Fractional Commercial Leadership

You've built a business, established a customer base and created something with potential. But growth isn't happening as consistently as you'd like.

Perhaps your sales and marketing activity isn't delivering the results you expected. Your team is busy, but accountability is unclear. Opportunities are being missed, new revenue streams aren't progressing, or you're spending too much time working in the business to focus on its future.

You might need the experience of a Commercial Director, but not necessarily a full-time appointment.  That's where I can help.

The problem isn't always a lack of opportunity.  It's turning opportunity into results.

Many growing businesses have the foundations for success but lack the commercial leadership, structure or capacity to make the most of them.

You might recognise some of these challenges:

  • Revenue has plateaued, and you're unsure where the next stage of growth will come from.

  • Sales, marketing and operations aren't working towards the same commercial objectives.

  • Your team lacks clear priorities, ownership or accountability.

  • New ideas and opportunities are discussed but never fully implemented.

  • You're making important commercial decisions without an experienced sounding board.

  • You need senior-level expertise but aren't ready to recruit a full-time Commercial Director.

"He has an ability to step back, see the bigger picture and spot opportunities or blind spots that I would probably miss running a more hands-on, independent business."

Ben Nelson, Founder of Connected Fitness

The solution: experienced commercial leadership, built around your business

Through fractional commercial leadership, I work alongside you and your team to identify what needs to change, establish priorities and drive the actions that deliver sustainable commercial growth.

A clear commercial direction. Identify where the business has the greatest potential and create a focused plan to achieve it.

Revenue and business development. Strengthen your sales pipeline, develop new markets, build partnerships and unlock additional revenue opportunities.

Stronger team performance. Establish clear responsibilities, meaningful measures and a consistent rhythm of commercial accountability.

Strategy that gets implemented. Work alongside your team to turn decisions into practical actions, rather than producing another report that sits on a shelf.

An experienced partner for the owner or CEO. Gain an independent perspective, challenge assumptions and make better-informed commercial decisions.

Frequently asked questions on Fractional Commercial Leadership

What is a fractional commercial director?

A fractional commercial director provides experienced commercial leadership to a business on a part-time or flexible basis, rather than as a full-time employee. This gives owners and leadership teams access to senior-level commercial thinking, strategic direction and practical support without the commitment of a permanent appointment.

When should a business hire a fractional commercial leader?

Fractional commercial leadership can be valuable when a business has growth potential but lacks the time, expertise or internal capacity to realise it. It can also help when revenue has stalled, commercial priorities are unclear, a new site is opening, or the business needs stronger sales, marketing and revenue performance.

What does a fractional commercial director actually do?

The role depends on the business's challenges and objectives. It may include reviewing commercial performance, identifying new revenue opportunities, improving sales processes, developing partnerships, strengthening positioning, setting priorities and working with teams to turn strategy into action.

Is fractional commercial leadership suitable for hospitality businesses?

Yes. Fractional commercial leadership can suit independent hotels, restaurants, wedding venues, members' clubs, hospitality groups and experience-led businesses that need senior commercial expertise. The focus is on the specific challenges facing the business, whether that means improving revenue, developing new income streams or preparing for growth.

How is a fractional commercial director different from a consultant?

A consultant may be engaged to review a particular issue and make recommendations. A fractional commercial director can provide more ongoing leadership, working alongside the owner and team to establish priorities, maintain accountability and help implement agreed actions. The right arrangement depends on the business's needs and the agreed scope.

How do I engage Jonny Bann for fractional commercial support?

The starting point is a conversation about your business, its objectives and the challenges you need to address. From there, the scope, working arrangement, priorities and fees can be agreed. Jonny Bann Consultancy focuses on practical commercial progress, not producing recommendations that are left sitting in a report.