A fractional sales director is an experienced sales leader who works part-time, often one or two days a week, to build and run a business's sales function. They set targets, design the sales process, coach the team and manage the pipeline, giving SMEs and scale-ups senior sales leadership without a full-time salary.
What it means
The focus is practical revenue delivery. A fractional sales director typically audits the current pipeline and CRM, defines the sales process and qualification criteria, sets realistic targets, and introduces a weekly sales rhythm of pipeline reviews and forecasting.
They also recruit, coach and manage salespeople, and often build the first proper sales playbook so results do not depend on the founder.
When you need one
Common signs are a founder who is still the main salesperson, salespeople hired without a clear process, an unreliable forecast, or a plateau after early growth. Leadership Services provides fractional sales directors from its bench of senior directors, from £1,795 per month.
Frequently asked questions
What does a fractional sales director do in the first few months?
Usually they review the pipeline, CRM data and win rates, then fix the basics: a defined sales process, qualification rules, targets and a weekly forecasting meeting. They then turn to hiring, coaching and building a playbook so the team can perform consistently without relying on the founder.
Is a fractional sales director the same as an interim sales director?
Not quite. An interim sales director usually works full-time for a fixed period, often to cover a gap. A fractional sales director works part-time on an ongoing basis, building capability over months. The right choice depends on whether you need full-time cover now or sustained part-time leadership.
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Last updated: 5 November 2026