Ray Witter - Fractional CRO / CCO / CSO / Commercial Director / VP Sales

I operate on a fractional/ interim basis ( 3-12 months ) or through defined transformation mandates / project scopes.

WHAT I DO FOR FOUNDERS / LEADERS

Revenue Acceleration

  • Lift conversion rates and output from existing sales / GTM teams

  • Install robust forecasting, pipeline management, and accountability cadence.

  • Redesign incentives and commissions to align with margin / profitable growth

  • Build and scale sales, account management/customer services and marketing or telesales capabilities when required

  • Review & assess sales and operational teams

Cost & Margin Expansion

  • Cost-to-serve reviews

  • Model and improve sales and operational productivity

  • Identify and remove non-performing layers and processes

Launch & Scale Preparation

  • Formulated and executed GTM to launch new businesses and product/service across UK, EMEA & APAC

  • Market & competitor analysis

  • Identify ICP

  • Develop value proposition

  • Generate and grow recurring and predictable revenue streams

  • Developed and maintained high customer retention

 

EXECUTIVE POSITIONING

I work with global enterprises and founder-led £5m–£50m turnover B2B SaaS and digital marketing/martech service businesses to generate new and increase revenue, improve commercial discipline, accelerate profitable growth and scale.

25 years building, scaling and transforming revenue-led organisations across UK, EMEA & APAC

Specialist in:

  • Go-to-market strategy

  • Sales engine optimisation

  • Cost-to-serve reduction / Margin expansion

  • Incentive / commission redesign aligned to outcomes

  • Forecasting, and reporting professionalisation

  • Build, developed and coached high-performing multi-functional multi-regional commercial teams

  • Developed robust revenue structures and systems

Available for:

  • Fractional CRO / CCO / CSO/Commercial Director/VP Sales mandates

  • Growth & EBITDA / revenue growth transformation projects

  • NED / advisory roles within sales-led, service, B2B and Martech, SaaS/tech-enabled businesses

SELECTED IMPACT

  • Developed revenue from £0 to £2.5M in 21 months

  • Grew revenue from £2.5M to £11.8M in 24 months with a team of 7

  • Delivered profit margin of 59%  

  • Built and scaled a 89 seat SaaS business across EMEA in 5 years

  • Closed £3.5m+ SaaS contract (2 year value)

  • Built revenue structures and systems to delivery sustainable revenue growth

CURRENT & RECENT ENGAGEMENTS

  • Warner Music Group – the brief was to develop  & execute a EMEA GTM strategy for a new revenue stream that was completely different from their core business and to  provide strategic commercial leadership when scaled within a new division focused on revenue generation and margin governance resulting in generating revenue from £2.5M to £11.8M per annum

  • Poolside Ltd  –  Founder, providing consultancy/advisory service for businesses on growth, GTM strategy, scale planning, revenue/rev ops systems and structures, increase commercial teams revenue performance/outcomes

  • Held senior roles with Warner Music Group, Opentable/RGM, TNS/Evaliant, Travora.

BOARD & GOVERNANCE / CREDENTIALS

  • Yale executive leadership programme

Work With Us