Harry James Coburn Discipline meets momentum
Commercial adviser to funded B2B founders

The best products don't always win. The best commercial systems do.

I help funded B2B founders turn founder-led, stalled or messy sales into a revenue engine that runs without them. Diagnosed in weeks, built in a quarter.

Book an intro call Read the four builds →
Harry James Coburn
Berlin · London · Remote 2026
~€10M
estimated contract value of the business we won at Arbonics, on the company's own model
75 → 16
days, average sales cycle at Arbonics
25 → 40%
inbound conversion with AI agents at UXCam
60%
of company revenue from B2B built from zero at Pronto
01 / Sound familiar?

You raised the money. Now the revenue has to follow.

Inbound is drying up

Leads that used to arrive on their own have slowed, and there's no outbound motion to replace them.

Inbound converts badly

Demo requests wait a day for a reply and get a generic follow-up. Good leads go cold.

The founder is still the sales team

Every big deal needs you in the room, the ICP is “anyone who'll buy”, and product-market fit is still taking shape.

Growth stalled after the raise

Headcount went up, the board wants a plan, and the forecast is a guess.

A launch needs a new motion

A new AI product, market or segment, and the old way of selling won't carry it.

Deals take forever

Long cycles, slipping close dates and a pipeline nobody fully trusts.

02 / The method

The Commercial Engine

Strategy is easy to write down. The hard part is getting a team to run it on Monday morning. Every engagement follows three steps.

i.

Diagnose

Find where revenue is really lost: the customer you target, the offer, the funnel, the team and the data.

ii.

Design

Who to sell to, what to say, the process, the numbers and the AI workflows that make it fast.

iii.

Build

Put it into the CRM, the team's week and the forecast. Then hand it over so it runs without me.

03 / The work

Four builds. One pattern.

Zero to one, two scale-ups and a rebuild. Each time: find the right customer, build the system, get the team running it, and the growth follows.

The rebuild · 2026

UXCam

AI product analytics SaaS, ~$5M ARR. Inbound was saturating, the ICP was unclear, and a new AI agent product was about to launch.

  • Reset the ICP and the story for the AI launch
  • Built outbound from zero with Clay and AI-personalised sequences
  • AI agents on inbound: replies in 5 minutes, not a day
Inbound conversion ~25% → ~40%
The scale · 2024–25

Arbonics

Forest carbon start-up with no effective sales team and a broken CRM, selling a complex product to landowners. About €10M in estimated contract value won during my time there.

  • Reset the ICP to larger landowners and enterprise
  • Built the team from 2 to 12 across five markets; launched Lithuania and Sweden
  • Average sales cycle cut from 75 to 16 days
Sales up 37× in nine months
The scale · 2019–21

Wheely

Premium chauffeur platform. B2B across the UK, France and Russia, then Covid hit.

  • Ran global B2B sales and customer success
  • Won global investment firms and blue-chip enterprises
  • Moved 300+ corporate clients to a new UK entity
B2B recovered 912% from the Covid low
Zero to one · 2015–16

Pronto

15-minute healthy food delivery in London, with no B2B business at all.

  • Turned consumers into routes into their employers
  • Signed the Seamless partnership
  • Won clients including Wise and Telefónica
B2B became 60% of company revenue
Where the discipline comes from
IBM
Enterprise tech sales and UK operations
Credit Suisse
Digital transformation, rated Exceptional
Lloyds Banking Group
Helped launch TSB Bank
British Army Reserve
Intelligence Operator
04 / Working together

Start small. Go as far as you need.

1 week

GTM Teardown

A 90-minute working session on your funnel, ICP and pitch, plus a one-page action list.

Price on request
2–3 weeks · where most start

GTM Diagnostic

Interviews with your team and customers, a review of your CRM and calls, and a clear diagnosis with a 90-day plan.

Price on request
8–12 weeks

Commercial Systems Build

ICP and messaging, outbound and inbound plays with AI workflows, CRM, forecasting, comp plans and hiring, handed over to your team.

Price on request
2 days a week

Fractional Head of Sales

I run the motion and the team while you hire a permanent leader, then help you hire them.

Price on request
“
Harry has done something for us which no one else could.
GLORIA GRANTMAN · IBM GLOBAL SALES OPERATIONS
Harry James Coburn, arms crossed
05 / About

Trained in big-company discipline. Proven in start-up chaos.

I started at IBM, Credit Suisse and Lloyds Banking Group, where I helped launch TSB, and served as an intelligence operator in the British Army Reserve. Then I went where things were less certain: building B2B at Pronto, scaling Wheely and Arbonics, and rebuilding sales with AI at UXCam.

I've also founded my own company, Courage Global. It didn't scale, and it taught me exactly what founders feel when sales won't come. That's who I work for now.

I work with teams across the UK, Europe and beyond.

A few more things
British, based in BerlinIntelligence Operator, British Army ReserveGlobal Ambassador, Raleigh InternationalDomain expert, Carbon13 climate venture builderLearning German (B1)
Discipline meets momentum

Tell me where your sales are stuck.

A 30-minute call. You leave with at least one thing to fix this month, whether we work together or not.

Book an intro call harry@harryjamescoburn.com