Fractional Chief Commercial Officer for Manufacturing & Building Products

Your Growth Catalyst. Transforming Insight into Market-leading Strategy

When Growth Gets Stuck, the Problem Is Usually Between the Functions

You have good people. Sales is selling. Marketing is marketing. Product and operations are doing their jobs but revenue still isn’t moving the way it should. The problem is often not effort. It’s that the commercial or go-to-market pieces aren’t working as one system.

Priorities Are Competing

Sales owns sales. Marketing owns marketing but no one owns the space between them.

When no one is accountable for the full path from market opportunity to customer demand to revenue, handoffs break down, channels pull in different directions and growth stalls.

Everyone is working hard. Not everyone is working toward the same growth priorities.

Sales, marketing, product and leadership are making decisions through different lenses, creating competing initiatives, wasted effort and slower execution.

Customers and channels are telling you what’s changing but the signals aren’t connecting.

Dealer feedback, win/loss patterns, customer behavior and market shifts live in different places, making it harder to see where the next growth opportunity or threat is emerging.

That’s when you need more than another marketing plan or sales initiative. You need commercial leadership that can see and align the whole system.

Market Signals Are Getting Lost

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No One Owns the Whole Revenue System

That’s Where I Come In

I’m Denine Harper, a Fractional Chief Commercial Officer (CCO). I partner with manufacturers, building products companies and growth-stage businesses that need experienced commercial or go-to-market (GTM) leadership without adding another full-time executive.

My role is to connect the pieces that too often operate separately: market strategy, customers, channels, sales, marketing, positioning, product and commercial execution.

I help leadership teams see where growth is getting stuck, decide where to place the right bets and align the organization around what will actually move revenue.

I’ve Spent 20+ Years Connecting Brand, Sales, Customers, Channels and Revenue

As your Fractional Chief Commercial Officer (CCO), I work alongside the CEO and leadership team to diagnose the biggest commercial constraints, establish clear growth priorities and lead the cross-functional work required to turn strategy into results.

The engagement is tailored to the business. In some companies, the priority is GTM strategy. In others, it’s sales and marketing alignment, channel performance, market expansion, positioning or building a more disciplined revenue engine. The common denominator is that the problem crosses functional lines and someone needs to own the whole picture.

What You’ll Get

  • A clear commercial growth strategy tied to business objectives

  • Alignment across sales, marketing, product and leadership

  • Sharper market, customer and channel priorities

  • Go-to-market strategy and execution priorities

  • Stronger sales and marketing handoffs and shared metrics

  • Identification of revenue, margin and market-share opportunities

  • Commercial KPIs and visibility into what is and isn’t working

  • Executive leadership to keep critical growth initiatives moving

Who It’s For

  • CEOs who have outgrown managing commercial strategy themselves

  • Manufacturers and building products companies with complex routes to market

  • Companies where sales and marketing are active but not fully aligned

  • Leadership teams facing stalled growth, margin pressure or changing customer behavior

  • Businesses entering new markets, channels or customer segments

  • PE-backed and growth-stage companies that need experienced leadership before making a full-time executive hire

  • Organizations where the growth problem crosses more than one function

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“Growth rarely breaks neatly inside one department. When sales, marketing, channels, customers and strategy stop working together, you need someone looking across the entire commercial system, not just optimizing one piece of it.”

— Denine Harper. Revenue Growth Advisor & Fractional CCO

  • Why Choose Me as Your Fractional Chief Commercial Officer?

    I have established a reputation as a transformational leader who is driven by challenge and undeterred by obstacles

  • I Look Beyond the Function

    Growth problems rarely belong to one department. I don’t approach the business as a sales leader trying to fix marketing, or a marketer trying to fix sales. I look across the commercial system to find the constraint that matters most.

  • I Know Complex Channels

    Your customer isn’t always the person writing the check. Manufacturers often have to influence dealers, distributors, pros, and end consumers. I understand how those relationships intersect and where growth gets lost between them.

  • I Find the Opportunity Others Miss

    The answer is often hiding in the signals you already have. Customer behavior. Dealer feedback. Market shifts. Win/loss patterns. Channel performance. Margin leakage. I connect the signals to find opportunities that aren't always obvious on the financial scoreboard yet.

  • I Connect Strategy to Execution

    A strategy that never changes behavior isn’t a strategy. I turn growth choices into priorities, owners, metrics and cross-functional initiatives so the organization knows what to do differently and how success will be measured.

  • I Bring an Enterprise Perspective

    Revenue growth is bigger than sales + marketing. Product decisions, operations, capacity, pricing, customer experience and investment priorities can all accelerate or constrain commercial growth. I bring those pieces into the conversation when they matter.

  • I’ve Been in the Seat

    I bring operating experience, not just advice. For more than 20 years, I’ve helped companies identify growth opportunities, enter markets, reposition brands, align channels and build commercial strategies designed to produce measurable business results.

FAQ - Everything You Need To Know

  • A Fractional Chief Commercial Officer provides senior commercial leadership on a part-time or fractional basis. The role typically spans growth strategy, sales, marketing, go-to-market strategy, customer and channel strategy, positioning and commercial performance. The exact scope depends on where the business is getting stuck.

  • A Fractional CCO can make sense when growth has stalled, sales and marketing are misaligned, the business is entering new markets or channels, commercial priorities are unclear, or the CEO is spending too much time coordinating revenue functions.

    It is also useful when the business needs senior leadership now but is not ready or does not need to hire a full-time CCO.

  • For many mid-market companies, yes. A full-time Chief Commercial Officer can cost $325K–$650K+ annually, while fractional leadership may run around $180K per year, potentially saving 45–70%.

    It’s a strong fit when you need senior commercial leadership now—but don’t need or want a full-time C-suite hire.

  • No. In most engagements, I work with the leaders already in place.

    My role is to create clarity across functions, establish shared commercial priorities and help the team operate as a connected revenue system. Where leadership or capability gaps exist, I identify them and help determine the right solution.

  • We start by understanding where the business is today. We look at growth objectives, market conditions, customers, channels, pipeline, commercial performance, organizational alignment and the decisions leadership is facing.

    From there, we identify the highest-impact constraints and opportunities and establish the priorities that should drive the engagement.

  • It depends on the problem. Some businesses need focused leadership through a specific growth initiative or transition. Others need ongoing commercial leadership while they build the capabilities and team required for the next stage of growth.

    The engagement should last long enough to create meaningful change, not become a permanent dependency.

  • A Fractional CMO primarily leads marketing strategy and performance.

    A Fractional Chief Commercial Officer looks more broadly across the revenue system and commercial execution.

    If the problem is primarily marketing, a Fractional CMO may be the right fit. If the challenge crosses functions, a Fractional CCO is often the better role.

  • A consultant typically analyzes a problem and recommends what the company should do.

    As a Fractional Chief Commercial Officer, I can also help lead the work by aligning the team, establishing priorities, driving decisions, tracking performance and helping move critical commercial initiatives through execution.

    Sometimes you don't need another recommendation. You need someone accountable for helping it happen.

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The Growth Problem May Not Be Where You Think It Is.

If sales, marketing, channels and strategy are all moving, not necessarily in the same direction, it may be time to look at the commercial system as a whole.

Let’s Find the Constraint →

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