Fix the part of your sales system that is holding growth back
Not every sales problem requires an ongoing Fractional Sales Director. Sometimes the business needs one important part of the sales system diagnosed, designed or rebuilt.
I work with B2B SMEs on defined projects covering sales diagnostics, ideal customer profiles, value propositions, sales process, CRM, pipeline management and forecasting. Projects can be delivered remotely across Australia, New Zealand, Singapore and selected international markets.
Focused Sales Projects
Sometimes you do not need an ongoing sales leader
A fixed-scope project can make more sense when the problem is clear, the business has the people to implement the work, and what is missing is experienced sales thinking, structure or an independent review.
A project may be enough when:
You already have people responsible for sales, but one part of the system is weak, unclear or inconsistent.
You may need a clearer Ideal Customer Profile, a sharper value proposition, a better-defined sales process, a CRM that reflects how the business actually sells, or a more reliable approach to pipeline and forecasting.
Fractional leadership may be better when:
The issue is broader than one project and the business needs ongoing senior sales leadership, management cadence, coaching, accountability and execution.
If a defined project uncovers a wider leadership problem, I will tell you. Equally, if the business only needs the project, that is where the engagement can finish.
Project Options
Four practical ways to strengthen your sales system
Each project has a defined problem to solve, a clear scope and practical outputs that the business can use after the engagement is complete.
Sales Diagnostic & Growth Plan
For businesses that know sales performance should be stronger, but are not yet sure where the real problem sits.
Typical work includes:
- Review of current sales strategy and structure
- Pipeline and opportunity assessment
- Sales process and CRM review
- Management, reporting and KPI assessment
- Identification of the highest-priority sales gaps
- Practical 90-day improvement plan
Best for: owners or leadership teams who want an independent view before committing time or money to a bigger sales initiative.
Ideal Customer Profile & Value Proposition
For businesses that are selling too broadly, struggling to prioritise prospects, or finding it difficult to explain why customers should choose them.
Typical work includes:
- Ideal Customer Profile development
- Customer and market segmentation
- Buyer personas and buying roles
- Customer problems and buying triggers
- Value proposition development
- Positioning and core sales messaging
Best for: businesses with good products or services but inconsistent targeting, unclear differentiation or poor lead quality.
Sales Process & CRM Blueprint
For businesses where sales activity depends too heavily on individual habits, and the CRM does not reflect how opportunities should actually progress.
Typical work includes:
- Sales process design
- Pipeline stages and definitions
- Qualification criteria
- Stage entry and exit criteria
- CRM structure and field requirements
- KPIs, reporting and management visibility
Best for: businesses introducing a CRM, replacing one, or trying to turn an existing CRM into a useful sales management tool.
Pipeline & Forecast Review
For leadership teams that have a pipeline but do not fully trust the numbers, stage accuracy or revenue forecast.
Typical work includes:
- Opportunity and pipeline quality review
- Stage accuracy assessment
- Qualification and next-step review
- Pipeline coverage analysis
- Forecast methodology
- Recommendations for review cadence and reporting
Best for: businesses where the CRM says one thing, the sales team says another, and leadership needs a clearer view of likely revenue.
How the Engagement Works
A defined project with a clear beginning and end
The scope will vary depending on the problem, but the working approach is deliberately simple. We agree what needs to be solved, gather the right information, work through the issue with the people who matter, and finish with practical outputs the business can use.
Define
Agree the problem, scope, stakeholders, required information and what a useful outcome should look like.
Analyse
Review the existing sales approach, customer information, pipeline, CRM, processes or other relevant commercial data.
Develop
Work through the findings with key people and develop the strategy, structure, process or recommendations required.
Handover
Deliver the agreed outputs, explain the reasoning, identify priorities and make sure the business knows what happens next.
Remote Delivery
The work does not depend on me sitting in your office
Most of these projects depend on good information, experienced commercial judgement and focused conversations with the right people. They do not require a consultant to be physically present every week.
Interviews, workshops, reviews and working sessions can be run by video, with documents, CRM exports and supporting information shared securely. Where face-to-face work would materially improve the outcome, we can discuss that at the start rather than building unnecessary travel into every project.
What remote delivery can include
Leadership and stakeholder interviews
Structured conversations with owners, sales leaders and salespeople.
CRM and pipeline review
Analysis of existing opportunity data, stages, reports and sales activity.
Customer and market analysis
Review of customer groups, buying patterns, sales history and commercial priorities.
Working sessions
Focused online workshops to challenge assumptions, make decisions and develop the final solution.
Practical handover
Clear recommendations, documents and next actions rather than a report that sits on a shelf.
Choosing the Right Engagement
A project is one option, not the answer to every sales problem
The right engagement depends on whether the business needs one defined piece of work, ongoing sales leadership, or help strengthening the people and tools around the sales team.
Sales Strategy & Systems Project
Best where there is a specific sales problem to diagnose, design or improve and the business already has people who can carry the work forward.
Typical examples: ICP, value proposition, sales process, CRM structure, pipeline or forecasting.
Fractional Sales Leadership
Best where the sales challenge is broader and the business needs ongoing senior leadership, management discipline, coaching, accountability and execution.
Sales Team Development
Best where the sales structure is largely right but the team, leadership capability or practical sales tools need strengthening.
This includes Sales Playbooks, sales recruiting, leadership development and practical AI support.
You work directly with Dominic Parsonson
Macidton projects are led personally by Dominic, bringing more than 25 years of complex B2B sales and commercial experience into the work.
Sales Strategy & Systems Project FAQs
Straight answers to some of the questions businesses ask before starting a defined sales project.
Do I need to engage you as a Fractional Sales Director first?
No. These are standalone projects. You can engage Macidton for one defined piece of work without committing to an ongoing Fractional Sales Leadership engagement.
How long does a project take?
It depends on the scope, the number of stakeholders and the information available. A focused review may take one or two weeks, while a broader strategy, ICP or sales-process project may run over several weeks. The timing and deliverables are agreed before the work begins.
Can the whole project be delivered remotely?
In many cases, yes. Interviews, working sessions, CRM reviews, analysis and workshops can all be delivered effectively by video. If face-to-face involvement would materially improve the outcome, that can be agreed as part of the scope.
What happens if the project shows we have a bigger sales leadership problem?
I will tell you. You can then decide whether to address it internally, engage Macidton for Fractional Sales Leadership, or take another approach. A project does not automatically turn into an ongoing engagement.
Have a sales problem that needs fixing?
If you already know what needs attention, tell me what the issue is. If you are not sure where the real problem sits, we can start there.