Fractional
Sales Leaderthat engineers GTM,drives revenue,drives sales enablement.
Tom LoebensteinSan Francisco. I do the work myself.
What gets built ↓
Your first AEs can’t sell through broken plumbing.
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[ 001 ]
Context
Connect the CRM, the data tools and the notes. One system that knows what you already know.
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[ 002 ]
ICP
Score accounts on evidence, not instinct. Funding, hiring, and who they actually name as the buyer.
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[ 003 ]
Strategy + performance
The GTM architecture first, then the agents that run it — skills I wrote myself, in Claude Code.
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[ 004 ]
Predictable revenue
A forecast that comes out of the system. A number you can actually commit to.
What I do
Design and build a revenue engine that runs without you.
Not a strategy deck. The working parts of a sales organization, installed one at a time, in the order that a company your size can actually absorb.
Install process and standards
Stage definitions two people apply the same way, a qualification bar that holds under quota pressure, and pipeline discipline that survives a bad month.
Build the numbers
Activity KPIs, performance metrics, and a forecast you can put in front of a board without flinching — because you know which inputs produce it.
Sharpen the message
Messaging per persona, a discovery framework your reps can actually run, and objection handling written from the buyer’s side of the table.
Create the sales assets
The deck, the one-pagers, the sequences, the call scripts, the battlecards, the pricing conversation. Everything a new rep needs on day one and nobody has time to write.
And carry a bag
I run outreach, take calls, and work deals alongside you. A playbook nobody has sold with is a theory. I’d rather prove it on your pipeline first.
Not sure which three?
That’s what the first call is for. You leave with an order of operations whether or not you hire me.
Book a 30-minute callMost founders don’t need all five. The first call is largely about working out which three matter this quarter.
About
Close to a decade selling things that don’t demo well.
I started in beverage. Kombucha and cold brew on tap at Joyride — putting tap walls into offices like Airbnb, then running the tastings myself. That is where I learned the thing the rest of my career has been about: the person who loves it and the person who signs are almost never the same person, and the sale is the distance between them.
Then six years in cold-chain IoT at Therma°, later Glacier Grid. Founding AE through player-coach: first customer to 200, restaurants and K-12 school districts, roughly 30,000 sensors and thermostats into walk-ins and kitchens, $39M raised across seed and Series A, 3× new-business growth, and a team of nine AEs and SDRs reporting to me while I still carried my own number. I spent those years on trade show floors and in back-of-house walk-ins — most of the photos below are from that stretch.
Most recently, first commercial hire at Parameter AI, a YC-backed AI security company selling offensive-security agents to CISOs. Zero to first pipeline in a market where the buyer gets forty vendor emails a week and has learned to ignore all of them.
Now I do this for founders, a few at a time, from San Francisco. I also run Deal-Won, where I build AI agents into food and beverage distributors — which means I’m inside an operator’s systems most weeks, not remembering what it was like.
Straight answers
- I was never the operator. I sold to restaurant owners, GMs and district administrators for years. I have never run a restaurant or a school district and won’t pretend otherwise.
- I’m not an agency. No associates, no offshore team, no deck factory. You get me or you get nothing.
- I’m not reselling AI. My own pipeline runs on Claude Code, on harnesses and skills I built and maintain. Ask to see them on the call.
- I’m not a recruiter. I’ll help you hire AEs and sit in the interviews. I don’t take a placement fee.
- Two or three at a time. If I’m full, I’ll say so on the call.
On the floor
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Thirty minutes. I’ll tell you what I’d fix first.
Worth having before you hand a $180k rep a quota into a buyer they’ve never met.