GTM strategy · Revenue growth · Fractional leadership
Improve how you attract the right customers, win their business and grow those relationships—with clearer market focus and stronger sales and marketing execution.
A 20-minute conversation to understand your priorities and whether there is a fit.
The revenue loop
01 · Focus
Clarify the customers, opportunities and offers that matter most—and why buyers should choose you.
Senior judgement. Practical system design. Hands-on implementation.
Led by an experienced Chief Commercial Officer, Melissa Tate GTM connects the decisions behind growth with the systems and processes needed to deliver it.
The challenge
You may need more leads. But the underlying constraint can sit anywhere—from market focus and visibility to the buying journey, sales execution, follow-up or customer expansion.
The challenge is knowing where to focus, what to improve first and how to turn those improvements into the capability to win and grow customers consistently.
Not sure where the constraint sits? Take the nine-question Growth Priorities Check.
Find the priority. Sequence the improvements.
Build a way of working the team can sustain.
The revenue loop
A connected system for attracting, winning and growing the right customers.
I assess the full path from market focus to customer value, identify where progress drops off and build the practices, tools and capability needed to fuel your growth.
01
Clarify the customers, opportunities and offers that matter most—and why buyers should choose you.
02
Help the right buyers find you through Google, ChatGPT and their networks—then understand your offer and take the next step.
03
Create a clearer path from qualified opportunity to signed work, with stronger sales execution and consistent follow-up.
04
Strengthen customer relationships so they create lasting value, repeat work, expansion and referrals.
05
Embed clear ownership, useful data, a regular rhythm for reviewing pipeline and revenue, and AI where it can improve performance.
Strategy informs execution. Evidence improves the next decision. The loop keeps moving.
Ways to work together
Identify what is working, where the path from market to revenue loses momentum, and what to prioritise.
Reviews
Delivers
Turn the priorities from the review into a go-to-market (GTM) approach your team can run. The scope follows priorities.
May include
Lead revenue priorities and execution without a full-time executive hire.
Covers
Delivers
Most engagements begin with a 20-minute conversation. A Revenue Growth Review is the usual next step where a fuller assessment is needed.
Selected work
Ongoing fractional commercial leadership
Building a connected customer acquisition system spanning market focus, positioning, thought leadership, search, website conversion, outreach and sales follow-up. Introduced the CRM, analytics and campaign tracking needed to connect commercial activity with enquiries and pipeline.
Revenue Growth Review
Assessed customer focus, proposition, buyer journey and go-to-market options, then translated the findings into a prioritised 90-day plan. The review defined the hypotheses to test, what needed to be built and the evidence required before scaling activity.
Commercial Director and CCO
Built and led the commercial function for a mathematical modelling and applied AI consultancy, spanning positioning, propositions, sales, marketing, partnerships and commercial operations. During Melissa’s tenure, annual revenue more than doubled, the team expanded and the firm won six- and seven-figure work across energy, critical infrastructure, FMCG and government.
From a client
At least 50% of leads now come through search engines and ChatGPT.
Before the engagement, the pipeline depended on the owner’s referrals and networking.
Hiring Melissa Tate as our fractional Chief Revenue Officer was a game-changer for our HR firm. She introduced an effective approach to SEO and to AI engines like ChatGPT. That shift has redefined how we scale, has meant less reliance on my networking time and energy, and keeps our team fully deployed. She doesn’t just deliver ideas; she executes. From revamping our proposals to be cleaner and more client-centred, to challenging us on pricing and driving our LinkedIn and web content, her impact is felt every single week. She is creative, sharp and amazingly responsive.
AI and revenue performance
AI is changing how buyers research, compare and choose suppliers—and how teams research markets, create content, manage pipelines and make decisions.
Used strategically, it can improve speed, consistency and insight. Used without clear priorities, processes or human judgement, it simply creates more noise.
Use AI where it creates genuine leverage. Keep judgement and relationships human.
About Melissa
Melissa Tate is a commercial leader with 15 years’ experience across AI, SaaS and professional services. She works with growing B2B businesses to sharpen their market focus, attract and win more of the right customers, and build the capability to do so consistently.
At Apex Learning, an edtech SaaS scale-up, she refined customer focus and positioning and developed sales enablement rolled out across a 60-person sales organisation. At climate technology startup DOVU, she developed the commercial strategy and repositioned the offer for a rapidly evolving market.
Most recently, as Commercial Director and CCO at the Smith Institute, a mathematical modelling and applied AI consultancy, Melissa built and led the commercial function. During her tenure, the business doubled revenue and headcount.
Melissa holds an MBA from IE Business School. Based in Oxford, she works with growing businesses across the UK and US.
Discuss your priorities
Founder
Insights
Insight
Lead volume is often not the constraint. Diagnose positioning, visibility, the buying journey, conversion and follow-up before adding more activity.
Read the article
Insight
Visibility alone does not create demand. Make the business easier to find, understand, trust and choose.
Read the article
Insight
Speed is not the same as better revenue performance. Use AI where a sales or marketing workflow is clear, and keep judgement where it is the source of the value.
Read the article
Insight
What growing B2B businesses need to know about visibility in AI-generated answers—and why the answer goes beyond adding more content.
Read the article
Questions
Growing B2B businesses with strong expertise, real customers and an ambition to win and grow customers more consistently. This includes services firms, consultancies, software businesses and technology companies.
Start with a conversation about your priorities, and where the path from market focus to revenue needs to improve.
Discuss your growth prioritiesA 20-minute introductory conversation with Melissa.
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