How I Help

Commercial reviews and sales performance improvement.

Identifying problems is easy. I help with the hard part: fixing them.

Focused commercial reviews, practical advice and sales improvement projects for MSPs, cybersecurity and SaaS businesses—including private equity-backed providers.

Let’s talkTake the free Commercial Health Check

Prefer a little space to reflect first? The free health check takes around three minutes, with no email required. Your answers and results stay private unless you choose to send them to me.

Signs you need this

Does any of this sound familiar?

Start with what you’re experiencing. Open a statement to see where we could focus.

Our pipeline looks healthy, but revenue remains unpredictable.

When opportunities repeatedly slip, forecasts depend on a few large deals, or recurring revenue is difficult to separate from one-off project income, it’s worth reviewing the evidence. Diagnose can examine qualification, conversion and forecasting to identify what needs attention first. For more detail, read why MSP sales pipelines become unreliable—and how to fix them.

We’re winning recurring revenue without improving margin.

A review can explore customer fit, discounting, contract scope, renewal terms and the handover into delivery. For an MSP, cybersecurity or SaaS business, it is useful to understand whether new sales, retention and expansion are contributing to profitable growth.

Our vendor relationships consume time without creating enough growth.

We can assess which partnerships support your commercial priorities, how opportunities are qualified and owned, and where incentives or direct-sales overlap create friction. Advise helps you make the choices; Build helps put agreed processes and accountability in place.

We’ve acquired another business, but sales still operates as separate teams.

Different CRMs, propositions, account ownership and forecasting practices can make integration difficult. A defined review or project can establish shared priorities and ways of working, while taking care of existing customer relationships and the people affected by change.

I’m still personally involved in almost every significant deal.

If the main problem is unclear processes, roles or information, a defined improvement project may help your team operate more independently. If you need someone to direct the team and take ongoing responsibility for commercial execution, fractional leadership may be the better fit.

Here’s how I can help

Understand what’s getting in the way. Decide what needs to change. Then put it into practice.

Choose a review, decision support, an improvement project or ongoing leadership. Each has a distinct purpose and level of involvement.

Choose the support your business needs
EngagementThe questionYour outcomeWho leads delivery?
DiagnoseWhat is holding growth back?Findings and a prioritised 90-day plan.I review; your team implements.
AdviseWhich option should we choose?A recommendation with clear trade-offs.Your team, with my guidance.
BuildHow do we put the change in place?Implemented improvements and handover.I deliver the agreed project with you.
LeadWho will lead execution?Ongoing leadership and performance reviews.I lead within an agreed remit.

Four ways to work together, not a compulsory sequence. Select an engagement for its scope and deliverables.

Do we need to know what is wrong—or commit to all four services?

No. You can start with the challenge you are experiencing. Diagnose is a standalone engagement with a review, findings workshop and prioritised 90-day action plan. You can implement that plan yourselves or agree further support if it would be useful.

01

Diagnose

Understand what needs to change

A focused commercial review to identify the barriers to growth and agree what needs attention first. Typically 2–3 weeks.

  • Recurring revenue, renewal and expansion performance
  • Pipeline quality for managed services and complex security sales
  • Vendor and channel dependencies affecting growth or margin
  • Sales process and account ownership gaps after acquisition

See the Diagnose deliverables, timing and team involvement →

What you’ll gain

You’ll understand what is holding growth back, why it matters and which issues need attention first.

02

Advise

Make informed commercial decisions

Guidance and constructive challenge on important commercial choices. I assess options with you; your team retains responsibility for delivery.

  • Recurring revenue propositions and commercial priorities
  • Vendor partnerships, channel routes and direct-sales trade-offs
  • Customer retention, expansion and margin decisions
  • Post-acquisition sales integration priorities
What you’ll gain

You’ll have a clear recommendation on the decisions in front of you, with the options and trade-offs explained.

03

Build

Put the foundations in place

A defined project to improve sales processes, team structure, reporting and management routines, with implementation and handover to your team.

  • Qualification, forecasting and CRM processes for recurring revenue
  • Account ownership and renewal-to-expansion handovers
  • Shared sales reporting and routines across acquired teams
  • Clear roles and accountability across sales, technical and delivery teams
What you’ll gain

Your team will have clearer roles, practical sales processes and a shared understanding of what good performance looks like.

04

Lead

When you need ongoing leadership

Senior commercial leadership without the commitment of a full-time appointment. Whether your business needs a Fractional Commercial Director or more focused Fractional Sales Director support, the engagement is shaped around your priorities, existing team and stage of growth.

Explore Fractional Sales Director and Commercial Director support →

What you’ll gain

Experienced leadership to oversee execution and support your team within an agreed remit.

Built around your commercial reality

Good technology needs a commercial approach that fits.

These are examples of the challenges we can address. We agree the priorities around your business model, customers and stage of growth.

MSPs: building profitable recurring revenue

New contracts can look healthy while onboarding costs, delivery demands or discounting weaken the return. I help you examine how managed services are sold, qualified and handed over, and how renewals and account growth contribute to sustainable service margin. Read more about why new MRR is not the same as good MRR.

Cybersecurity: turning technical value into a buying decision

A strong technical proposition can stall when business risk, stakeholder priorities and the route to approval remain unclear. We sharpen qualification and value conversations, and improve how sales and technical specialists work together on complex opportunities.

SaaS: connecting acquisition, retention and expansion

Winning new customers is only part of the recurring revenue picture. We review customer fit, sales-to-onboarding handovers, renewal ownership and expansion opportunities, so the commercial plan reflects what happens after the initial sale.

Vendor and channel dynamics: making partnerships work commercially

Vendor targets, partner incentives, reseller margins and direct-sales overlap can pull teams in different directions. We clarify which relationships support your strategy, how opportunities are owned and where channel activity produces worthwhile commercial returns.

PE-backed businesses: integrating sales after acquisition

Acquired teams may bring different propositions, CRMs, account relationships and ways of forecasting. I help define shared sales processes, clear account ownership and realistic cross-sell priorities, with reporting that gives management and investors a consistent view of progress.

Enterprise sales in practice

See how consultative discovery and board-level alignment developed a cybersecurity conversation into an £800k+ ARR strategic managed services partnership.

Read the case study
A clear starting point

Diagnose: what you leave with

A standalone commercial review with a practical plan for what happens next.

What you receive
A concise review of strengths and barriers, plus a prioritised 90-day plan with actions, owners and measures of progress.
Typical timeframe
2–3 weeks from kick-off, depending on scope, information and team availability.
Your involvement
A 60-minute kick-off, focused discussions with relevant colleagues and a 90-minute findings workshop to agree next steps. I use existing pipeline, recurring revenue, renewal, margin and channel information, keeping preparation proportionate.
After the review
Your team can implement the plan independently or agree further support. Implementation is a separate engagement.
Real experience · Anonymised national MSP

£1.1m in incremental first-year service revenue

This result comes from my commercial leadership experience before founding Campbell Advisory.

Situation

A national managed-services provider had strong technical capability and had invested in sales capacity. It needed clearer direction and a consistent way to turn activity into qualified opportunities and recurring revenue.

What I did

I sharpened customer targeting, strengthened opportunity qualification and introduced regular commercial reviews. I also led strategic opportunities hands-on, aligning sales, technical and operational teams around the customer’s decision.

Outcome

£1.1m in incremental first-year service revenue from a significant government agency contract and wider commercial activity. The government agency contract accounted for more than 70% of the total, with the balance coming from other commercial opportunities.

A practical example of connecting commercial focus with disciplined execution.

Read the full managed-services case study →

Investment and commitment

Commercial review

From £6,500

The Diagnose review, report, 90-day plan and findings workshop described above. Typically completed over 2–3 weeks.

Fractional commercial leadership

From £3,750 per month

Up to four agreed days per month, with a more involved engagement of up to eight days available at £7,000 per month. On-site and remote working are shaped around your priorities.

Retained engagements normally begin with a three-month commitment, with the level of involvement reviewed as your needs evolve.

See whether fractional leadership is right for your business →

We agree the scope, deliverables, time commitment and fee before work begins. All fees exclude VAT and agreed travel or accommodation costs.

How we get started

A clear brief for your commercial review or improvement project.

  1. Describe what needs to improve

    Bring the issue you want to resolve—whether that is unreliable forecasts, stalled sales or a process that no longer serves your team.

  2. Define the work and what you will receive

    We choose the appropriate review, advice or project scope and agree the deliverables, information needed, team involvement, timetable and fixed fee or agreed charging basis.

  3. Set the first working session

    Once the proposal is agreed, we book the kick-off and confirm what to prepare, who needs to attend and when you will see the findings or project outputs.

Start with a conversation

Let’s work out what would help your business move forward.

No finished brief needed. Tell me where performance feels difficult and we’ll explore what support would help.

Let’s talkTake the free Commercial Health Check

Prefer to reflect first? The three-minute health check needs no email. Results stay private unless you choose to share them.

See how we get started →