The commercial engine
for international and domestic growth.
Board-level sales leadership for UK construction and manufacturing businesses ready to grow beyond their domestic market — without the cost or risk of a full-time hire.
CURRENT CONDITIONS
Growing into new markets has rarely been harder.
16%
of UK exporters reported increased orders in Q2 - 2026, the worst period outside the pandemic and the 2008 crisis
-14%
Falling material outputs. Cement and related products down Year on Year
+6%
added to construction material costs by market pressures, squeezing margins on every deal
What this looks like inside the business
What tends to happen next
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The owner founder or MD is still personally handling major international and domestic deals, with no structured process behind them
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No clear export or domestic strategy - customers expect faster delivery and tailored offers most SMEs aren't set up to deliver
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Traditional export markets are becoming less reliable, forcing a rethink of where to sell, not just how
Growth stalls not from lack of effort, but from lack of structure. Post Brexit friction, tariff volatility and rising costs make pricing and fulfilment harder to navigate without senior commercial judgement in the room - most businesses at this stage can't yet justify a full time Sales / Commercial Director
OUR APPROACH
1. Diagnostics
Where the business was, where it is at?
Following the initial conversation, we conduct a deep data dive, looking for the trends and matching strengths to opportunities.
3. Leadership
Teams that deliver
Building, motivating and directing sales teams to execute the strategy, not just talk about it.
2. Strategy
Board level direction
Go to market design for new and underdeveloped international and domestic markets - deciding where to sell before deciding how.
4. Sales systems
Growth that repeats
Pipeline discipline, forecasting and process that make growth structural - not dependent on any one person.
TRACK RECORD
Results, not just a resume.
250x
SALES GROWTH OVER 15 YEARS
50%
YEAR ON YEAR GROWTH, START - UP SCALE UP
20
YEARS AS SALES DIRECTOR
30
YEARS SALES LEADERSHIP EXPERIENCE
WHO WE WORK WITH
A specific fit, not just a general one.
£2m-£10m, and start-ups
TURNOVER
Limited or no International / domestic sales structure, often founder led
SITUATION
Construction building products (light & heavy), manufacturing and distribution
SECTORS
Entering a new export market, or scaling an existing but undermanaged international or domestic sales division
TRIGGER
Typically a CEO or MD, sometimes a Commercial, Financial or Operational Director
OUR CLIENTS
ABOUT
Gary Martin - Founder, Rudder Commercial
With 15 years' experience as a Sales Director, Commercial Director, and Business Growth Manager, Gary has built a career on transforming businesses into high-performing, growth-focused sales organisations. His track record includes growing sales by 250x over a 15-year period, and separately lead the commercial development of a start-up to consistent 50% year-on-year growth.
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Gary works extensively with SMEs across both light and heavy construction product manufacturing and distribution and has led territorial expansion campaigns both domestically and internationally - bringing the same commercial discipline to every engagement.
HOW IT WORKS
The voyage mapped out.
DEPARTURE
Conversation
A direct discussion to identify the challenges your business is facing, and where the real opportunity sits.
PASSAGE
90-day engagement
Strategy set, structure installed, and early wins established - typically 2-3 days per month.
ARRIVAL
Ongoing fractional support
Continued board-level engagement as the growth engine scales, reviewed and refined quarterly.
TESTIMONIALS
"....has an enquiring, strategic mindset to drive revenue and profitability, and the emotional intelligence to cultivate a high performing team...." - David Stoker, Director, Oriole holdings
"....made significant contribution to the development and delivery of our commercial strategy in a fast moving start-up environment....structured sales systems through CRM and OKR approaches....for those that need commercial direction on a fractional basis." - Tom Robinson, CEO/Founder, Adaptavate
"....held the position of Sales Director and played a pivotal role on our executive board...." - Belinda Louw, MD, National Glass & Eagle Aluminium