Fractional Sales Strategist & Operator

For B2B SaaS & Racquet Sports Tech Companies

Former NCAA athlete and coach with 6 years in B2B SaaS sales across sports tech, ed-tech, revenue tech and cybersecurity. I help early-stage B2B tech and racquet sports tech companies fix the gaps holding back revenue from outbound and discovery to building a repeatable sales process. I don't just recommend what to change; I build and execute alongside your team.

What I Do:

I embed as a fractional sales operator, diagnosing and fixing the gaps preventing your sales motion from scaling:

  • Pipeline Generation: Outbound, ICP, Messaging

  • Conversion: Discovery, Qualification, Demos

  • Sales Process: Repeatable Frameworks and Systems

Works whether you're founder-led or have sales leadership.

What you get:

  • Immediate sales capacity : Hands-on execution without adding another full-time hire.

  • A sales motion that works: Stronger outbound, discovery, and conversion not just recommendations.

  • Repeatable sales systems: Documented frameworks and playbooks your team can continue using.

Previously at:

Accord • Pressbooks • Rewind • PUSH

What leaders have said about working with me:

“I had the pleasure of working with Sandra at Pressbooks, where she consistently brought innovative thinking to her role as an Account Executive. She combines strong sales instincts with creativity and a thoughtful, customer-centric approach.Sandra initiated and led projects that supported revenue growth, and she was always a positive, collaborative partner to work with.I would gladly work with her again, and anyone who has the opportunity to work with Sandra will be lucky to have her on their team.”
- Founder, Aisistant
(Former Manager of Digital Marketing at Pressbooks)

About Me

I spent 9 years coaching tennis at Canadian clubs and academies before moving into B2B SaaS, where I've spent the past 6 years building and executing sales motions across sports tech, edtech, sales tools, and government funding.I've closed business across Canada, the U.S., and Europe at companies including PUSH (acquired by WHOOP), Pressbooks, Accord and Cada. Along the way, I've built outbound systems, developed discovery frameworks, improved sales processes, and stepped into early-stage environments where the sales motion was still being figured out.Now I bring both sides together: hands-on sales execution and the systems needed to make it repeatable.

What makes me different:

Sales Execution + Systems Building
I don't just recommend what to change. I've built outbound, discovery, and sales processes while actively selling and closing business.Hands-On Operator Experience
6 years across prospecting, discovery, demos, closing, and account growth in early-stage B2B environments.Racquet Sports Expertise
Former NCAA tennis player and 9 year coach with experience selling sports tech to coaches, facilities, and institutions.Complex Sales Experience
Experience navigating long cycles, multiple stakeholders, procurement, and institutional buyers across North America and Europe.

Results I've Delivered

Sports technology & Athlete recruitment

  • Consistently met & exceeded KPI (100%+ attainment) selling to NCAA D1 and D2 strength coaches and athletic programs (PUSH, acquired by WHOOP)

  • Revitalized a previously underperforming vertical, closing new athlete partnerships across Canada

Edtech

  • Closed $110K+ ARR in one quarter at Pressbooks (4x quota)

  • Added $170K ARR to a $600K territory (28% lift) + grew a $190K account by 21% through strategic relationship-building

Sales & GTM Tools

  • Tripled sales at Accord during growth stage (raised outbound SQL conversion rate by 130%)

  • Consistently met and exceeded metrics at 80-110% attainment

Complex Sales

  • Turned a pre-PMF government funding service into $169K+ in revenue in 4.5 months (Cada)

  • Led U.S. expansion from 2 → 8 clients in one quarter (250%)

Close Clarity - Femtech

Sales clarity & support for femtech founders

Femtech is unique. Selling in this space requires empathy, education, and clear communication, especially when conversations are sensitive or misunderstood. I help femtech founders sharpen their messaging, strengthen sales conversations, and move deals forward with confidence especially with clinicians, partners, investors, and payers.I’ve supported femtech founders during fundraising, and I’ve worked in sales roles across health tech and AI, giving me strong experience communicating complex or sensitive products.

“Sandra is the expert we trust to guide us. When she recommends a plan, our reaction is always the same: ‘That sounds great we’ll take it."
-Femtech founder, U.S. women’s health clinic

Who I Work With

Femtech Founders Who Are

💼 Doing sales themselves
🩺 Pitching clinicians, partners, or payers
💬 Needing clearer messaging
🌱 Looking for support without a full-time hire

How I Help

📝 Sharpen your messaging
🎧 Strengthen discovery & sales calls
🤝 Support key deals and partnerships
🎯 Communicate outcomes, not features

🌿 Why Femtech Matters

Women’s health has been overlooked for far too long, and femtech founders are building solutions that genuinely change lives. These products deserve clarity, visibility, and support not stigma or misunderstanding. I care about helping femtech founders communicate their value clearly, navigate sensitive conversations, and bring meaningful innovation to the people who need it most.

Book a Femtech Sales Diagnostic

Let’s talk about your product and see if Close Clarity is the right fit.

Fractional sALES sUPPORT

Let's Connect

Book a 30-minute call to discuss your stage, goals and whether fractional AE/AM support makes sense.