Fractional Commercial Strategy Consultant

The work I do

Fix the proposition and the messaging so B2B buyers understand the offer, believe it, and can sell it internally.

Problems I solve

• we’re losing deals we should be winning
• deals stall in the pipeline and nobody can say why
• buyers keep hesitating and I’m not sure why
• we’re launching something new, but interest isn’t converting into sales
• we’re taking our offer into a new market and the first deals keep going quiet
• we’ve raised investment and the commercial story hasn’t caught up
• our value is strong but it gets lost in technical details
• prospects don’t understand what we actually do
• every salesperson pitches us differently
• we're not winning bids

Who I work with

Owner-managed and PE-backed B2B firms, roughly £3m to £50m, selling something technical or complex: engineering, industrial, deep tech, specialist software, professional services.

What I bring

• One story across a complex business, 24 years at CDS in Leeds, most of them running marketing across print, digital and defence, reporting to the MD. Mostly public sector, won through bids. One line held three propositions together on one homepage.
• Messaging that sales keeps using, A tender software firm put the messaging on its website wholesale and still uses it. A rail consultancy uses the work in every pitch.
• Commercial development between SMEs, investors and enterprise buyers, At BDG, I designed a platform connecting SMEs, investors and enterprise buyers, and ran commercial and investment development.
• Making technical evidence buyable, Triton Hydrogen. I turned deep-tech evidence into something engineers, investors and industrial buyers could act on.

Commercial