Fractional CRO
I join your team and own the revenue function.
- 20–25 hours a week, in your Slack and on your calls
- Owns pipeline, forecast, and sales hiring
- Hires, trains, and coaches your reps directly
Fractional CRO · Advisor · GTM operator for VCs
You built the product. Now let's build the team that sells it.
Hands-on sales leadership for technical founders, from your first deal to a team that scales.
About
Justin Roberts
I've seen two rocket ships from the inside: Salesforce, starting under 1,000 employees, and Box, from about 40 employees to an IPO, where I helped take revenue from $3M to $150M as a Sales Director.
Since then I've built revenue from zero to $10M at Lever (acquired for $550M), helped build the revenue org at SignalFx as VP of Sales (acquired by Splunk for $1.05B), and built Flatfile from zero to $5M. Today I work with a small number of companies at a time so I can be fully in the seat with each one.
01Diagnose the real issue
Your reps are missing their numbers. Is it them, you, or the product?
Without a sales background, it's hard to tell. Guess wrong and you lose a year. Within 30 days, I give you a straight answer and a plan to fix it.
Is it the reps?
Effort and skill
Activity, pipeline, and how they run real calls.
Is it the leadership?
Setup and management
Hiring, quotas, comp, and coaching.
Is it the product?
Market and message
Who's buying, positioning, and why deals are lost.
02Plan the work to scale
What you do in year one decides what's possible in year four.
Startup shortcuts work, until you try to scale. We move fast and build it right from the start.
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Year 1 shortcut
Hire a "rockstar" AE and let them figure it out.
Year 4 problemEvery hire is a coin flip.
How we build itHire to a defined profile, onboard to one playbook.
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Year 1 shortcut
Treat the CRM as an afterthought.
Year 4 problemNo forecast your board trusts.
How we build itClear stages and a weekly forecast from deal one.
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Year 1 shortcut
Sink-or-swim onboarding.
Year 4 problemLong ramps and constant turnover.
How we build itStructured training and call coaching.
03How I work
I'm in the work, not watching from the outside.
The deals
- Join your sales calls and demos
- Build pricing and close the hard deals
The systems
- Write the playbook from your real deals
- Run the weekly forecast
The team
- Hire your AEs and SDRs
- Train and coach them day to day
04The result
From unpredictable spikes to a number you can plan around.
Before we started working together, a venture-backed B2B software company was booking anywhere from $20K to $75K in new ARR a month. Some months looked great. Others missed badly, and nobody could say which kind of month was coming.
Six months later, the team was booking more than $100K in new ARR every month, with the forecast landing within 5% of actual. The founder can plan hiring, spend, and the next raise around a number they trust.
Before working together$20K–$75KNew ARR a month, swinging month to month
After 6 months$100K+New ARR every month, consistently
Forecast accuracyWithin 5%Forecast vs. actual, month over month
$100K
$50K
BeforeAfter 6 months
Monthly new ARR, beforeAfter 6 monthsForecast for the month
What changed
Rebuilt the pipeline stages
Clear entry and exit criteria, so every deal's stage meant the same thing to everyone.
Fixed discovery
New questions built around finding real pain, not pitching features.
Ran structured trials
Defined success criteria and timelines up front, so trials ended in decisions.
Inspected deals weekly
Forecast calls that tested each deal's evidence, not the rep's optimism.
Founders I've worked with
In their words
Justin completely changed how I think about sales. At first, I was a bit intimidated by selling, but Justin broke it down into a clear, approachable process. He didn't just give advice, he rolled up his sleeves, coached me through real deals, and helped me build a repeatable sales motion that I'm using with AE's today. Thanks to his guidance, we closed our first major customers and have a real path to scale. I can't recommend him highly enough!
Jon FestejoCEO & Co-Founder, SalesbricksWorking with Justin has sharpened our entire approach - from how we position value to how we negotiate terms. He also played a key role in helping us successfully transition from a B2C motion to introducing a B2B sales process, giving us structure and confidence to go upmarket. We're now closing deals with far more consistency, and it's translated in stronger outcomes across the board.
Paulo GonzalezCEO & Co-Founder, Wellnite"Justin has been a game-changer for our launch, accelerating our progress in way we didn't think possible. He's a trusted, strategic partner who brings clarity and momentum at every step."
Rocky PaapCEO, Feeynx.ai"I feel really lucky to have learned from Justin, and I couldn't recommend him more. He sees 10 steps ahead and is able to help us prepare for what's next."
Jordan LeonardCOO & Co-Founder, LEOPARD.FYI"Justin helps me with many GTM decisions. From taking calls with potential customers, interviewing AE candidates, and strategizing on pricing....he does it all!"
Amal Dar AzizCEO & Co-Founder, Maven, Inc."Justin is an exceptional GTM advisor who brings a rare ability to navigate both transactional, product-led growth motions and complex, enterprise deals. His guidance is consistently insightful, actionable, and grounded in real experience."
Burak AksarFounder, Spiky.ai"I've been working with Justin for many years, and I continue to learn something new every time we connect. He's a pro when it comes to enterprise sales."
Nariman ShariatFounder, RolloutIQ"We're not a traditional SaaS company, but Justin's knowledge and expertise in selling solutions and focusing on customer success is 100% relatable. He's a solid foundation of expert advice for any situation we encounter."
Ved RasicFounder & CEO, LeadDeltaEvery engagement starts as a pilot
90 days to prove it works.
By day 90 you have a playbook, a working pipeline, a forecast you trust, and a trained team. All of it is yours to keep.
Days 1–30
Diagnose
Days 31–60
Build
Days 61–90
Scale
Full-time VP of SalesFractional CRO
Timing
Most early teams aren't ready for one yet.
Built for the stage you're at.
Cost
Big salary, equity, and a 6-month search.
A fraction of the cost, starting in weeks.
How they work
Expect a playbook and team in place.
I build both with you.
Ways to work together
Three seats. Same operator.
However we work together, you get someone who has been on the front lines: carried the number, built the team, and scaled it.
Front-line Advisor
Scaling sales takes advice from someone who has done it. Each week we work through your real deals, hires, and decisions.
- Weekly working session on live deals and pipeline
- A direct line when a deal can't wait
Portfolio GTM Operator
One hands-on operator across your portfolio, embedded with the companies that need it most.
- Embedded support for priority companies
- Workshops and office hours for the portfolio
- Structured feedback to the GPs
Start with a 90-day pilot →
A 30-minute call to see which seat fits.
From sales leaders I've worked with
"Can't think of a better coach than Justin Roberts for any founder who wants to evolve the way they engage in those critical conversations."
Jeremy KmetGM Americas, Notion"Justin changed the trajectory of my professional career. He taught me that 'winning is contagious,' and this is a mantra that I'll continue to pass down to the teams that I'm fortunate to lead."
Mike BullardDirector of Sales, Ivo"Justin was an incredible manager and I continue to learn something each time we connect. He taught me to foster a results-driven team environment, while developing the necessary skills to run a large sales org."
Sam SorboHead of Sales, Pulley