Commercial clarity for tech, media, and expert-led businesses.
I help leadership teams find and fix the go-to-market issues that limit growth, and create the commercial structure for more consistent, scalable revenue.
Turn commercial complexity into clarity.
As tech, media, and expert-led businesses grow, their commercial engine often becomes messy. Sales, marketing, and product drift out of sync. The go-to-market story blurs. Processes creak under pressure. Revenue becomes harder to predict.
I help leadership teams untangle this complexity. Powered by a blend of experience, modern tools, and AI that accelerates the path from insight to action.
Together, we diagnose what is really going on in your GTM and sales motion, and build practical, commercially grounded ways to fix it so your teams can sell more consistently and confidently.
Who I work with
I work with organisations where growth depends on clear positioning and strong GTM execution.
Tech and SaaS companies with complex or evolving go-to-market models
Agencies, publishers, and creative businesses whose revenue depends on winning brand spend
Consulting and professional services firms where differentiation and delivery consistency are critical
Typical clients are between 50 and 1,000 people, often PE- or VC-backed, and looking to move from scrappy or founder-led selling to a more mature, scalable commercial engine.
Examples of impact
Global file sharing platform
Improved commercial structure and client tiering for the advertising business, creating clearer governance, faster deal cycles, and stronger readiness ahead of a successful acquisition.
Multinational building services company
Designed a three-year sales enablement roadmap across 10 markets, based on a structured maturity model, stakeholder interviews, and practical recommendations on training, content, KPIs, and reporting.
SAP consultancy
A mid-market SAP consultancy needed stronger commercial performance. I audited their segmentation, messaging and lead sources, and built a clearer go to market strategy. The business saw improved results and went on to a successful acquisition within 12 months.
International digital marketing agency
Acted as an embedded commercial lead, improving sales process, pipeline discipline, and team capability, contributing to sustained double digit revenue growth.
“James is exceptional to work with. He came into WeTransfer and was able to really quickly understand the business, our requirements and key stakeholders in order to solve critical problems. He is autonomous, a great thinker, and is able to manage complex projects, always thinking outside the box for solutions. As well as this, he is a great person to work with, with an extremely positive attitude. I would work with James again in a heartbeat!”
Irina Dima, VP Strategy & GTM
I focus on a small set of services that sit at the intersection of GTM strategy, sales process, and commercial operating rhythm.
GTM Diagnostic
Get a clear view of what is really limiting growth.
I run a structured diagnostic across your GTM, sales process, and commercial operations to identify the root causes of underperformance. You get a clear problem definition, a prioritised set of issues to address, and an actionable roadmap for the next 90 days.
Sales Process & Commercial Operations
Fix the way revenue work actually gets done.
I help redesign how your sales organisation operates day to day: process, stages, handoffs, governance, and cadence. The outcome is a cleaner, more predictable sales motion that supports better forecasting, faster deals, and clearer ownership.
Go To Market Strategy & Narrative
Align your story, strategy, and sales motion.
I work with leadership teams to sharpen ICPs, value propositions, and GTM strategy, and ensure that messaging and sales execution line up. This creates a consistent commercial story that product, marketing, and sales can all stand behind.
Sales Enablement
Strengthen sales performance with a clearer story, tools, and habits.
Giving sales teams the clarity, tools, and confidence to sell more consistently. I strengthen the value narrative, tighten qualification, and build practical playbooks, and sales assets that improve day-to-day execution to help your team win more often.
How I work
My work combines deep thinking with practical action. You will not get a theoretical framework that sits on a shelf.
Diagnose first
I start by understanding how your commercial engine really works today. That means talking to people, mapping reality, and getting under the skin of your GTM and sales motion.
Complexity into clarity
I turn what I find into simple, structured insight that leadership teams can act on. The focus is always on clarity, alignment, and commercial impact.
Make change practical
We define what needs to change in strategy, narrative, process, and ways of working, and turn that into concrete actions, tools, and routines that your teams can adopt.
Stay close to the work
Where useful, I stay involved to support implementation, act as a sounding board, and help your teams embed new behaviours.
I also use AI where it makes the work smarter or faster. It helps accelerate research, analysis, and early pattern-spotting, which means we can get to clarity more quickly. The value still comes from experience and judgement. The tools simply help us reach the right answers sooner.
Ready to create more commercial clarity?
If your GTM and sales motion feels more complex than it should, or growth is harder than it ought to be, it is usually a sign that something in the commercial engine needs attention.
Let’s talk about what is really going on, and what it would take to fix it.