Greater Bristol Area, United Kingdom
Founder dependency is the real commercial problem. Not because founders aren't capable. Because as businesses grow, they quietly become the commercial system. Forecasts need explaining. Deals escalate upwards. The sales team waits for direction. Performance depends on the founder being involved. Revenue may still be growing. But the business becomes harder to lead. Most businesses respond by hiring a Sales Director. Sometimes that's exactly the right decision. But when the problem is deeper than one role can solve, the answer isn't another hire. It's commercial control. That's why I created the Commercial Spearhead model. A Commercial Spearhead is an alternative to hiring a Sales Director. One embedded commercial leader. Backed by a bench of experienced operators across commercial, finance and leadership. One constant throughout the engagement. Specialist expertise brought in when it's needed. Together, we rebuild the commercial system so the business performs without relying on the founder. We work with founder-led wholesalers, distributors and manufacturers that have outgrown the commercial systems which helped them reach £2m–£20m in turnover. Every engagement follows the same three stages. Rebuild. We rebuild the sales function with clear ownership, standards and accountability. Control. We install commercial control through disciplined forecasting, operating rhythm and leadership structure. Reduce. We reduce founder dependency so performance becomes visible, repeatable and trusted without constant MD intervention. The outcome isn't simply stronger sales. It's a business that's easier to lead. A forecast that's trusted. A leadership team that owns decisions. A commercial function that performs consistently. And a founder who no longer has to carry everything. Every engagement is designed to end. We don't build dependency. We remove it. Commercial control creates freedom. Freedom from being the person every decision depends on. Freedom to trust your leadership team. Freedom to step back without performance stepping down. Freedom to build a business that's stronger, more valuable and no longer reliant on you. If you're considering hiring a Sales Director, but believe the challenge extends beyond filling one role, let's have a conversation. Thirty minutes is enough to establish whether your business needs another leader - or a stronger commercial system.
I created Odinnu after seeing the same pattern repeat itself across founder-led businesses. Revenue was growing. Demand was there. But commercial performance depended on the founder. Forecasts needed interpreting. Key deals escalated upwards. The sales team relied on one person to make momentum happen. After more than 20 years leading B2B commercial teams across wholesale, distribution and manufacturing, I realised most businesses didn't need another Sales Director. They needed their commercial system rebuilding. That's why I created the Commercial Spearhead model. Today, I work with founder-led SMEs as an embedded commercial leader, supported by a bench of experienced operators across commercial, finance and leadership. Together, we help businesses: • Rebuild underperforming sales functions. • Install commercial control through better forecasting, accountability and operating rhythm. • Reduce founder dependency by creating commercial systems that perform without constant MD intervention. Recent outcomes include: • Increased weekly order intake by 32% without increasing headcount. • Installed commercial accountability and forecasting discipline. • Reduced founder involvement in day-to-day commercial decision making. • Helped businesses build stronger commercial foundations for growth, investment and exit. Every engagement is measured by one outcome: A commercial function that performs without relying on the founder.
Fractional role through SME-Squared Ltd.
Fractional role through SME-Squared Ltd.
Fractional Sales Director as a Service for B2B businesses.
Fractional through SME-Squared Ltd.