FAQ
Questions people ask.
How I work, who I work with, what it costs and how AI is changing B2B sales.
Who is Harry James Coburn?
Harry James Coburn is a Berlin-based sales and go-to-market adviser for CEOs of Series A to C tech companies. He builds sales engines CEOs can trust: a process that scales, AI on the repetitive work, and people on the moments that matter. He has led sales at UXCam, Arbonics, Wheely and Pronto, and trained at IBM, Credit Suisse and Lloyds Banking Group.
What does a go-to-market (GTM) adviser do?
A GTM adviser works out who a company should sell to, what to offer, how to price it and how the sales process should run, then helps the team build and run it. I do this hands-on, from diagnosis to handover.
Who do you work with?
CEOs, founders and commercial leaders of VC-backed tech companies, usually Series A to C, with a product customers already pay for: B2B SaaS and AI, fintech, health, climate and mobility, across the UK, Europe and the US. That includes scale-ups opening new countries. Earlier-stage founders usually get most from the free scorecard and newsletter.
When should a company bring you in?
After a raise, when growth stalls, before launching a new product or market, when sales still depends on the founder, or when AI tools aren't moving the numbers.
What is a GTM Teardown?
It answers one question: is our go-to-market holding us back, and where? I prepare from public information about your website, pricing, pitch and funnel, then we work through it for 90 minutes. You leave with the three fixes to make first, ranked. If you don't leave with at least three fixes worth making, you don't pay.
What is a GTM Diagnostic?
It answers: why has growth stalled, and what do we fix first? Over two to three weeks I interview the team and customers, review the CRM, calls and numbers, and score all 28 focus areas of the engine. You find out whether the constraint is the customer, the price, the pitch, the process or the team, with fixes inside 30 days, plus a 90-day plan. I'll find at least 3x the fee in revenue you're losing, measured on your own numbers, or you don't pay. The fee is credited against a Build booked within 30 days. I take on a limited number of companies each month, so it's worth booking ahead.
What is a fractional Head of Sales?
An experienced sales leader who runs your sales team and process part-time, usually two days a week, while you hire a permanent leader. It has a clear end: once your new leader is in the seat and onboarded, usually after three to six months, I hand over and step out. I also help you hire them.
How is AI changing B2B sales?
AI agents can now reply to every inbound lead within minutes, research and personalise outbound, and keep reps focused on the deals that matter. But AI scales whatever process you give it, so the strategy, ICP, pricing and pitch have to be right first.
Will AI replace my sales team?
No. AI takes the repetitive work around the sale: research, routing, CRM updates and first drafts. Your people keep the moments that matter, like qualification, the demo, the stakeholder questions and the negotiation, and now have more time for them. Sales still runs on trust, and buyers trust people.
What results have you delivered?
At Arbonics, quarterly sales grew 37× in nine months, from about €0.1M to €5.4M in estimated contract value, with about €10M won in 12 months and the sales cycle cut from 75 to 16 days. At UXCam, inbound-to-qualified conversion from ~25% to ~40%. At Pronto, B2B built from zero to 60% of company revenue.
Where are you based?
Berlin, working in person in Berlin and London and remotely across Europe and the US.
Can you join us full-time?
Occasionally, as an interim or permanent Head of Sales, VP Sales or CRO, when the job is to build the engine.
How does working together start?
With a 30-minute intro call. If there's a fit, I write a short proposal and walk you through it on a second call, so you can ask the hard questions before you decide. I never just send a proposal by email.
What does it cost?
The GTM Teardown starts from €2,500, credited in full against a Diagnostic, and the Commercial Systems Build from €25,000. Other work is priced on scope and on the value at stake, and I walk you through the proposal on a call.
Do you speak at events or on podcasts?
Yes. I give talks, join panels and podcasts, and run workshops for investors' portfolio companies, on building a sales engine you can trust, launching into new markets and building a sales engine that scales. Email harry@harryjamescoburn.com with the date, audience and format.
How do I get in touch?
Book an intro call through the booking link on this site, or email harry@harryjamescoburn.com.