Commercial Performance Turnaround Specialist
Cardiff based, UK-wide
Rebuilding Broken Revenue Systems
for B2B Service Businesses £250K-£10M
Most revenue problems aren’t sales problems. They’re broken commercial systems disguised as sales problems.
Your pipeline looks healthy, but forecasts are fantasy.
Your team is busy, but deals don’t close.
Activity is high, but margin is bleeding.
That’s not underperformance. That’s a system failure.
When commercial systems fail, clarity comes before action. The first step is diagnosis — to identify what’s actually broken and whether a turnaround is viable.
Only once that clarity exists do I embed as fractional commercial leadership, taking operational control to execute the fix and rebuild a system that works.
STAGE 3 — STABILISE & HANDOVER
The goal is not dependency.
Every intervention is designed to end once the system holds.
Stability is achieved, capability is transferred, and control is returned so the business can operate independently and sustainably.
Before strategy, before solutions... there should always be a good conversation.
No pressure.
No pitch.
Just clarity on whether I can help.
STAGE 2 — INTERVENE
Turnaround Intervention
Delivered via Embedded Fractional Commercial Leadership | 3–12 months (only if required)
When diagnosis confirms a system failure, embedded intervention is required.
This is where I embed as fractional commercial leadership, taking operational control to rebuild the system and stabilise performance from within.
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Taking operational control while working alongside leadership teams to rebuild capability
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Rebuild systems, processes, and commercial discipline
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Restore predictability and operational confidence
Intervention continues only until the system is stable and control can be handed back.
From £5,000/month (3–12 month engagements)
STAGE 1 — DIAGNOSE
Commercial Performance Diagnosis
Decision-grade clarity | 5–10 days embedded
If you suspect something’s broken but don’t know where or why, this is the starting point.
I spend time inside your business, assessing the full commercial system — strategy, structure, leadership, and execution — to identify what’s actually failing and what needs to change first.
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5–10 days embedded inside the business
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Full commercial system diagnostic
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Prioritised findings and walkthrough session
→ Clear diagnosis and a grounded decision on what to do next
At that point, acting without clarity often makes things worse.
That’s why my work follows a simple, deliberate process: diagnose the system, intervene where necessary, and restore control.
£1,500–£7,500 (based on scope and complexity)
→ Free Commercial Performance Assessment
(to determine whether DGCPD is required)
How I work
When commercial systems start to fail, symptoms appear everywhere — pipeline, forecasting, profit & loss, delivery, and reputation.
At that point, acting without clarity often makes things worse.
That’s why my work follows a simple, deliberate process: diagnose the system, intervene where necessary, and restore control.
Diagnose → Intervene → Stabilise
Each stage exists to prevent unnecessary disruption and ensure the right level of action is taken.
Track Record
Results from 10+ years in senior commercial leadership and embedded turnaround roles across complex, competitive markets.
These are not testimonials. They are commercial turnarounds personally led and executed in embedded leadership roles. Full context, diagnosis, and execution detail is documented in each case study.
Every outcome shown here followed diagnosis of a failing commercial system and targeted intervention where activity or execution alone would not have worked.
AUTOMOTIVE DEALERSHIP TURNAROUND
Global manufacturer franchise operating within Europe’s most competitive automotive retail region. Legacy dealership inherited after a five-year decline and ranked in the bottom 5% nationally for customer satisfaction across a 180-site network.
Results
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Profitability: £46K loss → £81K profit
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Revenue: £4.8M → £5.55M (+15%)
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Market Share: 6% → 16% (+10pp)
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Customer Satisfaction: Bottom 5% → Top quartile nationally
Turnaround Window
18 months to stabilise and restore performance
(embedded leadership tenure extended beyond turnaround)
COMMERCIAL PROPERTY TURNAROUND
Large-scale flexible workspace asset within one of the UK’s most competitive municipal commercial property markets. Over 1.2M sq ft of Grade A/B space within a 2.5-mile radius and 25+ direct competitors.
Results
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Occupancy: 12% → 86% sustained
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Revenue: £236K → £896K (+279%)
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Client Retention: ~77% rolling
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New Revenue Streams: £140K+ incremental
Turnaround Window
24 months to stabilise and reposition
(embedded leadership tenure extended beyond turnaround)
SalDevo Engagements — average impact
Aggregate results across multiple SalDevo engagements in service-based businesses.
Results
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Conversion: +7.6pp improvement
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Revenue: +36% uplift
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Deal Quality: ~18% healthier deal values
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Sales Cycles: ~8% shorter
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Buyer Engagement: ~22% less ghosting, ~47% improved follow-up
Engagement Model
Fractional commercial leadership | Embedded part-time
Results shown represent real turnaround engagements. Client details anonymised to protect commercial confidentiality.
Building SalDevo Client Proof
SalDevo launched in October 2025. The embedded turnarounds above reflect outcomes delivered in senior commercial leadership roles prior to SalDevo’s formation.
As SalDevo client engagements complete, verified client case studies and testimonials will be added here.
Currently offering free commercial diagnoses with a limited number of businesses to establish the initial SalDevo proof base.
SalDevo is being built in public.
Commercial thinking, diagnostics, and live observations are shared on LinkedIn as the business evolves.
To follow progress and stay up to date:
Follow on LinkedIn
About SalDevo
SalDevo exists to help businesses regain control of commercial performance when growth becomes unstable and execution alone stops working.
Most commercial problems aren’t sales problems.
They’re system failures — strategy, structure, leadership, and execution drifting out of sync.
That’s why SalDevo is built around diagnosis first.
We embed inside businesses to understand what’s actually broken, then intervene only where system correction is required — staying involved until performance stabilises and control can be handed back.
SalDevo is led by Ray Lang.
Ray brings 26+ years’ experience in sales and commercial leadership, with the last 10+ years spent in senior, embedded turnaround roles inside underperforming and commercially at-risk businesses. Not advising from the sidelines, but taking operational control when systems stopped working and results mattered.
Sales is where that experience was forged.
Leadership is where intervention delivered outcomes.
Together, SalDevo operates as an execution-first commercial turnaround partner — focused on clarity before action, embedded delivery, and building systems that work without ongoing dependency.
Based in Cardiff, working UK-wide with B2B service businesses (£250K–£10M).
Ready to find out whether you need decision-grade clarity?
A conversation to understand what’s happening and whether a commercial performance diagnosis is required.
or take our quick assessment to determine whether you qualify for decision-grade clarity.