Two operators. One unit. No handoffs.
We built Catalyst12 because we kept seeing the same thing: operational and commercial debt accumulating faster than founders realised. And nobody staying long enough to fix it. Advisors diagnose. Consultants produce reports. We do the actual work.
Sam and Phil. Personally. On every engagement.
No junior teams. No account managers. No handoffs. 40 years of combined operator experience inside B2B services businesses at inflection points.
Sam Philip
Commercial Lead · CRO15 years in senior commercial roles across B2B services. Co-founded Catalyst12 after seeing the same revenue control problems destroy margin in business after business. Specialises in revenue architecture, go-to-market execution and helping CEOs translate commercial ambition into deliverable plans with real numbers attached.
Phil Woodbridge
Operations Lead · COOSenior operations leader with deep experience inside B2B services businesses at inflection points. Phil leads the operational side of every Catalyst12 engagement: process design, cross-functional delivery, stakeholder accountability and execution infrastructure. If it isn't built to run without him, it isn't finished.
Sam and Phil lead. The wider fractional team picks up where the work goes next.
Catalyst12 is two operators at the core. When an engagement needs marketing, technology or AI capability, we don't sub-contract or hand off. We bring in named fractional leads who work to the same delivery-first principles, under our accountability, on the same engagement.
Constance Smith
Founder, Fractional CMOConstance has spent years inside B2B marketing teams, watching the same gap break the same businesses. Strategy lives in a deck. Delivery lives in another room. Revenue ends up disconnected from both. She has built award-winning marketing functions from scratch through Series A. A rare strategist-operator: she architects the plan and ships the work. Most businesses split that across whole teams. Now she runs Stancia: a fractional CMO practice built to close that gap. Strategy, delivery and revenue, treated as one conversation.
John Welsh
Co-founder, Fractional CTOJohn brings 20+ years leading technology and process design for enterprise giants and high-growth SMEs, including LSEG and Bentley. Co-founder of TrueWorth AI. At Catalyst12, our Fractional CTO. He specialises in removing founder dependency through smart automation, data clarity and scalable architecture. Right tech, right time. The technical foundations that growth quietly breaks.
Sam Mikkelsen
Co-founder, Fractional Head of AI AdoptionSam brings deep experience helping leadership teams turn strategy into execution at the people level. Co-founder of TrueWorth AI. At Catalyst12, our Fractional Head of AI Adoption. He specialises in moving AI from concept to embedded practice: change management, team enablement, and the human side of automation. The bit most AI projects forget.
"We have both been inside those businesses. We know exactly what it costs." Sam Philip, Co-Founder
Direct. Honest. Authentic. No corporate nonsense.
Delivery is non-negotiable
We only want to be known for one thing: being the people who actually deliver on what we say we are going to deliver. If the work runs past the hours, the work runs past the hours. The outcome comes first.
Designed to be redundant
Every engagement has a handover built into week one. We are not here to become a permanent line item. We are here to leave your business running better without us.
No decks. Real work.
We produce diagnostic reports, playbooks, dashboards, pricing rules and operating models your team actually uses. Not advice. Not frameworks on a slide. Things that get built and stay built.
Manchester, 2026 The problem with the current market.
Founders know something is wrong. They always do. The problem is that advisors arrive with a deck and disappear. Consultants produce reports that end up in a drawer. Nobody stays long enough to actually fix anything.
That is the gap Catalyst12 was built to fill. Two senior operators. Embedded. Accountable to the CEO or the board. Both of us doing the work, not pointing at it.
Anyone serious about making change actually stick.
Industry does not matter. Size does not matter. The thing that matters is whether you are ready to fix the things that have been bothering you for years, or you just want somebody to agree with you. We work with the first group. Here are some of the places you'll find them.
- Founder-led businesses professionalising for scale
- Revenue between £250k and £2m. Or bigger if the founder is still the bottleneck
- Leadership gaps at CRO, COO or Chief of Staff level
- Post-referral businesses wanting net new from outside their network
- Execution bottlenecks slowing strategic momentum
- Exit or investment-readiness preparation
- CEOs who need a trusted delivery partner, not another advisor
- Cross-functional workstreams needing central coordination