Your Revenue Has Plateaued. Your Product Hasn't Changed. Your Commercial Infrastructure Has.
You don't need more salespeople. You need a repeatable system that generates consistent pipeline, converts predictably, and doesn't depend on you closing every deal.
Practical. Results that outlast the engagement.
I’m Drew Robins, a Fractional CRO based on the Gold Coast, working with manufacturers and B2B businesses across Melbourne and Victoria. Melbourne has one of the strongest manufacturing bases in Australia, and it’s a market I know well having grown up there. I’ve spent 30 years in operational and commercial leadership roles across Australia, the UK, and Europe.
Melbourne’s manufacturing and B2B base is concentrated across the south-east and western industrial corridors, Dandenong, Braeside, Laverton, and Campbellfield, alongside distribution and trade businesses operating across Victoria and nationally. These are businesses turning over $2M to $40M, often founder-led, where the commercial engine hasn’t kept pace with what the business is capable of. The triggers are consistent: revenue that’s plateaued despite a strong product, a pipeline that depends entirely on the founder, no repeatable way to convert interest into revenue, or a sales team without a system to run on. This is precisely the environment where a fractional CRO engagement delivers the most immediate and measurable return.
A Revenue Plateau Is Rarely a Sales Problem
Most business owners assume flat revenue means they need to hire more salespeople or spend more on marketing. Usually it doesn’t.
The real problem is almost always structural. The commercial infrastructure that should be generating consistent revenue simply isn’t there yet.
You might recognise one of these:
- You’re the rainmaker. Every significant deal comes through you. You can’t step back from sales because without you in the room, nothing closes.
- Your pipeline is unpredictable. Some months are strong, others are quiet, and you can never quite tell why. There’s no system, just activity.
- You have no repeatable sales process. Every salesperson does it differently. There’s no consistent way to qualify, progress, or close a deal.
- Your product is proven but revenue has stalled. You know the market is there. The problem isn’t what you’re selling, it’s how you’re selling it.
If any of these feel familiar, this is exactly where a fractional CRO makes the difference.
Built for Founders and Directors Ready to Scale Revenue Systematically
Manufacturers and B2B Businesses ($2M–$40M)
You have a proven product or service and an established customer base. The challenge is building the commercial infrastructure to grow revenue without it all depending on you.
Founders Stepping Back from Sales
You’ve been the primary rainmaker since day one. Now you need a sales function that operates without you at the centre of every deal, and a system your team can run and replicate.
Businesses Preparing to Scale or Exit
Consistent, predictable revenue is one of the most valuable things a buyer or investor looks for. Getting your commercial infrastructure right now changes what’s possible next.
What This Looks Like in Practice
A startup entered the market with a strong product but no commercial infrastructure to support growth. There was no repeatable sales process, no pipeline visibility, and no structured way to convert interest into revenue.
Within 18 months, the business had grown from zero to over $2M in revenue, with a structured sales process, clear pipeline stages, defined conversion metrics, and an 8% margin built into the model. The business secured a distribution deal with Bunnings, validating both the product and the commercial approach.
That’s not just a revenue result. It’s what happens when you build the commercial infrastructure to support growth from the ground up.
$0 to $2M+ revenue in 18 months. 8% margin. Bunnings distribution secured.
An international manufacturer was assessing whether the Australian market justified entry at all, with no existing distribution, no local pricing model, and years of guesswork ahead of them if they got it wrong.
A structured feasibility study identified a validated $25M market entry opportunity, mapped the regulatory and product pathway, and gave the business a clear, evidence-based route to enter with confidence rather than a leap of faith.
That’s the other side of revenue growth. Sometimes the highest-value work isn’t fixing what’s broken, it’s proving what’s possible before you commit the capital.
$25M Australian market opportunity, validated.
A clear path, with no long-term commitment required upfront
Step 1 — 30-Minute Conversation (Complimentary) We start with a no-obligation conversation to understand where your revenue is and what’s getting in the way. No pitch, no proposal. If there’s a fit, I’ll tell you. If there isn’t, I’ll tell you that too.
Step 2 — 1-Day Operational Diagnostic (from $2,000) Before any engagement begins, I run a structured diagnostic across your commercial operation. In a single day we identify your biggest revenue constraints, prioritise what needs to change first, and give you a clear roadmap. Whether you engage me to deliver it or not.
Step 3 — 90-Day Fractional CRO Engagement I embed with your team to build the commercial infrastructure your business needs. A structured sales process, pipeline visibility, conversion metrics, and a team that can sell without you in every deal. Ongoing advisory is available after the engagement if needed.
What people usually ask before getting in touch
Do you work onsite in Melbourne?
Yes. I was born in Melbourne and know the market well. I travel there regularly and work onsite with clients across the city. Most engagements combine onsite days with remote support, and I structure travel to make onsite days as productive as possible.
How is this different from hiring a sales manager?
A sales manager runs the team. A fractional CRO builds the system the team runs on, the process, the pipeline structure, the conversion metrics, and the commercial infrastructure that makes revenue predictable. Once it’s built, your sales manager has something to manage.
Will I become dependent on you long-term?
The 90-day engagement is designed with a specific outcome in mind. Build the commercial infrastructure, document the process, and leave your team with the capability to run it without external support. The engagement ends with your business more self-sufficient, not reliant on ongoing involvement.
How much of my time does this require?
Less than you’d expect, and that’s by design. The goal is to reduce your personal involvement in revenue generation, not add to your workload. We agree a weekly cadence that works for your schedule.
Do I have to commit to 90 days upfront?
No. The 30-minute conversation and the 1-Day Diagnostic are separate decisions. The 90-day engagement only proceeds if we’re both confident it’s the right fit.
What industries do you work with?
My primary focus is manufacturers and B2B businesses in the $2M–$40M range. In Melbourne this includes manufacturers across the Dandenong and Laverton industrial corridors, food and beverage producers, building products suppliers, and distribution businesses operating across Victoria and nationally. I have deep experience in building products, industrial supply, and construction-related businesses, but the commercial principles transfer broadly across any business where pipeline, conversion, and scale are the core challenges.
Also serving businesses nationally. Visit our Fractional CRO Australia page or find out more about our work in Brisbane and Sydney.
Ready to find out?
Ready to Talk?
If your revenue has stalled and you’re ready to do something about it, the first step is a 30-minute conversation. No obligation, no long proposal to sit through.
Or call Drew directly: 0468 794 040