Mark Williams Fractional & Interim Executive, Commercial Transformation Leader, Non-Executive Director & Board Advisor

EXECUTIVE POSITIONING

I help ambitious founder-led and investor-backed B2B software and technology companies, typically between £2m and £10m ARR, build scalable commercial organisations that deliver predictable growth, reduce founder dependency and increase enterprise value.

With more than 30 years of commercial leadership experience, including over 15 years as a Fractional and Interim Commercial Director / Chief Revenue Officer, I work with founders, Boards and investors to identify what is limiting commercial performance, define the right go-to-market strategy and build the leadership capability, systems and commercial discipline required for sustainable growth.

SPECIALIST IN:

  • Commercial strategy, diagnostics and go-to-market assessment

  • Fractional and Interim CRO / Commercial Director leadership

  • Commercial transformation and operating model design

  • Sales, Marketing and Customer Success alignment

  • Leadership development, coaching and succession planning

  • Commercial due diligence, investment readiness and value creation

Available on a fractional basis (typically 2–3 days per week) or through defined commercial transformation and value creation assignments.

WHAT I DO FOR FOUNDERS

Commercial Strategy & Diagnostics

  • Assess the commercial operating model before recommending change.

  • Identify the constraints limiting predictable growth.

  • Define ICPs, positioning, go-to-market priorities and commercial roadmaps.

  • Support investment and value creation readiness.

Fractional & Interim Commercial Leadership

  • Provide hands-on commercial leadership and execution.

  • Improve forecasting, pipeline discipline and commercial cadence.

  • Align Marketing, Sales and Customer Success.

  • Develop partnerships, key account plans and repeatable sales processes.

Commercial Leadership & Capability

  • Coach founders and commercial leaders.

  • Develop management capability and commercial playbooks.

  • Support hiring, onboarding and leadership transition.

  • Reduce dependence on founders and key individuals.

Commercial Value Creation

  • Build predictable recurring revenue.

  • Improve governance and Board reporting.

  • Prepare businesses for investment, acquisition or exit.

  • Create commercial capability that endures beyond the engagement.

CURRENT & RECENT ENGAGEMENTS

  • Sales Strategies Ltd – Founder & Fractional Commercial Executive.

    Supporting founders, Boards and investors with commercial diagnostics, Fractional CRO leadership, commercial transformation, commercial due diligence and value creation.

  • Recent assignments include A24, Signable, Citrus-Lime, Seeen plc, Acuity Risk Management, Empirisys, EcoDriver, Nexos and Countercept.

  • Previous executive leadership roles include Adobe Systems, Lucent/Avaya, Chordiant Software and Preview Data Systems.

SELECTED IMPACT

Acuity Risk Management

  • Founder-led cybersecurity software business.

  • Intervention: Redesigned the commercial operating model, strengthened leadership capability and embedded commercial discipline.

  • Outcome: ARR increased from £1.25m to £2m while creating a platform for founder succession and exit.

Countercept

  • High-growth cybersecurity scale-up.

  • Intervention: Built the commercial organisation across Sales, Marketing and Customer Success.

  • Outcome: Delivered 100% year-on-year growth and established foundations supporting acquisition.

Imaginatik plc

  • AIM-listed software company.

  • Intervention: Rebuilt the go-to-market strategy and restored commercial credibility.

  • Outcome: Contributed to a successful trade sale within eight months.

  • Citrus-Lime

  • PE backed Specialist retail software provider.

  • Intervention: Provided strategic challenge around proposition, messaging architecture and scalable commercial positioning.

  • Outcome: Helped clarify the commercial narrative and strategic growth messaging.

Signable

  • PE-backed eSignature software provider.

  • Intervention: Introduced commercial discipline, strategic partnerships and key account planning.

  • Outcome: Strengthened commercial foundations to support post-investment growth.

Available for:

  • Fractional Chief Revenue Officer

  • Interim Commercial Director / CRO

  • Commercial Transformation

  • Commercial Due Diligence

  • Commercial Value Creation

  • Board Advisory & NED appointments

  • Founder coaching and commercial leadership development

BOARD & GOVERNANCE

  • Institute of Directors – Diploma in Company Direction

  • Independent Non-Executive Director, SEEEN plc

  • Strategic Adviser to founders and Boards

  • Trustee and Board Member across commercial and charitable organisations

  • Former Chair of Finance & Remuneration Committees

Work With Us