Sagah Advisory & Coaching

Sustainable commercial growth, built to last.

Combining fractional executive leadership, strategic expertise and people development to help organizations build lasting customer relationships.

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Portrait of Lior Ashkenazi, founder of Sagah Advisory & Coaching

Lior Ashkenazi · Founder

Services

Sustainable commercial performance is achieved by combining strategy, execution and people development.

Delivered on a fractional basis: senior expertise for the hours you need, without a full-time hire.

Commercial Strategy & Go-to-Market

You are setting up your commercial organization and want a solid foundation: a defined strategy, clear messaging and one unified commercial approach that everyone knows and uses.

Outcomes delivered

  • Commercial Strategy Charter: agreed goals, priorities and focus areas, aligned with business objectives
  • Market & Competitive Assessment: clear priority segments and a view of where you win against competitors
  • GTM Strategy & Positioning Framework: defined positioning, messaging and route to market
  • Pipeline & Prioritization Framework: defined pipeline stages and clear criteria for which opportunities to pursue
  • Initiative & Account Plans: ready-to-use templates for priority accounts and growth initiatives
  • KPI, Forecasting & Governance Framework: the metrics, forecasting routine and review rhythm to track progress
  • Commercial Playbook & Overview Deck: one unified way of working for everyone, plus a summary deck for leadership

Available as

Fractional Head of Growth / GTM Lead

Typically working with

Founders / CEOs, Managing Directors launching a new market or product

Partner & Alliance Management

You want to build a partner ecosystem that generates additional revenue, set up properly from the start: a clear partner strategy, consistent messaging and the enablement partners need to sell.

Outcomes delivered

  • Partnerships Vision & Charter: a clear case for why you partner, with whom, and what success looks like
  • Stakeholder Assessment & Partner Ecosystem Map: internal alignment, plus the partner types and priority targets
  • Governance & KPI Framework: defined ownership, decision rights and the metrics that track partner performance
  • Rules of Engagement & Lead Registration Guide: clear rules between partners and your direct team, with deal protection and conflict handling
  • Partner Playbook, Recruitment & Onboarding Process: a repeatable path from first contact to first deal
  • Sales Messaging Guide, Program Overview & Enablement Deck: the story, program and materials partners need to sell
  • Partner Business Plan & Partner Manager Business Plan: a shared plan for each partner and clear targets for your partner manager

Available as

Fractional Head of Partnerships / Alliances Lead

Typically working with

Founders / CEOs building a partner ecosystem, Commercial or Sales Directors adding a partner channel

Revenue Operations & Commercial Excellence

You want to increase the current revenue and strengthen your commercial organization through better processes, accurate forecasting and the right KPIs.

Outcomes delivered

  • RevOps Charter & Systems and Data Assessment: clear scope and ownership, plus a view of gaps in your systems and data
  • Revenue Process & Ways of Working Map: one documented revenue process, with defined roles and handovers between teams
  • Reporting & Analytics Framework: defined reports and dashboards that show leadership what matters
  • Pipeline Hygiene & Forecast Accuracy Playbook: routines for a clean pipeline and reliable forecasts
  • RevOps Playbook & Overview Deck: one way of working for all teams, plus a summary deck for leadership

*RevOps builds on an existing commercial foundation: a strategy, a pipeline framework and a KPI & forecasting framework. Not there yet? We start with Commercial Strategy & Go-to-Market.

Available as

Fractional CRO / Commercial Director

Typically working with

CEOs / Managing Directors who need to grow revenue, CRO / Chief Commercial Officer or Sales Directors who need a stronger commercial organisation

Commercial Transformation & Change

Your commercial organization is evolving, through a merger, restructuring or fast growth, and you want your people, structure and ways of working to move together.

Outcomes delivered

  • Transformation Charter & Readiness Assessment: an agreed case for change and objectives, plus a clear picture of how the organization works today and how ready it is
  • Target Operating Model & Roles: a defined future structure, clear roles and decision rights, and one way of working for the new setup
  • Stakeholder Impact, Resistance & Engagement Plan: a view of who is affected, where resistance is likely, and what is communicated to whom and when
  • Capability & Role Transition Plan: every role mapped from today to the new model, with the training, coaching and hiring needed to get people ready
  • Transformation Roadmap & Governance Framework: a phased plan with clear ownership, a steering structure and adoption tracking
  • Sustainability & Continuous Improvement Framework: review routines and ownership that keep the change in place after the project ends
  • Transformation Playbook & Overview Deck: one guide for leading the change, plus a summary deck for leadership

Available as

Fractional Commercial Director / Transformation Lead

Typically working with

CEOs / Managing Directors leading a merger, restructuring or fast growth, HR Directors / COOs / Chief Transformation Officers who own the change

Startups

From Zero to Hero

40-80 hours - fixed scope

Your Commercial or Partnerships organization, built from scratch by a fractional leader in a fixed-scope Sprint.

You have a great product and the first customers. Now you need a revenue engine that works without depending on one person.

In a fixed 40-80 hours, your Commercial or Partnerships organization is built from the ground up: strategy, processes, templates and messaging. Your team then runs it day to day.

The result: a complete, documented operating model that investors can see and a first hire can start working from day one.

Build it once, build it early

Most startups begin the same way: a strong product, and one salesperson or the founder doing the selling. It works at first, but later the company spends a lot of time and money rebuilding what could have been set up properly from the start.

In the early stages, revenue is your proof, and investors look for a repeatable way of selling, not just a good product. Clear messaging and defined processes from day one make growth predictable and fundable.

Before: Fred the Founder balancing sales, hiring, investors and product on his ownAfter: Fred the Founder relaxed beside a clear commercial structure with sales and partnerships

Your deliverables

Commercial & Go-to-Market

Your organization has a clear commercial foundation: defined target markets, sharp positioning and messaging, and a structured pipeline with the KPIs and forecasting routine to track it. It all comes as ready-to-use frameworks, templates and a commercial playbook, so your team knows who to sell to, what to say and how to measure progress right away.

Partnerships

Your organization is fully ready to work with partners: from partner strategy and ecosystem map to governance, rules of engagement and processes for recruiting partners, onboarding them and registering deals. The playbook, messaging and enablement materials are included, so your team and partners can start selling together straight away.

After the build

Your next step, your choice

Once your organization is in place, you decide how much support you want. There is no long-term commitment. Possible follow-up support:

  • First strategic partners - Support in identifying and approaching your first partners, and running the initial conversations.

  • Initial pipeline - The first opportunities set up and reviewed together with your team.

  • Hiring and coaching - Help defining the role and selecting the right person, followed by coaching through their first 90 days.

  • Smooth handover - Everything is documented and handed over, so your team can run it independently.

  • Fractional executive support - Ongoing support, either on call or at a regular rhythm, for escalations, key deals, partner negotiations and investor-facing commercial updates.

Ready to build it right from the start?

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About

Building Commercial Growth Through Leadership and People

Lior Ashkenazi speaking on stage at a commercial leadership event
Speaking at Women in Tech event, RAI Amsterdam

Background & Experience

Founded after 27+ years of leading Commercial Growth, Strategic Partnerships, and Organizational Transformation at companies including IBM, Gartner, KPMG, and Globalization Partners. Sagah Advisory & Coaching helps organizations build sustainable growth by combining strategic clarity with strong leadership and people development.

A career ranging from global enterprises to PE/VC-backed high-growth scale-ups, across Technology, SaaS, and Professional Services - building Strategic Partnerships, launching new markets, leading international teams, and owning regional P&L responsibility.

My Approach

As an advisor, the work starts with listening and observing: your people, your customers, your partners, and the current state. Then comes hands-on work, an honest view and a plan.

On a fractional basis, I join your organization for the hours and the period you need, build what is missing and hand it over, without the cost and commitment of a full-time hire. Everything is built to keep working without me.

Why Sagah Exists

Drawn to environments that need structure, direction, and growth - turning complexity into clarity and strategy into execution. Sagah was founded to work independently and build a business grounded in clear values: ownership, integrity, transparency, and delivering meaningful results.

Beyond Commercial Leadership

Over the past decade, I've complemented my leadership experience with Personal Development training - Master Practitioner NLP, mBIT Coaching, Family & Organizational Constellations, and Nonviolent Communication. These disciplines shape how I develop people, strengthen teams, and support organizations through change.

The Meaning Behind Sagah

The name Sagah is inspired by ancient Biblical Aramaic and Hebrew, where it conveys the ideas of growing, expanding and flourishing. It reflects our belief in helping people, teams and organizations to achieve sustainable growth and reach their full potential.

Get in touch

Contact

Bring the question you are carrying. We will start there, with room to think.

Lior Ashkenazi

Founder, Sagah Advisory & Coaching

lior@sagahadvisory.nlLinkedIn

Every message is read personally. You can expect a reply within two working days.