Daniel Crabtree
Founder, Fractional | Building structured adoption datasets for technical platforms entering complex markets
I help technically strong platforms determine where they actually deploy inside enterprise environments.
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At Fractional, we build structured buyer-response datasets that identify initial use-case leverage, ICP alignment, and entry strategy before companies scale sales teams or commit significant capital. Instead of relying on internal hypotheses, we test messaging, segments, and commercialization pathways directly with target customers and return evidence about what converts inside real organizational decision environments. This work is most useful when: – the product is technically strong but commercially ambiguous – the market is new or shifting – multiple deployment entry points are possible – leadership needs signal before scaling sales or committing capital Our programs generate structured GTM intelligence used to: – identify first production customers – refine positioning around actual deployment pathways – surface unexpected vertical traction – support fundraising narratives – evaluate commercialization strategies for emerging or distressed technologies Previously, I worked in enterprise SaaS platform sales at UKG, leading workforce modernization initiatives across state and municipal agencies and closing multi-year agreements in complex regulated environments involving HR, finance, IT, and executive leadership. Today, Fractional operates as a commercialization intelligence layer for venture studios, AI platforms, and enterprise-scale technical products entering complex markets.
GTM Index
- FRACTIONALJOB
- Founder / GTM Operator2Y 10M
Founder / GTM Operator
Fractional
Fractional collects and structures real buyer-response data to help AI platform teams identify viable enterprise market entry paths. Instead of relying on internal hypotheses, we test ICPs, positioning, and commercialization pathways directly with target customers and return evidence about what converts. Selected work: • Built a structured GTM intelligence system used by venture studios and technical product teams to identify first customers and viable market entry paths • Collected and tagged live buyer-response data across enterprise environments to determine where demand, budget ownership, and urgency actually exist • Tested ICP, messaging, and vertical entry strategies before compa…
- AMERICAN RIVER COLLEGEJOB
- Backs Coach - Systems-Base…10M
Backs Coach - Systems-Based Team Development
American River College
• Designed and implemented high-tempo, decision-driven systems that improved coordination, spacing, and execution under pressure • Developed players by installing repeatable frameworks for real-time decision-making rather than scripted plays • Built resilient team structures capable of adapting mid-match, prioritizing autonomy, alignment, and trust #1 ranked team for D1AA in California
- U.S. SOCCER FEDERATIONJOB
- U10 Head Coach3Y 3M
U10 Head Coach
U.S. Soccer Federation
• Designed simple, repeatable systems to teach coordination, body mechanics, and game awareness under constraint
- JESUIT HIGH SACRAMENTOJOB
- Backs Coach11M
Backs Coach
Jesuit High Sacramento
• Installed distributed-pressure systems emphasizing spatial manipulation, tempo, and decision-making under pressure • Built adaptable team structures drawing from rugby, hockey, and emergent systems theory
- ATOMIC FANTASY GAMESJOB
- Founder & Operator - Zero-…2Y 7M
Founder & Operator - Zero-to-One Product & Execution Build
Atomic Fantasy Games
• Led end-to-end build of a new product initiative, coordinating design, engineering, and go-to-market under startup constraints • Installed early operating systems across product development, GTM strategy, and execution workflows • Acted as integrator between technical teams and commercial strategy to move from concept to MVP • Built initial execution infrastructure supporting launch, iteration, and scale readiness
- UKGJOB
- Enterprise Account Executive4Y 3M
Enterprise Account Executive | UKG / Kronos
UKG
New market development and enterprise platform growth across public sector and utility environments • Helped open and grow public sector and utility markets across a mix of new-account development, expansion opportunities, and complex enterprise sales cycles • Sold organization-wide workforce and HCM platforms into complex public sector environments involving executive stakeholders, operational leaders, and technical decision makers • Built traction in difficult buying environments by aligning operational pain points, long-cycle decisions, and multi-stakeholder enterprise processes around mission-critical systems • Created momentum in challenging territories where credibility, patience,…
- DRC INTERNATIONAL,JOB
- Head of Sales1Y
Head of Sales
DRC International, Inc.
Designed and scaled early commercial infrastructure across new markets, including sales systems, operating cadence, and execution frameworks supporting 2.5× revenue growth
- SMARTSHEETJOB
- Sales Executive5M
Sales Executive
Smartsheet
Early commercial operator in a scaling SaaS environment, supporting foundational GTM execution and cross-functional coordination
- ADPJOB
- Major Accounts District Mgr3Y 9M
Major Accounts District Manager
ADP
•Operated within large-scale enterprise sales systems, managing complex territories and executing inside mature performance and incentive structures
- AGILYXJOB
- Technical Sales Specialist11M
Technical Sales Specialist
Agilyx
Acted as integration layer between technical product teams and commercial strategy in an early-stage, complex-technology environment
- Job: Fractional — Founder / GTM Operator · 2023-12 – present · 2y 8mo — Fractional collects and structures real buyer-response data to help AI platform teams identify viable enterprise market entry paths. Instead of relying on internal hypotheses, we test ICPs, positioning, and commercialization pathways directly with target customers and return evidence about what converts. Selected work: • Built a structured GTM intelligence system used by venture studios and technical product teams to identify first customers and viable market entry paths • Collected and tagged live buyer-response data across enterprise environments to determine where demand, budget ownership, and urgency actually exist • Tested ICP, messaging, and vertical entry strategies before compa…
- Job: American River College — Backs Coach - Systems-Based Team Development · 2025-12 – present · 8 mo — • Designed and implemented high-tempo, decision-driven systems that improved coordination, spacing, and execution under pressure • Developed players by installing repeatable frameworks for real-time decision-making rather than scripted plays • Built resilient team structures capable of adapting mid-match, prioritizing autonomy, alignment, and trust #1 ranked team for D1AA in California
- Job: U.S. Soccer Federation — U10 Head Coach · 2023-07 – present · 3y 1mo — • Designed simple, repeatable systems to teach coordination, body mechanics, and game awareness under constraint
- Job: Jesuit High Sacramento — Backs Coach · 2025-01 – 2025-12 · 11 mo — • Installed distributed-pressure systems emphasizing spatial manipulation, tempo, and decision-making under pressure • Built adaptable team structures drawing from rugby, hockey, and emergent systems theory
- Job: Atomic Fantasy Games — Founder & Operator - Zero-to-One Product & Execution Build · 2021-05 – 2023-12 · 2y 7mo — • Led end-to-end build of a new product initiative, coordinating design, engineering, and go-to-market under startup constraints • Installed early operating systems across product development, GTM strategy, and execution workflows • Acted as integrator between technical teams and commercial strategy to move from concept to MVP • Built initial execution infrastructure supporting launch, iteration, and scale readiness
- Job: UKG — Enterprise Account Executive | UKG / Kronos · 2017-02 – 2021-05 · 4y 3mo — New market development and enterprise platform growth across public sector and utility environments • Helped open and grow public sector and utility markets across a mix of new-account development, expansion opportunities, and complex enterprise sales cycles • Sold organization-wide workforce and HCM platforms into complex public sector environments involving executive stakeholders, operational leaders, and technical decision makers • Built traction in difficult buying environments by aligning operational pain points, long-cycle decisions, and multi-stakeholder enterprise processes around mission-critical systems • Created momentum in challenging territories where credibility, patience,…
- Job: DRC International, Inc. — Head of Sales · 2016-02 – 2017-02 · 1y — Designed and scaled early commercial infrastructure across new markets, including sales systems, operating cadence, and execution frameworks supporting 2.5× revenue growth
- Job: Smartsheet — Sales Executive · 2015-09 – 2016-02 · 5 mo — Early commercial operator in a scaling SaaS environment, supporting foundational GTM execution and cross-functional coordination
- Job: ADP — Major Accounts District Manager · 2011-12 – 2015-09 · 3y 9mo — •Operated within large-scale enterprise sales systems, managing complex territories and executing inside mature performance and incentive structures
- Job: Agilyx — Technical Sales Specialist · 2010-09 – 2011-08 · 11 mo — Acted as integration layer between technical product teams and commercial strategy in an early-stage, complex-technology environment
- School: Biola University — Bachelor of Arts - BA, Intercultural Studies interdisciplinary International Business
- School: Kentwood High School
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