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.
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
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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
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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
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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.
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
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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
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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
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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.
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
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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
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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.
“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). DOWNLOAD OUR 1-PAGE PDF
• 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