Fractional Focus provides executive-level sales leadership for industrial and tech companies that need stronger pipeline discipline, better channel execution, and predictable growth without the cost or risk of a full-time VP of Sales.
WHAT WE DO
We deliver hands-on sales leadership to founders and CEOs who know they should be getting more from their sales organization but do not want to over-hire or “hope” their way to revenue. Instead of adding another expensive full-time executive, you get proven sales leadership on a fractional basis—focused on structure, accountability, and results.
Fractional Focus specializes in industrial and technology companies where complex solutions, long sales cycles, and channel partners are the norm, not the exception. The work centers on building pipeline discipline, strengthening channel ecosystems, and implementing revenue strategies that make growth more predictable and less dependent on a few heroic deals.
Fractional Leadership - Driving Predictable Growth.
THE PROCESS
-
Conduct a structured sales “Best Practices Audit” across strategy, process, pipeline, people, and tools, using the proven SalesQB methodology.
Identify strengths, gaps, and quick wins in how leads are generated, qualified, advanced, forecasted, and closed.
-
Clarify target markets, ideal customer profiles, and the most winnable segments so the team stops chasing everything and starts pursuing the right opportunities.
Align pricing, positioning, and value messaging with how industrial and tech buyers actually make decisions.
-
Implement a clear, stage-based pipeline with defined exit criteria so every deal has a status, next step, and owner.
Install forecasting routines and dashboards that replace “gut feel” with data-driven visibility into future revenue.
-
Map, prioritize, and develop channel partners who can extend reach into key verticals and territories.
Create partner enablement cadences (training, co-selling, joint planning) so channels become a reliable growth engine instead of a loose collection of relationships.
-
Define roles, expectations, and metrics for each seller so performance is clear and coachable.
Run regular one-on-ones, deal reviews, and team meetings that raise performance while keeping the culture constructive and supportive.
-
Serve as your fractional VP of Sales, integrating with your leadership team while avoiding the cost, risk, and rigidity of a full-time hire.
Continuously refine the playbook as the market shifts, new products launch, and the team grows.
The engagement model is structured, transparent, and built to drive measurable improvement rather than endless consulting cycles. Each step is designed to reduce guesswork, install best practices, and make sure the owner always knows what is happening in the pipeline.
SALES QB FRAMEWORK
SERVICES
Fractional Focus offers a set of services designed to work together as a complete sales leadership system, or individually based on where your organization is today. The goal is simple: build a sales engine that is repeatable, scalable, and accountable.
-
Part-time executive ownership of your sales function, including strategy, pipeline, forecasting, hiring input, and sales meeting rhythm.
Ideal for companies with 2–15 salespeople or founder-led sales that has outgrown the owner’s available time and expertise.
-
Design or refine your revenue model, including segments, quotas, and coverage plans.
Implement forecasting dashboards and cadences so leadership can trust the numbers and plan with confidence.
-
Identify, recruit, and activate the right distributors, resellers, VARs, or strategic partners for your industrial or tech offering.
Build joint business plans, partner scorecards, and enablement programs that turn channels into a durable competitive advantage.
-
Provide ongoing coaching for individual reps and managers, with clear metrics and expectations.
Introduce accountability tools and meeting structures that increase win rates, deal velocity, and average deal size.
-
Support new product or market launches with clear go-to-market strategy, messaging, and sales plays.
Create repeatable processes for prospecting, discovery, proposals, and closing so each new rep can ramp faster.
EXPERIENCE
Rusty McDonald is a VP of Sales and revenue strategist with more than two decades of experience building high-performing sales organizations across industrial technology, automation, 3D printing, and software-enabled manufacturing solutions. He has led North American teams, owned revenue targets of $45M+, and built channel ecosystems that delivered consistent year-over-year growth.
Rusty has sold to and partnered with C-suite and VP-level leaders across manufacturing, aerospace, medical, automotive, and industrial sectors, giving him a clear view of how complex B2B buying decisions actually get made. His leadership combines strategic clarity with roll-up-your-sleeves execution, helping organizations get immediate traction while building systems that scale.
Rusty’s expertise includes fractional VP of Sales leadership, enterprise and channel sales strategy, SaaS and subscription revenue models, pipeline governance and forecasting discipline, partner/channel development, and coaching sales teams to higher accountability and performance. Before founding Fractional Focus, he served as Vice President of Industrial Solutions for the Americas, leading multi-state sales teams, developing indirect partner networks, and consistently beating multi-million-dollar revenue goals.
At the center of Rusty’s approach is a simple belief: when sales leadership is focused, disciplined, and strategic, revenue becomes predictable. He lives in Georgia with his family and partners with emerging tech companies, industrial innovators, and PE-backed portfolio businesses that want meaningful, scalable sales performance—not just more activity.
GETTING STARTED
If you are exploring fractional sales leadership or want to talk through whether this is a fit for your business, reach out using the form below. Share a few details about your company and what you want to improve, and you will get a direct response, not a handoff.
Prefer email or phone? Use the contact information on this page and suggest a few times that work for a short conversation. The goal of the first call is straightforward: understand your situation, answer questions, and decide together whether it makes sense to move forward.
-
Fractional Focus works best with industrial and technology companies doing complex B2B sales, often with technical buyers, long sales cycles, and channel partners. Typical clients have a small sales team or founder-led sales and need structure, leadership, and accountability without committing to a full-time VP of Sales. -
Sales training often changes behavior for a week; fractional leadership changes the system that drives behavior every day. Instead of a one-time workshop or report, you get embedded leadership: someone responsible for the sales engine, not just advice about it.
-
Engagements are typically structured as a set number of days per month plus recurring meetings (pipeline reviews, one-on-ones, leadership huddles). The exact cadence is tailored to your team size, growth goals, and complexity of your sales motion.
-
Yes, Fractional Focus is designed to complement owners, CEOs, and existing executives, not replace them. The work slots into your existing leadership rhythm while bringing specialized sales management focus and proven best practices. -
Common outcomes include cleaner pipelines, improved forecast accuracy, stronger channel performance, and higher win rates. Over time, companies typically see more predictable revenue and a sales organization that feels less chaotic and more disciplined.