The Approach — Commercial by Design

How I help businesses generate more revenue from their customers

A well designed commercial operating system for post-sale must include the following elements.

01

Hand-off from Sales

Client Snapshot

Capture rich insights gathered during the sale to be used as future growth indicators. Forecast accuracy improves and renewal planning happens in plenty of time.

02

Servicing strategy

Segmentation Model

Map the contribution that each client delivers today and identify the stars of the future. Align investments and resourcing with future potential and intentionally plan for growth. Capital works harder and longer range planning is achievable.

03

Upsell & Expansion pathways

Success Audit

Identify your distinct success patterns and turn them into repeatable routes to more revenue. Forecast accuracy improves and your team can design their work around growth not engagement activities.

04

Renewal Governance

Renewal Audit

Critically assess renewal capability, identifying the drivers and drainers. Build repeatable motions across all deal sizes with clear roles and responsibilities. Renewal visibility increases and executive parachuting is a thing of the past.

05

GTM Sequencing

Launch Planner

Create a clear framework for planning and landing change with clients, to include team preparation and knowledge building. Product investment gets the adoption it was designed for.

06

Aligned incentives

Reward Modeller

Diagnose the outcomes and behaviours of your top performers and align incentive structures to replicate them. Revenue becomes the primary output of your client team.

Goals and Routines

Operating Rhythm

Build the routines and rigour of a sales team into your customer teams. Review and evolve the systems and technology that will accelerate this new approach. Visibility into all elements of your recurring revenue will dramatically increase. In conjunction with the wider system your path to sustainable NRR becomes clear.

Team Capability

People Partner

Map the framework for commercial competencies and traits. Arm managers with coaching toolkits to support the transition into a more revenue focused organisation. Identify where tooling and AI can augment capability further. Your people will understand what is expected of them and how to achieve what is required.

How I work

I am an operator who has lived and breathed the messy middle of growth, building commercial systems that didn't exist while carrying a quota. I am not a consultant or fractional leader so I work with you and your senior team to assess which parts of the system need the most focus, and will unlock the biggest opportunity.

I then co-design and build an approach that will work within your organisation. These are real processes that I will help you embed, not just pretty slides.

A structured audit of your post-sale set up. Working with a handful of key individuals, your data and a sample of clients.

Output

A board-ready analysis of structural gaps, prioritised opportunities and recommended actions to take.

The diagnostic insights become a working commercial system. Each component is built with your business in mind. For your product, your outcomes, your segments and your team. The artefacts are designed to be used by those closest to your customers, not presented to the board and forgotten.

Output

A set of Commercial by Design artefacts, configured to your business and ready for your team to deploy.

An accountability partner with dedicated time to guide and coach your leadership team as Commercial by Design becomes their way of working. Progress against milestones, early wins identified and change management coached as the new operating system takes hold.

Output

Commercial design components integrated into existing ways of working, with a leadership team equipped to sustain and build on it independently.

An advisor available to your senior team beyond the Design and Embed phases. Strategic guidance and coaching on one high leverage topic per week.

Output

A consistent outside perspective from someone who knows your commercial approach. Available when it matters.

Who this is for

B2B SaaS businesses, post Series B, between £10m–£150m ARR. Typically one of three people makes the first call:

Founders who are growing but feel the business is harder to control than the ARR should allow.
CROs who are accountable for existing-customer revenue but don't have the systems to grow it with confidence.
Boards and investors who want structural visibility into NRR before it becomes a forecast problem.

If this describes your situation, we should talk.