RevLab

    Fractional CRO + AI Revenue Tools

    Clarity. Structure. Growth.

    Senior-level revenue leadership for founders ready to fix what's actually broken. I diagnose the real problem, build a 90-day plan, and deliver the AI tools that make it stick.

    What We Do

    Our Specialties

    We partner with companies across North America to design revenue systems and build foundations for sustainable, long-term growth.

    Revenue Architecture

    Design scalable revenue systems that align sales, marketing, and customer success into a unified growth engine.

    GTM Strategy

    Craft go-to-market strategies that position you to win. From market entry to expansion plays.

    Sales Process Design

    Build repeatable, measurable sales processes that turn chaos into predictable pipeline.

    Team Structure & Coaching

    Optimize team structure and develop leadership capabilities that scale with your growth.

    Pipeline Clarity & Forecasting

    Implement forecasting frameworks that give you confidence in your numbers and visibility into the future.

    Fractional CRO Advisory

    Senior-level revenue leadership on your terms. Strategic guidance without full-time commitment.

    AI Revenue Tools

    Custom-built AI tools designed for your specific workflow, lead qualification automations, eligibility tools, agentic workflows, and GEO infrastructure so AI assistants find your business when buyers go looking.

    Who We Are

    Your Partner in Revenue Excellence

    RevLab is an executive-level revenue advisory firm and an AI builder. I help founders and operators find what's breaking their revenue engine, then build the AI systems that fix it.

    Whether you're a tech startup needing sales structure or a trades company ready to make your operations smarter, you get senior-level strategy and working tools, not just a deck.

    Why RevLab?

    • Executive-level revenue leadership without full-time overhead
    • Custom AI tools built inside your business, not generic recommendations
    • 90-day plans with accountability baked in and a stop-doing list
    • Works with tech startups and SMB operators across North America

    80+

    Clients Served

    25+

    Years Experience

    Cristina Esposto, Founder of RevLab

    Meet Cristina Esposto

    I'm a fractional CRO with 25+ years in sales and revenue leadership, corporate, startup, and everything in between. I founded RevLab in 2021 after leaving Predictable Revenue, where I spent years helping companies build predictable growth engines.

    I work with tech founders who need revenue structure and operators in trades and field service who are ready to build AI into how they run their business. I've served 80+ clients across North America.

    I'm based in Vancouver, BC. I'm direct, I move fast, and I don't write reports that sit in a drawer. I solve problems by starting with the solution and moving backwards. If what we need doesn't exist, I'll build it.

    I spend a big part of my day keeping up with the ever changing advances in AI, and I take what I learn and implement it into your business.

    Let's talk.

    Cristina Esposto is the founder and principal of RevLab Consulting, a fractional CRO and AI revenue consulting firm based in Vancouver, BC, serving tech startups and trades companies across North America.

    Common Questions

    Frequently Asked Questions

    The questions founders actually ask when they're trying to figure out if they need a fractional CRO, a full-time VP, or just to keep muddling through on their own.

      Fractional CRO:

    • Part-time engagement (typically 8-20 hours/month)
    • Strategic focus: decisions, frameworks, guidance
    • $4-8K/month investment (no equity, no benefits)
    • Flexible: scale up or down as needed
    • Best for: companies that need strategic leadership but not daily management

      • Full-Time VP of Sales:

    • Full-time employee (40+ hours/week)
    • Operational + strategic: managing team day-to-day
    • $150-250K+ salary + equity + benefits
    • Long-term commitment (18-24 months minimum)
    • Best for: companies with $5M+ revenue and a team that needs daily leadership

      • The Real Question: Do you need someone making strategic decisions and guiding execution, or do you need someone in the weeds managing reps every day? Most early-stage startups need the former. That's where fractional makes sense.

      RevLab Pricing:

    • Diagnostic Sprint: $4-5K CAD (one-time assessment + 90-day plan)
    • Ongoing Advisory: $4K CAD/month (8-week minimum, typically 6-12 months)

      • Market Range:

    • $3-8K/month depending on experience level and time commitment
    • Some work on project basis ($10-25K for specific initiatives)
    • Some take equity in lieu of cash for early-stage companies

      • Compare This To:

    • Full-time CRO: $200-350K/year + equity + benefits = $20-30K+/month all-in
    • Sales agency: $5-15K/month retainer + % of revenue (often long contracts)
    • Winging it yourself: Free, but expensive in lost time and wrong decisions

      • What You're Actually Paying For: 25+ years of pattern recognition. I've seen what works and what doesn't across 80+ startups. You're buying speed, not having to learn these lessons the expensive way.

      Hire a fractional CRO when:

    • You're a first-time founder who's never built a sales team
    • You just raised funding and need to scale fast (but don't know how)
    • Your current sales approach stopped working and you don't know why
    • You're stuck in a plateau ($2-5M ARR, can't break through)
    • You need to build credibility with your board/investors on revenue strategy
    • You're about to make expensive hiring decisions and want to get them right

      • Figure it out yourself when:

    • You've successfully built and scaled sales teams before
    • You have the time to experiment and learn from mistakes
    • Your burn rate is low and you can afford to move slowly
    • You're pre-product-market fit (strategy won't help if the product doesn't work)

      • The Reality: Most founders are brilliant at building product. They're not great at building repeatable sales systems. The question is: Do you want to spend 12-18 months learning sales leadership through trial and error, or do you want to compress that into 90 days with someone who's already done it?

      Fractional CRO (done right):

    • Executive-level strategic leadership
    • Makes decisions WITH you, not FOR you
    • Stays engaged ongoing (not project-based)
    • Focuses on building systems, not just tactics
    • Holds you accountable to execute

      • Sales Consultant (the bad kind):

    • Shows up, does an assessment, writes a deck
    • Delivers recommendations and disappears
    • No accountability for execution
    • Often junior people packaged as "experts"

      • Sales Consultant (the good kind):

    • Deep expertise in a specific area (outbound, enablement, comp design)
    • Project-based work (build a specific thing, then hand it off)
    • Tactical execution, not strategic leadership

      • How To Tell The Difference: Ask about their track record. Ask how they work, weekly sessions and accountability, or just deliverables? Ask what happens after the project. At RevLab, I stay. Weekly sessions. Ongoing accountability.

      Short answer: If you're pre-revenue or under $1M ARR, a fractional CRO is often the BEST investment you can make.


      Early-stage startups make expensive mistakes:

    • Hiring the wrong sales profile (full-cycle reps when you need SDRs, or vice versa)
    • Building the wrong sales process (enterprise motion for SMB product)
    • Targeting the wrong ICP (because you haven't validated it yet)
    • Scaling too fast before you've proven repeatability

      • A fractional CRO helps you avoid these:

    • Get your ICP and positioning right BEFORE you hire reps
    • Build a sales process that matches your product/market
    • Make smart hiring decisions (who to hire, when, and how to comp them)
    • Validate your GTM with small pilots before you scale

      • The ROI Math:

    • One bad VP of Sales hire: $200K+ salary + 6 months of lost time = $300K+ mistake
    • Wrong ICP for 6 months: $100K+ in lost opportunity
    • Fractional CRO for 6 months: $24K investment to avoid both of those mistakes

      Days 1-30: Clarity

    • Comprehensive diagnostic of what's working and what's broken
    • ICP validation, value proposition refinement, GTM strategy decisions
    • Team structure assessment and 90-day execution plan

      • Days 31-60: Foundation Building

    • Sales process design (stages, exit criteria, playbooks)
    • Messaging and positioning refinement
    • Hiring plan, CRM setup, pipeline hygiene rules, forecasting framework

      • Days 61-90: Execution & Validation

    • Launch pilot campaigns or outreach
    • Coach team (or founder) on execution
    • Refine based on market feedback, set metrics and reporting cadence

      • What Good Looks Like At 90 Days:

    • Clear ICP and positioning (no more "we sell to everyone")
    • Documented sales process that reps can follow
    • Confidence in your GTM strategy

      • What You WON'T Have: $5M in closed revenue, a fully scaled team, or perfect everything. The goal is to move from chaos to clarity. From guessing to knowing.

      Red Flags (Run Away):

    • Can't point to specific companies they've worked with
    • Talks in buzzwords but can't explain practical execution
    • Promises quick wins or guarantees results
    • Hasn't actually carried a bag or built a team themselves

      • Green Flags (This Person Is Legit):

    • 15+ years of hands-on sales experience (not just consulting)
    • Can tell you specific stories with real results
    • Asks tough questions in the first call (not just selling you)
    • Talks about trade-offs and what WON'T work, not just what will
    • Has a clear process and framework
    • References you can actually call

      • My Background: 25+ years in sales, 2 years at Predictable Revenue as Senior Consultant, 80+ tech startups worked with since 2021. I've been the rep, the manager, the VP, and the consultant. Call my references. Ask me hard questions.

      At RevLab:

    • 8-week minimum commitment (that's the try-before-you-buy period)
    • After 8 weeks, either of us can walk away with 2 weeks notice
    • If it's not working, I'll tell you. I'm not going to keep taking your money if I can't help you.

      • Why It Might Not Work:

    • You're not willing to execute (I give strategy, you do the work)
    • You're not coachable (wanting validation, not feedback)
    • Wrong stage (pre-product-market fit)
    • CEO isn't bought in

      • Why It Usually DOES Work:

    • I've done this 80+ times. I know the patterns.
    • Weekly accountability keeps momentum going.
    • I adapt. If something isn't working, we pivot fast.

      • The Real Risk: The biggest risk isn't hiring a fractional CRO and it not working. It's NOT hiring one and wasting 12 months (and $500K in burn) learning lessons someone could have taught you in 90 days.

      Yes. I've done this multiple times with early-stage companies that have more potential than cash.


      How It Works:

    • We agree on a monthly cash equivalent ($4K/month)
    • We structure an advisory equity package (typically 0.25-0.75%)
    • Equity vests over the engagement period (usually 6-12 months)
    • We document it properly (advisory agreement, not employment)

      • When This Makes Sense:

    • You're pre-seed or bootstrapped with limited cash runway
    • You've got strong conviction in your business and want to share upside
    • You'd rather preserve cash for product/engineering

      • When This Doesn't Make Sense:

    • You just raised funding (you have cash, use it)
    • You're not serious about executing
    • You want to use equity to avoid paying market rates when you can afford to

      • My Philosophy: I'll take equity if I believe in what you're building and you genuinely need to preserve cash. But I'm selective. I only do this with founders I think can actually win.

      Sales Agencies:

    • They execute FOR you (outsourced SDR teams, campaigns)
    • $5-15K/month retainers + % of pipeline or revenue
    • Limitation: You're dependent on them. When they leave, the engine stops.

      • Large Consulting Firms:

    • Teams of consultants, big decks, long engagements
    • $50-200K+ projects
    • Limitation: Junior people doing the work, senior people selling. Cookie-cutter frameworks.

      • RevLab (Fractional CRO):

    • I work WITH you, not FOR you. You own the strategy and execution.
    • $3-5K/month ongoing advisory
    • Advantage: You build internal capability. When I'm done, you can run without me.

      • The Key Difference: Agencies execute but don't build your capability. Consulting firms deliver strategy but don't stick around for execution. Fractional CROs do both.

      Months 1-3: Intensive Weekly working sessions, heavy strategic guidance, building foundations.


      Months 4-6: Implementation Still weekly sessions, but more execution-focused. Coaching team, refining process, building momentum.


      Months 6-12: Scaling Some clients step down to bi-weekly sessions. You're executing independently, I'm the strategic sounding board.


      After 12+ Months:

    • Option 1: Transition to "strategic advisor" role (monthly check-ins, as-needed support)
    • Option 2: You're ready to fly solo and we part ways
    • Option 3: You hire a full-time CRO/VP and I help you recruit and onboard them

      • What You'll Have Built:

    • Clear ICP and positioning
    • Documented sales process and playbooks
    • Team structure that makes sense
    • Forecasting and pipeline management system
    • Internal capability to execute without me

      • The Goal: I'm not trying to create dependency. I'm trying to build your capability so you DON'T need me long-term.

    Get Started

    Ready to find out what's actually broken?

    Let's discuss how RevLab can bring clarity and structure to your sales organization. No obligation, just insight.

    Schedule a Free Consultation

    A 30-minute call. You'll leave knowing exactly what I'd look at first, and whether RevLab is the right fit. No pitch, just a direct conversation.

    cristina@revlabconsult.com
    North America