where deals stall, you can't fix it. We build the pipeline KPIs that show you exactly that: stage-to-stage conversion, sales cycle length, win rate by segment. Then we coach the team against them. Incentive structures get designed against the same numbers.
- Pipeline KPIs: conversion by stage, cycle length, win rate
- Forecasting based on pipeline health, not hope
- 1:1 coaching of sales reps against the data
- Incentive and comp design tied to the KPIs that matter
Process
How we work
Kick-off phase (4+ weeks)
Goal-setting and kick-off
We align on what we're solving, what success looks like, and how we'll measure it. In CAC, LTV, and pipeline KPIs.
Deep dive and diagnosis
We pull your data, talk to your team, and build the full picture: paid channels, CAC, sales pipeline, conversion rates, whatever's relevant.
Prioritisation and game plan
We show you what we found, what matters most, and what we'd fix first. You decide the priorities.
Implementation and monitoring (3+ months)
Implementation with stakeholders
We work alongside your team to implement. Not a slide deck. Actual changes in your channels, sales process, and reporting.
Monitoring and support
We set up the dashboards and meeting rhythms so your team can steer without us.