Results
I measure success by one standard: did we build something that keeps working after I'm gone?
Here's what that looks like in practice.
Hear Directly from the Client
Founder Sam Cavallaro and CEO Andy Gainsforth of General Petroleum share their experience working with a fractional VP of Sales — what they were facing, what changed, and what they'd tell other CEOs considering this approach.
Case Study: General Petroleum
General Petroleum — an Australian industrial supplier serving oil & gas, mining, and energy sectors — transformed from founder-dependent sales to a scalable, systematic operation
The Challenge
General Petroleum had grown significantly under founder Sam Cavallaro's leadership. But like many founder-led companies, the sales function depended heavily on Sam himself.
As Andy Gainsforth, General Petroleum's CEO, observed: "Founder syndrome is real. Sam had built incredible relationships, but we needed systems that could scale beyond any one person."
The company needed structure, process, and a path to make sales performance predictable — without losing the entrepreneurial culture that made them successful.
The Approach
Over a 10-month engagement, we built comprehensive sales infrastructure:
Strategy & Structure:
Designed a go-to-market approach that separated large deal pursuits from run-rate business
Built territory plans to focus effort on highest-potential opportunities
Methodology & Process:
Implemented MEDDPICC pursuit methodology with competitive value positioning
Created account plans, meeting plans, and pipeline management systems
Established forecasting discipline and CRM rigor
Leadership & Accountability:
Built coaching rhythms and accountability structures
Established meeting cadences that drove consistent execution
As Sam put it: "Andrew brought big company, high-level experience, but with a global view and hands-on approach that worked for our business."
The results
The transformation was significant — and sustainable:
Sales team operating independently with clear processes and accountability
Pipeline visibility and forecasting accuracy dramatically improved
Leadership team equipped to coach and develop their own people • Infrastructure built to scale without ongoing external support
Andy Gainsforth summarized the shift: "We now have clarity, structure, and strategy. The team knows what to do and how to do it."
What they said
SAM CAVALLARO, FOUNDER
"You've done what you said you would do when you first started, and that was to do yourself out of a job, and you've definitely achieved that through your level of professionalism and competency."
— Sam Cavallaro, Founder, General Petroleum
ANDY GAINSFORTH, CEO
"Through uncomfortableness we grow. Andrew pushed us to be better, and now we have systems that will serve us for years."
— Andy Gainsforth, CEO, General Petroleum
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