Guide · 9 min read
Customer interviews and win/loss research: hearing why customers choose you, or don't
How to hear, in customers' own words, why they chose you or didn't: who to talk to, which questions to ask and how to turn it into a choice.
Guides
Prefer to get started yourselves.
Practical guides on commercial strategy and positioning, with a worksheet to fill in with your team. Free, no email address needed.
Guide · 8 min read
The marketing-sales SLA: a filled-in example of agreements that work
What a good lead is, when marketing hands over, how fast sales follows up and how you adjust together: a filled-in SLA between marketing and sales, with an example.
Guide · 9 min read
The business case for an ABM pilot: do the maths before you start
Does account-based marketing pay off for you? How to work out an ABM pilot: deal value, sales cycle, capacity and cost, with a worked example and the situations where ABM doesn't fit.
Worksheet ABM pilot calculation sheet (PDF)
Guide · 10 min read
Building an ideal customer profile: how to choose the customers you can deliver the most value to
What an ideal customer profile (ICP) is, how it differs from a persona, and six steps to a profile that marketing and sales actually use.
Worksheet ICP canvas (PDF)
Guide · 8 min read
Choosing a partner for positioning or commercial strategy: how to compare the options
Doing it yourself, a large consultancy, a marketing agency, an interim manager or a small commercial consultancy: when does what fit, and which questions do you ask up front?
Guide · 13 min read
Building a commercial strategy: a step-by-step plan for B2B companies
In seven steps from a revenue target to a commercial strategy that marketing, sales and leadership execute together.
Worksheet Commercial strategy on one page (PDF)
Guide · 12 min read
B2B positioning: how to determine why customers choose you
What positioning is, why most B2B positionings are interchangeable, and five steps to a choice that marketing and sales can tell together.
Worksheet Positioning canvas (PDF)
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