Empowering Founding CEO’s to scale their organisation.

The Startup Advisory provides fractional CRO, CMO and Sales Leadership services to early-stage B2B businesses to build repeatable and predictable revenue growth. We provide Go-To-Market expertise and sales tools to Founding CEO’s getting ready to scale. Not advice. Actual doing.

LEARN MORE ABOUT US
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GTM AUDIT

Month one. We look at everything — your ICP, pipeline, messaging, sales process, and tech stack. You get a Keep, Stop, Start report with clear recommendations. No fluff.

Fractional Leadership / CRO

    • High level revenue leadership for teams not ready to hire a full-time Chief Revenue Officer (CRO).

    • Tap into the 25+ years of experience to enable revenue generation & GTM strategies at a fraction of the cost.

Founder-led Sales Transitions

    • Every sound start-up has a founder-led sales model, but eventually that model won’t scale.

    • Founding CEO’s need to focus on new markets, and fund-raising. That’s why we support founders by building strong revenue operations playbooks, tools and processes to reduce friction and increase success during this challenging transition.

Growth-stage Optimisation

    • Whether you’re an established organisation with $10M ARR and looking for your next funding round (maybe a Series A?) or a long-established company looking to setup your exit strategy (possible acquisition?), we can help setup your business for that next stage of growth.

    • We have experience in aligning people, processes, and your tech stack to ensure scalable success.

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FRACTIONAL HEAD OF SALES

Hands-on execution. I work inside your business from a half day up to 2 days per week, doing the work based on an agreed Scope. From $3k/month. Min 3-month engagement.

Sales & Marketing

    • For teams not ready to hire a full time Head of Sales or Head of Marketing.

    • Tap into the 25+ years of experience to enable a high-performing winning sales culture across your commercial team.

    • Build a predictable growth model for acquiring new customers and growing your existing customers through:

      • Sales Ops,

      • CRM best practice,

      • Email automations and sequences,

      • Documented Playbooks,

      • Pipeline management,

      • Sales enablement tools (inc tech stack audit)

      • Content development,

      • SEO/SEM, & Paid Search

      • Web optimisation,

      • Inbound Lead generation

      • Building Personas, identifying your Ideal Customer Profile and matching this to your TAM/SAM/SOM

      • Upsell & Cross-sell identification

Commercial Partnerships

    • Partnerships can be a massive unlock & a key driver for startups and SME’s.

    • We’ve got the commercial acumen to initiate the discussions with 3rd party partners & vendors that will help drive additional leads and complement your software solutions for a win-win partnership.

Customer Success, Ops & Post-sale

    • For teams not ready to hire a full time Head of Customer Experience.

    • Tap into the 25+ years of experience to enable a high win-rate of renewals, upsells and cross-sells to your existing customers.

    • Support to build out a Customer Dashboard to track platform engagement, segmentation, customer stories, case studies and testimonials to market.

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OFFICE HOURS - COACHING & MENTORING

Hands-off guidance. Weekly Zoom sessions, 24/7 access via Slack/WhatsApp. For Founders who want a thinking partner as they do the work. From $495/month.

Sales Leadership

    • Managing a Sales team effectively, from hiring your first sales person, to managing your weekly Sales Team meetings,

    • Run your 1x1s to ensure accountability across your commercial teams.

Sales Recruitment

    • As former sales and marketing leaders, we understand what candidates want in a high-growth role and company,

    • Recruit the best talent and keep them in your company.

INTERESTED TO LEARN MORE? CLICK HERE TO HAVE AN INITIAL DISCOVERY CALL WITH JB

“I follow three rules: Do the right thing, do the best you can, and always show people you care.”

- Lou Holtz, former American football player, coach, analyst and Notre Dame legend

  • 📈 193% YoY revenue growth — Matrak

  • 💰 $1.2M AUD Seed raise supported — Nevam

  • 🚀 300% revenue growth → OpenTable acquisition — AS Digital / bookarestaurant.com

OUR SERVICES

We provide fractional sales and marketing leadership, coaching, upskilling and project-based initiatives.

I help early-stage startup founders in the US and Australia get their businesses commercially ready to scale, without the cost or commitment of a full-time Head of Sales or CRO.

Most founders I work with are strong product builders with early traction, typically doing $1–$5M in revenue. They know growth is coming, but sales leadership, go-to-market structure, and revenue execution aren’t yet dialed in. They need clarity, validation, and experienced guidance before hiring ahead of scale.

That’s where I step in.

I bring 25+ years of hands-on experience working alongside founders and CEOs in entrepreneurial environments across the US and Australia. I supported leadership teams through the dot-com boom in Los Angeles with a corporate-backed online wagering and media business, and later through the smartphone boom in Melbourne with a family-run online restaurant booking platform. Those cycles taught me how to grow responsibly - and when not to.

I’ve spent my career helping businesses move from start-up mode to profitability, often in resource-constrained environments where focus matters. My experience spans B2B SaaS, technology, sports, media, wagering, travel, hospitality, construction, two-sided marketplaces, events, and online platforms.

Today, I work as a Fractional Executive, Advisor, Mentor, and Coach, offering:

• Fractional commercial leadership (hands-on execution)

• Sales coaching and executive mentoring (hands-off guidance)

• One-off audits followed by focused 3-month engagements

I help founders see what’s working, fix what isn’t, and build confidence in their commercial decisions.

Areas I specialise in include:

Commercial and revenue strategy, partnerships, insight selling, GTM playbooks in the US and Australia, sales process design, Seed and Series A fundraising support, business strategy and operations, channel and reseller sales, digital marketing, and customer-focused growth.

If you’re a founder preparing to scale and want senior commercial experience without the full-time hire, I’m always happy to have a conversation.

👉 Book a call or send me a message and tell me where you’re stuck