I build revenue engines for SaaS founders who've outgrown founder-led sales.

The short version

I'm Liam — English by birth, Latvian by marriage, SaaS operator by trade. I work as a fractional GTM lead for B2B SaaS founders who've found product-market fit and are trying to build the revenue motion that comes next.

The longer version

I started in sales at the bottom — outbound calls, demos, quotas, the lot. Five years at Lokalise took me through new business, expansion, and partnership roles as the company scaled through key ARR milestones. I learned how sales actually works at a SaaS company that grows: how segmentation evolves, how comp plans break and get rebuilt, how PLG and sales-assisted motions co-exist, how founders should and shouldn't get involved.

After Lokalise I moved into commercial leadership at Tem, then started building things of my own. Globalize.now — continuous localisation for SaaS — is the main one. Edge Energy is a UK commercial energy brokerage I built and run. The GTM Orchestra is an eight-agent system I built to run my own outbound and now use as the reference architecture for client engagements.

The thread through all of it is the same: turning early traction into repeatable revenue. Building the systems that make scale possible. Staying close to the work rather than abstracting up into strategy decks.

How I work now

Two or three fractional engagements at a time. Three to six months minimum per client. I'm in the business properly — weekly working sessions, async progress between, demos run alongside you, signal alerts firing into a shared Discord. Not a consultant who shows up to present findings. An operator who sits in the seat.

I write about what I'm learning at liam-james.uk/blog and publish frameworks at liam-james.uk/guides. If you'd rather try the framework yourself than hire fractional, Gotomar is the self-serve version.

What I believe

A few things I've found to be true after a decade in SaaS revenue:

• Most companies don't have a sales problem; they have a system problem. Founders try to solve it by hiring, when the answer is usually to build the operating layer first.
• PLG and sales-assisted aren't opposites. The best motions blend them. The Orchestra exists because that blending requires a specific kind of infrastructure that off-the-shelf tools don't quite deliver.
• The biggest revenue unlocks in early-stage SaaS are almost always in the existing customer base, not in new acquisition. Most founders don't realise this until someone shows them the data.
• Founders should stay in the sales seat for longer than they think. Hiring an SDR or a Head of Sales too early is the most expensive mistake in early-stage SaaS. Fractional exists to delay that hire safely.