Capital, plus the operator who has done it before.
For a small number of early-stage B2B SaaS founders, Sierra Advisory invests directly and joins as advisor or board member — a GTM-led thesis at pre-seed and seed, with hands-on involvement rather than a quarterly check-in.
Investment & Strategic Advisory
What this is
This is the most selective of the four services, and deliberately limited. The thesis is go-to-market: companies where the product is credible and the constraint is distribution, in markets where partner ecosystems and integrations can do more work than outbound.
Involvement is operational rather than ceremonial. That means structured advisory with clear commitments, introductions to buyers, partners and investors that would otherwise take years to build, and formal board participation where it makes sense for both sides.
If you are raising and want a GTM operator on the cap table rather than a passive cheque, this is the conversation to start.
What the engagement covers
- 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
Right for you if: “You're raising early capital and want a hands-on GTM investor, not just a check.”
How it’s engaged
Retainer
Ongoing strategic and operational support. Defined scope, regular cadence, accountable to outcomes. Most strategy and people engagements run on this model.
Common questions
About investment & strategic advisory
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.
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.
Other services
Fractional & Interim Revenue Leadership
You've outgrown founder-led sales but aren't ready, or it's too early, to hire a full-time CRO.
GTM Strategy & Optimisation
You're growing but not fast enough, or you've hit a plateau and can't diagnose why.
People & Team Building
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.
Start the conversation
Not sure which engagement fits?
That's what the first call is for. Bring your situation. We'll be direct about what makes sense.