About
Fifteen years of sales experience. Two public-company scale-ups. Twice a founder.
I’m Johnny.
At Google I learnt how marketing & sales work when the machine is already winning. Similarweb and monday.com showed me how the machine gets built. At Similarweb I helped set up the strat team, landing the company’s largest clients globally. At monday.com I joined as the first UK boots on the ground and left running a group of 15 reps focused on new business. At Everthere I helped get the start-up’s first paying customers.
I've also started two businesses before that journey. Starting your own shows you what selling feels like when nobody has heard of you.
Right now I’m the fractional go-to-market lead and I offer a handful of slots for coaching founders who sell their own product, the ones building towards a team that can do it without them.
Approach
Most sales advice is about talking better. I think that’s backwards.
The best sellers aren’t the smoothest. They’re focused, and they ask better questions.
I don’t work with companies still searching for product-market fit. Once you have it, this is where I make an impact.
Each founder works with me on a different pillar, one at a time:
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01
Focus
We create a system that continuously feeds you the right companies, in the right industries, and the right personas to start your sales funnel.
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02
Pipeline
From that focus, we create a system that drives discovery calls and the first step of the sales journey.
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03
Deal management
We create a playbook for how to run a deal, to avoid all the known mistakes that double the time it takes to close.
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04
Procurement
We turn the most painful and slowest part of the deal into the shortest and easiest.
These are the four that matter most to me. They aren’t the only ones. If something else is top of mind, I’m all ears.
You leave each session with a decision made and an action to take.
This is for founders doing the selling themselves. It isn’t for anyone who wants a script. Buyers hear straight through scripts.
Fractional work is spoken for into 2027. Coaching runs alongside it — four to six founders a month.
“Johnny is a rock star!… a strong commercial contributor… with his strong in-depth understanding of our customer needs.”
Founder & CEO, Similarweb (NYSE: SMWB)
“I promoted him… because he kept delivering on what he took on.… Any founder or VC bringing him in for GTM work is getting someone who thinks straight and follows through.”
Partner, Greenfield Partners — ex-VP Sales, monday.com
“Johnny has one of the sharpest GTM instincts I’ve come across.… He’s one of those well-run machines that you just press send and wait to hear back it’s done.… Great GTM thinking is common. Someone who executes on it reliably is rare.”
Founder & Builder, GEB AI — ex-Microsoft Office of the CTO
“A results-driven sales leader that can break apart and reconstruct any deal, market opportunity or strategic approach to deliver beyond expectations.… If you get to work with Johnny, you’re in luck!”
Founder — managed Johnny at Everthere
“One of the best leaders I’ve come across. Trustworthy, sharp, a phenomenal operator who builds things that hold up once he moves on.”
VP Global Sales, Light — ex-monday.com
Contact
If you’ve arrived here, it means that something piqued your interest. Let’s have a quick chat and see what impact we can make together.