I step in as your Fractional CRO to fix commercial misalignment, rebuild sales execution, and drive measurable revenue — without the $250K hire.
A 30-day deep dive into your commercial engine — delivered as a clear, prioritized action plan. The scope is tailored to who you are. The fee is fixed. Most clients uncover revenue gaps they didn’t know existed.
We assess every distributor relationship across your markets — depletion velocity, account penetration, rep engagement, and programming ROI. We score each relationship and identify what’s performing, what’s coasting, and what needs to change.
Every market, every partner — ranked by performance against potential.
Where is velocity being lost — by market, by SKU, by account type.
Full margin stack review — where compression is happening and where it can be recovered.
Which SKUs deserve distributor attention — and how to make sure they get it.
We look at your commercial organization from the inside out — how your team is structured, how reps spend their time, and whether your account universe is being worked at the depth it requires. Most distributors have 15–25% recoverable revenue in accounts they already hold.
Rep and manager interviews, call activity review, accountability system assessment.
Full account base mapped against depletion performance — where the highest-value recovery sits.
Which lines drive disproportionate return — and which consume resources they don’t justify.
Rebuild performance measurement around outcomes that actually drive revenue, not just activity.
We assess whether the people representing your brand in the US have the capability and commercial discipline to grow it. For European producers, we layer in full tariff and pricing architecture analysis. Conducted in English, French, or Spanish.
Sales force, distributor relationships, programming investment — are they selling your brand or just carrying it?
How your brand is prioritized at distributor level across key states — depletion velocity and account penetration.
Full US margin stack including tariff impact — where pricing creates friction and where recovery is possible.
Prioritized action plan delivered in EN, FR, or ES. Importer, distributor, pricing, and market focus.
In a consolidated distributor landscape with fewer reps covering more brands, silence means drift. If nobody is actively managing depletion targets, visit cadence, and programming — you are invisible to the reps who matter.
Calls are being logged. Samples are going out. Placements are being reported. But none of it is converting into sustained velocity at the shelf. Your KPIs are measuring effort — not revenue outcomes.
Every tier of the system has taken a cut, and now your product either doesn’t fit the shelf price point or nobody can make money on it. Margin recovery rarely requires starting over — it requires a clear picture of where the compression is.
Distributor consolidation. 15% tariffs. Volume declines across every tier. The commercial strategy that worked in 2021 does not work in 2026. Every execution gap that existed before — misaligned reps, passive distributor relationships, broken pricing — is now costing more than it did. The companies pulling away are those that fixed these first.
“If one of these feels familiar — we should talk.”
Book a 20-Min CallImporters, distributors, and producers face different symptoms. The root cause is almost always the same: commercial execution is not matching commercial potential. Here is what it looks like from each seat.
You’ve built the portfolio and signed the distributor agreements. The product is in the system. But depletions are flat, programming is thin, and the rep who was excited at launch has moved on.
Calls are being made. Samples are going out. But the KPIs measure activity, not outcomes — and somewhere between the activity and the P&L, revenue is leaking. This is a commercial architecture problem.
Whether you’re a European producer navigating 15% tariffs and a broken importer, or a domestic winery losing DTC momentum — the commercial infrastructure isn’t working. We fix it.
Grew Chambers & Chambers from $16M to $22M in less than 2 years as Director, Southern California — leading a 20+ person team across 200+ supplier relationships.
VP Sales & Marketing USA at Louis Latour Inc. Directed US strategy for a 100,000-case Burgundy portfolio with a $20M national P&L, owning the national distributor relationship at the highest level.
As President & GM of Fourcade & Hecht and A French Paradox, built distribution across all 50 states and drove a spirits division from zero to 50%+ of total company revenue.
Achieved #1 national ranking 3 years in a row managing Nicolas Feuillatte Champagne, Antinori, and Stag’s Leap Wine Cellars at Ste. Michelle Wine Estates.
25 years at every level of the supply chain — founder, importer, distributor, luxury brand manager, national VP. Born in France. Built in Southern California. Fluent in English, French, and Spanish. I understand the commercial language of every tier of this industry — and both sides of the Atlantic.
When you’ve been managing a distributor relationship for three years, you stop seeing what’s broken. Proximity creates blind spots. An external operator with 25 years of pattern recognition identifies in 30 days what internal teams have been rationalizing for 18 months.
Distributor underperformance, sales team drift, and pricing misalignment all have one thing in common: they are visible from the outside before they are visible from the inside. The data tells the story — if you know what to look for.
Recruiting a commercial leader takes 3–6 months. Building internal consensus around what’s broken takes longer. A Fractional CRO is in the seat in weeks — with a diagnosis in 30 days and execution starting in day 31.
If your commercial engine is running at full capacity, we’ll tell you that in the first five minutes. If it isn’t, you’ll leave the call knowing exactly where to look.
Book a Quick Call →A direct conversation about where your business is and where revenue is under pressure. I ask specific questions. No pitch. No proposal. We determine whether a Commercial Diagnostic would identify gaps worth fixing — and what it would cost to leave them unfixed.
Deep dive into your distributor relationships, pricing architecture, and sales execution. Data review, market visits where needed. Delivered as a written action plan with a prioritized 90-day roadmap and executive presentation to your leadership team.
If you want to drive the roadmap with senior commercial support, we convert to a Fractional CRO retainer. If you execute independently, the Diagnostic stands on its own. Either way, you leave with a specific, sequenced plan and a clear picture of what it will take to recover the revenue.
The difference between a consultant and an operator is simple: operators have owned the P&L. They’ve been in the room when the distributor says no, when the depletion numbers don’t add up, and when the team isn’t converting. They don’t study the problem — they’ve lived it.
François Beall spent 25 years building and fixing commercial organizations in wine and spirits at every level of the supply chain — from founding and scaling a boutique importer from scratch, to managing world-class luxury portfolios nationally, to owning a $22M P&L at one of California’s premier distributors.
Born in France. Built in Southern California. Fluent in English, French, and Spanish. He understands the commercial language of every tier of this industry — and both sides of the Atlantic.
Today he brings that experience to companies that need commercial clarity and execution — without the cost or lag of a full-time hire.
No pitch. No proposal. A direct conversation about where your business is and whether there are commercial gaps worth fixing. If it’s not a fit, we’ll tell you in the first five minutes.
Pick a time that works. 20 minutes. You’ll leave with at least one specific thing to look at in your commercial operation — regardless of whether we work together.
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