Service 02 · Fractional CCO
Build a commercial engine with predictable results
As your fractional Chief Commercial Officer, I lead your sales, revenue, pricing and sales-channel strategy for one to two-and-a-half days a week. I build the structure, targets and rhythm that turn a few strong individuals into a high-performing commercial TEAM, and I’m accountable for the results.
Is this you?
Signs you need this
- Revenue depends on the founder or a few key people
- Targets are set, but nobody knows how they’ll be hit
- The cost of sale is rising and the sales mix is drifting
- Sales, marketing and revenue management don’t talk to each other
- You’re growing into new sites, segments or markets
Outcomes
What changes
- A commercial strategy everyone understands
- A sales structure with clear roles, targets and incentives
- Pricing and sales-mix decisions made on data
- A weekly and monthly commercial rhythm that drives action
- Forecasts you can trust
Scope
What’s included
Commercial strategy
Annual plan, segment strategy across your priority customer groups, and growth priorities.
Sales TEAM design
Structure, roles, recruitment, onboarding, targets, pipeline management and incentive frameworks.
Revenue & pricing
Pricing strategy, margin and discount control, demand forecasting and promotions.
Sales channels & partnerships
Direct, partner and online sales channels, the cost of each, key accounts, partnerships and sponsorships.
Commercial rhythm
KPIs, dashboards and the meetings that turn numbers into decisions.
Coaching
Developing your sales and commercial leaders so the capability stays when I step back.
Timeline
What the first 90 days look like
Days 1–30
Diagnose
Commercial review, pipeline and pricing audit, TEAM one-to-ones, quick wins.
Days 31–60
Design
Commercial plan, structure, targets, incentives and dashboards agreed.
Days 61–90
Embed
Weekly rhythm running, coaching in place, first results tracked against the scorecard.
Ongoing
Lead
Monthly board-level reporting, course-correction and capability building.
Why fractional
Fractional vs the alternatives
| Full-time executive | Agency or consultant | Fractional (me) | |
|---|---|---|---|
| Cost | Full salary, benefits and recruitment | Project fees, often per channel | A share of an executive’s time, by retainer |
| Seniority | Senior | Varies | Board-level, 20+ years |
| Owns results | Yes | Rarely | Yes, against an agreed scorecard |
| Builds internal capability | Yes, over time | No, usually creates dependency | Yes, from day one |
| Time to impact | 3–6 months to hire and onboard | Fast, but narrow | Weeks; starts with a review |
| Flexibility | Low | Medium | High: scale days up or down |
Proof
Where I’ve done this
- Built a sales TEAM framework, pipeline structures and target-setting method from the ground up for a group that grew from 2 to 17 hotels.
- Directed sales-channel and customer-segment strategy across a 17-site group.
- As CEO of Pro Range, grew revenue from R7m to R20m and secured a Vodacom naming-rights sponsorship.
“Alan recruited and trained the sales teams for three locations, set up systems, refined the product… The sales budgets were achieved, often exceeded. With the expansion of the business (revenues increased from R7m to R20m) Alan began to play a more general management role as CEO.”
Nic van Gass
Director, Pro Range (Pty) Ltd · managed Alan
“Alan approaches challenges with a solutions-driven mindset and has a remarkable talent for balancing commercial objectives with exceptional service delivery.”
Tenielle Pienaar
National Sales Manager · reported to Alan
Questions
Fractional Chief Commercial Officer: FAQs
What is a fractional CCO?
A senior commercial executive who leads your sales, revenue, pricing and sales channels part-time, with full accountability for results.
How is a CCO different from a sales director?
A sales director runs the sales TEAM. A CCO owns the whole commercial engine: brand, marketing, sales, revenue and sales channels, and how they work together.
Will you sell for us?
I’ll open doors and join key pitches, but my job is to build a TEAM and system that sells without me.
How do you measure success?
We agree a commercial scorecard in the first month (revenue, margin, mix, pipeline, conversion) and review it monthly.
Written and last reviewed by Alan Campbell, October 2026.
Let’s see if this fits
Book a 30-minute call. We’ll talk about where you are, where you want to be, and whether I’m the right person to help.