Fractional Chief Revenue Officer

Most pipelines are too big.
That is the problem.

Most B2B businesses are running on volume. The pipeline fills with ill-fitting, poorly qualified opportunities that were never going to convert, and the team spends its time on reviews that go nowhere. The right targets, not more targets. I build the commercial system that gets you there.

Let's Talk

Fewer prospects. Better fit. Repeatable revenue.

Barry CollinsFractional CRO

The belief

The businesses that grow consistently are not chasing the most leads. They have worked out exactly who they are for, built their ICP with precision, and targeted those accounts ruthlessly.

Most B2B businesses have not done this. They have a vague sense of their ideal client and a pipeline full of accounts at different stages of fit. They get some wins. They also get churn they did not see coming and proposals that go nowhere.

The structure is the problem, not the effort. One team accountable for the full revenue cycle, focused on the right accounts, outperforms a wider net every time.

Build the ICP with precision.

Not a demographic sketch. A scored model built from the accounts that converted, stayed, and grew. That is the foundation everything else is built on.

Target ruthlessly.

A defined book of accounts. Not a broad market. Every rep working the same set of best-fit names, not a different version of the target list.

One team. One accountability.

Sales, marketing, customer success on the same number. Owning the full revenue cycle from first contact to retention. Not three teams optimising for three different metrics.

How I work

Three ways to work together. Each one is hands-on.

Rapid Review

Commercial Health Check

5 days

Answers the question: where is the commercial system breaking down? ICP clarity, pipeline quality, team structure, measurement. A precise diagnosis with a prioritised action plan.

Build Retainer

Precision Growth System

3–6 months

We build the commercial infrastructure and put it live: defined ICP, target account focus, shared messaging and metrics, one team accountable for the full revenue cycle. Then we review performance against it month on month and tune the system as the results come in.

Embedded CRO

Full Commercial Ownership

Ongoing

One person accountable for the full commercial system: who you serve, how you reach them, how you retain and grow them. Strategy, hiring, pipeline, reporting.

Duration is a guide. Scope agreed before anything starts.

About

25 years

This is not advisory work. I operate inside the business, with the team, on a defined problem.

I have been the person carrying the number. I know what fragile forecasting feels like, what a stalled pipeline costs, and how quickly a commercial operation drifts when no one owns it. I now help others build the structure to carry it themselves.

25 years

Senior commercial leadership across sales, partnerships and business development

Multiple markets

Operated at scale, internationally

Global

Available wherever the team is

Sectors I work across

Professional ServicesEngineeringMedtechIndustrialSaaS

Previously at