Consulting
B2B Sales Consulting: What It Actually Delivers
What B2B sales consulting actually delivers — definition, 4 signals you need it, 30/60/90-day outputs, and why it's not sales training.
Knowledge Base
Founder & CTO glossary
Quick references for the metrics, financial concepts, and technical jargon that come up in board decks and diligence calls.
Advisory
Board-level B2B sales advisory for SaaS founders — decisions, audits, and 90-day plans without long-term commitments.
RevOps vs CRO
Revenue Operations Consultant vs Fractional CRO vs Sales Advisor: A 3-Way Decision Guide
Three-way comparison of revenue operations consultant, fractional CRO, and sales advisor — scope, cost, and which fits at $1M, $5M, and $20M ARR.
Advisory
Sales Advisory for SaaS Founders: When Board-Level Advisory Beats Hiring a VP
When sales advisory beats hiring a VP — three founder situations, five engagement formats, what advisory does NOT cover, scope template, and when to graduate to fractional leadership.
Enablement
Sales Enablement Consultant: Deliverables, Pricing Models, and Engagement Boundaries
What a sales enablement consultant actually delivers — playbooks, onboarding tracks, win-loss programmes, content libraries — and where enablement ends and CRO advisory begins.
Hiring Checklist
12 Questions to Ask Before Hiring a Fractional CRO or Sales Advisor
12 diagnostic questions every founder should answer before engaging a fractional CRO — diagnose yourself, define the scope, vet the advisor, test the working relationship, plus 5 red flags that mean 'not yet' or 'not this person.'
Sales Audit
Pre-CRO Sales Audit: 14-Day Diagnostic for B2B SaaS Founders
What a 14-day pre-CRO sales process audit inspects, what artifacts you get at day 14, when it's not the right move, and how findings drive the engagement decision.
Fractional Leadership
Embedded fractional CRO running one company at a time — owning pipeline, coaching enterprise deals, installing sales systems.
Fractional CRO
What Is a Fractional CRO? Definition, Scope, and When to Hire One
Fractional CRO defined: what's in and out of scope, how it differs from an advisor or consultant, and which ARR stage makes fractional revenue leadership the right call.
Fractional vs Full-time
Fractional CRO vs Full-Time CRO: Cost, Scope, and ARR-Stage Decision Guide
Side-by-side comparison of fractional CRO vs full-time CRO on cost, scope, ownership, and time-to-value — with specific guidance for $1M, $5M, and $20M ARR stages.
Sales Leader vs CRO
Fractional Sales Leader vs Fractional CRO: The Altitude Decision
Fractional sales leader vs fractional CRO — altitude, deliverables, who they manage, reporting cadence, engagement length, and ARR-stage fit. The decision is altitude-first, not title-first.
Founder Transition
Founder-Led Sales to Fractional CRO: The Transition Playbook
5 signals it's time for the founder to step back from selling, the deal-ownership rollover by tier, how to avoid the transition-month revenue dip, four failure modes, and the engagement decision between a fractional CRO and a project transformation.
First 90 Days
What a Fractional CRO Does in the First 90 Days: Week-by-Week Playbook
Week-by-week breakdown of what a fractional CRO actually does in the first 90 days — from Day 1 audit through pipeline rebuild, process install, and handoff prep — with board milestones and the failure modes that kill early-stage engagements.
Engagement
Working with Iryna Avrutova: How a Fractional CRO Engagement Actually Runs
A founder-facing FAQ from Iryna Avrutova: what she does and what she doesn't, how the first call runs, the four engagement formats (advisory, fractional CRO, transformation project, workshop), a recent anonymized engagement, when she declines work, and how to start.
Project-Based Transformation
12-18 week sales transformation engagements: remove founder-led selling, enforce pipeline coverage, lift win rates with repeatable mechanics.
Sales Process
Sales Process Optimization: 7 Leakage Points That Cost B2B SaaS 20–30% Win Rate
Iryna Avrutova's diagnostic framework for B2B SaaS sales process optimization — 7 specific leakage points, how to spot each, how to measure it, and what to fix to recover 20–30% win rate.
Pipeline Math
Pipeline Coverage Benchmarks by ACV Band: A Diagnostic Guide for B2B SaaS
Iryna Avrutova's diagnostic on pipeline coverage benchmarks by ACV band — 5–7x for sub-$10K SMB, 3–4x for $10K–$50K mid-market, 2.5–3x for $50K–$250K enterprise, 2–2.5x for strategic deals — plus why the generic 3x rule misleads, how to decompose coverage by stage, the four responses when coverage is short, and the three lies that make most pipeline coverage numbers fiction.
Process Design
Repeatable Sales Process: A 6-Stage Template With Exit Criteria for B2B SaaS
Iryna Avrutova's 6-stage repeatable sales process template — exit criteria per stage, MQL-to-SQL routing logic, recycling rules, a process flowchart, and the three anti-patterns that quietly destroy B2B SaaS pipelines.
PLG vs SLG
SaaS Sales Process: PLG vs SLG vs Hybrid — When to Use Each
Iryna Avrutova's framework for choosing the right SaaS sales process — PLG below $5K ACV, SLG above $25K, hybrid in the $5K–$25K band — with playbook differences per stage, PQL scoring composites, AE engagement thresholds, and a decision matrix mapping revenue band and deal complexity to motion choice.
Win Rate
Win Rate & Stage Conversion Diagnostics: Cohort vs Snapshot for B2B SaaS
Iryna Avrutova on real win-rate sales diagnostics — snapshot vs cohort win-rate math (and why most boards see snapshot but should see cohort), stage-to-stage conversion benchmarks, the Stage 3 graveyard, stage-skipping and sandbagging patterns, qualification quality as the upstream control, and the four-move playbook when you find a broken stage.
Transformation
Sales Transformation Consulting: What a 12-18 Week B2B SaaS Engagement Delivers
Phase-by-phase breakdown of what a 12-18 week sales transformation consulting engagement delivers: audit, system design, installation, and handoff — with specific deliverables and what is explicitly out of scope.
Workshops
Two-day sales workshops for B2B SaaS teams — GTM alignment, pricing reset, process redesign, founder-to-team handoff.
Playbook
What Is a Sales Playbook? Components, Build Checklist, and Common Pitfalls
A sales playbook defined: the 6 components every B2B SaaS playbook needs, a 6-stage build checklist, and the failure modes that make most playbooks irrelevant within 90 days.
GTM Strategy
SaaS GTM Strategy: A 4-Layer Framework for B2B Founders
A 4-layer SaaS GTM strategy framework -- ICP, motion, channel mix, sales-marketing handoff -- with the audit questions per layer and what a 2-day GTM workshop covers.
Sales Kickoff
Sales Kickoff: A 2-Day Agenda and 8 SKO Themes by ARR Year
A 2-day Sales Kickoff agenda for B2B SaaS -- hour-by-hour Day 1 and Day 2, 8 SKO themes mapped to ARR stage, what NOT to do, and the 30-day reinforcement loop that makes SKO worth the spend.
Playbook Template
Sales Playbook Template for B2B SaaS: Fillable Structure with Examples
A fillable B2B SaaS sales playbook template: ICP definition block with trigger events, buyer persona snippets for 3 roles, BANT vs MEDDPICC qualification rubric, objection matrix for 5 objections, 12 discovery questions by stage, week-by-week ramp plan, and segment examples for $5K SMB, $50K mid-market, and $500K enterprise ACV.
Pricing Reset
B2B SaaS Pricing Reset Workshop: A 6-Step Framework
Why founders cannot reset pricing alone (over-indexing on competitor benchmarks, losing nerve mid-rollout, confusing pricing with packaging) and what a 2-day pricing workshop actually produces: 6 steps, the discount-discipline matrix, and the four working documents that leave the room — pricing memo, rate card v2, discount policy, comms toolkit.
GTM Workshop
GTM Workshop: A 2-Day Framework for ICP, Pricing, and Motion Alignment
What the 2-day GTM workshop produces: a concrete hourly agenda for Day 1 diagnostic and Day 2 decisions, who must be in the room, and when the format is the wrong intervention.
General glossary
Reference terms not tied to a specific service engagement.
ARR
Annual Recurring Revenue (ARR)
ARR is the annualized run-rate of active subscription revenue at a snapshot date - the SaaS metric most often quoted and most often inflated.
MVP
Minimum Viable Product (MVP)
The simplest version of a product that can be released to test market demand and gather feedback.
NRR
Net Revenue Retention (NRR)
The percentage of recurring revenue retained and expanded from an existing customer cohort over a period; above 110% is the SaaS holy grail.
Sales Cycle
Sales Cycle
The elapsed time between the first qualified sales conversation and the deal's final disposition, measured honestly across both wins and losses.
Sales Velocity
Sales Velocity
Sales velocity = (opportunities x ACV x win-rate) / sales-cycle length. The single diagnostic equation every B2B SaaS revenue motion should be measured against.
TAM
Total Addressable Market (TAM)
The upper-bound revenue a product could capture if it owned 100% of demand — and why most pitch-deck TAMs are fiction.