Fractional Chief Revenue Officer for founder-led businesses

Grow your revenue, not your workload.

I find the hidden growth levers in your business and pull them with you, in the order that's worth most to you.

Growth levers are the changes that grow revenue without adding tactics. They sit in how customers move through your business, what you sell and charge, where your time goes, and where you focus your effort.

For businesses with over £100k in annual revenue.

See the ways to work together Book a call →

A short conversation to see whether we're a fit. No pitch, no obligation. Just tell me in the box what you're here for.

$Diana Sun, fractional chief revenue officer$

Your hidden growth lives in four places.

A growth lever is the action you take that grows revenue, and potentially profit, without more costly tactics like marketing, more hires or ad spend. The four levers below cover every area of a business:

Journey

Turn more of the people already finding you into buyers, and keep them.

Covers: Enquiries and lead handling, consultations and sales conversations, follow-up, onboarding, repeat purchase, referrals and win-back.

Value

Make more from what you already sell.

Covers: Pricing, packaging, upsell and cross-sell, premium options, average spend and client lifetime value.

Capacity

Grow without adding proportional time, people or cost.

Covers: Your time, delegation, team training, systems and processes, diary utilisation and delivery capacity.

Focus

Put your effort where it moves revenue.

Covers: Which customers, channels, offers and projects to prioritise, and which to stop. Go-to-market strategy and the numbers you track.

Using your own numbers, I work out what each lever is worth to you, and which order makes most sense to pull them in.

What pulling a growth lever looks like:

Two founder-led service businesses, with annual revenue between £100k and £1M. Done with them, alongside them, from strategy to execution.

Case study 1 · Aesthetics clinic in the Cotswolds

From few bookings to 27 of 29 consultations converting.

Growth levers

Journey and Value

Before

Revenue had plateaued for the last three years. Barely converting new patients, and many left saying it was too expensive.

What we did

Sales training and tactics to increase in-person conversions, plus a rebuilt service suite and client journey, to raise client lifetime value and average spend per client.

Result

£10k+ in quick cash unlocked in the first three months, while the audit was still under way and the strategy was being drafted to add £40,000 over the following six months.

In Helen's words

"I started seeing more value from the opportunities already in my business."

Read Helen's full story

Before we started working together, I was converting very few patients. People were coming in for consultations and then leaving, often saying it was too expensive.

Within the first three months of working with Diana, that changed to 27 out of 29 new patients converted, including 12 out of 12 in August. We also generated £10k in additional revenue during those three months.

What made the biggest difference was having someone outside the business who could look at what was happening commercially and see opportunities I wasn't seeing myself. I wasn't simply being told to go and find more new patients, nor how to get them. I started seeing more value from the opportunities already in my business.

Before working with Diana, I didn't have a clear way of measuring or actively pursuing these opportunities. Now I have a much clearer understanding of where the revenue is coming from and what we need to focus on next.

We're now working towards £40,000 of additional revenue over six months, and we're already 2 weeks into that period, with £3k generated so far.

If you're too close to your own business to see where the revenue is being left on the table, working with Diana is a no-brainer.

Diana listens and personalises the plan for me and it's not just a one size fits all.

Helen ClelandHelen Cleland Aesthetics, the Cotswolds

Case study 2 · Real estate law firm, London

From referral-only to a full growth system in the first year of trading.

Growth levers

Focus, Journey and Capacity

Before

A brand-new firm, in its first year of trading, relying entirely on referrals for new business.

What we did

Strategy: the go-to-market and marketing strategy, and the firm's strategic direction.
Brand: a corporate brand, and how the firm presents itself to clients.
Operations: the operating model, the client experience, technology and 360-degree staff reviews.
Culture: a culture handbook that sets out the firm's values and how they show up in the way the team works and serves clients.
Lead generation: a weekly LinkedIn campaign that put the firm in front of clients and potential clients.

Result

60+ meetings booked with worthwhile leads in 90 days, views up 470%, and a first year of trading built on a proper system. Still working together nine months on.

In Stephen's words

"Her weekly posts over a 90 day period resulted in over 60 booked meetings with worthwhile leads, and grew our views by over 470%."

Read Stephen's full story

After 35 years in the City working as a lawyer in the commercial real estate sector, including over 20 as a partner in leading UK and international firms, and over 10 in head of real estate roles, I felt that [I] had the skills, clients, sector knowledge and business acumen to branch out. The time was right to set up [my own firm], a niche commercial real estate law firm.

I had more clients than I could (at that time) service, so initially the goal was to pedal hard and maintain service delivery standards. The last thing I needed back in summer 2025 was more clients. Nor did I think I needed help in business planning. I'd been setting strategy and developing team wide business plans for years. In my head I knew, or thought I knew, how to take the business forward.

I initially met Diana to discuss digital marketing and web design. I knew that it was something the business would need, in time, albeit not as a pressing priority. It quickly became clear to me during those initial discussions that Diana could add value to my business in all sorts of ways, some of which I hadn't even thought about. The initial discussion about developing a web presence was shelved. Instead, I hired Diana to work with me on the strategic direction of the business; operational challenges and opportunities including improving the client experience; developing corporate branding; articulating and promoting my intended company culture; developing a marketing strategy; and helping me enormously with client and potential client outreach.

In relation to client and potential client outreach, Diana designed and implemented a brand awareness campaign for [my firm] using LinkedIn. Her weekly posts over a 90 day period (which were so well received I couldn't believe) resulted in over 60 booked meetings with worthwhile leads, and grew our views by over 470%.

Business is about numbers, but reducing Diana's contribution to numbers is to misunderstand the holistic role she has played in making our first year of trading so successful.

Stephen SumptonSumpton Legal, real estate law firm, London

Before you book

Who this works for:

I take on a small number of businesses at a time, so it matters that it's the right ones.

This is for you if

You turn over around £100k or more and growth no longer matches the effort
Potential clients decide after a conversation or consultation, as in clinics and professional services
You're pulled into running the business instead of steering it
You want it fixed, not just diagnosed

This isn't for you if

You only want day-to-day marketing handled
You want to hand everything over and stay out of decisions
Your sales happen online with no conversation, such as shops or apps

Earlier stage or under £100k? Tell me where you are. I scope smaller engagements case by case.

Four steps, done with you.

You answer a few questions

As soon as you book, I send you a short list of questions automatically: your enquiries, conversion, average spend, repeat business and where your time goes. Answer them and I take it from there, so you're never guessing what to send.

I do the analysis

I research the market for your business, benchmark your numbers against it and tell you the trends in your industry. I identify your growth levers, put a £ value on each and prioritise them for you, all from the data I've gathered before we speak.

We meet

You leave with a ranked growth plan: the levers worth most to you in £, the first three actions to take and the one number we'll track, so you always know what's working. Delivered within a week of you sending your answers.

Done with you

I train your team, build the new process alongside you and stay embedded in your business until the numbers move. You're never left to implement it alone, hope for the best and stress about it on your own.

What you receive

Growth Audit · Summary pageIllustrative example · fictional business and figures

Consultation-led clinic, £150k turnover

Growth lever 1

Journey

What it means: turning more of the people already finding you into buyers, and keeping them.

What we found: consultations end without a decision or a follow-up, and past clients are never contacted again.

Cash it can unlock£18,000

Effort: low · quick cash in the first 30 days

Growth lever 2

Value

What it means: making more from what you already sell.

What we found: treatments are sold one at a time, with no packages and no clear next step.

Cash it can unlock£11,000

Effort: medium · packages ready by week 2

Growth lever 3

Capacity

What it means: growing without adding proportional time, people or cost.

What we found: the founder delivers every consultation, so growth stops at her diary.

Cash it can unlock£9,000

Effort: medium · team trained by week 4

Opportunity identified£38,000 a year

Week 1Follow-up in place

Week 2Packages priced

Week 3Past-client outreach

Week 4First numbers reviewed

Number to track: consultations that become paid work

Yours will use your own numbers, benchmarked against your market.

Three ways to work together:

Start small · one problem

The Strategy Meeting

Paid in full once we have agreed on our call that it is the right next step.

Bring me what you're trying to figure out: pricing, a stalled offer, a hire, leads that don't convert. I benchmark your numbers beforehand, then we work it through together.

Benchmarked data	Your numbers against industry and market data, prepared before we meet
A worked answer	To the problem you brought, in the meeting
Written summary	What we decided and the next three actions, written up afterwards

Book a call →

In the box, tell me you're interested in the Strategy Meeting.

The full picture

The Growth Audit

Fees are agreed in writing before work starts.

Where your growth is, what each lever is worth, and a 30-day plan, built on benchmarked market data. Delivered within a week of your answers. Half to begin, half on delivery.

Opportunities, valued	The biggest growth opportunities in your customer journey, with a £ value on each
Levers, ranked	What I'd do first, second and third, and what each is worth
Written report	Benchmarked data and your 30-day plan, walked through with you in a follow-up meeting

If you go ahead within 14 days of your Strategy Meeting, that fee comes off the Audit.

Book a call →

In the box, tell me you're interested in the Growth Audit.

Ongoing · fractional CRO

The Growth Partnership

Fees are agreed in writing before work starts.

Most small businesses have someone for the leads and someone for the sale. Nobody owns the revenue target. I do, working with you and your team, not instead of you, for a few days a month. Three-month minimum.

Month one	A full read of the business and the number we're working to, agreed
Every week	A working session, decisions made, and the work directed
Monthly	Progress reported against the agreed number, not against activity
Your time	One working session a week, plus an agreed allowance of support in between

Invoiced monthly in advance, and set in proportion to the value your Audit identifies. If you start within 14 days of your Audit, that fee comes off the first invoice. Ongoing for nine months with a law firm approaching £1M.

Book a call →

In the box, tell me you're interested in the Growth Partnership.

Strategy Meeting: if you don't leave with something specific and actionable you didn't have before, you don't pay.

Partnership: if the agreed number hasn't moved after the first three months, I keep working at no extra fee, within the agreed scope, as long as the agreed actions are done.

Not sure where to start? Tell me in the box what you're here for. Book a call.

Before you ask

The questions everyone has.

Will this work for my industry?

I've worked across law, aesthetics, wellness and professional services. The industries change; the four places growth hides don't.

How is this different from a marketing consultant?

A marketing consultant starts with the channel you've chosen. I start with where your biggest growth opportunity is. Marketing is sometimes the answer and sometimes not.

I don't have time for a long consultancy project.

That's what the Strategy Meeting is for. Benchmarked research beforehand, one hour together, a written summary afterwards, no ongoing commitment.

How does pricing and payment work?

Each stage is priced separately, so you only commit to what you've already seen the value of. The Strategy Meeting is paid in full once we have agreed on our call that it is the right next step, and before we meet. The Growth Audit is half to begin and half on delivery. The Partnership is invoiced monthly in advance. Every fee is agreed in writing before work starts, and a Partnership is priced in proportion to the value the Audit identifies, so you can see what you're paying for. If you go ahead within 14 days, the Strategy Meeting fee comes off the Audit, and the Audit fee comes off the Partnership.

How much of my time will it take?

In a Partnership, one working session a week plus an agreed allowance of support in between. We set the scope in writing up front, so you know exactly what's included and the work stays focused on moving your number.

What happens if it doesn't work?

If we reach the end of three months and the agreed number hasn't moved, I keep working until it does, at no extra fee and within the agreed scope, provided you've done the agreed actions. I can't control your execution, so I won't pretend to guarantee it. I can control mine.

Do you do the work, or just tell me what to do?

It's done with you. I plan the work, train your team, build alongside you and stay in until the agreed number moves. I don't hand over a report and disappear, and I don't take over: you stay in the decisions. Where specialists are needed, I brief and manage them.

Why me

A fractional CRO who has done the work herself.

I've built the websites, written the copy, run the email and social, briefed the agencies, trained teams and sold face to face, in luxury hospitality, PR and my own marketing agency. That hands-on background is how I can tell whether the problem is the message, the offer, the process or the price.

5+ yearsadvising founder-led businesses

22+founder-led businesses worked with

MScin Marketing Communications

Commercial, not theoretical

Every recommendation has a £ value and a number to track, so you can see what's worth doing and what it's worth.

Embedded, not external

You work with me, not a junior team. I train your people and stay in the work until the numbers move.

Numbers first

We agree what has to move before any work starts, and you always know whether it's working.

Find out where your growth is hiding.

One conversation is enough to identify where your growth is being held back and what to change first. Tell me in the box what you're here for.

Book a call →

Grow your revenue, not your workload.

Recent results

You don't always have to add more tactics to increase revenue and profits.

Your hidden growth lives in four places.

Turn more of the people already finding you into buyers, and keep them.

Make more from what you already sell.

Grow without adding proportional time, people or cost.

Put your effort where it moves revenue.

I don't hand you a strategy document and disappear.

Advice that ends at the report

Done with you

What pulling a growth lever looks like:

From few bookings to 27 of 29 consultations converting.

From referral-only to a full growth system in the first year of trading.

Who this works for:

This is for you if

This isn't for you if

Four steps, done with you.

You answer a few questions

I do the analysis

We meet

Done with you

Three ways to work together:

The Strategy Meeting

The Growth Audit

The Growth Partnership

The questions everyone has.

Commercial, not theoretical

Embedded, not external

Numbers first

Find out where your growth is hiding.