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Services

Fractional GTM leadership. Applied where it matters the most.

We work with B2B SaaS founders across four areas — fractional revenue leadership, GTM strategy and partner-led growth, people and team building, and investment and strategic advisory — each designed to create measurable leverage in your revenue engine. Every engagement is flexible, outcomes-focused, and built around your stage.

Fractional & Interim Revenue Leadership

3+ months

Sometimes you need someone in the seat. We step into fractional CRO, VP Sales, or Head of Revenue roles, fully embedded, owning the number, and building the function. That includes implementing AI where it gives your team better pipeline insight, cleaner data, and more time selling.

Right for you if: “You’ve outgrown founder-led sales but aren’t ready, or it’s too early, to hire a full-time CRO.”

More on Fractional & Interim Revenue Leadership

  • Fractional roles: part-time, senior-level revenue leadership on a monthly basis
  • Monthly retainer: ongoing strategic and operational support with defined scope
  • 3+ months interim roles: full fractional engagement, embedded with your team

GTM Strategy & Optimisation

Project-based or retainer

Most SaaS companies don’t have a product problem. They have a go-to-market problem. We audit, rebuild, or sharpen your entire GTM to match your stage, market, and resources. AI is part of how we work — used to improve data quality, reduce manual overhead, and make better decisions faster.

Right for you if: “You’re growing but not fast enough, or you’ve hit a plateau and can’t diagnose why.”

More on GTM Strategy & Optimisation

  • GTM Sales Motions: design or redesign the motion that fits your ICP and deal size
  • Product & Pricing: position and price for conversion and expansion
  • Internal Processes: remove the operational drag slowing your revenue team, including where automation can save time and sharpen forecasting
  • Tech Stack Review: audit and streamline your sales and marketing stack
  • Geo Expansion: build the localised GTM strategy for new markets

People & Team Building

Advisory

The wrong hire at VP Sales or CRO level costs more than the salary. The right one changes the trajectory of the company. We help you hire with clarity, or give you the external perspective to assess what you already have.

Right for you if: “You’re about to make a senior revenue hire, or you’re unsure whether the team you have can get you where you need to go.”

More on People & Team Building

  • Building a team: role scoping, hiring frameworks, interview process, and candidate assessment
  • Second opinion: independent review of your current revenue team structure, performance, and gaps

Investment & Strategic Advisory

Selective · limited spots

For the right early-stage founders, we go beyond advice. We invest capital, join advisory boards, and open the network that takes years to build on your own.

Right for you if: “You’re raising early capital and want a hands-on GTM investor, not just a check.”

More on Investment & Strategic Advisory

  • Angel Investment: pre-seed to seed, GTM-led thesis
  • Strategic Advisory Board: structured advisory with clear commitments and accountability
  • Industry Connections: introductions to buyers, partners, investors, and operators
  • Board Member: formal board participation for the right opportunity

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Engagement models

How engagements work

01One-time · Fixed scope

Diagnostic

A focused audit of your GTM, team, or specific growth challenge. Deliverable: a clear diagnosis and prioritised action plan. The right starting point before any longer engagement.

02Monthly · Min 3 months

Retainer

Ongoing strategic and operational support. Defined scope, regular cadence, accountable to outcomes. Most strategy and people engagements run on this model.

033–6 months · Fully embedded

Interim

We operate as a member of your leadership team. Own delivery, attend board calls, manage the team. Used for fractional CRO and VP Sales engagements.

Common questions

Fractional GTM, answered

What does a fractional CRO do for a SaaS company?

A fractional CRO provides senior revenue leadership, owning pipeline, sales strategy, team management, and go-to-market execution, on a part-time or interim basis. They are embedded in the business like a full-time hire but engaged on a flexible retainer or fixed-term basis, making senior revenue leadership accessible without the full-time overhead.

What is the difference between a fractional CRO and a full-time CRO?

A fractional CRO does the same job as a full-time chief revenue officer — owning pipeline, sales strategy, forecasting and team management — but on a part-time or fixed-term basis rather than as a permanent hire. The difference is commitment structure rather than seniority: there is no equity package, no notice period and no lengthy ramp, and the engagement is sized to the problem. A full-time CRO makes sense once the revenue function is large enough to need someone in the building every day. A fractional one makes sense while you are still building toward that, or while you are searching for the permanent hire.

When should a SaaS startup hire a fractional VP Sales?

A fractional VP Sales makes sense when founder-led sales has hit a ceiling and the company is not yet ready, or funded enough, to hire a full-time VP Sales. Typically this happens between €500K and €3M ARR, when a repeatable process needs to be built before bringing on a permanent leader.

What is the difference between a GTM strategy consultant and a fractional CRO?

A GTM strategy consultant typically delivers a plan: diagnosis, recommendations, and a roadmap. A fractional CRO takes ownership of execution: managing the team, owning the pipeline, and staying accountable to revenue outcomes. Sierra Advisory offers both, and often starts with a diagnostic before moving into a fractional leadership engagement.

How long does a Sierra Advisory engagement last?

Engagements run on three models. A diagnostic is one-time and fixed-scope, delivering a clear diagnosis and a prioritised action plan. A retainer is monthly with a three-month minimum, and covers most strategy and people work. An interim engagement runs three to six months fully embedded, and is the model used for fractional CRO and VP Sales roles. Most relationships start with a diagnostic before moving into one of the longer models.

How much does fractional GTM advisory cost?

Fractional GTM advisory engagements typically run on a monthly retainer or fixed-scope project basis. Sierra Advisory offers diagnostic projects, monthly retainers, and 3–6 month interim engagements. Costs vary depending on scope, depth of involvement, and whether the engagement includes hands-on execution or strategic advisory only.

What is ecosystem-led growth in B2B SaaS?

Ecosystem-led growth is a go-to-market strategy that prioritises partnerships, integrations, and third-party channels over direct outbound sales. Instead of building pipeline through cold outreach, companies build leverage through the networks and platforms their customers already use, creating compounding, lower-CAC growth over time.

What is partner-led growth in B2B SaaS?

Partner-led growth is a go-to-market strategy that builds revenue through third-party partnerships, system integrators, resellers, and ecosystem relationships rather than relying primarily on direct sales. For B2B SaaS companies, partner-led growth can generate compounding pipeline with lower CAC and faster market penetration, particularly in new geographies. Sierra Advisory specialises in designing and scaling partner-led GTM motions.

Does Sierra Advisory work with companies outside Europe?

Yes. Sierra Advisory works with B2B SaaS companies across Europe and North America, from bootstrapped to Series C. Jerome Johansen is based between Marbella and Stockholm, and engagements run remotely, with travel where an embedded interim role calls for it.

How does Sierra Advisory use AI in GTM strategy?

Sierra Advisory uses AI as an operational tool within GTM engagements, not as a standalone service. AI is applied to accelerate pipeline analysis, surface revenue patterns faster, reduce manual reporting overhead, and improve forecasting accuracy. The focus is on using AI to make revenue teams more effective, not on implementing AI for its own sake.

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