Fractional sales director in Spain for SaaS: when to hire
Practical guide to decide when to hire fractional sales leadership in B2B SaaS, what results to expect, and how to compare it to hiring an AE or a full-time VP.
/4 min read
Your B2B SaaS is generating revenue, but everything still runs through you. You do discovery, you lead key demos, you chase follow-up, and you unblock objections. If you’re away for a week, the pipeline slows down. That pattern isn’t sustainable.
At this stage, many companies hesitate between hiring a full-time VP of Sales or continuing to improvise. We often see an in-between option that fits better early on: part-time commercial leadership to install system, metrics, and rhythm without committing to full executive fixed cost yet.
Here you’ll learn when it makes sense to bring in a fractional sales director in Spain, what they should execute in 30/60/90 days, and how to compare it with hiring an AE or a full-time VP.
What a fractional sales director does (and doesn’t do)
They are not an external closer and not a slide-deck consultant. Their job is to lead the sales operation with a focus on process, not heroics. If they don’t leave a transferable system, they’re not doing the job.
What you should demand from day one
Funnel governance: stages, exit criteria, and CRM discipline.
Coaching on real calls: discovery, demo, and follow-up.
Stage metrics and forecasting to stop managing by intuition.
Role definition and onboarding plan for future SDR/AE hires.
Red flags that signal executive smoke
They deliver strategy without touching real calls or pipeline.
They promise fast wins without improving qualification or process.
They want to hire a team before validating ICP and baseline conversion.
"💡 **Key Insight:** The value isn’t “more meetings”. The value is installing a system that doesn’t depend on the founder."
— Miranda's Consulting
Signals you’re ready to hire
Not every SaaS startup needs part-time sales leadership. If you don’t have minimum market focus, validate your offer first. But when there’s initial traction and operational chaos, it’s usually time.
You’re ready if most of this is true
The founder is clearly the sales bottleneck.
You have customers and decent retention, but zero pipeline predictability.
You want to delegate sales, but there’s no operational playbook.
The team improvises and stage metrics aren’t stable.
You’re not ready if...
You can’t define your ICP clearly or every customer asks for a different product. In that case, prioritise commercial validation with the first customers plan.
A 30/60/90 plan with a fractional sales director
Sales leadership is validated through weekly execution. Use this realistic framework to assess whether the role is creating value.
Days 1–30: audit and discipline
CRM cleanup, real pipeline review, stage definition, and discovery structure. Remove noise and enforce a next step on every opportunity.
Days 31–60: coaching and cadences
Weekly pipeline review ritual, call correction, and follow-up cadences. You should see stage progression and opportunity quality improve here.
Days 61–90: forecasting and delegation
With a stable process, define hiring scorecards and sales onboarding. The goal is to transfer method to the team and reduce founder dependency.
Deliverable-driven 30/60/90 roadmap — each block has a clear owner and a measurable exit condition.
Fractional vs AE vs full-time VP: quick decision
The right choice depends on what you need today: execution capacity or system leadership.
AE: when the process already works and you need hands to run demos/closes.
Fractional: when you lack operational direction, metrics, and weekly coaching.
Full-time VP: when you already have a sales engine and need to scale multiple teams.
"⚠️ **Watch Out:** Hiring a full-time VP without a baseline process often creates expensive structure on top of an unstable funnel."
— Miranda's Consulting
Summary and next step
If your SaaS depends on the founder leading every sale, you need system before you scale headcount. A fractional sales director can be the most efficient path to install that system without taking on full VP cost yet.
Checklist before you sign
Do they define metrics and a weekly ritual from day 1?
Do they work from real calls and pipeline, not just theory?
Do they leave a playbook and transfer to the team?
Do they have a 30/60/90 plan with measurable objectives?
How much does a fractional sales director cost for B2B SaaS?
It’s typically a fraction of a full-time VP because the model is part-time. Pricing depends on weekly dedication, cycle complexity, and scope (leadership only vs. leadership + recruiting + coaching). The key is measuring ROI via process and conversion improvements.
Do they need to be onsite?
Not necessarily. Most B2B SaaS operations can run remotely via pipeline reviews, call audits, and weekly coaching. Occasional onsite workshops can help onboarding, but they’re not required.
What’s the difference between a consultant and a fractional leader?
A consultant is usually project-based and focuses on diagnosis and design. A fractional leader owns ongoing operations: runs weekly rituals, enforces execution, and supports the team day-to-day.
Is commission-only a good idea for this role?
Usually not for leadership. Commission-only incentives push short-term closing, not system building. Sales leadership must balance near-term results with sustainable infrastructure (CRM, playbook, training, forecasting).
When should I move from fractional to a full-time VP?
When you have a stable process, a growing team, and enough complexity to justify full leadership. Typical signals: multiple reps, heavier forecasting needs, and continuous coordination across marketing, sales, and customer success.
What results should I see in the first 90 days?
You should see operational order: clean CRM, clear stages, improved opportunity quality, a weekly ritual, and better stage progression. Closings may take time depending on cycle, but discipline and predictability should show up quickly.
