Interim Head of GTM, New Business and Sales
Twenty years in B2B GTM, new business and sales, most recently Head of New Business at Air Marketing. I step in as your Head of GTM, New Business or Sales on an interim or fractional basis, working with what you already have and making it scale. Built commercial functions from zero, scaled revenue to £1m without investment, and led new business at a 100-person outsourced sales agency. UK, EMEA and US.
What I Do
Whether you need someone to take sales off the founder's plate, cover a leadership gap, or get a new market or motion off the ground, I bring the same approach: find what's already working, fix what isn't, and build what's missing.
ICP definition, outbound playbook design, channel strategy, and pipeline generation from a standing start. I've done this across the UK, France, Germany, Italy, Sweden, US and Australia.
Sales process, qualification, forecasting and CRM discipline. Coaching SDRs and closers against clear exit criteria, while still closing deals myself.
Sales process architecture, pricing strategy, content-driven demand gen, and the operational foundations that take a company from founder-led sales to a scalable commercial function.
Building and deploying AI-powered prospecting workflows, automated research pipelines, and intelligent outreach systems that multiply individual output without adding headcount.
Track Record
Led new business for a 100-person outsourced sales agency. Took ownership of the end-to-end sales process from the CEO within 30 days, and was closing deals single-handedly within 60. Built a qualification framework now used as HubSpot stage criteria and by marketing, and designed an engagement-scored dialling queue that puts warmed contacts ahead of cold data.
Owned the full commercial function for an AI-native ABM platform. 63.9% discovery-to-evaluation conversion. 51-day average deal velocity. Navigated a strategic pivot from managed service to product-led motion in 6 weeks.
Independent GTM consultancy helping B2B companies build scalable sales engines. £600K pipeline in a first week. 40 outbound meetings in a single month. 15 SQOs in 4 weeks for a loyalty martech platform. Secured C-level meetings with Nike, Walmart, and Unilever for a client.
Employee #1. Built the entire commercial function from zero to £1M ARR across 4 years without external investment. Won contracts with IPG, WPP, Omnicom and brands including AB InBev, Rolls Royce Motor Cars, Beaverbrooks, and Aldi. Six-figure recurring contracts across UK, EU, US and Australia. Promoted to MD after 2 years.
13 years across agency account management (HP, IBM, Virgin, Lenovo), B2B sales (holiday parks, professional networks), and digital marketing. Includes 6 years in Dubai across PR, ad tech, and marketing leadership. Recaptured cancelled accounts at 4x previous revenue. Brought £10M+ opportunities from cold outreach.
What People Say
"My GTM secret weapon. Alec transforms complex strategy into simple, actionable plans."
"The engine behind the company's sales and marketing. Quite incredible what he delivered."
"There is a clear link between the work Alec and I did together and the successes our customers have since enjoyed."
"Completely shifted how I think about our ICP. He rebuilt our lead list, started outreach, and suddenly we were swamped with meetings."