Strategic Revenue Leadership — Without the Full-Time Overhead
Revenue gets built, not hoped for. When growth stalls or feels unpredictable, the problem is usually cohesive leadership across the entire revenue engine. That’s where we come in.
We offer Fractional CRO services that bring strategic oversight, commercial clarity, and leadership across sales, marketing, and customer delivery without the cost or complexity of a full-time Chief Revenue Officer.
What Is a Fractional CRO?
A Fractional CRO is a part-time executive who takes responsibility for your revenue function from end to end — from demand generation through to closing deals and delivering value.
Unlike consultants or sales managers, we work across departments to align your commercial functions, build consistent pipelines, and drive predictable, scalable revenue.
What We Deliver
Our fCRO engagements are focused on alignment, traction, and measurable growth. We assess the health of your entire revenue function and establish the structures, strategies, and rhythms needed to make it work.
As your Fractional CRO, we:
- Align sales, marketing, and customer experience around shared goals and metrics
- Define or refine your go-to-market and revenue strategy
- Guide your Head of Sales or manage the sales team directly, depending on your structure
- Build dashboards and reporting that drive visibility and accountability
- Develop qualification frameworks, playbooks, and sales processes that convert
- Optimise pricing models, packaging, and handoffs across functions
What We Deliver
Our fCRO engagements are focused on alignment, traction, and measurable growth. We assess the health of your entire revenue function and establish the structures, strategies, and rhythms needed to make it work.
As your Fractional CRO, we:
- Align sales, marketing, and customer experience around shared goals and metrics
- Define or refine your go-to-market and revenue strategy
- Guide your Head of Sales or manage the sales team directly, depending on your structure
- Build dashboards and reporting that drive visibility and accountability
- Develop qualification frameworks, playbooks, and sales processes that convert
- Optimise pricing models, packaging, and handoffs across functions
What Does It Look Like?
Every engagement begins with a 45–60 day Smart Start engagement — using our proprietary AS4 consulting methodology to assess your revenue ecosystem, uncover gaps, and design a practical roadmap for improvement.
From there, we typically move into a quarter-by-quarter retainer model, embedding within your leadership team to guide strategy, monitor performance, and drive continuous commercial improvement. You retain ownership of execution — we own the strategy and results.
Who It’s For
We work best with:
- Founders or executive teams seeking greater revenue clarity and consistency
- Businesses where sales and marketing feel misaligned or reactive
- Companies with growing sales teams, but no formal revenue leadership
- Organizations preparing to scale and needing strategic direction across functions
Who It’s For
We work best with:
- Founders or executive teams seeking greater revenue clarity and consistency
- Businesses where sales and marketing feel misaligned or reactive
- Companies with growing sales teams, but no formal revenue leadership
- Organizations preparing to scale and needing strategic direction across functions
What Makes Us Different
We don’t deliver motivational talks or shiny decks. We bring structure, visibility, and the leadership to make your revenue function work as a unified whole.
With us, you get:
- A seasoned commercial leader embedded in your business
- Experience across complex B2B, consultative, and multi-year sales cycles
- Strategic alignment across sales, marketing, and customer experience
- Tools, frameworks, and processes you can scale — with or without us
- Methodologies grounded in CHAMP and Shipley sales principles, adapted to your context
Who We Are
We see the world through different lenses — and that’s our superpower. Our varied experiences and perspectives push us to consider challenges from every angle. We question, test, and refine ideas together — always arriving at stronger solutions than either of us could alone.
Ewan is the CEO and co-founder of Refracted Aspect Collective. With deep experience in strategic sales, marketing, leadership, and operations — and a background that spans special forces, business coaching, and consulting — he thrives on solving complex problems and guiding teams to clarity and action.
He helps businesses trade chaos for control through a fractional C-suite that ends guesswork and grind. With data-driven strategy and straight-up leadership, he brings clarity, momentum, and practical execution to the parts of the business that matter most.
Ewan has built and sold businesses, advised high-growth companies, and partnered with clients across a wide range of industries — Whether navigating complexity or leading turnarounds, he’s been inside businesses just like yours — aligning leadership, fixing operations, and building companies that actually work.
He brings real-world execution backed by academic rigour, holding an MBA, a Bachelor of Science in Psychology, and a Master’s in Criminology & Criminal Justice. Ewan has run point on special operations teams, closed multi-million dollar deals, and helped businesses grow by over 600% year-on-year.
What he does best:
• Fractional leadership (CMO / CRO / COO) with strategic oversight and hands-on execution
• Growth strategy that aligns marketing, sales, and operations around clear priorities
• Business consulting that diagnoses fast, fixes what matters, and builds lasting systems
• Coaching that builds confident leaders through clarity, accountability, and emotional intelligence
• SEO, content, and web strategy that drive visibility, leads, and long-term growth
Melissa is the COO and co-founder of Refracted Aspect Collective. She is a calm, analytical, and results-driven consultant with a background in engineering, finance, and operations. She brings structure to complexity, clarity to chaos, and balance to teams under pressure. With a natural eye for detail and a pragmatic mindset, she thrives in environments where financial and operational alignment is critical.
She has led major projects across North America and Australia in industries including IT, banking and finance, real estate, mining, transport, and manufacturing. Known for her ability to stabilise and streamline, she’s often brought in to underperforming projects, distressed businesses, or misaligned teams — particularly where internal friction is impacting delivery and client outcomes.
She once helped steer a business away from collapse by restoring operational and financial control in just six weeks.
Melissa has studied Mechanical Engineering and holds a Diploma in Business Management, along with a Certified Project Officer (CPO) credential. She also brings formal education in accounting, data analytics, and sustainability.
What she does best:
• Financial and operational strategy that delivers clarity, structure, and control
• Hands-on troubleshooting of workflows, systems, and team structures to resolve root-cause issues
• Project management that turns complex plans into achievable actions
• Systems implementation that reduces friction and supports sustainable growth