Richard Sampson
Fractional GTM Leader
Who Richard works with
Richard Sampson is a Fractional GTM Leader for B2B software and tech-enabled service businesses generating between £10m and £80m ARR, including PE-backed, PE-owned, founder-led, and management-led companies across the UK, Europe, and international markets. Richard is GTM OS Certified, trained in GTM Partners' proven GTM expertise, frameworks, and systems. He specializes in technology supporting the Office of the CFO, such as tax and FP&A solutions, working with vendors and professional service firms. He collaborates with CEOs, Founders, VP Sales, Sales Directors, CGOs, and PE Operating Partners managing complex enterprise buying groups and transitions from transactional to consultative selling.
The GTM problems Richard solves
Richard addresses GTM underperformance without clear root causes, lack of GTM visibility, and poor ICP targeting, segmentation, and value articulation. He resolves stalled enterprise deals, no-decision losses, weak sales productivity, underperforming retention and expansion, and post-acquisition GTM integration challenges. He also helps companies navigating transitions from founder-led selling, on-prem to cloud moves, and increased board scrutiny. Rather than focusing on one silo, Richard works across marketing, sales, customer success, product, and RevOps, using the GTM Operating System (GTM OS) to align teams, professionalize sales infrastructure, sharp competitive positioning, and build strategic AI readiness roadmaps.
Track record
Richard brings over 25 years of hands-on GTM leadership experience across founder-led, high-growth, global enterprise, and PE-backed businesses. He has guided management teams through several successful private equity exits, managing value-creation planning, performance improvement, and exit readiness. His execution uses established frameworks including the GTM Partners GTM Operating System, his proprietary Precision³ methodology, MEDDPICC, MEDDIC, Gazing, SPI Solution Selling, and the Discovery 9-box methodology.
In Richard's words
I help PE-backed B2B technology companies translate business strategy into measurable go-to-market (GTM) outcomes. I support management teams in navigating the transition to a private equity environment, professionalising sales infrastructure, sharpening competitive positioning and target-market focus, aligning GTM teams following acquisitions, and accelerating AI readiness by identifying quick wins while building a strategic roadmap for sustainable value creation.
Why hire Richard instead of a traditional fractional executive?
Richard is a GTM OS Certified fractional GTM leader, trained in GTM Partners’ proven GTM expertise, frameworks, and systems. Instead of filling one seat in one department, Richard works across marketing, sales and customer success, aligns your GTM across the organization, and guides the executive team from diagnosis to execution on the GTM Operating System™.
Capital is no longer cheap. You get senior GTM leadership and a proven operating system without the full-time executive price tag.
You hire the result, not the role.
More than certification
As a GTM OS Partner, Richard operates inside a franchise-style model with ongoing access to:
- GTMee AI — trained on the full body of GTM Partners IP.
- Coaches & masterminds — peer-led sessions with the GTM Partners expert community.
- Direct access to Sangram & Bryan — the founders of GTM Partners and creators of the GTM OS™.
- Specialist network — they can pull in other certified experts to solve your specific challenge.
- Frameworks, templates & tools — proven playbooks that guide you and your team toward the outcomes you’re after.
Partners pay a monthly or annual license to stay active. They're invested — and they stay sharp.
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GTM Partners doesn't charge buyers or take a cut of engagements. Partners pay GTM Partners for certification, training and tooling. Profile summaries are compiled from each partner's marketplace listing and ideal-client profile.