Fractional GTM & sales leadership · Seed to Series B
Most startups stall between $0 and $10M — not because the product isn't ready, but because nobody has built a repeatable way to sell it. We've built that motion from zero before.
We embed as your fractional sales leadership, build the motion your market rewards, and close the first enterprise deals ourselves — so you know it works before you hire a team.
30 minutes. No pitch. We'll tell you plainly whether we're the right fit.
20+ years in enterprise sales · Close to 100 enterprise deals closed · Three founding-seller roles
What we fix
Most advisors tell you what to do. We've sat in the founding seller's seat three times — these are the constraints that decide whether a motion works, in any category.
Early traction comes from whoever says yes, which teaches you nothing about who to chase next. Name two or three segments, ignore the rest, or every quarter starts from scratch.
What works in your hands is intuition, not process — so it doesn't transfer. Revenue is capped by your calendar, and the first sales hire fails with nothing repeatable to run.
New categories don't lose on product, they lose on procurement. Someone has to find the sponsor, build their business case, and survive a cycle far longer than your board expects.
Where we go deep
Those problems look the same in devtools, fintech or healthtech. Two categories are where we've spent the most time — and where we arrive already knowing how the buyer behaves.
Three founding-seller roles and most of our current book sit here. We know why the buyer is facilities rather than IT, why the budget competes with capital projects, and why the cycle runs three quarters.
Founders here don't need convincing that enterprise sales is hard — they need someone who has already lost the deals that teach you where the sponsor sits.
A sharper version of the same problem: something genuinely new, a buyer with no line item, and a category without an agreed name. We've built segmentation and outbound motions for AI infrastructure and applied-AI companies selling into enterprise.
The hard part is rarely the demo — it's finding the two or three use cases with a real owner and a real budget behind them.
Outside these two? The engagement starts the same way — with a diagnostic. If we can't add enough value in your market, we'll say so on the first call.
What we do
Embedded execution, not a deck delivered at the end of a consulting engagement.
Your sales process from first principles — ICP, sequences, qualification criteria, pipeline stages, and the playbook your future team runs. No templates.
We don't just plan your pipeline — we work it. Outbound, partner channels, strategic alliances, and closing the early deals that prove the motion.
Most early-stage companies sell to everyone and win no one. We find the two or three segments where you'll win fastest and point everything there.
From ICP to channel strategy to outbound, we own the full go-to-market build — and stay embedded through execution, not just delivery.
How it runs
The same path every time, from zero pipeline to a proven motion — and what you hold at the end of each phase.
Win/loss review of your last ten deals, pipeline audit, buyer-committee map, and an honest read on where the motion is breaking — rarely where founders think.
You getA written diagnostic naming the two or three things worth fixing first.
Segmentation and named account list, messaging by buyer role, qualification criteria, pipeline stages, and the sequences that go with them.
You getThe playbook — the document your first sales hire will run from.
We work it. Outbound into the named list, partner development, live deals — on the calls, writing the follow-ups.
You getQualified pipeline and closed deals — the motion proven, not projected.
Hiring profile, comp design, onboarding and handover — so the motion outlives the engagement instead of leaving with us.
You getA team that can run it without us, and a clean exit when you're ready.
Selected work
Close to a hundred enterprise deals have closed across twenty years — as a seller, an executive, a founding sales hire, and now on behalf of clients. Most don't make an interesting story. These eight do, because each shows a different route into an account with no reason to take the meeting. Client names are withheld under NDA.
A global hospitality marketplace
A smart-building sensor company, one of ten vendors in a competitive RFP. We found the right champion inside the facilities team and helped them shape their own requirements.
Won the RFP. Global contract.
An energy supermajor
Energy moves slowly. We mapped procurement for a sustainability analytics platform, found the internal sponsor, and held momentum through a nine-month cycle.
Multi-year, multi-site contract that opened the wider energy segment.
A multinational healthcare provider
A digital health data platform with the product but not the process. We mapped procurement and built relationships across two business units.
Their first major healthcare logo.
A global professional network
Selling an MVP to a sophisticated buyer means selling the roadmap. We built the ROI case for a product that didn't fully exist yet, then expanded site by site.
First sale to global portfolio coverage in just over a year.
A hyperscale cloud platform
A product that complemented the ecosystem, with no route in. We built a partner-led GTM strategy and found a co-sell path.
Closed, plus a place on the recommended ISV list.
An AI infrastructure leader
This buyer moves fast and expects vendors to keep up. We ran a high-velocity outbound motion on a narrow, well-researched list to reach the platform team first.
Pilot closed in 60 days.
An enterprise CRM platform
Established ecosystems run on relationships as much as product. We found the marketplace partnership angle and built a narrative both sides could sell.
Co-marketing agreement and a featured marketplace listing.
A global investment bank
A RegTech startup with a strong product and no network. We mapped the compliance and risk teams and built a warm-introduction strategy.
Pilot contract that became the reference account for European expansion.
Different industries, different ways in, one pattern: find the person whose problem this actually is, and build the case with them rather than at them.
Results
A Series A workplace intelligence company, in six months — rebuilt prospecting motion, sharper ICP.
A proptech startup halved its sales cycle after we added executive engagement and structured qualification.
Sourced, pursued and closed for a scaling startup — proving the motion before they made a single full-time sales hire.
"EJ Growth Advisory didn't just advise — they rolled up their sleeves and helped us build a sales machine that scaled with our ambitions. The fractional model gave us senior expertise exactly when we needed it."
Founder, Series B workplace tech company
"Within 90 days, Elo had rebuilt our outbound motion, landed two enterprise pilots, and left us with a playbook our future team could actually run. That's the ROI we needed."
Co-founder, seed-stage fintech
Who you'll be working with
Managing Partner
Three times now, Elo has been the first sales hire at an early-stage company — including VergeSense and Density — and stayed through the harder part: turning the first deal into a motion other people could run. Each time: a product that worked, a category with no budget line, no playbook.
Elo is a technologist first — technical enough to sit with your engineers and hold a credible conversation about how the product works, which matters when the buyer's real question is whether it survives contact with their stack. He pairs that with consultative discipline: discovery before demo, a deal built on a problem the customer described in their own words. Buyers rarely feel sold to. They feel diagnosed.
Twenty years of enterprise sales before that, rising to executive roles at Thomson Reuters and Moody's Analytics, is where the rigor comes from. The early-stage work is where he learned that rigor alone doesn't close a first-time buyer.
Relentlessly curious — about your product, your market, why the last five deals went the way they did — high-energy, and willing to do the unglamorous work: building the list, writing the sequences, sitting on the calls. Based in Denver. And yes, he'll talk your ear off about German performance cars.
How engagements work
Every engagement includes bi-weekly strategy calls, a dedicated Slack channel for live deal support, monthly pipeline reviews, and a written deliverables summary.
Fixed scope, fixed timeline — a GTM build, playbook design, or a sales motion sprint.
Ongoing fractional leadership embedded in your team, scaled to the stage.
A senior sales voice in the room, without full embedding.
Month to month · 30 days' notice to pause or exit · No equity · No long-term commitment
Not sure which fits? The GTM audit call is the right first step — we'll tell you plainly.
Start here
We'll find the one or two things most likely to unlock growth, and tell you plainly whether we're the right fit. If we're not, we'll point you somewhere better.