Sound familiar?
“We’re selling a little bit to everyone, and not enough to anyone.”
Too many different customers, each with its own pitch and its own version of the product.
“We’ll take any customer who’ll pay.”
So the product gets pulled in five directions, but the numbers don’t add up.
“The plan was right a year ago.”
We were on track, but something changed in the market, and we haven’t responded yet.
“Sales says it’s product. Product says it’s engineering.”
Good people, each with a good reason, end up blaming each other’s teams.
What we do
We review your sales pipeline and history, including wins and losses, and identify the patterns. I help you decide which customers to win more of and how to go about it, and which customers to leave for later.
What it looks like when it works
You focus on a few segments, and win more of them.
Product has a clear ICP to build for.
Your GTM plan matches the market and starts working again.
Sales, marketing and product agree why deals are won and lost.
How it runs
Before
I interview key GTM team members and we gather the collateral and data.
During
We review the current state to see what’s working and what’s not, uncover the patterns in the data, and update ICPs and GTM plans to match.
After
You implement the GTM changes, including any experiments needed to test ideas, and we track progress and course-correct together.
You leave with
A clear picture of your best customers, the risks in your growth, and the first changes to make.
Typical format
How long: from two hours to a full day
Where: online, in your office, or at an offsite
Preparation and support: by email and video call, as much or as little as you need
We just needed someone to help us work backwards from the customer without getting distracted by our own products.
General Manager, bootstrapped UK tech consultancy
Case studies
From selling solutions to selling from the customer's side
A bootstrapped UK tech consultancy of about 50 people learned to sell to C-level buyers, got its founders aligned, and tripled in size before it was acquired.
Read more
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OKRs that took the company up-market
A Series D data SaaS scale-up whose product had stopped selling refocused on the world’s biggest customers, got on budget, and stopped pulling its CEO into everything.
Read more
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Who you’ll be working with
I run every session myself.
I spent six years at Google, then two at Amazon, where I led a 100-person organisation. Since then, I’ve worked with over 200 leaders and 16 startup leadership teams as a facilitator and coach.
If I’m not the right person to help, I’ll introduce you to someone who could be.
Often run together: Strategy workshop · OKR workshop
Know someone this would help?
Here’s a line you can send them:
Richard talks to sales, marketing, product and customer success, then helps the leaders choose which customers to win more of, and what to stop.
Next steps
Start with a free, 20-minute Clarity Call. Confidential, and no preparation needed.