So far in this series, we’ve established two critical truths for founders. First, that the “Superhero CRO” is a myth, and hiring one too early is a recipe for failure. Second, that the fractional CRO model, while a popular fix, is often a temporary solution with hidden traps.

This leaves founders with a crucial question: if you’re not ready for a full-time VP or CRO and wary of the fractional model, how do you get the senior strategic and tactical guidance you need to scale?

The answer isn’t to go it alone. It’s to be incredibly precise about the kind of help you need. Your network is cluttered with options: mentors, advisors, consultants, coaches. They can all be useful, but only if you know who you need and when. You wouldn’t hire an electrician to fix a leaky pipe. Let’s bring some clarity.

Deconstructing the GTM Support Landscape

The Full-Time VP or Chief Revenue Officer (CRO)

Think of this person as the captain for your transatlantic journey. You hire them when the ship is built, tested on shorter voyages, and ready for the open ocean. As we’ve discussed, if your GTM fundamentals aren’t in place, bringing on a full-time CRO is a premature and costly move. A great CRO is a vitamin that accelerates a healthy system, not a medicine to cure a sick one.

The Mentor

A mentor is like a friend who has successfully navigated the path before you. They offer advice, connections, and inspiration. The relationship is often informal and free of charge; mentorship is a state of being, not a structured activity. Expect a boost to your confidence and a trusted sounding board, but don’t expect them to provide hands-on GTM leadership or drive defined outcomes.

The Strategic Advisor

This is often a former operator or industry veteran who watches your “games” from the outside and shares high-level perspective. You might speak occasionally, meet for lunch, or have semi-regular catch-ups without a rigid agenda or expected deliverables. They provide valuable external viewpoints but are not designed to get their hands dirty in your day-to-day GTM execution.

The Consultant

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A consultant is a specialist you hire to solve a specific, well-defined problem. Think of them as the expert you call to install new windows in your home. They are incredibly valuable when you know exactly what you need: setting up a better sales process, optimizing your pricing, or deploying a targeted training program. You should expect and demand hands-on work on that specific topic. They deliver a solution to a known issue, not a comprehensive GTM strategy.

 

These roles all serve a purpose. But what if you don’t need a full-time captain, an informal guide, a high-level spectator, or a single-problem specialist?

What if you’re a hands-on founder, still acting as the de facto CRO, who needs consistent, structured, strategic guidance to make better decisions yourself?

This calls for a new, hybrid model.

The Third Path: The GTM Sparring Partner (Advisor & Coach)

This is the evolution of the fractional model, moving away from part-time operations and towards focused, high-impact strategic partnership. It’s not about doing the work for the founder; it’s about working with the founder to ensure they are making the best possible GTM decisions.

Think of it as the blueprint for your home renovation, combined with the expert who checks in weekly to make sure you’re building it right.

A GTM Sparring Partner is for the hands-on founder who doesn’t need another manager, but a world-class strategic partner in their corner. The engagement is designed for maximum clarity and impact with minimum operational friction.

How a GTM Sparring Partner Works:

• Structured & Consistent: This isn’t an ad-hoc call. It’s a disciplined, weekly (e.g., 1 hour/week) engagement focused on your most pressing strategic and tactical GTM challenges.

• Strategic Sounding Board: They help you pressure-test your assumptions on everything from positioning and pricing to channel strategy and team structure.

• Framework-Driven: They bring proven GTM frameworks (like my SaaSup model) and help you adapt them to your specific business, providing a clear system for growth.

• Coach & Enabler: They help you and your team grow. A great sparring partner helps you develop your own GTM leadership, find the right full-time CRO when the time comes, and manage that critical onboarding process.

Where an Advisor tells you what they would do, a Sparring Partner helps you figure out what you should do, and holds you accountable for executing it.

Conclusion: What Kind of Help Do You Really Need?