Kevin French
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Inversion CRO

Fractional CRO

Executive revenue leadership for Series B/C SaaS. Not training. Not coaching. A CRO who owns the number and installs a system that works after I leave.
The Problem

Another Quarter of
Missed Targets?

Your sales team isn't the problem. The leadership gap is.

You have a VP of Sales running plays. You need a CRO running the system. The difference shows up in your forecast accuracy, your board conversations, and your bank account. The average VP of Sales lasts 18 months - not because they lack talent, but because they were trained on systems built for a buyer who no longer exists, then asked to hit modern targets with outdated physics.

01
The Forecast Fiction
Your VP of Sales presents the number with confidence. The board approves the hiring plan. Then Q3 arrives 40% light. The data was there - no one was reading it right.
02
The Carrier Problem
Two reps carry 60% of revenue. Everyone else is far below target. You don't have a scalable revenue system - you have a talent dependency with founder risk.
03
The Founder Ceiling
You closed the first $3M. But you're still in every deal, and the team can't move without you. The VP of Sales hire was supposed to fix this. It didn't.
04
The Blame Gap
Marketing says they're sending qualified leads. Sales says the leads are garbage. Revenue dies in the space between - and no one owns the gap. A CRO-level operating system closes it. A VP of Sales can't.
05
The 18-Month Cycle
You've already burned $1-2M and lost momentum on sales leaders who "weren't the right fit." The board is asking if the next one will be different. You're not sure either. The problem isn't the leaders. It's the system underneath them.
What I Do When I Walk In
01
I Run Your Forecast
Not review it - own it. Weekly pipeline inspection using qualification criteria that actually predict closes. You'll know what's real before the board asks.
02
I Sit in the Room
Leadership meetings. Board prep. Comp design. The decisions that shape revenue don't happen in training workshops - they happen in rooms where the stakes are real.
03
I Fix the Architecture
Pipeline stages. Qualification frameworks. The handoff between marketing and sales. The systems that determine whether your team can execute - not just whether they're "trained."
04
I Make the Hard Calls
Which deals to walk away from. Which reps aren't going to make it. When to restructure territories. The decisions your VP of Sales won't make - or can't.
What Changes Inside Your Revenue Org
01
Pipeline Qualified on Real Numbers
Every deal has a buyer-verified Cost of Inaction™ attached. No number, no deal. Your forecast becomes a math problem, not a confidence exercise.
02
Team Positioned as Peers, Not Vendors
Your reps stop chasing and start being pursued. Buyer conversations shift from demos and pricing to diagnosis and consequence. The dynamic changes - and so do the margins.
03
Marketing-to-Close Rebuilt Around Consequence
The entire buyer journey is realigned around what inaction costs, not what your product does. Losses hurt 2.5x more than gains. The math lands before your team ever gets a call.
04
A System That Doesn't Depend on Any Single Person
The revenue operating system is documented, the team is trained on it, and your sales leader knows how to run it. No single-point-of-failure - including me.
The System The operating system I install is Inversion Selling™ - the first B2B sales methodology built for the buyer-led era. Grounded in behavioral psychology, currently under review at the University of Houston Sales Excellence Institute.  Learn More →
+63%
Quota Attainment
+55%
Meetings Booked
-24%
Sales Cycle Length
85%+
Forecast Accuracy
Engagement Structure

What an Engagement
Looks Like

Engagements start with a 3-6 month foundation phase. Not as an advisor on the side - as the person accountable for the revenue number.

Month 1
Diagnostic
Full audit of pipeline, process, and people. I'll tell you which deals are real, which reps will make it, and exactly where the system is breaking. You'll walk into the next board meeting with a clear-eyed revenue picture - not the fiction in your CRM.
Deliverable
Board-ready revenue diagnostic: pipeline reality vs. forecast, and a prioritized intervention plan with specific findings.
Months 2-4
Architecture
Rebuild qualification criteria, pipeline stages, and forecast methodology. Install the revenue operating system. Run the forecast calls. Coach your sales leader on what CRO-level operation looks like - or help you find the right one.
Deliverable
Installed revenue operating system: documented processes, retrained team, measurable improvement in forecast accuracy.
Months 5-6+
Transition
Shift from installation to strategic advisory. Your team owns day-to-day execution. I stay in the room for board prep, quarterly planning, and the decisions that shape the next phase of growth.
Deliverable
Self-sustaining revenue system with internal ownership, a clear leadership cadence, and a board narrative built on system math.
This Might Be Right If
→Series B/C with $10M-$75M ARR and board pressure to scale
→PE-backed with a value creation mandate and a 24-month runway to prove the revenue model
→Pipeline coverage looks healthy but win rates are declining
→Your VP of Sales is execution-strong but strategy-light
→The first VP of Sales hire didn't stick - and you're not sure why
→You need someone in the room for board conversations about revenue
→You're not ready for a $400K+ CRO but you need CRO-level thinking now
This Probably Isn't Right If
×You think a CRO is just a senior salesperson who brings in the big deals
×You're looking for someone to make calls and run demos
×You want someone to manage the forecast while you own strategy
×You're not willing to question the current approach - including your own assumptions
×You need validation, not diagnosis
×You're pre-product-market fit - the problem isn't sales methodology, it's product

If Any of This Landed,
Let's Talk.

If I'm wrong about your situation - if this is a product problem or a market problem instead of a revenue leadership problem - I'll tell you in the first 15 minutes. No deck. No demo. A conversation between two people who take revenue seriously.

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