GTM & Sales Consulting

Build a sales engine that keeps selling without you.

We build the repeatable revenue engine behind Africa's growing companies: the process, the team, the tools, and the pipeline that keep selling when the founder steps out of the room.

Book a free 30-minute call →

We'll tell you whether we can help and which GTM Diagnostic fits.

Trusted by

Diagnose

Yamalé

A pan-African AI LegalTech platform with strong interest but few paying users. A GTM Diagnostic combining their analytics, survey data, and user interviews to find where conversion breaks, buyer type by buyer type.

Advise

Remote Solutions Africa

A full BD process built on HubSpot, with every deal at a defined stage and a next action.

Embed

TsogaShop

A WhatsApp commerce platform: a fractional CRO and field sales sprints across Nairobi merchants, with lead and sprint trackers, demo scripts, and an AI sales assistant for the reps.

Outsource

PrimeTek Africa

Kenya market entry for an international platform. Romel is PrimeTek's in-market sales partner for its university system, PrimeMIS.

The problem

Most teams don't have a sales problem. They have a system problem.

Reps get hired before there's a playbook, so ramp drags and results swing.

Pipeline lives in someone's head, so forecasting is a guess.

Deals that looked certain go quiet, and nobody can say why.

Or the product sells in one market, but there's no engine for selling it in the next one.

The fix isn't more effort. It starts with finding what's actually broken.

Is this you?

Built for B2B teams with paying customers and a ceiling they can't break.

Built for you if

You sell B2B anywhere in Africa, you have paying customers, and your revenue depends too much on one or two people. That might be a founder still closing every deal, a sales team that has plateaued, a first sales hire you're afraid to get wrong, or a proven product heading into a new African market.

Probably not your fit

If you're pre-revenue, want a cold-calling vendor with no strategy, or already have a full sales leadership team that's firing, we're probably not your fit, and we'll say so on the first call.

How we work with you

One path, four stages. Every engagement starts with a diagnosis.

Think of it as a staircase, not a menu. You start by finding the real constraint, then go only as deep as the business needs.

01

Diagnose

Find exactly what's broken before you spend more on sales.

The GTM Diagnostic is where every engagement starts: a paid engagement of 2 to 6 weeks, depending on the size of the business. A two-hour kickoff, a review of your funnel, pipeline, and data, and conversations with your customers and team. You get a written GTM Assessment that names the one constraint holding revenue back, three ways to fix it, our recommendation, and a 90-day plan, walked through live with your team.

It’s built to be worth it even if you never work with us again.

Start with a GTM Diagnostic →

02

Advise

We build the plan and the systems. Your team runs them.

GTM Plan for a product or line starting from scratch: ideal customer, value proposition, sales motion and the first channels
Market Entry Plan for a new African market: sizing, regulation, partners, pricing, and a go/no-go call
Pricing & role design: pricing that survives the sales conversation, and the brief, targets and commission plan for your first sales hire or manager
GTM Engineering: your CRM, outreach, automation, and dashboards, built and then run for you. You pay for tools directly, and we disclose any commission we earn on them.

03

Embed

We work inside your team and own the number with you.

90-day Foundational Sprint: up to 90 days on one constraint, with a fixed finish line and KPIs on your own definitions. You end with a working, documented sales motion your team can run without us.
Embed retainer: weekly pipeline reviews, deal coaching, and reporting after the Sprint
Fractional CRO: senior revenue leadership one to four days a week, with a handover to your own Head of Sales when you're ready
Market Launch: taking a product to market in a new country, end to end

04

Outsource

We supply the people or run the function, on a system we've built or assessed.

Outsourced SDR & BD team: a Romel-managed team running your outbound across email, LinkedIn, WhatsApp and calls, booking qualified meetings into your calendar
Recruit & Place: we find, screen and place your sales reps, managers or head of sales
In-Market Partnership: Romel becomes your commercial sales partner in a market, with a share of every deal we close

Most clients start at Diagnose. Each stage earns the next.

Find your situation

Pick the row that sounds like you.

Your situation	Diagnose	Advise	Embed	Outsource
Starting from scratch	GTM Diagnostic →	GTM Plan →	Foundational Sprint →	SDR & BD team →
Sales has stalled	GTM Diagnostic →	Sales Execution →	Foundational Sprint →	SDR & BD team →
Ready to scale the team	GTM Diagnostic →	Sales Execution →	Fractional CRO →	Recruit & Place →
Tools and process are a mess	GTM Diagnostic →	GTM Engineering →	Embed retainer →	SDR & BD on the new stack →
Entering a new African market	Market-entry Diagnostic →	Market Entry Plan →	Market Launch →	In-Market Partnership →

Not sure which row you're in? That's what the Diagnostic is for.

Market Entry & Partnership

Bringing a proven product into a new African market?

Every market is its own entry: new regulation, new partners, new buyers, often a new currency. We run the same four stages for market entry. We test whether the product is ready, plan the entry, launch it with you, and can then act as your commercial sales partner on the ground, with a share of every deal we close.

What partnership means: a commercial sales partnership, not a joint venture, equity stake or reseller deal. Every partnership includes a plan to hand over to your own in-market team.

Talk to us about market entry →

Why Romel

We sell here.

B2B in Africa runs on relationships, in-person trust, WhatsApp as a real channel, and procurement that differs for an SME, a government buyer and a multinational, and from one country to the next. We build for that, alongside your team. We don't hand over a deck and leave.

Operators, not advisors.

Every playbook is tested on our own pipeline first.

Limited by design.

At most 5 new embedded clients a quarter, so you get real attention, not a ticket in a queue.

The numbers.

5 years · 100+ founders supported · 5+ countries.

FAQ

Common questions, answered.

How does an engagement start?

With a free 30-minute call that tells us whether we can help and which GTM Diagnostic fits. Every engagement then starts with the Diagnostic.

What does pricing look like?

Scoped to the engagement. We don't publish rates because the right structure depends on what you actually need. The first call is free. No hard sell.

How long does it take?

A Diagnostic takes 2 to 6 weeks. A Foundational Sprint runs up to 90 days. Retainers and partnerships run monthly.

What do you need from us?

One named owner on your side, and your sales data in the first week. The owner joins the first two weeks; we can't build your baseline without them.

Do you guarantee revenue?

No one honest can. We agree KPIs on your own definitions, report every week, and commit to the work and the deliverables, with a midpoint readout so nothing drifts.

Why not just hire a salesperson?

A bad first hire is expensive. The Diagnostic tells you what to hire for, and whether you need to yet.

Why not do it ourselves?

You can, and some teams do after the Diagnostic. What we add is a team that has built this before and stays until it runs.

We already have a sales team. Is this still for us?

Yes, if it has plateaued or depends on one or two people. We work with the team you have before adding anyone.

Do you work outside Kenya?

Yes. We're based in Nairobi and work with companies across Africa, in person and remotely.

Can you bring the people too?

Yes, through Outsource: Romel-managed SDRs, recruited sales staff or an in-market partnership, always on top of a system we've built or assessed.

Raising next? See Venture Readiness & Capital Advisory. Want AI inside your sales tools? See AI Advisory.

Stop selling on heroics. Build the engine.

Book a free 30-minute call →