Let’s forge something built to last.
Business is a jungle. Complex, chaotic, and full of noise.
But we don’t just help you survive it—we guide you to shape it, master it, and lead through it.
This is where your journey begins.
The path isn’t always clear. You’re leading a company, making calls, reacting to what’s in front of you.
You’ve built something real. But now it’s time to go further—with focus, with structure, with a strategy forged to endure.
We’ve helped founders and leadership teams like yours turn complexity into clarity.
Let’s chart your next move—together.
Your Navigators Through the Noise
You’ve built something real.
But the further you go, the more complex things get. The numbers pull at you. Your team needs clarity. Growth brings pressure.
And suddenly, leading starts to feel like you’re shouldering it all alone.
That’s where we come in.
Who We Are
We’re Stoneforge—financial and strategic operators who don’t just advise.
We embed. We build. We help you navigate the terrain you’re in now, and where you’re going next.
You bring the vision.
We bring the structure, clarity, and tools to help you move with intention.
What We Solve
You’re feeling stuck or stretched. We help you cut through the noise and focus on what really matters.
You’re making big decisions with shaky numbers. We get you visibility, forecasting, and financial models you can trust.
Sales aren’t aligned with strategy. We dig into your go-to-market execution and help turn momentum into growth.
You’re doing too much alone. We become part of your team—thinking like owners, operating like leaders.
How We Work
We meet you where you are.
No fluff, no overpromising. Just clear thinking, honest conversations, and sleeves-rolled-up partnership.
We show up every week.
In the numbers. In the meetings. In the messy middle where growth actually happens.
You’re already leading the business.
You don’t have to navigate it alone.
“In the dense jungle of business, numbers are your most reliable guide—revealing hidden trails to greater rewards that conventional wisdom misses”
Meet you Team
James Walls
CEO, CO-FOUNDER
Creative. Direct. Results-Driven.
James is the go-to strategist when you know something’s not working—but you’re not sure what. With three decades of experience across sales, business strategy, and go-to-market execution, he helps founders and operators align their efforts with actual outcomes.
James brings a unique blend of big-picture thinking and tactical know-how. He doesn’t just help you dream—he helps you ship.
“I believe in focus, follow-through, and forward momentum. Good strategy is simple—but not easy. That’s where we come in.”
Kristina Walls
FRACTIONAL CFO, CO-FOUNDER
Strategic. Calm. Numbers-Obsessed.
Kristina brings over 30 years of experience helping founders, operators, and leadership teams build businesses that don’t just grow—but endure. As a seasoned CFO, she helps companies find clarity in the chaos: identifying what matters, building smart forecasts, and bringing structure to decision-making.
Whether you’re trying to make sense of cash flow, understand your margins, or plan your next move—Kristina is the steady hand that helps you move forward with confidence.
“I don’t believe in spreadsheets for the sake of spreadsheets. I believe in numbers that tell a story—and in leaders who are brave enough to listen.”
A map for the journey—and the wisdom to use it.
Strategy doesn’t live in a spreadsheet—and it doesn’t unfold in a straight line. Business is messy. Growth is dynamic. And the path forward is often more like a jungle trail than a paved road. That’s why we don’t rely on theory—we rely on a framework that’s been tested, lived, and refined across industries and challenges.
At Stoneforge, we use the 5 I’s Framework as our compass. It helps us—and our clients—move from instinct to insight, from decision to action, and from strategy to sustainable performance. It’s not a one-time plan. It’s a rhythm for how we move together.
Whether we’re working with you on financial strategy, operational alignment, or go-to-market execution, this is the foundation beneath every engagement.
The 5 I’s: Your Strategic Compass
Growth is never a straight line. It twists, climbs, doubles back—and occasionally disappears into the trees.
The Stoneforge 5 I’s Framework was built for that kind of terrain. It’s not a theory. It’s how we guide real decisions, in real companies, every day.
1. Instinct – Feel
We begin with your instincts—your gut, your lived experience. You’ve already built something real. That counts.
We start there, and use it to uncover where you are—and where the signals point next.
2. Insight – Confirm
We bring the numbers into focus—not just reports, but clarity. Layered with context, grounded in reality.
What does the data say? What story does it tell? And where does it align—or conflict—with what you feel?
3. Intention – Commit
Not everything matters equally. Here’s where we decide what truly does.
We help you focus on the priorities that move the needle—aligning goals, capital, and energy behind what’s next.
4. Implementation – Act
This is where most strategies fall apart. Not here.
We help you build the systems, tools, and execution plans that actually work in the real world—not just on paper. From GTM structure to dashboards, we make it buildable.
5. Inspection & Improvement – Complete
What got you here won’t get you there.
We install review loops—forecasts, metrics, strategy check-ins—so you can course-correct without starting over. Because clarity isn’t a one-time thing. It’s a habit.
Putting It All Together
We don’t do off-the-shelf strategy. We work shoulder-to-shoulder with you—asking the hard questions, building what matters, and staying engaged long enough to see it work. The 5 I’s Framework gives structure to that journey. It creates alignment across your team, focus in your operations, and traction where it matters most.
This is how we work. This is how progress happens. Let’s forge ahead—together.
“True business navigation isn’t about perfect planning, but creating a cycle where instinct guides exploration and measurement refines the path forward.”
The Provisions – What We Bring on the Journey
Every journey needs the right tools. These are ours.
Scaling a business isn’t just about vision—it’s about execution.
At Stoneforge, we equip you with the right provisions to move forward with clarity and control. These aren’t off-the-shelf solutions.
They’re custom-built, field-tested, and rooted in real-world experience.
We bring financial strategy, operational structure, and go-to-market execution—all aligned to where you are and where you’re going.
Fractional CFO Service
Make confident, numbers-driven decisions—without guessing.
Cash flow planning & forecasting
KPI design, dashboards & reporting
Scenario modeling & capital strategy
Margin clarity, profitability insights
Ideal for founders juggling growth and visibility—or preparing for a raise.
Go-to-Market & Sales Strategy
Align what you’re selling with how you’re growing.
Sales strategy & structure
Revenue modeling
Funnel visibility & conversion tracking
Compensation & quota frameworks
Ideal for teams ready to get serious about scaling revenue with intention.
Business & Operational Strategy
Turn chaos into cadence. Make your company work with you.
Strategic planning
Capacity planning & org design
Meeting rhythms & accountability tools
Implementation of systems and process change
Ideal for founders feeling stuck or stretched thin, and ready for clarity and traction.
“What you measure, you can improve—and what you don’t measure simply doesn’t exist in your strategic reality.”
“The wisdom to blend gut instinct with hard data creates a strategic advantage that neither could achieve alone.”
The Path Forward – Where Progress Takes Shape
This is where the journey gains momentum.
You’ve got the map. You’ve got the tools.
You’ve got partners walking beside you.
Now it’s time to move—with structure, clarity, and real traction.
The path forward isn’t about pushing harder. It’s about moving smarter.
We help you step into a rhythm that supports growth, reduces noise, and keeps your team focused on what matters most.
How We Move With You
We stay in the work with you—week after week, with discipline and direction.
Weekly Checkpoints
Quick, focused sessions that keep you aligned and moving.
We track what matters, unblock what’s stuck, and keep priorities clear.
Monthly Priority Reviews
A chance to zoom out. We align goals, reset focus, and make sure execution is driving toward strategy.
Quarterly Strategy Resets
We step back, reassess, and recalibrate.
Financials, forecasts, team alignment—everything on the table to ensure you’re still headed in the right direction.
What You’ll Start to Experience
Relief from decision overload
Confidence in your numbers and direction
Real accountability across your team
A business that finally feels aligned—from top to bottom
You’ve already started the journey.
We’re here to help you keep moving—with confidence, clarity, and intention.
“Legacy isn’t found in one big decision—it’s forged in the way you lead every day.”
The Legacy – What Are You Really Building?
This isn’t just about growth. It’s about what lasts.
You didn’t start this business to chase every trend or scramble through every quarter.
You started it to build something meaningful—something that stands the test of time.
At Stoneforge, that’s our focus too.
We help you make the decisions that lead to resilience.
We align the numbers with the vision.
And we stay with you—not just for the quick wins, but for the long game.
We Believe:
A great business isn’t built overnight—it’s forged over time.
Clarity beats complexity. Focus beats frenzy.
Legacy isn’t an accident. It’s the result of thoughtful, steady leadership.
The best companies don’t just grow—they endure.
You’ve already done the hard part: you started.
Now it’s time to shape what this business will become—and what it will leave behind.
Let’s build something that lasts.
Contact us.
contact@stoneforgegroup.com
(941) 231-1971
Results are our hallmark
-
![]()
Peter Pike - Owner, Pike Law Frim
Kristina Walls was giving a talk when she said the words that are changing my life. “Do you work too hard, make too little money or have no time for yourself?” I answered yes to all three and recognized that I was running my law practice wrong.
Two months later, Kristina and James have helped me to institute protocols allowing me to see where my time is being wasted, how I can leverage technology and people to do the jobs that I should not be doing, and how to set up my marketing to reach the people that can help me grow my business. If this is what they have accomplished in just two months, I am excited to see where I am in one year! -
![]()
Kim Kraemer - Founder and CEO, Waterhouse Brand
Waterhouse engaged Kristina as a fractional CFO and financial planning and analysis advisor at a critical juncture in our professional service firm’s life cycle. Beyond instituting financial controls and a more rigorous revenue and expense forecasting process, Kristina has served as an invaluable thought partner guiding hiring, compensation, benefits and other strategic planning initiatives critical to scaling our firm. I recommend her without hesitation!
-
![]()
Ryan Porter - Founder & Co-Owner, Nai'a Naturals
Kristina works with me on the financial development of our business and our conversations are something I always look forward to – collaborative and insightful. The information they give me is great and the dashboards are fantastic.
-
![]()
Prof. Moira Clay - Owner, Moira Clay Consulting
I reached out to Kristina to help me with cash flow and financial strategy for my consultancy. Kristina took the time to understand my enterprise aims. She guided me through a process that has demystified the financial management of my business. The positive impact of this has been immediate.
-
![Abed Husseini]()
Abed Husseini CEO, Fotofetch
“Kristina has been supporting FotoFetch as CFO for the past 4 years and has been critical to our daily operations and management. I highly recommend Stoneforge for any businesses financial and business management needs. The experience set of Kristina's financial knowledge paired with James GTM and business acumen will be a significant asset to any operation looking to expand its brain trust in those areas.”
-
![Craig Hauser]()
Craig Hauser - Owner, WindowWorks
James and Kristina’s holistic approach to business, sales, and and financial strategy has proven to be a fundamental cornerstone of my business. James has a unique ability to help me manage and navigate the emotional waves that comes with small business ownership. Feeling like I have an iron clad support system has given me the confidence to make informed decisions for the business in stressful times. Furthermore, he excels on helping you to create real distinction in your business and find your unique voice and message that speaks directly to your customers and creates a clear vision for you and your team to rally behind. Without the guidance, support, and strategy of Stoneforge, I would still be stuck in neutral. Instead, we've been able to grow by 25% so far this year! Thank you James and Kristina!
