The sales leadership you need,
when you need it.
Benefit from enterprise-class Sales Leadership experience and expertise for a fraction of the cost of a full-time resource.
Engage me as your proven Fractional Sales Leader on a part-time basis to develop your sales strategy, scale your sales team, coach your people, build your customer acquisition programme, and accelerate your growth.
Scale your sales. Not your headcount.
Who30 years of sales leadership
I have over 30 years' experience in Sales Leadership, encompassing full P&L responsibility, ownership of sales and marketing strategies, and developing customer acquisition programmes. I have a wealth of experience in building sales methodologies that include the processes and disciplines required for organisations to accelerate their growth. I am action-oriented and results-focused, with a firm belief that what gets measured gets done.
WhatFractional sales leadership for small and medium-sized businesses across all industries
I provide Fractional Sales Leadership services to small and medium-sized businesses across all industries, empowering their sales teams to maximise their potential, and in turn significantly improve their contribution to the business. I can engage on a project-based or retainer model, giving you the flexibility to access enterprise-class expertise at a price to suit your budget.
Unlike a traditional Sales Management Consultant, Mooneen delivers both 'whiteboard and keyboard' services — helping write the strategy and build the processes, but also executing on the plan, agreeing the disciplines required to succeed, and where required managing the sales team and owning the number.
HowDiscover. Define. Drive.
I leverage my well-proven Discover-Define-Drive methodology, a hands-on approach to reviewing the current sales process, identifying gaps, and suggesting improvements.
I examine the 'as-is' status of the sales function through a series of interviews and information gathering. I review the skills and resources currently in play, speak directly to team members and management, and build an independent view of the current sales function landscape.
I draft a detailed sales strategy that works for your organisation, including alignment with other areas of the business. I agree acceptable expectations around sales activity, pipeline generation, targets and achievement. I highlight any obstacles that could get in the way of success, and introduce key measures to support these agreed outcomes.
Hands-on support in the execution of the changes and improvements highlighted in the Discover and Define phases.
WhyI enjoy watching organisations flourish
I find great joy in watching organisations flourish, and take great satisfaction in helping salespeople maximise their potential and contribution.
Part-time role. Full-time results.
My services include:
Sales strategy
Setting the sales strategy, focusing on key initiatives to grow the business.
Sales team leadership
Delivering sales team leadership, until such time that a full-time resource is engaged.
Sales process and discipline
Improving sales process and discipline, focused on sales effectiveness and getting the most out of the people you have.
Pipeline and forecasting
Focusing on pipeline and forecasting, leading to better visibility and improved conversion rates.
Cross-functional alignment
Reviewing how the sales function interacts with other divisions, ensuring alignment and common purpose across the organisation.
Pricing and commercial disciplines
Evaluating the pricing and commercial disciplines, to improve ongoing profitability.
Sales hiring
Assisting with the hiring of new salespeople, getting the right people onboarded quickly and up to speed effectively.
Sales coaching
Coaching sales teams to maximise their potential and deliver improved performance.
Founder-to-sales-team transition
Enabling the founder-to-sales-team transition, an important evolution that must happen to allow scalability.
Reasons why you may wish to engage with me
- The Founder/Owner is still heavily involved in sales
- The business needs a sales strategy
- Sales growth has stalled
- Sales have become more complex
- The sales team isn't performing consistently
- A recent sales leader hire hasn't worked out
- You are considering hiring a Sales Leader but aren't yet ready for the cost
- Forecasting isn't reliable
- The pipeline isn't sufficiently strong
- Salespeople aren't being managed effectively
- An existing sales leader needs additional support
Small and medium-sized organisations across all industries.
I am happy to engage with any commercial organisation who would benefit from enterprise-class sales leadership experience and expertise.
I work with businesses across different verticals, who all have one thing in common. They recognise that improvements to their sales processes and discipline will help accelerate their growth.
First sales team
I would be delighted to work with businesses building their first sales team.
Growing sales function
Or those with plans to increase the size of their sales function.
Founder-led businesses
Founder-led businesses in particular leverage my services to help accelerate growth.
Results, not activity.
Managed Services growth
- Arrested decline in traditional product sale and support business
- Increased net new Managed Services clients by 50% compared to previous financial year
- Grew sales team, introduced processes to inject discipline into a team with no guard rails
- Improved gross margin retention by 15% through the introduction of pricing disciplines and oversight
From resourcing to C-suite advisory
- Moved business from traditional resourcing to the promotion of C-suite advisory solutions
- Improved average deal value from £30,000 to £140,000 over a 5-year period
- Converted sales team from traditional business development methods (mail, phone, trade events) to modern approaches including social selling and community-building
- Grew revenues from £7m to £15m over 5 years, at gross margins of 45%+
Recurring revenue transformation
- Refreshed sales team, exiting 4, recruiting 6, over a 12-month period
- Increased recurring revenues from 30% to 70% of total within 4 years
- Increased active customers by over 20%
My first managerial role involved running a European Customer Services operation for a multi-million IT distributor, before I crossed the Rubicon into Sales Management.
10 years running a service team for a large firm taught me one thing – we're all in sales. The sales person may be accountable for their customers, but everyone has a responsibility for the service we give them.
I have managed teams of 5, teams of 50, and everywhere in between. The disciplines are the same in my opinion. Build a sales environment that is fair and equitable to all parties – to the business, to the salesperson, to me. Agree acceptable expectations around activity, pipeline generation, targets and achievement. Remove obstacles that could get in the way of success. And then measure the appropriate metrics that support these outcomes.
I aim to lead with initiative, think with innovation, and deliver with integrity — so you always know exactly where your sales function stands.
What have I learned so far?
- Is the customer always right? Nope. But the customer is always the customer. Treat them with respect, sell to them with integrity. They will get to know you, like you, trust you, buy from you.
- Hard work beats talent when talent doesn't work hard.
- Every career disappointment is generally followed by an opportunity, you just have to be patient.
- And, on the whole, people are nice to you if you're nice to them.
What people say about working with me.
Joe is one of the sharpest and most effective sales leaders I've worked with. He has a rare ability to make ambitious goals feel achievable, then give his team the structure and the freedom to actually get there. He sets clear expectations, stays close enough to the detail to know exactly where things stand, and then trusts people to get on with the job. He also has a way of lifting the standard around him. Joe coaches rather than directs, developing people to a point where they raise their own game and each other's, keeping the commercial acumen and emotional intelligence that wins and keeps clients.
Sukhi Grewal-HopkinsJoe is exceptional at driving a sales team forward. Decisions are made on data, and the discipline he brings to that rubs off on everyone around him. Joe is also always looking for what's coming next, making sure his teams have the capability, the tools and the confidence to sell new technology and new propositions. He gets a balance right very few leaders manage: his teams respect him and his leadership completely, but really enjoy working for him as well. He makes work genuinely fun without ever losing authority.
Carina Hotson-StanfordI had the privilege of reporting to Joe, and I can honestly say that he had a huge influence on my career. Joe always seemed to know what was needed at the right time, support when you needed it, challenge when you needed pushing, and coaching when there was something to learn. He taught me an enormous amount about leadership, sales discipline and the importance of consistency and focus. Anyone fortunate enough to have him as a friend, leader, colleague or mentor will be better for the experience. I certainly am.
Duncan KayeI had the pleasure of having Joe as my manager, and he was part of what made my time so enjoyable. He's great at keeping the energy up in a high stress environment, and always provided support when I needed it. Joe is great at building relationships, and goes out of his way to ensure everyone feels included. I would highly recommend working with/for Joe.
Sophie StevensonComing soon.
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If you'd like to know more, or simply have an exploratory conversation about how we might be able to work together, complete and submit the form.
Or if it's easier for you, just drop me an email to info@mooneen.co.uk.
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