Fractional CRO & commercial leadership
Fractional commercial leadership for SportsTech companies.
I work as a fractional commercial leader alongside founders and leadership teams when the business needs senior ownership across go-to-market, revenue growth, sales, partnerships and commercial operations — without making a premature full-time executive hire.
Best suited to companies with a product ready for market or already in market, evidence of demand and a meaningful commercial challenge that now requires senior leadership across functions.
When this model fits
You need someone to own the commercial problem, not just advise on it.
Growth still depends too heavily on founders and individual relationships.
Sales, marketing and partnerships are active but not operating as one commercial system.
You are entering a new market or segment and need senior ownership of the commercial motion.
The team needs direction, cadence and accountability before a full-time commercial executive hire makes sense.
You need senior support across strategy and execution, but not another agency layer.
Timing
When does a fractional CRO make sense?
Fractional commercial leadership is most useful when the company has moved beyond isolated commercial decisions and now needs someone to own how the pieces work together.
Founder-led sales is becoming a constraint
The founder still drives too much of the pipeline, commercial knowledge or decision-making.
Sales, marketing and partnerships are disconnected
Activity exists across functions, but there is no single commercial operating model or ownership of the overall revenue motion.
You're entering the next stage of growth
A new geography, customer segment or revenue model requires senior commercial leadership before the company is ready for a permanent CRO or Commercial Director.
You need execution as well as advice
The problem is no longer knowing what should happen. Someone needs to help make it happen.
Scope
What I can take ownership of
Commercial strategy & priorities
Positioning, ICP & value proposition
Sales motion & pipeline
Partnerships & distribution
Customer acquisition & growth
Commercial operations, metrics & team structure
How it works
Embedded enough to own outcomes. Flexible enough for the stage you are in.
Fractional leadership means working directly with founders and teams on the decisions, systems and execution that move commercial growth forward. Scope and involvement are defined around the actual challenge, company stage and internal team.
Not another advisor telling you what to do. I work with you to get it done.
Comparison
Fractional CRO vs. full-time CRO
A full-time CRO makes sense when the commercial model, organisational requirements and role are sufficiently stable to justify a permanent executive hire.
A fractional CRO can make more sense earlier — when the company needs senior commercial ownership but is still validating the model, building the team or defining what the permanent leadership role should eventually become.
Not ready for embedded leadership yet? Senior advisory may be the better starting point.
What should change
From founder-dependent to owned.
Before
After · owned
Founder-dependent growth
Clear commercial ownership
Disconnected activity
One commercial operating rhythm
Opportunistic pipeline
Prioritized sales motion
Unclear accountability
Defined commercial cadence and metrics
Premature hiring
Leadership matched to the current stage
Fit
Who this works for.
Good fit
- Product ready for market or already in market
- Some evidence of demand
- Commercial challenge is material, not cosmetic
- Leadership team wants senior hands-on involvement
- Full-time executive hire is not yet the right answer
Not a fit
- Idea stage with no product or market evidence
- Need is mainly executional social/media production
- Team wants advice but no ownership or change
- Looking for a traditional outsourced marketing agency
FAQ
Questions buyers ask.
- What does a fractional CRO do?
- A fractional CRO takes senior responsibility for the commercial system without joining as a full-time executive. Depending on the company, that can include go-to-market strategy, sales, partnerships, customer acquisition, revenue operations, market expansion, commercial cadence and team priorities.
- When should a SportsTech company hire a fractional CRO?
- Typically when there is already a product ready for market or evidence of demand, but commercial growth lacks senior ownership, repeatability or cross-functional coordination.
- Can a fractional CRO work with our existing Head of Sales or Marketing team?
- Yes. The role can sit alongside existing functional leaders, aligning commercial priorities and taking ownership of the system across functions rather than replacing specialists.
- Do you act as a fractional CRO for US companies?
- Yes. I work internationally with companies based in Europe, North America and other markets, as well as businesses expanding into new geographies.
Let’s talk
Need senior commercial ownership without making the full-time hire yet?
Tell me where growth is getting stuck and what the team needs to solve next.