Fractional Sales
Leadership
Sales Leadership. Without the Full-Time Overhead.
You're ready to grow, change or refocus - but you're not looking to hire a permanent Sales Director just yet. That's where we come in.
We bring energy, expertise, and data-driven clarity to your sales function. From refining strategy to closing complex deals , we help you move faster, focus sharper and sell smarter.
Senior expertise, when you need it - with none of the long term commitment.
How We Help
Senior sales leadership - focused, insight led and ready to lead - as short or long as you need us
Combining strategic thinking, data-driven decision making and purposeful team leadership, FSL helps businesses build stronger performance, sharper go-to-market plans and lasting sales momentum
Clear strategies, grounded in reality
We create practical sales strategies built on data, insight and commercial know-how - always tailored to your business and team
Guided by data:
not guesswork
Twelve years experience in business intelligence. We use data to diagnose problems, shape decisions and drive results. Every plan is backed by evidence, not gut feel
People led,
customer focused
Success in sales is dependent on your people and customers. FSL coaches and develops your team to perform at their best, embedding a culture that puts customers at the centre
Experienced in complex
sales solutions
Specialists in B2B sales, including long sales cycles and multiple stakeholders with a focus on value and ROI
Hands-on
leadership
We don't advise from the sidelines. We work alongside your team, becoming part of the rhythm of the business, leading with integrity and clarity
Our Story
FSL was founded by Issi Salter, a sharp, commercially driven sales leader with a passion for building teams, fixing what’s not working, and unlocking real growth. She has over 20 years' experience building, leading and transforming sales functions across multiple sectors, including business data & intelligence, SaaS & technology, travel, real estate & PropTech, facilities management and professional services.
Her career spans high-growth scale-ups and large corporates across B2B and B2B2C, holding senior roles in businesses from startups to FTSE 100 and Fortune 500 companies
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She has led teams in times of growth, change and challenge - often brought in to fix underperformance, build sales strategy from the ground up or lead major commercial change.
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A formative chapter of Issi's career was spent in the business intelligence space where she spent more than a decade with Experian and Dun & Bradstreet, advising hundreds of organisations on how to use data and insight to sharpen sales performance. This instilled a firm belief that successful sales strategies must be grounded in evidence - not instinct.
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That belief drives FSL today - delivering insight-led strategy with purpose, focus, and hands-on leadership.
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After years leading teams internally, Issi founded FSL to make senior sales expertise more accessible. Not every business needs a full-time Sales Director, but that shouldn't mean sacrificing transparency, purpose, leadership or results.
This is about making a difference. Offering practical, flexible, low-risk leadership that helps business unlock growth.
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"Sales Strategy isn't just about knowing what to do. It's about giving people the clarity and confidence to do it." - Issi Salter
Our Services
Sales performance means hitting your targets - consistently, confidently, and with intent.​ That takes more than hard work. It takes smart strategy, strong leadership, and a capable team.
We provide the right building blocks to get you there - from strategy and coaching to sales transformation and execution support.
Strategic Sales Leadership
We build clear, practical sales strategies rooted in data and commercial reality. This includes defining your total addressable market, sharpening value propositions, and creating go-to-market plans that generate real momentum.​
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What you get: higher quality leads, sharper focus, higher win rates, and a pipeline that grows and moves.
Team Coaching & Development
Confidence, capability and consistency make great sales teams. We coach your people on consultative selling, positioning complex solutions and building long term customer relationships. For managers, we develop leadership confidence and provide leadership tools to support their team.
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What you get: better conversations, stronger leadership, and teams that deliver.
Sales Transformation
Sometimes improving sales means doing things differently. We lead change by reshaping teams, refining strategy and embedding the right processes and habits for sustainable growth. No generic playbooks - just what works for your business.​
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What you get: clear roles, better pipeline discipline and a team set up for success.
Execution Support
When the pressure’s on, we don’t hang back - we get stuck in. Whether it’s closing complex deals, unlocking key accounts, building new commercial channels, or breaking into new markets, we offer senior-level support where it counts.
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For start-ups and scale-ups entering the UK or Europe, we help navigate the complexity - from refining your proposition for local buyers to building routes to market and securing early wins.
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What you get: faster deal cycles, more strategic wins, and momentum in markets that matter.
When Fractional Fits
Fractional sales leadership offers senior expertise without the full-time overhead.
It’s perfect when you need hands-on direction, sharp strategy, or focused team development - whether scaling fast, managing change, or boosting sales performance.
Fractional sales professionals lead from within, not from the sidelines - which is why fractional leadership delivers much more than consulting or short-term interim roles.
Fractional sales leadership is best suited for:​
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Founders, CEOs, and investors who need hands-on leadership to build or reshape their sales function.
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Underperforming or misaligned teams that need structure, clarity, and renewed momentum.
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Fast growing companies preparing to scale and needing experienced leadership to guide the next phase.
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Organisations in transition - whether it’s entering a new market, launching a new product, or redefining their go-to-market strategy.
Why Choose FSL?
We bring a rare blend of strategic clarity, data-driven insight, and hands-on execution. Our deep experience in complex B2B sales means we don't just advise - we roll up our sleeves and get results.
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Clients choose FSL because we treat your goals as our own, combining passion, focus and trust to build momentum and lasting value.
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What sets us apart:
Hands-on and results-driven - we don't just advise, we deliver
Proven expertise in data, commercial insight, and sales transformation
Flexible engagement models tailored to your business, not ours
Embedded, collaborative leadership that builds trust.
Testimonials
"Issi just gets it. She brings a mix of energy, commercial integrity and proper leadership that's hard to find. She doesn't just talk strategy - she makes it happen. I've seen her turn around underperforming teams, focus people fast, and bring a level of momentum that really sticks. If you want someone who can both inspire and deliver, she's the one."
Ginger Dhaliwel - Co-Founder
"Working with Issi is like flicking the lights on for a sales team. She helps people see clearly - how to sell better, think commercially and build real and lasting customer relationships. He coaching is always grounded, thoughtful and honest. She is one of those rare leaders who leaves teams stronger, more confident and genuinely better at what they do."
Keith Watters - Business Development Director, Dalkia
"Issi was instrumental in building and leading our channel division aimed at serving the SME market with straightforward risk and marketing solutions. She didn't just develop strategy - she built the team from the ground up, growing it from two to sixteen people, and created a distribution model that really worked for our customers. Her ability to simplify complex challenges and translate them into clear commercial outcomes made a huge difference for us."
Simon Street - CEO SCIS Ventures Ltd
What makes Issi stand out is how she balances strategic insight with real commercial understanding. She listens, gets under the skin of a business, and then brings ideas that actually work. No ego, no fluff - just thoughtful, honest leadership that moves things forward. A brilliant partner to have in your corner when you need to raise your sales game."
Dan Smallbone
Case Studies
1. Transforming Sales for a Global Flexible Workspace Provider
Challenge
A global flexible workspace company needed to move from transactional leasing to consultative, solution-based selling to better engage large, geographically dispersed corporate clients. The existing sales approach lacked consistency and was not aligned with the value-driven benefits of flexibility.
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Approach
Led the creation of a new sales model focused on solution selling, highlighting ROI and long-term value to enterprise customers. Built and coached a high-performing sales team specializing in multi-location accounts. Established repeatable processes and a structured account management function to improve customer loyalty and lifetime value.
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Outcome
Achieved a measurable uplift in win rates and revenue growth within key enterprise segments. The sales team became trusted advisors rather than just transactional sellers, significantly improving customer retention and satisfaction.
2. Sales Leadership and Process Standardization for a Leading Real Estate Services Firm
​Challenge
A top-tier real estate services firm’s EMEA sales team was reactive and inconsistent, relying heavily on bids rather than proactive, strategic selling. This limited their ability to grow and fully leverage the complex opportunities in the market.
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Approach
Transformed the sales function by introducing clear processes, governance, and performance metrics across the region. Developed tailored sales playbooks, enhanced pipeline management, and focused on training for value-based selling. Fostered a culture of accountability and strategic client engagement.
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Outcome
The team’s win rates improved significantly, with a stronger, more consistent sales pipeline and increased visibility within the wider organisation. The sales function evolved into a proactive growth engine aligned with broader business goals.
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3. Scaling Revenue in a Fast-Growth B2B SaaS Platform
​Challenge
A fast-growing SaaS platform offering flexible workspace solutions needed to professionalize its sales approach across EMEA. The company was experiencing rapid growth but lacked consistent sales processes and strategic account management, limiting its ability to scale sustainably.
Approach
Implemented data-driven sales strategies focused on identifying high-potential market segments and aligning go-to-market plans accordingly. Recruited and coached a sales team skilled in consultative selling, with an emphasis on embedding value and ROI in customer conversations. Strengthened pipeline management and forecasting discipline.
Outcome
Enabled the company to scale effectively across multiple regions, improve deal conversion rates, and build a robust, predictable revenue pipeline.
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FAQs
About Fractional Sales Leadership
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Q: What is fractional sales leadership?
A: Fractional sales leadership means engaging a senior sales leader on a part-time or project basis. This lets you access high-level expertise and leadership without the cost or commitment of a full-time hire.
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Q: Why should I consider fractional sales leadership?
A: It’s ideal if you need expert guidance quickly, want to accelerate growth, fill a leadership gap, or require strategic input without expanding your permanent team.
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Q: How is fractional leadership different from consulting?
A: Unlike consultants who advise, fractional leaders work alongside your team, sharing accountability and often getting involved in sales execution and leadership.
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Q: What types of businesses benefit most?
A: Startups, scale-ups, and mid-sized businesses undergoing growth or transformation typically gain the most value.
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Q: How long do engagements last?
A: Engagements vary widely - from short projects of 3 months to partnerships lasting 3 years or more. We tailor the length to your needs
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Q: How much time does a fractional leader dedicate?
A: Flexible. Ranging from 1 day a week up to 4 days a week, depending on your priorities.
About FSL’s Approach and Style
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Q: How does FSL work with internal sales teams?
A: We act as collaborative partners, embedding ourselves alongside your team to provide strategic guidance and hands-on support tailored to your challenges.
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Q: What makes FSL different from other providers?
A: We combine data-driven strategy with practical execution, always aligned to your business goals and market realities. Our focus is on sustainable sales capability, not quick fixes.
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Q: Will FSL take over our sales function?
A: No. We empower your existing team and leaders, working alongside them to improve skills, processes, and results.
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Q: How quickly can you start delivering results?
A: We focus on quick wins from day one while laying foundations for lasting growth.
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Q: Can you help with both strategy and execution?
A:Yes, we support everything from defining strategy and coaching teams to managing key deals and building partnerships.
Practical Questions About Engagements
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Q: What happens if my business strategy changes during the engagement?
A: We build flexibility into our agreements so we can adapt scope and focus as your priorities evolve - you’re not locked into a rigid plan.
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Q: Am I tied into a long-term contract?
A: No. Our contracts are transparent and flexible, with options to pause, adjust, or end the engagement with reasonable notice.
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Q: What if I only need support for a specific project or challenge?
A: We’re happy to provide focused, project-based support without long-term commitments.
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Q: How do you ensure alignment with our internal team?
A: Through close collaboration, regular communication, and respect for your existing systems and culture.
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Pricing, Reporting & Security
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Q: How is pricing structured?
A: Pricing depends on scope, duration, and commitment level - typically part-time day rates or monthly retainers, tailored to your budget and needs.
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Q: Are there upfront fees or long-term financial commitments?
A: No hidden fees or long-term lock-ins. We agree terms upfront, with flexible arrangements to accommodate changes.
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Q: How do you report on progress and results?
A: We provide regular updates via reports, dashboards, and strategic reviews aligned to your preferences.
Q: Will FSL work with our existing sales tools and CRM?
A: Yes. We integrate with your current systems to leverage your data and maintain continuity.
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Q: How do you measure success?
A: We define success metrics together - often pipeline growth, deal velocity, win rates, team capability, and revenue impact.
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Q: What if we want to scale up or down support?
A: We offer flexible agreements allowing you to adjust support as your needs change.
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Q: How do you ensure confidentiality and data security?
A: We operate under strict confidentiality protocols and comply with your security requirements, including signing NDAs as needed.
