Practical commercial leadership for complex B2B businesses
I help owners and leadership teams turn commercial complexity into clearer priorities, stronger sales execution and better-informed market decisions.
25+ years
complex B2B sales leadership
MAICD | CSL
governance & sales leadership credentials
International
Australia, US & global markets
Industrial focus
manufacturing, engineering & defence
About Dominic Parsonson
I founded Macidton Consulting to work directly with SMEs that need senior commercial capability without adding unnecessary management overhead. My background spans complex B2B sales, manufacturing, industrial technology, defence-related markets and international business development.
The common thread is practical execution: understanding the market, deciding where to focus, creating a sales system that management can trust, and staying close enough to real opportunities to know whether the strategy is working.
Two ways I work with clients
I work with clients in two distinct ways. Each can stand alone, or they can complement each other where the commercial problem requires both.
Fractional Sales Leadership
Embedded senior sales leadership for SMEs that need stronger strategy, process, pipeline management, sales infrastructure and team capability.
Market Intelligence & Market Entry
Independent research and commercial strategy for businesses assessing markets, competitors, customers, target accounts, positioning and routes to market.
Particularly relevant to manufacturers and technology businesses assessing the US or another complex international market.
Experience that shapes the work
My perspective comes from operating inside businesses, not from observing sales from the outside.
Sales & Commercial Leadership
More than 25 years across complex B2B sales, business development, sales management and commercial leadership.
Manufacturing & Technology
Deep exposure to engineered products, advanced manufacturing, industrial technology and technically complex buying environments.
International Markets
Experience working across Australia, the United States and international markets, including market development and cross-border commercial strategy.
How the Sales Xceleration relationship fits
I was Sales Xceleration’s first Fractional Sales Leader in Australia. Fractional Sales Leadership through Macidton is delivered under licence from Sales Xceleration and uses the Certified Sales Operating Management System™. I remain the person leading the engagement locally.
Market Intelligence & Market Entry is different. It is an independent Macidton service and is not delivered under the Sales Xceleration licence.
How I work
Start with the commercial problem
I am less interested in imposing a methodology than in identifying what is actually stopping growth, focus or execution.
Make the evidence visible
Assumptions, pipeline quality, market claims and forecasts should be capable of being tested rather than accepted because they are reassuring.
Build capability, not dependence
The objective is to leave behind a stronger sales system, clearer commercial thinking and a team that can continue to perform without permanent external dependence.
Beyond the consulting work
I am sometimes known on LinkedIn as “the motorbike guy”. I ride regularly and have a habit of using motorcycle analogies when talking about sales, strategy and leadership. There are more parallels than you might think: looking far enough ahead, choosing the right line, adjusting when conditions change and knowing when speed is useful and when it is not.
I also spend some of my spare time developing a motorcycle route-planning app. It keeps me close to the realities of building a product, making trade-offs, listening to users and turning an idea into something that actually works.
Motorcycles are also one of the things that keep me curious, travelling and occasionally covered in mud.
Professional credentials
Need senior commercial capability without adding another full-time executive?
Start with the problem you are trying to solve. I can then tell you whether Fractional Sales Leadership, Market Intelligence, or neither looks like the right next step.