Fractional CRO & AI Consultant
Founder-led sales got you here.
It won't get you to the next stage.
Two services to remove your biggest growth constraints. Both backed by 25 years of B2B SaaS expertise, multiple start-ups with successful exits and 10 years of world class sales process, operational and GTM strategy at Salesforce.
Two independent services. Same operating mindset: build the system, drive adoption, get measurable outcomes.
Background
About Dan Williams
Dan Williams brings 25 years of B2B SaaS, Enterprise and Sales leadership experience ranging from small start-ups to some of the most renowned big business organizations in the world.
His approach isn't simply just a "lift and shift" of enterprise infrastructure and playbooks—instead, he works with companies and leaders to understand their business objectives, and brings world class sales processes, operational methodologies, playbooks and team-building (from companies like Salesforce) scaled to meet the specific needs of a startup—helping transform founder-led sales into predictable revenue machines.
What I Offer
Services
Two independent services. Same operating mindset: build the system, drive adoption, get measurable outcomes.
Strategic Sales Leadership
- Go-to-market strategy development and execution
- Revenue forecasting and goal-setting frameworks
- Target market identification and ICP refinement
- Value proposition development and competitive positioning
Revenue Acceleration and Deal Support
- Executive sponsorship and hands-on leadership for key opportunities
- Deal reviews and blindspot identification
- Pipeline health management
- Sales execution coaching to increase conversion rates
Sales Process Optimization
- Implementation of proven methodologies (MEDDPICC, Value Selling, BANT)
- CRM optimization and sales tech stack implementation
- Custom sales playbooks and qualification frameworks
- Pricing and packaging guidance
Operational Excellence
- Quota and territory planning
- RevOps optimization for enhanced productivity
- Forecasting methodology and accountability systems
- Account planning templates and frameworks
Team Development and Coaching
- Sales talent assessment and performance improvement
- Compensation plan design aligned with business goals
- Training programs and coaching frameworks
- Recruitment and onboarding of high-performance team members
Deep Discovery & Workflow Optimization
- Interviewing and shadowing employees across roles to map real workflows
- Identify repetitive, high-effort processes where AI can drive fast wins
- Surface bottlenecks, rework loops, and handoff friction
Defining AI Vision & Policy
- Establish a clear, communicated AI vision tied to business drivers
- Create ethical usage guardrails to guide sustainable adoption
- Set expectations for when AI should (and shouldn't) be used
Business Assessment and Metrics
- Document high-potential AI use cases across departments
- Prioritize high "payoff" / low "effort" workflows first
- Measure before/after metrics to prove ROI
AI Proficiency Training
- Train the workforce: AI Fundamentals → advanced prompting frameworks
- Teach validation habits so outputs are trusted and usable
- Enable employees to discover and implement high-value use cases
Change Management & Adoption
- Communication strategy to reduce fear, confusion, and resistance
- AI Ambassadors program to drive peer-to-peer adoption
- "Lead from the front" approach for sustained behavior change
Go-to-Market (GTM) Alignment
- Align Sales, Marketing, and Operations around shared outcomes
- Embed AI where it increases throughput across the GTM engine
- Make tools fit the operating cadence—not the other way around
How It Works
Engagement Model
- Typical engagement starts with 90-day assessment and implementation
- First 30 days: Assessment, prioritization of initiatives for maximum impact
- Flexible capacity (ex. 1 day a week, 2 days a week, etc.); billed as a monthly retainer
- Options include: interim sales leadership, coaching existing sales leaders, or specific project-based work
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What People Say
Testimonials
"I had the opportunity to work with Dan during his time as Head of Sales at Marigold. What stood out to me was his methodical approach to organizational design and his commitment to building sustainable team structures."— Jessicah Hartley, Chief of Staff, Marigold
"Dan is a natural leader and a successful sales professional. Through the best of times and tough scenarios, he stands firm, doesn't get emotional and is the banner you want to run to."— Kevin Baldacci, Head of Solutions Product Marketing, Asana
"Dan brings a fantastic mix of the 'art and science' required to drive good sales results. He is the kind of leader who not only is a strong advocate for his people, but he also has the diligence around process and methods."— Roselyn Osgoodby, VP of Global Enablement, Marigold
"Dan is a phenomenal leader who knows every inch of the sales cycle. His team-focused approach was absolutely the number one reason for our success."— Steve Kalush, Solutions Sales Director, CoreLogic
"As the marketing person responsible for lead-gen programs, working with Dan was a pleasure. He worked as a partner with the marketing team to help in delivering quality leads."— Angel Kaur Oberoi, Growth Marketing Leader, Simpplr
"Dan is an engaging, committed business partner which created a very productive relationship. He acts with integrity and he's committed to the long term success of the individuals on his team."— Erin Aldrich, Go-to-Market Leader, Databricks
Results
Case Studies
Fractional Sales Leader Case Studies
Content coming soon...
AI Case Studies
Insurance Companies Gains 100 Hours of Time Savings per Week
Learn More
Resources
Documents
Articles
- What is a Fractional Sales Leader
- Why Fractional Sales Leadership is the Secret Weapon for Startups
- Part 1: What I learned in 10 years of sales at Salesforce.com
- Part 2: What I learned in 10 years of sales at Salesforce.com
- Part 3: What I learned in 10 years of sales at Salesforce.com
- Part 4: Value Selling