Problems We Solve
Problems we solve
The commercial problems B2B leaders bring us
These are the 24 problems marketing, sales and commercial leaders describe to us most often, grouped by expertise. Each page explains the signs, why it happens, how we solve it and the client evidence behind it.
Marketing Capability & Commercial Excellence
Marketing Capability & Commercial Excellence expertise →Marketing Capability & Commercial Excellence
Strategy outpaces capability
“We have a new strategy. I am not sure the team can deliver it.”
Read more →Marketing Capability & Commercial Excellence
Engineers in commercial roles
“Our market development managers are engineers. They need a commercial language.”
Read more →Marketing Capability & Commercial Excellence
Training without impact
“We have done lots of training. Nothing changed.”
Read more →Marketing Capability & Commercial Excellence
No common process
“Every business unit plans and sells differently.”
Read more →Sales Excellence & Key Account Management
Sales Excellence & Key Account Management expertise →Sales Excellence & Key Account Management
Sales and rebate led for years
“We have been sales and rebate led for years. Value is never part of the conversation.”
Read more →Sales Excellence & Key Account Management
Big customers, not key accounts
“We call every large customer key, so none gets a real plan.”
Read more →Sales Excellence & Key Account Management
Skills gaps across business units
“Each unit trains sales differently. We have no shared view of capability.”
Read more →Sales Excellence & Key Account Management
Price increases damage relationships
“Every price change turns into a standoff with our biggest customers.”
Read more →Strategic Marketing & Growth
Strategic Marketing & Growth expertise →Strategic Marketing & Growth
Targets without a path
“Leadership set a growth target. Nobody can say exactly where it will come from.”
Read more →Strategic Marketing & Growth
Resources spread too thin
“Every segment gets a little attention. None gets enough to win.”
Read more →Strategic Marketing & Growth
Products copied, margins squeezed
“Competitors closed the technical gap. Now it is all about price.”
Read more →Strategic Marketing & Growth
Launches that underperform
“Great product. The launch missed its targets.”
Read more →Pricing & Value
Pricing & Value expertise →Pricing & Value
Prices drift to cost-plus
“When markets get uncertain, we fall back on cost-plus.”
Read more →Pricing & Value
Discounts leak margin
“Rebates and exceptions are eating margin, and nobody tracks it.”
Read more →Pricing & Value
New products launch underpriced
“We gave away the innovation premium.”
Read more →Pricing & Value
Sales can't defend the price
“Every negotiation becomes a discount conversation.”
Read more →Innovation, Portfolio & Customer Insight
Innovation, Portfolio & Customer Insight expertise →Innovation, Portfolio & Customer Insight
R&D starts before the market case
“We fund R&D on technical promise. The market case comes later, if at all.”
Read more →Innovation, Portfolio & Customer Insight
Stage-gates without customers
“Our gates check documents, not evidence.”
Read more →Innovation, Portfolio & Customer Insight
Ageing portfolio
“Mature products take all our time. Lifecycle decisions keep getting postponed.”
Read more →Innovation, Portfolio & Customer Insight
Reports that don't answer your question
“We bought the market report. It doesn't answer our question.”
Read more →AI & Commercial Teams
AI & Commercial Teams expertise →AI & Commercial Teams
Tools without a plan
“Everyone is experimenting with AI. Nobody has a plan.”
Read more →AI & Commercial Teams
Unclear roles
“Which marketing and sales tasks will AI change, and which shouldn't it?”
Read more →AI & Commercial Teams
Risk with client data
“We have no clear rules for what can go into AI tools.”
Read more →AI & Commercial Teams
Skills gap
“People need to question, check and use AI output well.”
Read more →Don’t see your problem?
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