A revenue number you can defend, and one person who owns it.
I step in as your fractional VP Sales, CMO or CRO, two to three days a week. You get senior ownership of the number without hiring a full-time executive.
- Fractional VP Sales
- Fractional CMO
- Fractional CRO
B2B revenue in year one, for a media company that started at zero.
to build their products, pricing, sales process and go-to-market.
in Northern Europe within 18 months, for a team of 18 field reps.
Which one is you?
Three situations bring companies to me. Most people recognise theirs in a line or two.
You have salespeople, but nobody owns the number. Your last sales leader left, or the hire didn't work out, and the forecast has turned into a guess.
- What I do
- I take over the pipeline, the weekly sales meeting and the forecast. I coach the team on live deals, so the process gets built into how deals are actually worked.
- Proof
- An industrial supplier had 18 field reps across the Nordics who planned their days by gut feel. We put quoting in their hands, gave leadership a live view through a CRM, and built visit plans on when customers actually reorder. Within 18 months they were number one in Northern Europe.
- Day 14
- Your sales process written down, stage by stage. A qualification scorecard with real thresholds. Every open deal rescored, and a forecast you can stand behind.
Sales closes what comes in. Not enough comes in. Marketing is busy, but nobody can tell you what it actually produces.
- What I do
- I find out where your best customers actually come from, sharpen the message to the buyer, and get one channel running with numbers attached.
- Proof
- I was co-founder and CMO of CoachBox for five years. With a media company that had no B2B offer at all, we built the products, pricing, positioning and go-to-market in 14 days.
- Day 14
- A map of where your leads come from and what each source is worth, the message to your buyer written down, and one channel running with numbers you can read every week.
The founder still carries both marketing and sales. Every big deal needs you in the room, and growth stops when you do.
- What I do
- I take both sides of revenue, from first touch to signed contract, and build them as one route your team can run without you.
- Proof
- That media company went from zero B2B revenue to $550,000 in year one. Products, three-tier pricing, the sales process, go-to-market and team training were built in 14 days.
- Day 14
- Both deliveries, connected into one map from first contact to signed deal.
A typical first month is an assessment and a plan. Mine ends its second week with the system on your desk.
How it works
Two to three days a week, remote, on US or European hours. The first period is 90 days.
I diagnose and build. You get the delivery for your situation, in writing.
We write the goals down together. I set a weekly meeting run on evidence and a scoreboard the whole team can see.
I run the weekly meeting from inside your team and check the forecast against what closed. By day 90 your reps work the process without me.
30 days' notice either way, so you are never locked into a long contract.
Two weeks in, you have it in your hands.
By day 14 the delivery for your situation is on your desk. If it isn't, I keep working without a fee until it is.
Fractional VP Sales- IYour sales process, stage by stage
- IIA qualification scorecard with real thresholds
- IIIEvery open deal rescored, and a new forecast
What I need from you is access to your CRM and pipeline in the first week, and two working sessions with the team. I guarantee the delivery because that part is fully mine to control.
In their words
One of the biggest realizations I had after listening to Joel was that, as a company, we were largely winging our sales process. Individual salespeople might have had techniques that worked for them, but we didn't have a consistent system across the organization. That realization explained a lot about why our results were so inconsistent.
Joel is an exceptional leader who combines professional excellence with genuine empathy. His clear, purposeful communication style ensures that team members always understand both the vision and their specific responsibilities.
What truly sets Joel apart is his innovative mindset, he consistently approaches challenges from unique angles, finding creative solutions that others might overlook.
His ability to remain driven and results-oriented while maintaining strong emotional intelligence creates an environment where both people and projects thrive. Joel's talent for thinking outside conventional boundaries, coupled with his practical execution skills, makes him an invaluable leader who consistently delivers outstanding results.
Before Joel's talk, I would say our sales organization was largely hope-based. We had targets, forecasts and sales activities, but we didn't always have a clear understanding of how all of those things connected to the actual result.
Systemic Revenue made me see that a revenue system should be measurable and understandable. You should be able to see what is happening, know where the problems are, understand what the forecast is telling you and know where to direct your effort. That was a completely different way of looking at sales.
Who runs it
I'm Joel Iverlöv. I build the infrastructure underneath B2B selling: the stages, the evidence and the handoffs that turn an opportunity into revenue. Then I hand it over to the people who run it every day.
I write Revenue Reality every week, and my book, Revenue Architect, is forthcoming. My keynote, Why Your Forecast Is Fiction, is the 45-minute version of how I think.
- 12
- years building and leading sales
- 2,000
- clients
- $6M+
- in sales through my companies
- 3
- software companies built and sold
Not the right fit if
- You don't have a product that sells yet.There has to be something to build the route around.
- You want a full-time executive now.Then hire one, and I'm glad to help you write the profile.
- You want sales training without changing how the work is run.Training without a system fades within weeks. If you want the team to see why first, start with the keynote: Why Your Forecast Is Fiction.
Questions
Fractional or full-time?
Full-time makes sense when the role is clear and you can wait months for the right hire. Fractional makes sense when you need someone senior now, for the part of the week that moves the number.
How does remote work in practice?
A weekly meeting with the team, pipeline reviews on live deals, and the time in between spent on the build. I work US or European hours, whichever is yours.
What happens after 90 days?
We look at the goals we wrote down in the first month. Then you decide: continue month to month, step down to fewer days, or take it over fully.
What's the investment?
It depends on the role and the number of days. We go through it in the first conversation, once I know what you need.
Can we start with just the 14 days?
Yes. That part also runs on its own as The Pipeline Reset. Ask about it when we talk.
Start with a conversation.
45 minutes. Your situation in your words, what I see, and whether this makes sense. No pitch, no deck.
Book a conversation