Senior B2B GTM & Marketing Strategist
Making B2B growth less complicated.
Companies bring us in when growth feels harder than it should. We work out where it is being lost, and fix it with the team: positioning, brand, and the way marketing, BDR, sales and customer success work together.
Is your commercial organisation pulling in the same direction?
Growth rarely slows down because people stop working hard. It slows down because commercial teams stop working as one.
Everyone tells a different story
The CEO says you win on service. Sales says you win on price. Marketing talks about innovation. Customers say they stayed because of the implementation.
The company is growing faster than the way it works
Headcount went up, revenue went up, and the handovers, the ownership and the decisions never quite kept up.
Marketing spend is hard to defend
There are campaigns, tools, people and budget. There is no clear line from any of it to pipeline, and nobody can say what to stop.
The brand no longer matches the company
The identity, the website and the sales material describe a business from three years ago, and it reads generic next to competitors.
AI is being used, but not in a way anyone can repeat
A few people use it well, most do not use it at all, and none of it is written down.
What we believe
Many commercial problems that look like marketing or sales problems are actually alignment problems.
Marketing launches campaigns. Sales chases the number. Customer success fights churn. Leadership wants growth it can predict. Everyone is doing their job, but they are measured differently, rewarded differently, and so they optimise for different things.
Ask four people in the same company why customers buy, and you will often get four answers. That is not a communication problem. It is what is quietly making everything cost more than it should.
Sometimes the real problem is the product, the price or simply not enough demand, and we will say so. That is why the work starts by looking rather than by advising.
Three places where growth usually gets stuck
Most engagements start in one of these three and stay there. Some grow into the next. That is a decision for afterwards, never a condition of starting.
01 / Clarify
Positioning and brand
Work out who you are for, why they should choose you, and how to say it so that everyone says the same thing.
Positioning Sprint · Brand Foundation
02 / Align
GTM and commercial teams
Find where growth is being lost between marketing, BDR, sales and customer success, and get them working to one plan.
GTM Review · GTM and Commercial Alignment
03 / Grow
Demand, execution and leadership
Build the demand engine, coach the team who has to run it, and lead it from inside for as long as it takes.
Fractional and interim leadership
Start where growth is getting stuck
Three ways in. Each one solves a real problem on its own, and none of them commits you to anything after it.
“Your story is not clear”
One positioning, backed by evidence, that marketing, sales and leadership can all use.
about 2 weeks
“Your brand no longer reflects the business”
A brand book the whole team can work from, so the website and the sales call finally match.
about 2 to 4 weeks
“Your commercial engine is not working as one”
An honest read on where growth is being lost, and the three to five changes that will move it.
about 2 to 3 weeks
Not sure where the real problem sits? Start with the GTM Review.
Observe first. Understand why. Then change.
The same five steps run through every engagement, whatever it says on the invoice.
Go and look. Sales calls, pipeline reviews, the leadership meeting. How people actually work, not how the process document says they work.
Best customers, win and loss reasons, cycle length, pipeline, budget and return. Ambition is input, not fact.
Patterns, contradictions and where energy is leaking. AI does the heavy processing. The conclusion is human.
Findings go back to the people who have to live with them, with the reasoning visible. Without agreement, nothing that follows holds.
Priorities, owners, deadlines and measures. An organisation that works differently on Monday than it did on Friday.
Why not an agency, or a consultant?
A marketing agency says
We will make it for you.
Useful when you already know what you need. Less useful when four people in your business would answer “why do customers buy” differently.
A traditional consultant says
We will tell you what needs to happen.
Then leaves, and the recommendation outlives the engagement in a slide deck.
We say
Let’s find out together what needs to change, then we will help your team do it and leave a better way of working behind.
Recent work
A brand built from nothing but a name, now used to pitch international financiers and co-production partners.
Ten years in European B2B technology marketing before going independent. GTM, demand generation, ABM, regional growth, positioning and cross-functional sales and marketing alignment.
If your commercial teams are working hard and still pulling in different directions, that is worth an hour of conversation.