Human-led growth for the AI era
All signal.
No noise.
I help ambitious businesses grow the old fashioned way: real selling, real relationships and technology kept honest. One trusted partner, three clear services, no jargon.
Real selling · Real people · Sensible tech · Straight answers · No jargon
What I actually do
Three services. Three promises. All measurable.
No fuzzy frameworks and no consultant speak. Every engagement is one of these three things and each comes with clear deliverables.
sell with you
Fractional Sales Support
A senior commercially focused professional inside your business exactly when you need. Ensuring that you get a qualified pipeline that is actively managed with solid sales discipline installed.
build your people
Mentorship & Coaching
A confidential 1:1 structured partnership for those who need it. You get honest counsel, an experienced sounding board and the resilience to lead your team with calm authority.
tech strategy
AI & GTM Tooling
For SMBs drowning in subscriptions. You get a full audit of your stack, a keep-or-cut plan, AI only where it earns its place and a lower software bill with a workflow your team can control.
The standards I keep
Good. Honest. Traditional.
Business ethics built on trust and decent human relationships. No jargon, no hype, no pressure tactics. Just straight answers, honest assessments and work that is grounded in reality.
When something is not right in your business, I want yours to be an easy call to make. One conversation, a straight answer and you will know exactly where you stand.
Why businesses choose Apex
The business world is noisy. I help you find your voice.
Today, many businesses are told that AI is all about efficiency. But I see a different story. Many of my clients feel overwhelmed by the pressure to adopt every new tool, fearing they will lose the personal touch that made their business special.
I believe the best businesses are built on relationships, trust and a genuine interest in people. I help you cut through the noise, showing you how to achieve your goals and stay true to your values.
Testimonials
What my clients & supporters say.
Andrew Rogers
“I worked with Dave for well over a year and it was by far the most informative time of my sales career to date. I can honestly say, I wouldn’t be half the sales person I am now without the help, advice and coaching I received from him. He’s a great teacher, a great boss, a great colleague and a great guy.”
Account Executive, Cuez
Shane R. Murphy
“David Cheng was the catalyst for my company Orijinn’s entry into the market. His strategic insight and direct action helped us secure tier-one clients like Formula One and Warner Bros Discovery right out of the gate. David is the man you need in your corner.”
Founder and Director, Orijinn
Rob Pickering
“His strengths are many: high emotional intelligence, and an empathy with customers and team members that makes him both a great sales guy and a great manager. Trustworthy, reliable, and a pleasure to work with. An asset to any high-performance team.”
Supporter · ActionCOACH
Clarke Uren
“An excellent grasp of the technicalities and commercial nuances of each and every deal, and an uncanny ability to visualise how these deals fit into a much bigger commercial and strategic picture.”
Client Director
Richard Godfrey
“Working with Dave has been one of the most valuable partnerships in Syncity AI’s journey. He pairs sharp commercial instinct with genuine integrity. He tells you what you need to hear, not what is comfortable, then does the hands-on work to make it happen. His conviction that growth should stay human, with technology used sensibly rather than for its own sake, is exactly why we chose to build Perch together. Dave is the rare partner who is as invested in your success as you are in it yourself.”
Founder, Syncity AI
Fair questions
Things people ask before they call.
Why don’t you call yourself a consultant?
Because the word has come to mean reports, decks and invoices. My work is judged on what actually matters: pipeline built, deals progressed, people developing and software bills falling. If it doesn’t show up in your business, it doesn’t count.
What is a fractional sales leader?
An experienced sales director who works with your business part time, typically a couple of days a week, rather than as a permanent FTE. You get senior level strategy and hands on execution, scaled to what your business needs right now, without the salary, ongoing costs and long term commitment of a FTE.
Is this coaching or doing?
Both, deliberately. I sell alongside your team: real outreach, real customer meetings, real deal progression. And I build your people at the same time, so the capability stays when I step back.
How is this different from hiring a salesperson or recruiting a sales director?
A salesperson gives you capacity. I give you leadership: strategy direction, process and the ability to build and run the whole engine, I will also actively sell with you too. Compared with recruiting a full time director, you get a senior professional in place within days rather than months, at a fraction of the cost and without the risk of a permanent hire before you are ready.
Insights
Latest thinking.
Why the Best Salespeople Don’t “Sell”
There are two versions of selling. They use a lot of the same language, they occupy the same roles and they sit in the same pipeline reviews. But the thinking driving them is completely different. The first version is built around persuasion. The salesperson’s job is…
Industry Bodies Bringing Buyers and Sellers Together: Helpful or Not?
Industry bodies play an important role in connecting buyers and sellers — but their value depends on intent. At their best, they create shared understanding and accelerate trust. At their worst, they become passive networking exercises with little commercial impact. This was highlighted in The Value of Professional Networks in B2B Marketing published by the […]
What Does “Technology Partner” Really Mean to Customers?
Many vendors claim to be technology partners. Customers are far more selective. A true partner understands the customer’s business, challenges assumptions constructively, and shares accountability for outcomes. Partnership is defined by behaviour, not branding. This perspective is supported by Customer-Obsessed Growth Requires Partner Alignment published by Forrester Research in March 2021. While written before recent […]
Work with me
The first step is a human conversation.
I work with a selective number of clients at any one time to ensure the quality and depth of engagement. If you believe in trusted human relationships and want measurable commercial progress, I invite you to get in touch.
Prefer to talk it through? Pick up the phone. It is often the quickest way to find out whether I can help.
