I design commercial systems that turn marketing strategy into pipeline

My approach

I begin by identifying where the commercial model no longer aligns with revenue expectations, focusing on strategy, buyer behaviour, pipeline, ownership, and reporting. Then, I design the operating model leadership needs to manage marketing as a revenue function.

1. Establish what can be trusted

I determine which definitions, assumptions, data, and reports are commercially reliable and where they may create false confidence.

2. Redesign buyer progression

I outline buyer progression, clarify each stage, identify key signals, and specify points of ownership transfer.

3. Clarify pipeline contribution

I clarify marketing’s role across channels, markets, segments, target accounts, and buying groups.

4. Build the decision model

I specify key metrics for leadership, define action thresholds, and recommend what to scale, adjust, or discontinue.

5. Govern implementation

I establish requirements and acceptance criteria to ensure commercial logic is maintained throughout CRM, reporting, and team processes. I turn it into a long methodology page.

Why work with me

Most companies divide this work between people who set the commercial direction and people who translate it into processes, reporting and systems.

That is where good strategy often starts to weaken.

I work across both sides. I can define the GTM model, buyer progression, ownership, qualification and reporting, then turn those decisions into clear requirements for teams, data and technology.

Because I understand the operating detail, I can challenge plans that look sound at leadership level but will fail in practice. Because I start with the commercial model, I do not let the CRM, existing process or available tools dictate how the business should work.

I have applied this across startups, scale-ups and enterprise organisations, working directly with CEOs, CROs and COOs and leading the teams responsible for putting the model into operation.

The advantage is continuity: the same commercial logic runs from the original business decision through design, implementation and governance.