AH Alastair Hall

Fractional Sales Director · Advisory · AI for Sales · UK

Sales leadership and practical AI, without the agency markup.

UK fractional Sales Director, sales advisory and AI-for-sales builds for founders and sales leaders. 14 years running B2B sales teams, now embedded inside the tools your competitors are quietly using.

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About

A rare overlap: a sales operator who actually builds the AI.

14 years in B2B sales, from telesales through Sales Director, and four years as Managing Director of a sales-led business. I have carried a quota, built teams, written comp plans that worked, and a couple that didn't.

For the last stretch I have spent most of my working week building practical AI workflows inside CRMs and outbound systems. The kind of work that agencies are currently quoting £30,000 to £100,000 for, then quietly outsourcing.

Most AI consultants have never carried a number. Most sales leaders still treat ChatGPT like a slightly faster email tool. I sit between the two, and I do the work in your business, with your team, in plain English.

What I do

Three ways to work together.

Most engagements blend a bit of each.

01

Fractional Sales Director

For owner-led UK businesses and post-seed founders who need a real sales leader one or two days a week, not a £150k full-time hire.

  • › Pipeline, targets, comp and reporting
  • › Coaching, deal reviews, forecasting
  • › Hiring, scorecards, onboarding
  • › Board-ready reporting

Best fit: £1–10m revenue, 1–10 sellers, founder still doing sales.

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02

Sales Advisory

Fixed-scope projects, for when you do not need a seat. You need someone to come in, look hard, and leave you with a working plan.

  • › Pipeline rebuild and forecasting
  • › Comp plan and quota design
  • › Process and playbook design
  • › Hiring scorecards and onboarding

Best fit: founders and sales leaders who know what is broken but lack the bandwidth to fix it.

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03 · Differentiator

AI for Sales

Most agencies quote £30k–£100k to "automate your sales motion". For 90% of UK teams, you do not need that. You need Claude, your CRM and your email, stitched together properly.

  • › AI audit of your current sales motion
  • › Practical workflows for research, outreach, CRM hygiene
  • › Your team trained to run and modify them
  • › Documentation, not a black box

Best fit: operators tired of the AI hype, wanting an ROI-led conversation.

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How I work

Three principles that drive every engagement.

01

Plain English

No 80-slide decks. No vague frameworks. If a recommendation cannot be explained to your team in two sentences, it is the wrong recommendation.

02

In your business, with your team

I sit inside your CRM and your inbox, not on a Friday call. The work gets done, documented and handed over. Your team owns it after I leave.

03

Short, honest engagements

I would rather finish a tight scope cleanly than dress up a retainer. Pricing is conversational and depends on what you actually need.

Proof

Earned, not invented.

This consultancy is newly launched. Rather than fill this page with stock photography and invented testimonials, I would rather earn the first few, then publish them with permission. If you are reading this in the first months and want to be an early case study, the conversation tends to be a generous one.

FAQ

Common questions, plain answers.

What does a fractional sales director actually do?
A fractional sales director leads your sales function for one or two days a week, without the cost of a full-time hire. That usually means owning your pipeline, your forecast, your team's coaching cadence, your hiring scorecards, and the conversations you currently have with your founder or board about whether sales is on track. Effectively the Sales Director job description, applied two days a week, by someone who has done the role at scale before.
When should I hire a fractional sales director instead of a full-time one?
When you need leadership-quality thinking but cannot yet justify a £120–180k full-time hire (plus equity, bonus, NI and a recruitment fee). That usually means founders running sales themselves, businesses with one to ten sellers, or companies where a full-time Sales Director's workload genuinely fits in one or two days a week. If your sales team is more than twelve people and growing fast, you have probably outgrown fractional and should hire properly.
What's the difference between fractional sales leadership and sales advisory?
Fractional means I am in your team, week in and week out, running cadences, coaching reps, owning the forecast. Advisory means I come in for a fixed-scope project (rebuild your pipeline, redesign your comp plan, hire your first SDR), deliver it, and leave you with a working plan your team executes. Many founders start with an advisory project and move to fractional afterwards if it makes sense.
Do I really need to spend £30,000+ on AI sales automation?
For 90% of UK sales teams under twenty sellers, no. Most of what the £30,000 to £100,000 "AI sales automation" agencies deliver is Claude or another LLM, plus your CRM, plus a handful of well-designed workflows that someone has documented for you. The hard part is knowing which workflows actually save time and which create new busywork. That is the work I do, at a fraction of the price, and your team owns it at the end of the engagement.
How long does a typical engagement last?
Sales advisory projects are usually four to twelve weeks. Fractional Sales Director engagements typically run three to twelve months as a starting point, with most continuing longer if it is working and ending cleanly if it is not. I prefer short, honest engagements I can finish properly to long retainers that gradually lose value. We agree the exit terms before we start.
Will my team own the work after the engagement ends?
Yes. Every workflow, document, comp plan, scorecard and AI build is yours. I leave behind written documentation, not a black box. The goal is that your team can run and modify everything I introduce, so there is no permanent agency dependency.
How much does fractional sales leadership cost in the UK?
Pricing is conversational and depends on scope. The right number for a three-person agency is different from the right number for a thirty-person SaaS, so I do not publish a fixed rate. You will get a transparent answer on the discovery call once we have agreed what good looks like.

Let's talk

Bring the bit that is annoying you most.

Easiest is a 30-minute call. No pitch deck, no follow-up sequence. We will see whether I am the right person to help.

Book a 30-minute call [email protected]