When the entire commercial function needs to work as one
Fractional Chief Commercial Officer for emerging founder-led consumer brands and technology companies.
From diagnostic to embedded leadership, scoped to what your business actually needs.
68%
of CPG marketing leaders say internal silos and poor collaboration are their biggest commercial barrier
BCG, 2025
20%
faster annual growth for brands with aligned commercial functions. Misaligned brands shrink 4% annually.
Aberdeen Group
82%
of C-suite leaders believe their teams are aligned, but 65% of practitioners say they’re not.
Forrester Q2 2024
$200B
in US trade spend annually – the second largest P&L line item for most CPG brands, and the most mismanaged
Strategy&/PwC
the full commercial function
The connectivity across every function that drives growth.
A Chief Commercial Officer owns the alignment between every function that drives growth – strategy, channel, team execution, and the accountability structures that make it stick.
I’ve built demand generation engines at $2B enterprises, rebuilt CRM instances so automation actually delivers, and I’m standing up marketing automation from scratch for a craft cider brand right now. It’s an operator background, which means I work closer to an internal leader than an external partner. When the situation calls for it, I’m in the work with you.
The Six Summits
Where are you right now?
Every engagement starts with a specific problem, not a scoping conversation. Find the one that sounds like your business.
Positioning Reset
You sound like everyone else in the category.
Messaging shifts depending on who’s telling it. The team can’t articulate what makes you different. Buyers don’t understand why to choose you.
Priority Reset
Everything is a priority, so nothing is moving.
Too many initiatives competing for the same resources. Leadership is busy but not aligned. Growth decisions feel reactive instead of chosen.
Channel Alignment
You’re in every channel and winning none of them.
Routes to market are not prioritized. Ownership and handoffs are unclear. Investment is spread across channels nobody can defend.
Founder Transition
The business still runs through you.
Decisions keep flowing back to the founder. Ownership is blurry. The team relies on heroics where structure should be.
Sales Playbook Build
Sales works when you do it. It doesn’t work when they do.
No repeatable motion. Hires that do not match the stage or the buyer. The approach that got you here is breaking.
Partner & Field Activation
Your message breaks down once other people have to carry it.
Brokers, distributors, and reps aren’t carrying the story. The buyer conversation happens without you. Placement isn’t turning into velocity.
Ways to engage
Start with a Summit. Go deeper if the work calls for it.
Most engagements begin as a scoped Summit. Where it goes from there depends on what is uncovered and what your team needs next.
Summit
Strategy Engagement
Every Summit above is delivered this way. A bounded, senior-level engagement that diagnoses the problem, aligns your leadership team, and builds the plan, playbook, or system the business needs. Fixed scope. Fixed price. A clear deliverable at the end.
Right for you if
You know which problem you’re solving and want a senior operator to solve it with you, without opening an indefinite retainer.
Alongside
Advisory
Ongoing guidance once the plan exists and your team owns execution. Structured working sessions, on-call availability for the decisions that can’t wait, and an outside perspective that keeps strategy from drifting under the weight of day-to-day work.
Right for you if
Your team can execute. What’s missing is someone to pressure-test their thinking and hold the direction accountable.
Embedded
Fractional Chief Commercial Officer
Embedded commercial leadership when the business needs a senior operator in the work, not on a call once a month. Strategy, channel, team execution, systems, and accountability, continuously.
Right for you if
You don’t have commercial leadership at the senior level, or there’s a gap between where your team is and where the business needs to go.
How the work unfolds
Four principles that shape every engagement.
Clarity
Diagnosis before prescription. The felt problem is rarely the root problem.
Alignment
Alignment isn’t a meeting. It’s a structure, and it’s what makes execution compound.
Trust
Real commercial work happens in the tension between functions. That requires trust to survive.
Integration
The engagement ends when the work is embedded in the business, not when the retainer runs out.
Certifications and frameworks
The methodology behind the work.
GTM OS Certified Advisor
GTM OS is the go-to-market operating system developed by Sangram Vajre. It provides a diagnostic and structural framework for identifying where commercial functions are breaking down and what needs to be rebuilt for growth to compound. Certification means the diagnostic and framework work behind every engagement is built on proven methodology, not intuition alone.
Working Genius Certified Facilitator
Working Genius is a framework created by Patrick Lencioni for identifying the types of work individuals and teams naturally do well, and where friction consistently shows up. In commercial teams, mismatched Working Genius is one of the most common and least visible sources of drag. Certification means facilitated sessions produce actionable team clarity, not just personality tests.
Frequently asked
The questions founders usually ask before the first conversation.
What if we aren’t a good fit?
Every Summit starts with a call, and I’ll tell you on that call if I’m not the right person. The Trail Finder takes four minutes and gives you a read on where the drag actually lives before either of us commits to anything. If the fit isn’t there, I’ll usually point you toward someone better suited.
Do you work remotely or in person?
Both. Most of the ongoing work is remote, with structured working sessions and clear operating rhythms. For key moments – leadership offsites, strategy resets, Working Genius facilitation, or team integration – in-person time is included. Travel is scoped into every Fractional and Advisory engagement.
How is this different from hiring a consultant?
Consultants diagnose and recommend. I’m in the work with you. The Fractional CCO and Advisory engagements are structured to embed me in your leadership team – present in key meetings, accountable for outcomes, and hands-on when the situation calls for it. The distinction between advisor and operator matters most at $10M-$40M, where founder-led brands can’t afford a report on the shelf.
What’s the typical outcome of a first engagement?
A decision you can act on and a plan your team can execute. Every Summit is scoped against a specific outcome, not a duration: a positioning foundation your team actually uses, a channel plan with clear ownership, a sales playbook that works without you in the room. What happens after that is a separate conversation.
How quickly can we start?
A call can usually be scheduled within a week. Summits start with a scoping conversation. Once we agree on scope and terms, work typically begins within two weeks. If timing is urgent, say so on the first call.
Two ways to start
Not sure which Summit fits?
The Trail Finder takes four minutes and gives you a structured read on where the drag actually lives. Or start by booking a call. Bring the problem, and we’ll figure out the shape of the work together.