FRACTIONAL COMMERCIAL LEADERSHIP FOR FOUNDER-LED TECHNICAL B2B BUSINESSES
Build a managed sales function that delivers predictable, profitable growth
Synergy helps businesses achieve specific sales objectives and realise more of their potential by installing the systems, processes and management rhythm needed to strengthen sales execution and scale.
Build the structure needed to turn sales ambition into consistent execution
Clearer Pipeline Visibility
See what is happening across your pipeline, key accounts and sales performance. Reliable information makes it easier to identify stalled opportunities, manage risk and forecast revenue with greater confidence.
Stronger Sales Execution
Create clear ownership, consistent sales processes and the accountability needed to keep opportunities moving. The team understands what needs to happen, who is responsible and when progress will be reviewed.
More
Predictable
Growth
Establish the commercial management rhythm needed to translate sales objectives into sustained action. Stronger execution makes growth more predictable, repeatable and profitable.
Realise more of your sales potential
Strong products, capable people and a good reputation do not automatically produce consistent growth. Performance is often constrained by gaps in commercial structure, leadership or execution.
Synergy supports founder-led technical B2B businesses seeking to accelerate growth, achieve a specific sales objective or build a commercial function capable of scaling.
Synergy may be the right fit if:
Sales have slowed, plateaued or become inconsistent
You have a clear sales objective but lack the capacity or structure to deliver it
Leads and opportunities are not being progressed consistently
Pipeline visibility and forecasting confidence are weak
The business depends too heavily on the founder or a few key individuals
Growth has outpaced the existing sales structure.
From commercial diagnosis to stronger sales execution
Every relationship starts with a 30-minute Clarity Call. If there is a good fit, the work follows a clear three-stage path.
1. Profit Lever Workshop
Using three proven frameworks, we assess the commercial function, identify what is constraining performance and produce a prioritised action plan.
2. 30-Day Installation
We translate the priorities into action by installing the practical systems, processes and management rhythm needed to strengthen sales execution.
3. Fractional Commercial Leadership
We work alongside the leadership team to embed the changes, maintain accountability and strengthen execution until the business is ready to take ownership.
Start with an objective commercial diagnosis
Before investing in more people, technology or lead generation, you need to understand what is genuinely constraining sales performance.
The Profit Lever Workshop assesses your commercial function using three proven frameworks: the Four Profit Levers, Five Sales Functions and Six Ps.
It identifies where performance is being constrained, where untapped potential exists and which priorities are most likely to improve sales and profitability.
You receive a detailed diagnostic report and prioritised action plan. You can implement the plan internally or retain Synergy to install and embed the priority changes.
Commercial leadership built through experience
Andy Ashton brings 25 years' experience in technical B2B markets, including 15 years in senior leadership with responsibility for commercial strategy, performance and P&L delivery.
During 19 years with Watson-Marlow Fluid Technology Solutions, part of Spirax Group, Andy progressed to UK General Manager and transformed its UK operation from a declining business into one of the group's fastest-growing companies.
Over ten years, turnover increased from under £10 million to £29 million. Andy led a 39-person team covering sales, business development, account management, applications engineering, marketing and commercial operations.
Evidence behind the experience
Experience leading complex technical B2B sales, teams and commercial transformation.
25 YEARS
Technical B2B experience
UNDER £10M TO £29M
Turnover over ten years
39 PEOPLE
UK commercial team led
19 YEARS
With Watson-Marlow
I worked alongside Andy for nearly three years while he led UK operations.
His leadership played a key role in expanding market share, increasing revenue and driving commercial performance. Andy combines strong commercial insight with a collaborative leadership style, helping teams stay aligned while maintaining focus on growth. His ability to translate strategy into execution earned widespread respect throughout the organisation and delivered measurable business results.
Jaume Tarrago
What could stronger sales execution deliver for your business?
A 30-minute Clarity Call provides an opportunity to discuss your sales objectives, current challenges and untapped potential.
We will explore what is happening now, what may be constraining performance and whether Synergy is the right fit to help.
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