Fractional Commercial Leadership - What It Is, How It Works, and When You Need It

Fractional commercial leadership is senior operational capability on a part-time basis.

Not consulting. Not advisory. Not a workshop series.

It's a CMO, VP Sales, or CCO who joins your business with clear accountability - owning outcomes, leading teams, building systems, and driving execution. The difference? They do it 2-3 days a week instead of five.

This works because most commercial transformation doesn't require someone in every meeting. It requires someone who knows what to build, can lead execution, and has already solved your problem before.

How It Works

Fractional leadership combines four elements:

Clear scope: Specific outcomes across demand generation, pipeline architecture, sales process, forecasting, marketing and sales alignment, or revenue operations.

Embedded execution: Hands-on design and implementation. Not advice from the sidelines - actual building of processes, playbooks, CRM structure, and commercial systems.

Operating cadence: Consistent rhythm through pipeline reviews, deal coaching, campaign planning, and team stand-ups that keep execution aligned.

Flexible commitment: A bridge while hiring, support during transformation, or an ongoing model for senior capability without permanent headcount.

When You Need It: 7 Common Situations

1. You're scaling but lack senior commercial capability

You need experienced leadership in demand generation, pipeline management, or revenue operations - but can't justify or afford a €150K-250K full-time hire yet.

2. You're launching a new GTM motion

Moving upmarket, entering new segments, or changing your sales model requires someone who's designed these motions before - not someone learning on your dime.

3. You lost a key commercial person

Execution drifts. Pipeline discipline drops. Marketing and sales misalign. You need to stabilize performance while you hire.

4. Sales and marketing aren't aligned

Leads aren't qualified properly. Handoffs are messy. Nobody owns the full commercial journey. You need someone to fix the system, not blame the people.

5. Your pipeline is inconsistent

Deals stall. Forecasts miss. You're working hard but results swing wildly. The problem isn't effort - it's structure.

6. You need commercial systems, not just activity

CRM hygiene is weak. Reviews aren't consistent. No playbooks exist. People operate differently. You need infrastructure that makes execution repeatable.

7. Growth is happening, but it's painful

Manual work everywhere. Too many "special cases." Friction in handoffs. You need to remove structural debt before you scale.

What Fraymwerk Brings: Collective Intelligence Across Sales and Marketing

When you engage Fraymwerk for fractional leadership, you're not hiring one person's perspective. You're getting the combined expertise and pattern recognition of our entire team.

On the Marketing side:

• Demand engine design and execution

• Campaign architecture tied to pipeline stages

• Positioning and messaging frameworks

• Content strategy that drives qualified pipeline

• Marketing automation and lead scoring

• Customer lifecycle and retention programs

On the Sales side:

• Pipeline architecture and MEDDICC implementation

• Sales process design for complex B2B/B2G

• Deal management and qualification discipline

• Forecasting accuracy and CRM operationalization

• Coaching cadence and team enablement

• Playbooks that survive turnover

Across the commercial engine:

• Sales and marketing alignment on ICP and qualification

• Revenue operations and reporting structure

• Handoff design between marketing, sales, and customer success

• AI adoption in commercial teams

• Commercial rhythm and accountability systems

Thomas brings 16+ years as CCO, CMO, and Business Owner. Peter brings 20+ years leading marketing and commercial functions. But it's not just us - it's the frameworks we've built and the solutions we've implemented across dozens of B2B and B2G companies.

The Real Value

When we leave, the system stays:

• The playbook stays

• The CRM structure stays

• The demand engine stays

• The coaching rhythm stays

• The pipeline discipline stays

That's the difference between hiring a leader and building commercial infrastructure.

From Insight to Action

Fractional commercial leadership makes sense when you need to build systems, not just fill a seat.

Fraymwerk helps B2B and B2G companies strengthen their commercial operations through fractional CMO, CCO, and VP Sales roles - bringing senior expertise backed by collective intelligence.

Ready for an honest conversation?

We'll tell you if we're the right fit - and if we're not, we'll point you in a better direction.

Fill out the form benefit or reach out via hello@fraymwerk.com // +45 6147 1234