A senior operator · Not a course
A fractional
Sales Director.
Not a course.
Wayne Cohn embeds inside SaaS platforms and marketplaces, embedded payments, fintech and financial services businesses to build and run the sales function directly. One or two committed days a week on the ground, with phone and email access through the rest of it.
Duotone plate · archival treatment
Senior SaaS, payments and commercial leadership. Twenty years of it.
Wayne was the second employee to build MINDBODY's UK and EMEA operation, taking it from zero through to IPO. As Head of Sales EMEA he ran a team that exceeded target by 120% across EMEA and LATAM.
Most recently he was VP of Platforms, Commercial and Product Marketing at Unipaas, an embedded payments platform for vertical SaaS. He closed a scheduling platform deal inside his first three months, and was part of the go-to-market and growth marketing effort behind the Nayax terminal partnership, deployed into platforms doing in excess of £100M TPV.
Alongside MINDBODY he co-founded HealthPOS, a POS hardware and access control business, closing deals like a £1M+ seven-year agreement with the Rafa Nadal Tennis Academy. He has built sales teams from scratch, sold into regulated sectors, and negotiated multi-year hardware and software contracts. He hasn't sold a course.
He's also building Plinky Plonk, a court sports marketplace, from scratch. CRM, booking system and native app included. So when he tells a client what to build, it's because he's already built it himself.
Numbers on the board, not slides on a deck.
Statement of record
Senior operator, embedded. Not a curriculum.
Cohn Consulting works with SaaS platforms and marketplaces, embedded payments, fintech and financial services businesses that need a sales function built or rebuilt. Wayne comes inside the business as a fractional Sales Director and does the work directly. Process, scripts, hiring bar, KPIs, coaching, and being senior in the room when the deals matter.
Most engagements start with a paid diagnostic sprint. Two weeks and £950 to look at the current pipeline, systems and team, followed by a written plan and a recommendation. If a retainer makes sense from there, we start. If it doesn't, we say so.
- —Sales process built around your actual pipeline, not a generic funnel.
- —Scripts, objection handling and call reviews grounded in your sector.
- —Recruitment, onboarding and KPI structure that survives beyond the engagement.
Sales leadership only works if there's pipeline to lead.
Cohn Consulting runs its own outbound to keep the calendar full.
- 01
Define and enrich
ICP defined by sector and region. Data enrichment tools like Clay identify the right accounts and the right contacts before any outreach goes out.
- 02
Two channels, in parallel
LinkedIn and email sequences run together, personalised to the account. Not a generic blast.
- 03
Qualify and book
Conversations get people onto a discovery, qualification or demo call. Not just a reply in an inbox.
Four moving parts. Nothing hidden behind a login.
- 01
Kickoff
A working session to map the current sales process, pipeline and team. Agree what good looks like at ninety days and at six months.
- 02
Committed days on the ground
One or two days a week embedded in the business. Building process, writing scripts, setting KPIs, running training and interviewing candidates.
- 03
Ongoing support between sessions
Direct phone and email access to Wayne through the week. Deal on the line on a Thursday, you call. Not a ticket queue, not a group channel.
- 04
Monthly review
Progress against KPIs, what worked, what didn't, and the roadmap for the next month. Written up so it lives beyond the meeting.
Cohn Consulting Ltd
Fractional Sales Director
No enrolment fees. No KYC paperwork. No academy login. Just Wayne, directly, from day one.
In their words.
Ten years of direct reports, managers and peers across MINDBODY, Sprinklr, Coverflex and beyond saying the same thing.
“When I hired Wayne I was not 100% sure about him. After 2 months he surprised me positively in bringing the sales team to the next level, increasing revenues by +36% and positioning our AI product in a way I could have never done it. I have to state that he exceeded my expectations which only very few people did.”
“Few people have the opportunity to report to a Head of sales who is also a coach and mentor, but I did whilst working with Wayne. In closing, any employee would be lucky to have Wayne as a Head of sales, marketing or business development.”
“Wayne is an approachable person who is always ready to help out. I called him a number of times at close of business Australian time and he would take the call at either 7 or 8am his time, always with a smile ready to help however he could.”
“Wayne is a gifted sales professional with a natural talent to connect with and uplift those around him. Wayne is all around a great hire, person, and find for any company.”
“Wayne is an incredibly gifted and dynamic Manager and Salesman. There are few people who can balance multi-cultural challenges, diplomacy, global organisation, team building and problem solving with this level of skill.”
“Wayne is a dedicated, ambitious, results driven leader and thoughtful individual. If you ever need someone to deliver under pressure, no slip-ups, just results, Wayne is your man.”
“Wayne's creative thinking, expertise, positive can-do attitude and drive as a manager made him an absolute pleasure to work with. He continually delivered results. Wayne is enthusiastic, personable and a brilliant sales manager.”
“Wayne is a pragmatic leader who is able to pass on his abilities and SAAS knowledge to his team and drive them to success while never forgetting the core values of a company. I have no hesitation in recommending Wayne.”
“Wayne is one of those rare managers who also naturally serves as an inspiring mentor for the whole team. We are a 100% target and achievement driven team, this is mainly down to Wayne.”
“Wayne is a brilliant Regional sales manager with many years of experience. His product knowledge and sales training helped make me part of the 100% club. Any SaaS company looking to employ and benefit from a top player would be lucky to have Wayne on the team.”
Next step is a call.
Not a signup form.
If the shape of this fits what you're trying to build, the fastest way forward is a thirty minute conversation. Wayne will come prepared with questions specific to your pipeline. Existing clients can sign in below to see their proposal, KYB and milestones.