Build a sales function that can grow without you doing everything
I’m a Fractional Sales Leader in Melbourne. I help B2B SMEs fix the sales systems, leadership and team capability that hold growth back, and I provide independent market intelligence when the question is where to compete next.
Macidton Consulting is a Melbourne consultancy led by Dominic Parsonson. It provides fractional sales leadership, sales strategy and systems projects, sales team development and market entry research for complex B2B businesses, mainly in manufacturing, engineering, industrial and technical markets, typically with annual revenue of A$3 million to A$50 million.
External assessment provided by Sales Xceleration, Macidton’s licensed methodology partner.
A$3m–A$50m
typical SME client range
35 years
complex B2B sales leadership
Manufacturing
engineering, industrial & technical markets
Melbourne-based
local delivery with national & international work
You work directly with me
I lead Macidton engagements directly, bringing senior B2B sales leadership and commercial experience into the work rather than handing the relationship off after the first meeting.
Backed by 35 years in complex B2B sales leadership, plus MAICD and CSL credentials.
Four ways I help businesses grow
Macidton supports B2B SMEs through ongoing sales leadership, defined sales strategy and systems projects, sales team development, and independent market intelligence and market-entry strategy.
Build the sales function your business needs
Embedded senior sales leadership to strengthen strategy, sales infrastructure, pipeline management, forecasting, management cadence and team performance.
Delivered under licence from Sales Xceleration using the Certified Sales Operating Management System™.
Fix the part of your sales system holding growth back
Defined projects for businesses that need one important part of the sales system diagnosed, designed or rebuilt without an ongoing fractional engagement.
Typical work includes sales diagnostics, Ideal Customer Profiles, value propositions, sales process and CRM, pipeline management and forecasting.
Strengthen the people and tools behind the sales system
Practical support when the structure is broadly right but the team, leadership capability or day-to-day sales tools need strengthening.
Typical work includes sales recruitment, Sales Playbooks, sales leadership development and practical AI use within sales teams.
Make the decision before making the investment
Independent commercial research and strategy for businesses assessing new markets, sectors, customer groups or geographies.
Typical work includes market studies, competitor analysis, market sizing and segmentation, channel strategy, target-account prioritisation and US or international market-entry planning.
Where I tend to add the most value
I bring structure without adding unnecessary complexity. My strongest fit is complex B2B, particularly manufacturing, engineering, industrial and technical businesses where commercial decisions require technical understanding, evidence and disciplined follow-through. For the industry-specific approach, see Fractional Sales Director for Manufacturing & Engineering.
Are any of these sales problems familiar?
Growth problems usually look different on the surface, but underneath they tend to come back to structure, focus and management discipline. A good sales consultant should help identify which problem actually needs fixing before adding more activity.
Growth
Sales have stalled, growth is inconsistent, or the business is growing faster than the sales function can support.
Control
You are still too involved in individual deals and decisions because the team lacks a consistent operating system.
Conversion
There are opportunities in the pipeline, but qualification, follow-up and conversion are inconsistent.
Direction
You know sales needs improvement, but there is no clear roadmap for what to fix first and what good should look like.
Fractional Sales Leadership
Macidton delivers Fractional Sales Leadership under licence from Sales Xceleration, using the Certified Sales Operating Management System™ to build a sales function your team can run, measure and improve.
Sales Strategy
Ideal customer profiles, buyer personas, value proposition, positioning, territory priorities and a clear commercial plan.
Sales Infrastructure
Sales process, CRM, pipeline stages, KPIs, forecasting, playbooks and the tools that make good selling repeatable.
Sales Management
One-to-ones, pipeline reviews, coaching, accountability and a management cadence that keeps activity connected to revenue.
Sales Team
Role clarity, capability assessment, recruitment, onboarding and development so the right people can perform inside the system.
What the first 90 days can look like
The detail varies by business, but the objective is to move quickly from understanding what is wrong to changing how the sales function actually runs.
Days 1–30: Diagnose
Review the pipeline, CRM, team roles, sales process, forecasting and management routines to separate symptoms from the issues actually constraining performance.
Days 31–60: Prioritise & Build
Put the highest-value changes in place: clearer stages, qualification, CRM discipline, role expectations and a management cadence the team can use.
Days 61–90: Embed & Coach
Run pipeline reviews, coach the team, inspect real opportunities, test the forecast and adjust the system until the new rhythm starts to become normal business practice.
Prefer to start with an assessment?
The Sales Xceleration Sales Agility Assessment is an external diagnostic provided by Macidton’s licensed methodology partner. If you would rather talk through the issue directly, schedule a conversation with me.
About Me
Hi, I’m Dominic Parsonson.
My work through Macidton is with SME owners who need stronger sales leadership, better commercial systems or clearer market decisions, but do not necessarily need another full-time executive.
My background is in complex B2B selling across industrial, manufacturing, technology and technical markets. I bring the strategic view of a sales leader, but I also work inside the operating model: pipeline, CRM, sales calls, management meetings, forecasting and coaching.
The objective is straightforward: build enough structure that good sales performance becomes more repeatable, visible and manageable, without creating administration for its own sake.
- Fractional Sales Leadership
- Sales Strategy & Systems Projects
- Sales Team Development
- Market Intelligence & Market Entry
Independent Macidton Service
Market Intelligence & Market Entry Strategy
Before committing people, capital or time to a new market, it helps to know where the real opportunity sits. I undertake independent commercial research and develop practical market-entry strategies for businesses considering new sectors, geographies and customer groups.
Market & Competitor Studies
Market structure, growth drivers, competitor positioning, customer needs, barriers to entry and commercial opportunity.
Market Entry Strategy
Segmentation, ideal customer profiles, positioning, channel options, partnerships, target accounts and the commercial roadmap for entering a new market.
US & International Expansion
Evidence-led assessment of sectors, buyers, routes to market and practical priorities for Australian companies entering the United States or other international markets.
Selected engagements
Examples of how the work can move from analysis into commercial decisions and, where required, in-market execution.
Named engagement
Metal Powder Works | Australia & APAC
The engagement began with an assessment of the Australian market for advanced metal powders and progressed into ongoing commercial execution across Australia and APAC. It is a practical example of market evidence turning into customer, partnership and growth activity. See the fuller manufacturing and engineering experience →
Confidential engagement
Australian advanced-manufacturing venture | United States
I supported an Australian advanced-manufacturing venture assessing commercial entry into the United States. The work examined market opportunity, priority applications and customer segments, competition, target accounts, routes to market and the sequencing of commercial development. The result was an evidence-based framework for deciding where to enter first, who to target and how to approach the US market.
Client identity withheld due to commercial confidentiality.
How I work
Diagnose
Understand the commercial problem, available evidence, current sales performance or market opportunity, and where the most important gaps sit.
Build
Build the required sales system, team capability plan, market-entry strategy or commercial roadmap with the people who will use it.
Embed
Embed the work through implementation, leadership, coaching or clear execution priorities so it becomes useful in day-to-day commercial decisions.
Sales Team Development
When the sales structure is broadly right but the people, leadership capability or practical tools need strengthening, focused development can be more useful than a broader consulting engagement.
Sales Recruitment
Define the role around the sales system and commercial outcome, strengthen candidate assessment and improve onboarding so a new salesperson enters with clear expectations.
Sales Playbooks
Bring the Ideal Customer Profile, value proposition, sales process, qualification logic, discovery questions, objections and messaging into one practical source of truth for the team.
Sales Leadership Development
Practical development for existing and emerging sales leaders who need stronger pipeline reviews, coaching habits, one-to-ones, forecasting and performance management.
AI for Sales Teams
Practical use of AI for sales preparation, research, coaching, lead generation and reducing administrative work, with a focus on helping the team sell better rather than adding technology for its own sake.
Latest sales insights
Practical thinking on sales systems, process, leadership, revenue and building a sales function that works without unnecessary complexity.
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Why We Miss What Matters: A Motorcycling Lesson for Sales Leaders
Sales teams can miss opportunities and warning signs because they see what they expect to see. Better scan patterns expose blind spots…
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Why Your Existing Customers May Be Your Biggest Sales Opportunity
Winning a customer should not mean selling stops. Existing customers can provide additional revenue, referrals, market intelligence and a much clearer understanding…
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How to Implement AI in Sales Without Creating Chaos
AI becomes useful when it is embedded into a defined sales workflow. Start with the process, choose one or two use cases,…
Macidton FAQs
Straight answers to common questions about Fractional Sales Leadership, Sales Strategy & Systems Projects, Sales Team Development and Market Intelligence & Market Entry.
What is a Fractional Sales Director?
A Fractional Sales Director provides senior sales leadership on a part-time basis. The role typically covers sales strategy, process, pipeline management, forecasting, team performance and coaching without requiring the business to employ a full-time Sales Director. Read the full guide to what a Fractional Sales Director does →
When should an SME consider fractional sales leadership?
It is usually a good fit when sales growth has become inconsistent, the owner is still carrying too much of the sales function, the pipeline is difficult to trust, or a sales team needs stronger structure and leadership. It can also be useful when a business needs senior capability before it is ready for a full-time executive hire. See when Fractional Sales Leadership makes sense →
What if we only need one part of the sales system fixed?
A defined Sales Strategy & Systems Project may be a better fit than ongoing fractional leadership. Typical projects include sales diagnostics, Ideal Customer Profile and value proposition work, sales process and CRM design, and pipeline or forecasting reviews. Explore Sales Strategy & Systems Projects →
Can you help strengthen or develop an existing sales team?
Yes. Sales Team Development can include sales recruitment, Sales Playbooks, practical development for existing or emerging sales leaders, and appropriate use of AI within the sales function. Explore Sales Team Development →
Which areas do you service?
I work across Melbourne, with a particular focus on South-East Melbourne, including the Dandenong and Frankston corridors, and through to the Mornington Peninsula. I also work with Adelaide SMEs through planned on-site visits and remote leadership, and with suitable businesses elsewhere in Australia where the engagement can be delivered effectively. See the Melbourne service-area details →
What does a Fractional Sales Director cost?
Fractional engagements are usually structured around the level of leadership, days required and scope of work rather than a full-time salary. I agree a clear monthly scope and fee after an initial discussion so the level of support matches the commercial problem rather than forcing every business into the same package. See the Fractional Sales Leadership FAQs →
How is a Fractional Sales Director different from a sales consultant?
A consultant may diagnose a problem and recommend what should change. A Fractional Sales Director is typically more embedded in the business, helping implement the sales system, lead the team, run pipeline and forecasting disciplines, coach people and remain accountable for the commercial operating rhythm. Compare fractional leadership, consulting and full-time roles →
Can you help assess a new market before we invest in entering it?
Yes. Macidton undertakes independent market and competitor studies, market-entry strategy and commercial prioritisation for businesses considering a new geography, sector or customer group. The work can range from a focused opportunity assessment through to a full entry strategy covering segmentation, target accounts, competitors, channels, partnerships and positioning. Explore Market Intelligence & Market Entry →
Let’s talk about what is getting in the way of growth
Whether the issue is sales leadership, sales strategy and systems, team capability or understanding a new market, start with the commercial problem. A short conversation is usually enough to establish whether I can help.
Contact Macidton
Prefer to talk directly? Call, email or connect with me on LinkedIn.
Send a message
Tell me briefly what you are trying to solve and I will come back to you directly.