Fractional Sales Leadership for Early-Stage Companies

The gap between vision and business is where I work.

I work with early-stage founders to take what's in your head and make it real — sharpening the vision until it's sellable, building the commercial operating system that turns it into a business, and keeping the customers that make it compound.

Diagnose Your Gap — Free, 3 Minutes Or just talk to me

40+

companies taken from vision toward business

25+

years building commercial operating systems

$50M+

in revenue generated for client companies

100%

YoY growth, 3 consecutive years, built from zero

The Gap

Most early-stage companies don't have a sales problem.
They have a clarity problem.

"The vision is real but not yet sharp enough to cut through. The product works but is being sold to the wrong customers. The story isn't landing with the people who need to hear it."

And because none of that is quite right, the revenue engine — whatever exists of it — can't perform the way the vision deserves. Even companies that are winning customers are often losing them just as fast. The answer isn't a new sales hire. It isn't a different CRM. It isn't more outreach volume. Between your vision and a working business sits a gap — and what fills it isn't advice. It's infrastructure, built by someone who has built it before.

What I Install

The Commercial OS.

Every technology founder knows what an operating system is: the foundational layer everything else runs on. Your business needs one too. Six components, installed in sequence — this is the system I've built into more than 40 companies.

Vision Refinement

Sharpen what you're building into something a specific customer responds to immediately — not a broad pitch that resonates with everyone in general and no one in particular.

Customer Focus

Identify exactly who the right customers are right now, why they buy, and in what order to pursue them. Most early-stage companies are talking to everyone and converting no one.

Stage Clarity

Honest assessment of where the business is in its evolution — not where the founder hopes it is — and the decisions that fit that reality.

Communication Strategy

The narrative that articulates your vision to customers, investors, and the market with precision. The same story, told the right way to each audience.

Revenue Engine

Process, pipeline, playbook, BDR programs, team, and channel — built from the ground up and executed until the number is moving in the right direction.

Customer Retention

You can't grow if you can't keep the customers you win. Retention closes the loop to recurring revenue — turning a sales engine into a compounding growth engine. Without it, you're refilling a leaky bucket.

From Vision to Business

I've been doing this work my whole career.
The sales numbers were the output — not the job.

Completed

Connect Now

A failed SaaS startup. The original vision had already collapsed once.

Re-clarified the vision, rebranded the product, and raised $2M against the new story. Rebuilt the team from 5 to 20 in 3 months. Signed 5 major enterprise accounts in 7 months. The full arc — vision, narrative, capital, team, revenue.

Completed

Grace Banc

No business at all. Just a concept, started during the pandemic.

Built a business lending brokerage from zero: $22M closed from a standing start, with a broker and referral channel generating a pipeline exceeding $100M.

Completed

Expense Reduction Analysts

A strong concept with zero US commercial infrastructure.

Built the commercial operating system from the ground up — strategy, process, tools, and a channel across 750+ consulting partners. 100% year-over-year growth for 3 consecutive years, plus a referral network generating $20M+ in sales.

Happening Now

CogniFit · ARK / WeCare

Two live engagements. The same work, in real time.

For CogniFit, a cognitive health SaaS platform: a full US market entry strategy and category thesis. For ARK's WeCare venture: a complete business architecture — three business lines, financial model, raise materials — currently moving toward financing.

In Their Words

From the people who were in the room.

"Jason has an extraordinary talent to weave a company's brand through the sales process. He was instrumental in developing our sales process, creating leads, and designing content for prospective clients."

Cathy Missildine · Client, Former Chief Human Resources Officer

"His most admirable characteristic as a leader is the ability to articulate the vision, and provide an environment of autonomy to create a practical path to reach the solution."

Kate Sleeman · Worked as both peer and direct report

"I would highly recommend Jason and look forward to the possibility of hiring him for the third time."

Ken Hagerstrom · Hired Jason at two different companies

"His strategic vision for our product is infectious, creating excitement with our partners and customers. Jason is the kind of leader you frankly just don't see much anymore."

Karen Norris · Reported to Jason directly

The Gap Diagnosis

Where is your gap?

Twelve questions. Three minutes. You'll get an honest profile of your business across the six components of the Commercial OS — and see exactly where the gap between your vision and your business actually is.

Be honest. That's the whole point.

Answer based on where your business is today — not where you hope it will be. Stage clarity starts here.

Your biggest gap:

Walk through my results with Jason

Nothing is stored or sent anywhere until you choose to reach out. This stays on your screen.

About

In the room. Building. For 25 years.

Jason McKeon

Principal, HM Adviser · Greater Boston

For 25+ years and across more than 40 companies, my work has been the same: take a vision that's blurry, partial, or stalled — and give it enough clarity and structure to become a business. The product, the customers, the narrative, the revenue: all of it has to align around the vision, and somebody has to build that alignment. That's me, in the room, doing the work.

I work best with founders who have something real, but know the business is not yet organized around the opportunity. I take on a small number of engagements at a time — fractional or full-time — because this only works when I'm actually embedded. If you want a deck of recommendations, hire a consultant. If you want the system built, let's talk.

Get in Touch

If the vision is real and the business isn't yet —
that's the conversation I want to have.

Tell me about your company, where you are, and what's not working — or just send your diagnosis results and we'll start there. If it sounds like something I can help with, I'll respond within 24 hours.

jmckeon@hmadviser.com

(617) 917-4230

Greater Boston, MA

The gap between vision and business is where I work.

Most early-stage companies don't have a sales problem.They have a clarity problem.

The Commercial OS.

I've been doing this work my whole career.The sales numbers were the output — not the job.

From the people who were in the room.

Where is your gap?

In the room. Building. For 25 years.

If the vision is real and the business isn't yet —that's the conversation I want to have.

Most early-stage companies don't have a sales problem.
They have a clarity problem.

I've been doing this work my whole career.
The sales numbers were the output — not the job.

If the vision is real and the business isn't yet —
that's the conversation I want to have.