Fractional Chief Sales Officer
Executive sales leadership from an operator who has built the function before. Duane Reiff steps into your business as the sales leader you have not hired yet, builds the infrastructure, holds the team accountable, and stays hands-on until the pipeline produces revenue.
Most Companies Do Not Have a Sales Problem. They Have a Sales Leadership Problem.
What you do not have is one person who owns the answer to a simple question: why is the pipeline inconsistent, and what do we fix first?
That is the gap a Fractional CSO fills. Not another rep hitting quota. A sales executive sitting at your table, accountable for the whole revenue engine, at a fraction of the cost and commitment of a full-time hire.
A Sales Manager Runs Your Reps. A Fractional CSO Runs Your Sales Function.
Here is something most sales trainers will not say out loud.
Most companies already have someone managing sales day-to-day. A sales manager, maybe a trainer who runs a workshop twice a year and leaves a binder of scripts. For a lot of companies, that is enough.
But a sales manager operates inside the process you already have. They coach reps on what exists, broken or not. A sales trainer teaches a technique and leaves before anyone has to build the system around it.
A Fractional CSO operates above the process. Duane sits in your business, onsite, not just on a call.
You Are Not Buying a Title. You Are Buying Two Decades of Sales Leadership.
For many, Fractional CSO is just a title. The question you should ask is what that person has personally built.
Duane Reiff is a sales executive with more than two decades of VP and C-suite leadership experience across B2B industries, including manufacturing, distribution, and professional services. Over that time, he has:
- Served as Vice President of Sales at IPS Corporation for nearly eight years
- Served as Vice President of Sales and Marketing at The E-Z Weld Group for four years
- Held earlier Vice President of Sales roles at Hog Technologies and Rain Bird Corporation
- Served as President of Global Source International since 2015
- Operated as a Fractional VP of Sales through Sales Xceleration, building sales infrastructure for mid-market companies
That is the difference. When Duane tells you your comp plan is paying reps to do the wrong thing, it is because he has fixed that exact problem before. When he tells you your forecast is unreliable, it is because he has built forecasting discipline into sales teams that did not have it. When he tells you which hire to make or which CRM to implement, it is because he has done it, been wrong once, and corrected it.
You are hiring judgment. Judgment is expensive to build and cheap to rent.
What Duane Does Inside Your Business
Leadership and strategy
- Builds the sales strategy, structure, and process your team executes against
- Sets the KPIs that matter to your business and kills the vanity metrics that do not
- Sits with your leadership team and represents sales at the executive level
- Builds the annual sales plan and the accountability structure around it
Team development
- Meets with your sales team on a recurring cadence, onsite or virtually depending on the engagement
- Coaches reps, raises their ceiling, and makes them better, whether or not the engagement continues
- Builds the hiring tools and interview process so you hire the right reps, not just any rep
- Designs or redesigns the compensation plan so it pays for the behavior you actually want
Pipeline and forecasting oversight
- Implements or fixes your CRM so pipeline data can actually be trusted
- Builds the forecasting methodology and owns the discipline behind the number
- Reviews the pipeline regularly and asks the questions your team does not know to ask
- Identifies deals that are stuck, mis-staged, or dead weight inflating the forecast
Operational depth
- Digs into the numbers behind the numbers: win rate, sales cycle length, average deal size, quota attainment
- Separates real pipeline from wishful thinking, then reallocates effort accordingly
- Builds the reporting rhythm so leadership always knows where revenue stands
- Aligns prospecting strategy with the capacity of the team actually running it
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He Does Not Need to Sell You Software
If the right answer is to keep your current systems, that is the answer you will get. The value of an executive is only real if the advice is unbiased.
Industry Agnostic by Design
What changes by industry is the buying cycle and the terminology. What does not change is the discipline.
Structured Around Days, Not Vague Promises
Tier 1: Foundational.
Strategic oversight, monthly leadership session, pipeline review, CRM and process assessment. Best for businesses with a functioning sales team that needs stronger structure and a check on the work.
Tier 2: Embedded
Everything in Foundational, plus weekly involvement with your sales team, active coaching, hiring support, and forecasting discipline built into the rhythm of the business.
Tier 3: Executive
Full fractional executive presence. Leadership meetings, team management, hiring and training, comp plan design, CRM implementation, and direct involvement in day-to-day execution. Best for businesses in a growth or transition phase that need a sales executive now and are not ready to hire one full time.
Not sure which tier fits?
That is what the first conversation is for. We will scope it based on what your sales team actually needs, not what we would prefer to sell.
Frequently Asked Questions
A full-time VP of Sales or CSO is a permanent executive hire with a salary, equity expectations, benefits, and a long ramp. A Fractional CSO gives you the same seniority and decision-making on a defined number of days per week, with no long ramp and no long-term commitment. Most companies do not need a sales executive five days a week. They need the right structure and the right decisions made consistently.
Your sales manager or trainer works inside the process you already have, coaching reps or teaching a technique. A Fractional CSO works a level above that: building the process, the comp plan, the hiring tools, and the forecasting discipline, and staying accountable for the results. Many companies keep their sales manager and add a Fractional CSO, and the two roles reinforce each other.
Directly involved and onsite. Depending on your tier, that means recurring meetings with your sales team, pipeline reviews, coaching, hands-on work building your CRM and comp plan, and being reachable between meetings when something needs a decision. This is not a quarterly workshop.
No. Duane assesses what you already have first. If your CRM or tools are working, he will build around them. If they are not, he will tell you and help you fix or replace what is actually broken.
Companies experiencing growth but lacking the sales structure, pipeline visibility, or leadership to scale consistently. This is especially valuable for mid-market B2B companies with a sales team in place that needs stronger process, accountability, and forecasting discipline.
No. The engagement is industry agnostic within B2B. Duane has led sales in manufacturing, distribution, and professional services, and the diagnostic approach travels across all of them. What changes is the buying cycle and terminology, not the discipline.
Success is measured against the metrics your business runs on, defined together early in the engagement. That usually includes pipeline growth, conversion rates, forecasting accuracy, revenue performance, and team productivity. You get a consistent reporting rhythm so performance is never a mystery.
A full assessment of your current sales team, pipeline, tools, and performance. A clear read on what is working, what is missing, and where deals are getting stuck. Then a defined Scope of Work with priorities, owners, and timelines. You will know exactly where you stand before committing to anything long term.
Ready to Put a Real Sales Executive in the Room?
If you are serious about scaling, the next step is not hiring more reps. It is having someone accountable for whether your sales function actually works. Let's have a conversation about where your pipeline stands and whether this is the right move for your business.
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