GTM Advisor &
Fractional CRO

"Rapid business turnaround and revenue transformation on a predictable path to SaaS hypergrowth." - Mo Daudi


  • Is your strength product and technology but you’re struggling when it comes to revenue?
  • Do you have a compelling SaaS/software value proposition and are looking to gain some commercial traction with some quick big-wins in time for your next round of funding?
  • Are you looking to transition from founder-led sales to build a sales team with a go-to-market strategy that  not only enables you to  win new deals  and ‘land and expand’ but capitalises on the best revenue channels for your SaaS? 
  • Do you want sales process and winning playbooks to deliver predictable MRR and ARR?

Scale Up

  • Do you have 4-6 months to bridge a MRR gap before you go back to the street to raise more funds?
  • Is your SaaS magic number <0.75 and are your other sales metrics weak?
  • Are you attempting to reach profitability in the next year to avoid raising a Series C round and potentially losing control of the Board?
  • Have you just lost a VP of Sales or CRO or is your current go-to-market not allowing you to scale sales revenues quickly enough against budget?
  • Need a proven sales blue-print to drive high-velocity customer-led sales vs. big-ticket, complex sales-led deals?

Accelerating Revenues
Predictably & Consistently

There are many situations where going out and paying an executive recruiter to find a great CRO or VP of Sales does not suit your company at this point in time. I only select a handful of carefully selected companies to work with each per year which allows me to partner with Founders, CEOs and CROs who want to be freed up from the stress of sales and desire rapid transformative results.

I will develop and execute the go-to-market strategy,  build scalable processes and actually work side-by-side with you and your leadership team and existing sellers to manage the revenue function until we see some predictability in net-new sales. I will get you on the road to hitting MRR and ARR targets with sellers who are consistent high performers. 

You can choose one of my three tried and tested engagement plans or I can build a bespoke program for your based on your specific priorities, weaknesses and gaps in your current team. 

Hiring me as a fractional GTM Advisor or CRO allows for a quick and immediate impact on your sales function. Unlike the time-consuming process of recruiting a permanent CRO or VP Sales, I am resourcefully onboarded rapidly and start making an immediate contribution to sales performance and revenue generation.

  1. Sales Transformation: If your organization is undergoing a significant sales transformation, such as entering new markets, launching new products or services, or implementing new sales strategies, I can accelerate the process and ensure successful execution.

  2. Rapid Growth: If your  organization is experiencing rapid growth and needs to quickly scale the sales function, I will provide the necessary leadership and guidance to manage the growth effectively. I will optimize sales processes, develop the sales team, and drive revenue generation during periods of expansion. The level of pipeline visibility, transparency and accuracy I will ensure within 90-days will prove incisive. This reliable view of your revenue performance will fuel strategic decision making as you grow your business.

  3. Sales Performance Challenges: If your organization is facing sales performance challenges, such as declining sales, missed targets, or low conversion rates, I will bring fresh insights and strategies to address these issues urgently. I will assess the sales function, identify areas for improvement, and implement changes to improve sales performance.

I will be in the trenches to physically close revenue gaps and win deals quickly. Creating a high-performance sales team with impactful coaching and mentoring with tried and tested software & SaaS sales training and the latest sales strategies and tools to optimize every component of the software & SaaS sales funnel to close big-ticket, complex deals intelligently. 

A report by CSO Insights highlighted that organizations that engage interim sales leaders experience improved win rates, quota attainment, and sales productivity.

Research by McKinsey & Company indicates that interim executives can quickly identify and address sales performance challenges, leveraging their expertise to drive sales effectiveness.

According to a study by McKinsey & Company, hiring an interim executive can save companies up to 30-40% in costs compared to recruiting a permanent executive. Interim executives typically work on a project or contract basis, avoiding long-term salary commitments, benefits, and recruitment expenses associated with permanent hires.

A bad hire could cost your business over $200k. Not to mention the opportunity costs related to poor performing sales teams. No upfront recruiter fees or on boarding leads times. I will jump-start your business with a fresh perspective and no personal agenda to promote.  


I typically work on a contract or project basis (3-6 months), which eliminates the long-term salary and benefits commitments associated with a permanent hire. This cost saving can be significant, especially when considering the high salary expectations of experienced SaaS and tech CROs and VPs of  Sales. 

Research by Ernst & Young indicates that hiring an interim executive can reduce the time-to-hire by 40-50% compared to recruiting a permanent executive. As your fractional GTM Advisor / CRO, I can be quickly onboarded and start driving sales initiatives with urgency and impact without the lengthy recruitment process, enabling faster results and revenue generation.

As a fractional GTM Advisor / CRO, I have a celebrated 24-year track record in delivering SaaS, enterprise software and technology sales. I have worked for top corporations like Oracle and Accenture as well as leading the revenue function for startups and scale-ups such as 4Projects, Aconex and Viewpoint Construction software. I have hired, coached and mentored top performing sales teams across the UK, EMEA and US for over 15 years. I have a deep knowledge of B2B SaaS and tech sales. I am a trainer of the MEDDPICC and Miller-Heiman sales methodologies for  Strategic and Conceptual selling. I have personally grown SaaS sales organizations from $0-$50M ARR in <5 years.

A unique differentiator – the ‘X’ Factor

There are a lot of Interim VPs of Sales today that “manage only”. I am not one of them. As an early stage company, you need someone that can mentor and lead your sellers whilst physically driving revenue from your existing sales pipeline. The sales playbook I will develop will combine innovative strategies and the latest tools that will enable efficient and rapid customer acquisition on scale. I will lead from the front and will personally close high-value deals. I have a track record in closing $1M+ deals for my last 4 clients in the UK and Dubai within 6 months. I will be showing your team how to close deals. In parallel, I will be helping you build sales pipeline strength to 4-5x your ARR goal and enhancing pipeline velocity.

The three engagement plans I offer are designed to put your company on the path to predictable and consistent revenue vs. budget. 

  1. Sales Strategy Development: I can develop a comprehensive GTM strategy based on product-market fit, your total addressable market (TAM) and your desired ICPs, and market segments. I can work with you to identify target markets, implement a proven SaaS and B2B tech sales process, implement pricing models, and create winning playbooks for your ICs and sellers.

  2. Revenue Growth: I am focused on driving revenue growth. I am an expert in demand generation, customer acquisition, and customer success.

  3. Sales Team Development: I will coach and develop the sales team, ensuring they have the necessary skills, motivation, and support to excel – consistently. I will deliver my unique SaaS training boot camp, implement performance metrics, and incentive structures that drive high-performance within the sales team.

Working with me means you can turn things around to secure and retain Board and Investor confidence.

Innovative go-to-market strategies supported by a proven, world-class sales process used by top performing startups, scale-ups and magic quadrant firms globally to ensure consistent and predictable monthly/quarterly sales performance vs. budget.  See predictability and consistency in the your sales forecasts and closed revenue within the first 90 days.

A study by Ernst & Young found that hiring interim executives can provide the flexibility and agility needed to manage rapid growth and expansion.

According to research by McKinsey & Company, interim executives are often brought in to accelerate growth initiatives and drive results in high-growth organizations.

When I am brought in as a GTM Advisor or Interim CRO, I offer an objective and fresh perspective on sales and the wider revenue function. I will assess the current sales strategy, processes, and team dynamics with an unbiased view. This objective perspective enables me to identify areas for improvement, implement necessary changes, and challenge existing practices to drive sales performance to a path to consistent and predicable MRR and ARR. According to a study by AlixPartners, fractional executives are more likely to initiate and successfully lead major transformations compared to permanent executives.

If your business is looking to move away from founder-led sales or if your previous sales leadership hasn’t been able to deliver consistent MRR and ARR in line with business targets, then hiring me as a fractional GTM advisor or Interim CRO makes a lot of sense. I will bring immediate leadership and stability to the sales team – however small or large it may be.  This ensures continuity in sales operations and prevents disruptions during critical periods.

  • According to a study by the National Association of Corporate Directors, interim executives can provide stability and leadership during times of leadership transitions, ensuring continuity and minimizing disruptions.
  • Research by Epsen Fuller Group found that 50% of executives surveyed believed that interim executives are crucial for filling leadership gaps and maintaining business continuity.

As a fractional revenue leader, not only do I deliver results but also transfer knowledge and develop your existing IC’s, sellers and wider commercial team. I will mentor and coach your BDMs, AEs, Sales reps, impart B2B SaaS and tech sales best practices, and enhance the skills and capabilities of the team. This knowledge transfer helps build a stronger sales team and fosters a culture of continuous learning and development that will help you scale the business.

Hiring me on a fractional basis as your GTM Advisor or Interim CRO for an initial  period of up to 6 months gives you the ability to assess my performance, impact and fit within your organization. This mitigates the risk of making a long-term commitment without fully understanding the capabilities and cultural alignment of a permanent CRO or VP Sales hire.

I bring immediate impact, flexibility, and objective insights, allowing Founders, CEOs and Board Advisors to navigate sales challenges, seize opportunities, and achieve business objectives.

Results Delivered

Previous Engagements

Middle East Market Entry for
UK & US SaaS Firms

The Middle East region  presents an outstanding opportunity for UK and US B2B SaaS and tech firms looking to expand into emerging markets to drive hypergrowth. This region not only offers the potential to boost MRR and ARR but also significantly enhance market capitalization, enhancing a company’s attractiveness to investors and attentive acquisitive companies. With its robust economic growth, substantial investment in technology, and a less saturated market, the Middle East is ripe for UK and US SaaS solutions that can capitalize on the region’s economic climate, less saturated market segments and generally enthusiastic appetite for B2B SaaS and technology.

  1. High Growth Potential: The Middle East’s economies are diversifying rapidly away from oil-based revenue to embrace technology and innovation. Countries like the UAE and Saudi Arabia are implementing ambitious economic plans, such as Saudi Vision 2030, which aims to increase the non-oil industry’s contribution to GDP significantly. This transformation signals robust growth potential for tech firms.

  2. First-Mover Advantage: The Middle Eastern market for SaaS products is less saturated compared to Western markets. By entering early, UK and US firms can establish strong brand presence and loyalty before the competition intensifies, similar to how LinkedIn expanded its professional networking platform in the region before many competitors thought to do so.

  3. Government Incentives and Support: Many Middle Eastern governments offer incentives to attract tech firms, including tax exemptions, subsidies, and funding for technology projects. For example, Dubai’s Internet City offers a tax-free environment along with state-of-the-art infrastructure, which has attracted giants like Microsoft and Google.

  4. Strategic Location: Positioned between the major markets of Europe, Asia, and Africa, the Middle East serves as a strategic hub for further expansion. Dubai, for instance, is a logistical hub with world-class infrastructure, providing easy access to the burgeoning markets of Asia and Africa.

  5. Advanced Digital Infrastructure: The region boasts some of the highest rates of mobile and internet penetration in the world. Countries like the UAE have invested heavily in creating a digital-first economy, which simplifies the deployment and scaling of SaaS products.

  6. Growing Demand for Tech Solutions: With a young, tech-savvy population, the appetite for new technology is substantial. The UAE and Saudi Arabia, for instance, have rapidly adopted cloud computing services, with the cloud market in the UAE expected to grow significantly in the coming years.

  7. Favorable Business Environment: The Middle East offers a regulatory environment that is increasingly favorable to foreign investment. Economic free zones across the region not only offer tax advantages but also simpler set-up processes, which reduce the barrier to entry for foreign firms.

  8. Cultural Diversification: By entering the Middle Eastern market, companies not only gain access to local revenue streams but also to a diverse customer base, which can inspire new product features and adaptations that may be applicable globally.

  9. Increasing Investor Interest: As the region diversifies its economy and invests in technology, it draws more attention from global investors. For SaaS companies, establishing a presence in the Middle East can increase their visibility and attractiveness to investors looking for geographically diversified opportunities.

  10. Scalability Across New Markets: The presence in the Middle East can serve as a springboard into adjacent markets, including Africa and South Asia, where similar needs for SaaS solutions exist but are underserved. This scalability can be achieved more smoothly with the insights and regional knowledge gained from the Middle Eastern operations.

Each of these reasons is underpinned by the region’s commitment to technological innovation and digital transformation, making it a fertile ground for UK and US-based B2B SaaS firms to not only enter but thrive and expand their global footprint significantly.

What works at home, doesn’t necessarily apply in the Middle East. Penetrating the Middle East market comes with its set of cultural and logistical challenges. For UK and US firms, particularly those without firsthand regional experience, understanding local business practices, regulatory environments, and cultural nuances can be daunting. Setting up an office in a Free Zone is relatively easy. However, what’s the point without a physical in-region presence with a team on the ground? The complexity of establishing an in-region business presence in this diverse region requires not just knowledge but also strategic foresight and local networks. The upfront investment required to setup in region (infrastructure and feet-on-the street) is also requires careful consideration. UK and US-based SaaS firms who believe that parachuting in to attend trade shows, booking a few meetings with ICPs and desirable prospective customers may be a good way to ‘test the waters.’ This strategy seldom yields positive results. This is not the way to enter and penetrate the Middle East market. Your prospective customers simply won’t take you seriously.

Similarly signing an Memorandum of Understanding (MoU) or partnership agreement with a local reseller or partner may sound like a great, low-cost way to try and win your first few customers. However, can you rely on managing your partner(s) from a distance? Ever heard the saying, “out of sight, out of mind.” Even managing local partners in the Middle East requires a sound strategy. Simply identifying and selecting the right partners requires experience. Managing local partners requires skill and gravitas.

Ultimately if you are serious about doing business in the Middle East and you want to play to win, you need a dedicated in-region presence with an experienced person to lead the charge in order to make headway in the Middle East.

  1. Cultural and Business Norm Differences: Navigating the distinct business etiquette, negotiation styles, and decision-making processes can be complex without firsthand experience. Misunderstandings or misalignments can delay deals and affect client relationships, increasing time-to-market.

  2. Market Segmentation and Localization: Understanding the diverse demographic and business landscapes across different Middle Eastern countries is critical. Without local insights, SaaS firms may struggle to segment and target the market effectively, potentially leading to wasted marketing efforts and increased costs.

  3. Building Brand Recognition: Establishing a new brand in a market where relationships and reputation play a significant role in business can be challenging and costly. Without a strong local presence or partnerships, gaining initial traction can be slow and expensive.

  4. Customer Acquisition Costs: Entering a new market without established channels can lead to higher customer acquisition costs. Identifying and optimizing these channels in the Middle East requires local market knowledge, which without in-region experience, can be costly to obtain.

  5. Pricing Strategy Challenges: Setting competitive yet profitable pricing in the Middle East involves understanding local purchasing power, competition, and willingness to pay for SaaS solutions. Misjudging these factors can lead to pricing that either leaves money on the table or deters potential customers.

  6. Adapting Sales and Marketing Strategies: What works in the UK and US may not resonate with Middle Eastern customers. Tailoring sales and marketing strategies to fit local preferences and norms requires deep market knowledge, which can be time-consuming and costly to develop from scratch.

  7. Distribution and Partnership Development: Finding and securing the right local partners to distribute and advocate for products is crucial but challenging without local networks. The process of building these relationships can significantly lengthen time-to-market and increase initial market entry costs.

  8. Talent Acquisition and Management: Recruiting skilled local employees who understand the market can be difficult. Moreover, managing a remote team or setting up a local office involves logistical complexities and additional costs, impacting overall efficiency and speed to market.

  9. Operational Logistics: Setting up operations, from customer support to compliance with local business practices, requires adjustments and can incur substantial costs. Without regional experience, operational inefficiencies are likely, increasing overall market entry costs.

  10. Scalability Across Regions: Each country in the Middle East has its own unique market conditions. Developing a scalable model that can be adapted across these varying environments without firsthand knowledge can result in misallocated resources and elongated timelines.

These challenges underscore the importance of either acquiring local market knowledge through direct experience or partnering with individuals or entities that have a deep understanding of the region. Doing so can significantly reduce the risks and costs associated with market entry and accelerate time-to-market.

By leveraging the expertise of a fractional GTM or sales leader who is familiar with the Middle East, UK and US-based SaaS firms can effectively navigate the complexities of this diverse market. This strategic approach not only minimizes risks and costs but also maximizes the impact and speed of market entry, setting a solid foundation for long-term success in the region.

  1. In-Region Representation: An experienced fractional GTM leader provides a reputable local face for the company, quickly establishing credibility with potential clients and partners. This presence reassures stakeholders of the firm’s commitment and adaptability to local norms.

  2. Localized GTM Strategy: The leader crafts a go-to-market strategy that is tailored specifically to the Middle Eastern market. This includes customizing product offerings, marketing messages, and sales tactics to align with regional preferences and compliance requirements, ensuring that all elements resonate well with the target audience.

  3. Rapid Pipeline Development: Utilizing existing local contacts, the leader can swiftly build a sales pipeline filled with qualified leads. This not only speeds up market penetration but also reduces the initial costs and time associated with establishing new business relationships.

  4. Efficient Sales Process Adaptation: The leader optimizes the sales process to suit local buying behaviors. Understanding the nuances of how deals are negotiated and closed in the Middle East enables them to streamline these processes, making them more efficient and likely to succeed.

  5. Advanced Deal Structuring: They bring expertise in structuring deals that accommodate local business practices and legal requirements, which can differ significantly from those in the West. This ability helps in crafting agreements that are attractive to both parties, enhancing deal closure rates.

  6. Mapping Buyer Journeys: A fractional leader with regional experience is adept at mapping out detailed buyer journeys specific to the Middle East. This includes identifying touchpoints, preferences, and decision-making criteria of local buyers, which are crucial for successful marketing and sales strategies.

  7. Local Time Zone Operations: Operating within the same time zone as the market not only enhances responsiveness but also allows the company to handle communications and resolve issues promptly, aligning with the pace of local business practices.

  8. Building High-Quality Business Relationships: The leader’s established reputation and network facilitate the development of strong, trust-based relationships with key stakeholders, which are essential in regions where business dealings heavily rely on personal connections.

  9. Shortened Sales Cycle: With a deep understanding of local protocols and decision-making processes, the leader effectively shortens the sales cycle by navigating these efficiently and aligning sales strategies with local business timelines.

  10. Cost-Effective Market Testing and Adjustment: By conducting targeted market testing, the fractional leader can quickly understand what adjustments are needed for products and services. This ability to swiftly adapt reduces wastage of resources and improves the likelihood of product-market fit.

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