Scaling Smarter: The Role of Advisory and Fractional Talent in Startup Success
Scaling a startup is one of the most challenging phases of entrepreneurship, requiring not just capital but strategic expertise to navigate evolving market dynamics. More than ever, founders are turning to advisory boards and fractional executives to bridge critical knowledge gaps and accelerate growth without the financial burden of full-time hires. Two leaders championing this approach are Nick Telson-Sillett, co-founder of trumpet and exited founder of DesignMyNight, and Roei Samuel, CEO & Founder of Connectd, a platform that connects startups with expert board-level talent.
Advisory talent taking Trumpet to the top
Trumpet, a high-growth startup revolutionising B2B sales, has leveraged an advisory board to sharpen its strategic direction. "Our advisors have been instrumental in helping us make key business decisions, from refining our market positioning to scaling into enterprise sales," says co-founder and CMO Nick Telson-Sillett.
For example, during trumpet’s expansion into new geographies, Mark Goldberger, former Head of Enterprise Sales at Ramp, provided critical insights into the competitive landscape.
"Mark helped us identify where we could differentiate and strengthen our enterprise sales motion, ensuring we positioned ourselves effectively against established players," Telson-Sillett explains. Additionally, Alison Elworthy, EVP of RevOps at HubSpot, guided trumpet’s integration strategy, ensuring the platform remains the most connected in its category.
Beyond strategic guidance, advisory boards also provide a crucial external and objective perspective. "Having battle-tested voices in the room - people who’ve seen what ‘great’ looks like - helps us avoid classic scaling mistakes," Telson-Sillett notes. He advises other founders to be selective about their advisors. "You don’t need a dozen names on a slide; you need a few who truly get your business and will roll up their sleeves to help."
The future is fractional
While advisory boards offer strategic oversight, fractional executives provide hands-on leadership without long-term commitments. This model has surged in popularity, with mentions of "fractional leadership" on LinkedIn increasing from 2,000 in 2022 to over 110,000 in 2024 according to The Times. The company at the forefront of this shift is Connectd, founded by Roei Samuel.
"Startups often struggle to afford full-time senior hires in their early stages, but that shouldn’t mean they miss out on top-tier expertise," Samuel says. Connectd bridges this gap by giving startups access to experienced board advisors and fractional executives who can provide targeted guidance.
Samuel notes that fractional CFOs are in demand from startups navigating cash flow challenges and preparing for funding rounds. "Many founders are product or tech-driven, but financial strategy is just as critical to long-term success. A fractional CFO can transform a company’s cash flow, improve investor confidence, and make scaling smoother," he explains. Similarly, fractional CMOs help startups refine their brand positioning and execute data-driven growth strategies, providing agility in a rapidly evolving market.
A Connectd approach to board-level talent
Beyond connecting startups with advisors, Connectd has built a comprehensive digital platform to provide founders with access to the right talent, at the right stage. "We match startups with experienced professionals who bring not just expertise, but valuable networks and credibility," Samuel says. By curating a varied pool of seasoned operators, Connectd enables early-stage businesses to scale with confidence.
The importance of a diverse board with the right combination of skills is something that Telson-Sillett says is critical. “We intentionally curated a diverse mix of operators and sector specialists, each bringing unique insights from their respective domains” This has allowed trumpet to navigate challenges effectively and capitalise on opportunities.
"The right board can be the difference between a company that stagnates and one that scales exponentially," Samuel says. This is particularly important as startups transition from Seed to Series A and beyond, where strategic missteps can be costly. "At each funding stage, the needs of a business evolve. Our platform ensures that advisory and fractional talent evolve with it."
Flexibility feeds success
The early-stage space is agile and dynamic, something reflected in the way founders engage with their advisors - gone are the days of rigid protocols and schedules, as Telson-Sillett explains.
“Our engagement with the advisory board is a blend of structured and flexible interactions. We conduct quarterly strategic sessions to align on KPIs, product roadmap and potential risks. Beyond these formal meetings, we have a whatsapp group, allowing for ad-hoc guidance as situations arise.”
Roei sees this refreshing new approach to founder-advisor relations as critical to a startup's success. “Being able to leverage your advisors outside of the traditional confines of the boardroom takes some of the strain out of formal board meetings. It benefits both parties and shows how flexibility is crucial in modern businesses.”
A Winning Formula for Scaling Startups
The combination of advisory boards and fractional executives is proving to be a game-changer for startups looking to scale efficiently. Founders like Telson-Sillett have leveraged advisors to navigate complex go-to-market challenges, while platforms like Connectd are making it easier than ever to access top-tier board-level talent.
"If you want to build a scalable and sustainable business, surround yourself with people who have done it before," Samuel concludes. "And don’t be afraid to bring in expertise on a flexible basis - sometimes, the right guidance at the right time is worth more than any funding round."
As more startups recognise the value of strategic advisory and fractional leadership, expect this model to become a standard part of the entrepreneurial playbook. Whether through hand-picked advisors or on-demand executives, one thing is clear: the right expertise can be the difference between surviving and thriving in today’s competitive startup landscape.
You can learn more about how Connectd can help you find the fractional and advisory talent to scale your startup here.
