Repeatable revenue isn't hired. It's built.

I help fintech scaleups build a repeatable sales engine, so growth stops depending on the handful of people who closed the early deals.

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The team that got you to £5m won't get you to £50m.
The system will.

Every fintech scaleup gets its first revenue the same way: a small group of believers, founders and early hires, selling on brilliance, relationships and sheer will. It works, right up until it doesn't. The new salespeople close deals that look nothing like the early ones, if they close at all. The pipeline looks healthy in the CRM, then quarter after quarter deals slip, stall, or die quietly to "no decision". The forecast is hope dressed up as a number.

It's not a talent problem. It's a system problem. Nobody wrote down how the early team actually sells, so nobody else can do it. Whether your founders are still in every deal or moved on years ago, revenue still depends on individuals when it should depend on an engine.

That's the gap I close.

I've done the job, not just advised on it.

I'm James Dawson. I've spent 25 years in fintech, holding senior positions in banks and financial technology broking firms, and scaling multiple businesses into many millions of pounds of revenue as a fintech CEO and CRO. I've carried the number, built and rebuilt the teams, and sat in the board meetings where the forecast had to be defended. More recently I've brought that experience to scaleups like BMLL, Finbourne, R3, Carbonplace and Databarracks as a fractional CRO. I also own two hospitality businesses, so I know what it means to have my own money on the line.

There are plenty of advisors who can describe a sales engine. I've built them, run them, and been accountable for what they produced. That's the difference, and it's why the people I work with take the advice seriously.

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Our Services

Four to seven weeks inside your sales function, depending on the size of your organisation. I sit in your deal reviews, listen to your calls, read your pipeline, and talk to your team. You get two things: tactical fixes you can apply immediately, and an honest strategic assessment of what needs to change over the next twelve months. If the answer is "not much", I'll say so.

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ut the tools in your team's hands. Practical working sessions on qualification (MEDDICC), value-based selling and the 10x rule, and killing deal inertia with the Three Whys. Your team leaves with frameworks applied to their own live deals, not a binder that gathers dust.

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This is where the results come from. Anyone can hand you a report; the hard part is the Monday morning deal review, week after week, until the new habits hold. As your fractional CRO I run your sales meetings, coach your team on live deals, build your playbook from what actually works, and set up the qualification and pipeline discipline that makes forecasting real. Sized to your organisation, from a couple of meetings a week to a full day a week embedded with the team, without the £250k+ full-time hire you don't need yet. The goal from day one is to make myself unnecessary within six months.
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Everything starts with value. I don't take an engagement unless I can see a credible path to a 10x return on my fee, and I'll show you that maths before you sign anything. I qualify my clients the way I teach them to qualify their deals: ruthlessly, early, and in both our interests.

How I work

Paul Humphrey, CEO, BMLL

"Training seasoned and experienced teams is a delicate process. You need someone who has been there, seen it and done it (in Fintech!) to make sure you get total buy-in. James and Richard created superb workshops for both teams either side of the pond! I have had nothing but appreciative messages from our team who got great value from the sessions. Simple and easy techniques to implement that make a great Go-to-Market team elite!”

Not ready for a conversation? Fair enough.

Browse the playbooks

Take what's useful. These playbooks are the same frameworks I use with paying clients. Most are free, no email required. Start with the Sales Health Self-Assessment: score your own sales function in ten minutes and see where the gaps are.