Cara House

Fractional Commercial Lead

Go-to-Market · Partnerships · AI Systems

I build the
commercial engine,
and the AI systems
that run it.

I'm Cara House, a fractional commercial lead for B2B and AI businesses. Go-to-market, partnerships and outbound, plus the dashboards, integrations and automations that let small teams scale without the chaos.

US market from zero, no marketing budget
Global enterprise sales, three continents
Co-founder of a PropTech platform
Fractional commercial director since 2022
MBA, The Open University
Anthropic AI Fluency certified (2026)

Book a Discovery Call Connect on LinkedIn →

Most businesses don't have a revenue problem. They have a systems problem. I fix that.

Sound Familiar

You're working harder
than ever, and growth
still isn't compounding.

— Pipeline depends on a few people's effort, not a repeatable engine that keeps running when they're busy
— Partners get signed but never properly activated, so the revenue you expected never follows
— Every time you scale, the chaos scales with it: more people, more tools, more things falling through the cracks
— Your workflows exist in people's heads, not in systems, so when someone leaves, the knowledge leaves too
— Talented people spend days on reporting and admin that should take minutes
— You know AI could help, but nobody has the time to work out where, build it, and get the team using it

"Growth stalls in the gap between strategy and execution. I close it: the right commercial plan, and the systems that make it run. That's the work."

What I Build & Fix

Complex on the surface.
Simple underneath.

The areas where I make the biggest difference, combining commercial strategy with hands-on AI and automation builds.

Go-to-Market Launch

ICP targeting, pricing, messaging frameworks and channel strategy built to generate revenue, not just fill a slide deck.

Pipeline & Outbound

Outbound engines that reach the right buyers consistently. No manual chasing: structured, automated and converting.

Partner & Affiliate Revenue

Partner programmes with real commercial structure: deal terms, onboarding flows, affiliate networks and ongoing monetisation.

Onboarding & Activation

Find out why clients aren't activating, then automate the tasks, documents and handoffs from contract to live so nothing falls through the cracks.

Dashboards & Reporting

Pull data from your tools into dashboards that show what actually matters, without the weekly manual rebuild.

Integrations & Internal Tools

Connect your CRM and tools through APIs, and build the internal apps, websites and automated design tools your team is missing.

Proposals & Quotes

Automate requirement gathering, pull from existing data, and generate tailored proposals and follow-ups without the manual overhead.

Commercial Playbooks

Sales scripts, process maps and decision frameworks your team can run without you in every room, documented and deployable.

AI Adoption & Enablement

Map where AI saves the most time, set quality checks and train your team so new tools stick, with human review kept where judgement matters.

Who I Work With

Built for founders and teams
who need results, not more decks.

Founders Without a Commercial Lead

Handle deals, strategy and execution
Bridge the gap until you hire full-time
Build outbound and partner playbooks
Activate high-value accounts fast

VC-Backed Teams Under Pressure

Unlock revenue quickly
Build sales systems that convert
Refine pricing, positioning and funnel
Act as fractional commercial lead

SaaS & AI Startups Entering New Markets

Launch GTM plans and messaging
Build pipeline from zero
Close first strategic deals
Validate ICP before scaling spend

Revenue Operations & Ops Teams

Eliminate manual processes and bottlenecks
Build dashboards that actually surface insight
Integrate tools and automate handoffs
Create SOPs the team can own and run

Teams Adopting AI

Find where AI saves the most time
Build the tools: dashboards, integrations, automations
Set quality checks, with human review where it matters
Train the team so adoption sticks

Sales & Partnerships Teams

Train and optimise team performance
Build repeatable sales playbooks
Activate and monetise partner channels
Embed commercial accountability at scale

Proven Results

Less manual work.
More pipeline.
More revenue.

Two kinds of proof: the systems I build with AI, and the commercial engine they power. From consulting engagements, leadership roles and my own venture.

AI Systems & Automation · Builds, Integrations & Workflows

Scale-Up · Operational Systems Overhaul

Replaced a manual reporting, onboarding and client delivery process that consumed 3 weeks of team time every month with a fully automated workflow that runs in under a day.

93%

Time Reduction

3 wks

Down to 1 Day

£60K+

Annual Cost Saved

PropTech (Own Venture) · Partner & Offer Automation

Automated affiliate link and offer workflows across seven affiliate networks, and built an API offers feed so partner apps receive new offers without manual work.

Affiliate Networks Automated

API

Live Offers Feed for Partners

PropTech (Own Venture) · Dashboards & Reporting

Built internal reporting dashboards that bring CRM, partner and operational data into one view, for faster and clearer commercial decisions.

Zoho CRM Make Dashboards Reporting

Websites, Apps & Design Tools · AI-Assisted Builds

Designed and shipped websites, internal apps and automated design tools with AI coding tools, taking each from brief to live and handing over something the team can run.

Codex Claude Replit APIs

Commercial Engine · Pipeline & Revenue

Consumer Tech · US Market Entry

Opened a new international market from zero with no marketing budget, through strategic partnerships and high-volume direct sales, then hired and led the local commercial team.

$4M+

Revenue Built

<2 yrs

From Zero

Marketing Budget

SaaS · Enterprise Pipeline · EMEA

Built a precision outbound engine targeting enterprise buyers. Deals closed in a fraction of their usual 8–18 month cycle.

£45M

Pipeline Added

£7.5M

Converted

Qualified Meetings

InsureTech · Activation & Commercial Reset

Diagnosed why new clients weren't activating, built automations that removed the onboarding blockers, and reset the sales and partnerships function.

300%

Revenue Growth

50%

Clients Activated

CRM Integrations

AI Platform · GTM From Zero

Built the go-to-market strategy, outbound programmes, HubSpot architecture and pricing for an AI content-processing platform serving education publishers.

$2M

Sales Pipeline

3 mo

To Build It

B2B SaaS · GTM Playbook & Integrations

Built the GTM playbook, CRM integrations and supporting systems from scratch for a scaling B2B business entering a new market.

£1M+

Pipeline in 6 Months

Systems Integrated

Full GTM Playbook

Developer Tool · GTM & Trial Growth

Led a 4-month outbound campaign targeting developer and product teams, validating ICP and accelerating revenue for a low-code platform.

£1.2M

Pipeline Added

255

Trial Sign-Ups

Qualified Meetings

AdTech · Pre-Launch Brand Acquisition

Secured 6 enterprise brands before platform launch, giving the MVP credibility that unlocked investment.

Enterprise Brands Signed

Qualified Meetings

3 mo

To Launch-Ready

How I Work

01

Diagnose

I map your pipeline and workflows, surface the drag, and identify exactly where time and revenue are being lost. No assumptions, just honest analysis.
02

Design

I build the commercial and operational blueprint for your specific business: the right mix of go-to-market, AI, automation and process improvement. No off-the-shelf templates.
03

Build & Optimise

I don't just advise, I build. Outbound engines, partner programmes, dashboards, integrations and onboarding systems, in the detail, alongside your team.
04

Enable & Scale

I document, train and hand over systems your team can own. Less manual work, better data, stronger performance, and a business that runs without you in every room.

You get more pipeline, better systems, and a business that runs smarter.

Every engagement is hands-on and outcome-led. I work inside your business to fix what's broken, automate what's draining your team, and build the commercial structure that turns freed-up time into real revenue.

A repeatable pipeline and partner engine
Less manual work across every function
Better data visibility and cleaner reporting
Scalable operations that grow without breaking

Book a Discovery Call

How I Build

AI is the engine.
Strategy is the difference.

Dashboards, API integrations, outbound flows, internal tools and websites, each designed around a real commercial problem and handed over so your team can run them.

The difference is knowing which tool to use, when, and how to apply it inside a business context that actually matters.

Tools I Build With

Claude

Strategy, analysis, writing and systems design

Codex

Building internal tools, dashboards, websites and apps

Replit

Prototyping and shipping apps and internal tools

Make & Zapier

Workflow automation and API integrations between your tools

Gemini

Data analysis and Google Workspace automation

ChatGPT & Perplexity

Research, competitive intelligence and outbound copy

HubSpot, Zoho & Salesforce

CRM architecture, reporting and pipeline automation

Applied to your business

Dashboards, integrations, outbound flows, websites, playbooks and more

I build thecommercial engine,and the AI systemsthat run it.

You're working harderthan ever, and growthstill isn't compounding.

Complex on the surface.Simple underneath.

Go-to-Market Launch

Pipeline & Outbound

Partner & Affiliate Revenue

Onboarding & Activation

Dashboards & Reporting

Integrations & Internal Tools

Proposals & Quotes

Commercial Playbooks

AI Adoption & Enablement

Built for founders and teamswho need results, not more decks.

Founders Without a Commercial Lead

VC-Backed Teams Under Pressure

SaaS & AI Startups Entering New Markets

Revenue Operations & Ops Teams

Teams Adopting AI

Sales & Partnerships Teams

Less manual work.More pipeline.More revenue.

Diagnose

Design

Build & Optimise

Enable & Scale

You get more pipeline, better systems, and a business that runs smarter.

AI is the engine.Strategy is the difference.

If something is slowinggrowth down, I can fix it.

I build the
commercial engine,
and the AI systems
that run it.

You're working harder
than ever, and growth
still isn't compounding.

Complex on the surface.
Simple underneath.

Built for founders and teams
who need results, not more decks.

Less manual work.
More pipeline.
More revenue.

AI is the engine.
Strategy is the difference.

If something is slowing
growth down, I can fix it.