Go-to-market
Coverage models for seven-person buying committees
Enterprise decisions are made by groups. Commercial models still assume individuals.
May 2026
Insights
Thinking for executive decisions.
Short, evidence-led perspectives on the commercial questions we are asked most often by boards and leadership teams.
Featured
The AI adoption gap between pilots and P&L impact
Most enterprise AI programmes stall between demonstration and deployment. The constraint is rarely the model.
June 2026
All insights
Latest perspectives.
Measurement
Attribution for capital-cycle businesses
When decisions span two years, campaign-level measurement misleads more than it informs.
April 2026
Organisation
What a modern revenue operating model contains
Five components separate forecastable growth from quarterly improvisation.
March 2026
Data
Reconciling CRM, ERP and finance on one number
Trust in pipeline data is an executive issue before it is a systems issue.
February 2026
Leadership
Briefing a board on growth investment
How to present commercial investment cases that survive scrutiny.
January 2026
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