What It Looks Like in Practice
Six business cases drawn from real engagements across B2B technology, SaaS, DXP, cloud, and professional services. Clients are anonymised. Results are not.
Stepping In When There Is No Sales Director and the Board Needs a Number
Nearshore software development • UK • 12 monthsA technology business with no active commercial leadership. Pipeline was unqualified, forecast was unreliable, and the board had no commercial visibility. A permanent hire was 9+ months away. The requirement was a Sales Director who would own the number — not consult on it.
- Took direct ownership of pipeline and revenue accountability from day one — no transition period
- Implemented MEDDPICC across all active deals; introduced weekly forecast cadence with board-level reporting
- Recruited and onboarded two Business Development Managers with full qualification and onboarding framework
- Deployed AI-enabled lead generation in CRM, reducing sales admin overhead by 50%
Building a Repeatable Commercial Engine Where None Existed
Digital transformation • Bespoke software • 20 monthsStrong delivery capability, no repeatable commercial motion. Revenue was reactive and project-led. There was no defined ICP, no outbound infrastructure, and no pipeline visibility. The sales function needed to be rebuilt — while still generating revenue in parallel.
- Diagnosed the commercial function within 30 days — identified root causes, not symptoms
- Defined ICP, built market segmentation, and designed an outbound playbook from first principles
- Launched a structured outbound motion; first pipeline created within 60 days of engagement start
- Embedded deal stages, qualification criteria, and pipeline governance into CRM — creating forecast visibility that did not previously exist
Building a $3.2M Pipeline From a Standing Start Across Three Global Regions
Connected vehicle data • B2B channel sales • 6 monthsA data platform business with strong OEM partnerships but limited B2B commercial reach. No channel infrastructure. No pipeline outside existing relationships. The brief: build new logo pipeline across retail, government, and education verticals in EMEA, North America, and APAC — simultaneously.
- Mapped ICP across three verticals and three global regions — identified the right buyers before a single call was made
- Built B2B channel pipeline from zero — cold to active opportunity in under 30 days per target account
- Applied precision contact-identification approach: right person, right organisation, right moment — consistently
- Improved commercial operational efficiency by 29.5% while building pipeline at volume
Turning a Capable Sales Team Into a Qualifying, Forecasting, Closing Machine
B2B technology • Multi-stakeholder enterprise deals • OngoingA sales team with ability but no qualification discipline. Deals advanced on gut feel, forecast was driven by optimism, and late-stage losses were frequent but unexplained. No structured methodology was in use. The opportunity: embed rigour without removing energy.
- Implemented MEDDPICC as a live operating standard — applied to every active deal in the first week, not introduced as a future initiative
- Ran individual deal reviews with each rep: surfaced risk, identified missing information, and coached close plans in real time
- Built a qualification playbook anchored in Challenger methodology — insight-led openers, commercial tension, cost of inaction framing
- Established a repeatable coaching cadence: weekly deal review, bi-weekly pipeline review, monthly forecast call with board-ready output
From Disconnected Functions to a Single Commercial Engine
Digital transformation • Enterprise solutions • 20 monthsMarketing was outsourced and misaligned. Lead quality was low, sales ignored marketing output, and there was no shared definition of a qualified opportunity. CRM was incomplete. The result: a pipeline that looked full but converted poorly, with no visibility into why.
- Unified sales and marketing under a single ICP, shared pipeline definition, and common qualification criteria — eliminating the handoff problem entirely
- Brought marketing fully in-house and transitioned to an AI-driven operation — lower cost, higher output, better targeting
- Rebuilt CRM as a single source of truth: pipeline, activity, forecast, and lead scoring in one place
- Created a lead scoring and handoff framework that both teams designed together — adoption was immediate because both sides owned it
Taking a New AI SaaS Platform to Market With No Existing Pipeline
AI SaaS • DXP • Cloud • Enterprise technology • Multiple engagementsA technology business launching its first AI SaaS product with no pipeline, no validated messaging, and no existing sales motion for the new category. Simultaneously, enterprise buyers across DXP, cloud, and digital experience platforms required a different commercial approach to what the team had used for services revenue.
- Designed full GTM for new AI SaaS product: ICP, positioning, pricing model, outbound cadence — launched within 60 days
- Built AI-enabled lead generation infrastructure reducing prospecting time and improving enterprise targeting precision from day one
- Activated a 6,500+ decision-maker network across enterprise technology, DXP, and cloud — accelerating pipeline without cold outreach at scale
- Applied DXP practice-building experience (Adobe, Sitecore, Optimizely) to scale a specialist commercial practice from $2M to $6.3M ARR