How confident are you in your current sales coverage?
How much do you trust your marketing engine to create the right level of engagement with the right targets?
How many of your first meetings turn into real opportunities?
How much time can your revenue team spend fixing it without hurting this quarter?
Some commercial engines are broken. Some are lagging behind their market. Some need a full transformation on a short timeline, and still have to hold for years after.
That is what I fix. For B2B tech companies selling to the enterprise, with a premium, not an exclusive, on financial services and analytics, the markets I have sold into for most of my career. Fast, because the market won’t wait. Built to last, because next year matters as much as this quarter.
The fix always starts with the same four words. Target, Offer, Engagement, Measure.
None of them is new. Every company has an ICP slide, a pitch deck, a campaign calendar and a dashboard. The problem is they live in different teams, different tools, different quarters, and nobody connects them. The CRM won’t do it for you. Its model (account, contact, lead, opportunity) records what happened. It never tells you what to do next.
The model is built on 105 consecutive quarters selling across the globe. To tech buyers and to business lines. Always complex solutions, always against large competitors.
One real case runs through all four, anonymized, from a free diagnosis built on public data only: a data integration software company moving from selling a tool to data engineers, to selling an AI product to heads of data.
Target
The problem: sellers spend their time on accounts and people who will never buy. The ICP was written for investors, the client base drifted, and nobody checked who really signs.
What we fix: where your true differentiation meets real demand, so sellers spend their time where it pays.
Example: the product site speaks to heads of data. The homepage still speaks to engineers. Sellers end up in meetings with the wrong person. The number to watch: the share of first meetings held with a head of data.
Offer
The problem: most companies go to market with explanations and prices, not offers. Nothing gives the buyer a no-brainer trigger to decide. And the website says one thing, the deck another, the seller a third.
What we fix: a real offer, built for the buyer’s decision: low risk, low effort, high and immediate value. Told the same way everywhere, with proof up front, so first deals close faster.
Example: the best proof, a large client that retired its legacy tool entirely, sits deep in a case study page, and the two websites don’t even agree on the customer count. The number to watch: the share of first meetings where a quantified client story is on the table.
Engagement
The problem: events, content and social get qualified prospects to commit far too little: a like, a download, a badge scan. And buyers get too little value from them to want to engage further.
What we fix: your unique value, promoted clearly to the right buyers on the right channels, with conversion as the sole focus: a meeting, a workshop, a trial. Activity doesn’t count.
Example: the company offers a free trial, a great first yes. It is only worth something if it converts. The number to watch: trial to paid, and how fast.
Measure
The problem: buyers can’t see the value they will get, and nobody agrees up front on what success is, or why this is the most affordable way to reach it. So decisions stall, and the company can’t tell which effort pays.
What we fix: client and vendor agree on what success is, as a number both can track, and on how it gets funded, so it returns more for the money than any alternative.
Example: usage is billed by consumption, so the value clients get is already visible. The number to watch: how much consumption grows in a client’s first 90 days.
By design
Put the four together and you get what the lead never gave us: a commercial engine you can steer. Sellers on the accounts and buyers that matter. Marketers on campaigns that feed them. Every team on the same intent.
Offers and messages go stale faster than ever. The companies that win will be the ones that pivot fastest on targeting, offer and engagement, and prove it in the numbers.
Commercial success, by design.
Curious where your own engine stands? I run a free diagnosis on demand, built on public data only. Send me a message. The full diagnosis, with your data, is where we start working together.