I help founders & CEOs grow their business.

Take your company to the next level.

James has been a phenomenal coach who prepared me to play in the big leagues. James was immediately able to identify and point out the potential in me as a leader and the organization I founded. He helped me to understand that a passive knowledge of finance and budgeting would not be sufficient for where the organization was headed. Our coaching sessions initially focused on understanding our financials and how to develop our business plan for scale. This knowledge and practice transformed me from a consumer of my organization’s financial status to an active creator and discerning analyst. James supported me in a critical time of Urban Alchemy’s growth, helping us to expand from $10 million to over $70 million in revenue in just 4 years.

Dr. Lena MillerFounder & CEO, Urban Alchemy

Hired by new shareholders to rapidly scale our 9-figure logistics business in 5 years amid a pandemic, I brought in James for strategic advice and OKR implementation. What I got was a partner to help shape tough decisions and to help me champion the discipline and urgency we needed to be successful. Now, 4 years later, we’re on track to our goals, operating seamlessly with a clear system, and have set a new vision to double again in 5 years. James’ long-term thinking and commitment to realizing my vision for NLS have been invaluable.

Mark DieneschPresident, National Logistics Services

Swift is a medtech company and competes in a number of healthcare verticals with market leading wound treatment solutions. James was recommended by one of our shareholders to help build out GTM and establish a framework for growth. US Healthcare is not easy. James got up to speed almost immediately and worked with me to reshape our GTM plan, budget and teams going into a new year within a few weeks. James’ style is to roll his sleeves up, understand the vision and then to go to war with you. Within 6 months, we worked together to raise a $35M USD series B and had put the company on a trajectory to scale. If you’re a founder, this is a guy you want in your corner.

Carlo PerezFounder & CEO, Swift Medical

A Note to Founders and CEOs

There is a unique and isolating stress that comes with running a company. On our best days, we’re behind. Most of the time we feel alone and that somehow, with everything we’re doing right, we could be doing more. Our stakeholders are ever-present (board, shareholders and our team) and they expect us to have a clear plan and framework for success at all times. And so often, with the intensity of day to day issues impacting the business, we can lose site of that plan and our frameworks fail us. I share this because I’ve been there.

I’m a 3x Founder and have led each of these companies to successful exits. Today I work with Founders and CEOs to help them grow their business.

I do this in 2 ways:

As a Fractional Chief Revenue Officer (CRO) to unstick growth
Strategy development and execution through OKRs (Objectives and Key Results)

If any of this sounds familiar, let’s talk. You’re not alone and I can help.

– James Baskin, Founder

You’re not alone.

I see CEOs wrestle with the same challenges over and over. There are consistent issues that can stifle growth.

Growth is Stalled

The sales team is in place but they’re not
hitting targets. This group needs a GTM
strategy, support on structure and a push on activity to reach their potential as a team.

Strategy execution is missing

The day to day operation of the business is getting in the way of executing a strategy. You’re missing a framework that develops a clear strategy, a North Star for the company and execution against clear company goals.

Product & GTM

You’re seeing lack of engagement between Product & GTM teams. Misaligned strategies are resulting in GTM Friction.

All of these are common and they are:

WASTING precious resources

REDUCING valuation

BURNING cash

There are 2 ways I can help.

Fractional CRO

Proven Sales & GTM leadership in a model that makes sense for your
business

Strategy & Execution Framework

Build a strategy and a North Star for the business. Set clear objectives supported by an execution framework (OKRs)