Fractional GTM: what it actually means
Not a part-time advisor, and not a VP you hire on a hunch. Two operators inside the commercial system — naming what is capping you, installing the model, and leaving it running.
Most people hear 'fractional' and picture a senior person on a day rate who joins standup and leaves a Notion doc. That is not what we sell. Fractional GTM, as we practise it, means two operators who have carried an enterprise number in this market coming inside your commercial system for a defined period, doing the work, and leaving it running.
The problem with 'just get us leads'
Companies hire for volume when the leak is elsewhere: a position nobody can distinguish from the five larger firms saying it louder, a motion that only works when the founder is in the room, or a last meeting with nobody who can close it. Turning outbound on before you know where revenue stops is an expensive way to learn you were wrong.
So the sequence is fixed. The gate first — one free hour and a written answer. Then Ground Truth, where the position gets tested rather than drafted. Only then do we install demand.
What 'installed' means
- A position that has been tested on real accounts, not workshopped onto a slide.
- Handoffs built between marketing, sales, partnerships and delivery before volume arrives to break them.
- Demand turned on under your brand, on your domain, into your CRM.
- Your team running the motion, and your first commercial hire walking into something that already works.
Why this category
Between us we have taken five overseas platforms into the UK and EMEA from a standing start, and carried an enterprise number at SAP, Adobe, Mirakl, ChannelAdvisor and Uberall. The buyers, the partner routes, the procurement patterns and the places deals die here are familiar. That is the job — not a generic B2B playbook, and not a country-launch kit.
Frequently asked questions
- How is fractional GTM different from a consulting project?
- Consulting ends in recommendations. Fractional GTM ends with something installed: a tested position, a running demand motion, and systems your team operates without us.
- Who is this for?
- AI-native firms and SaaS companies in the UK — usually with a real product, an enterprise-shaped deal band, and a commercial motion that still lives in a few people's heads.
- How does it start?
- With the gate: one structured hour, seven questions, and a written go or no-go the same week. It costs nothing and the no-go is a real outcome. Everything after it is scoped in that hour.