The Commercial Growth Programme is designed for scale-up companies to drive marketing and sales ROI, with the flexibility to choose the sections that best meet your immediate needs. Whether you’re a CEO, founder, investor, or head of sales, this programme offers tailored solutions that help you optimise your sales and marketing efforts, at your own pace and priorities.
This programme has been tailored based on 15+ years of experience of working with scale ups, understanding their barriers to growth and working with them to build sustainable growth.
You don’t have to commit to everything at once. Choose from individual programme sections that are most relevant to your current goals, challenges, and resources. I’ll guide you through each process, ensuring that every action drives measurable results for your business.
As your business grows, your needs evolve. This flexible programme is built to scale with you, providing the tools and strategies you need now, with the ability to adjust as you move forward.
Gain clarity on your business’s current position and future growth strategy.
Tasks: Stakeholder interviews, marketing audits, competitive analysis.
1. Conduct interviews with key stakeholders to understand business goals and challenges.
2. Audit current marketing materials, sales workflows, and customer personas.
3. Analyse the competition to identify differentiation opportunities.
Tangible Outcomes: A growth roadmap with KPIs and a refined value proposition.
1. A detailed report outlining gaps in the current sales and marketing strategy.
2. Clear KPIs tied to revenue growth, lead generation, and ROI.
3. A defined target audience profile and refined value proposition.
Why It Matters
Having clarity around your current position and your future goals is essential. This foundation allows you to make informed, data-driven decisions that propel your business forward.
To achieve sustainable growth, your sales process must be scalable and repeatable. The Building a Scalable Sales Process module focuses on creating efficient, effective systems that grow with your business.
Tasks:
1. Create a step-by-step process for managing leads through the sales funnel.
2. Develop (or consult on the development of) email templates, call scripts, and follow-up schedules.
3. Implement and customise a CRM system (e.g., HubSpot, Salesforce) to track sales activities.
Tangible Outcomes: Streamlined sales processes and tools for efficient lead management.
1. A documented sales guide / playbook that acts as a guide for your sales team.
2. Customised CRM dashboards that provide visibility into lead flow, sales performance, and opportunities.
3. Quicker onboarding for new sales staff with a consistent process and pre-made resources.
Why It Matters
Building a scalable sales process ensures that your sales efforts are consistent and efficient. As your business grows, the sales process must grow with it, without sacrificing quality or performance.
Maximising the return on every marketing pound is essential for driving business growth. In the Optimising Marketing for ROI section focuses on improving every touchpoint with customers to ensure a measurable impact on your bottom line.
Tasks: Review customer touchpoints, website success analysis, refine messaging.
1. Customer Points of Contact Analysis: Identify all points of contact between your brand and customers—websites, social media, email campaigns, ads, and events. Assess the effectiveness of each touchpoint to ensure you are engaging leads in the most impactful way.
2. Website Success Analysis: Your website is often the first touchpoint with potential customers. Audit your website to evaluate key metrics like bounce rate, conversion rates, and content relevance. This helps us identify opportunities for improving user experience and engagement.
3. Positioning and Messaging Analysis: Clear, compelling messaging is key to differentiating your business. I analyse your current messaging against competitors and provide recommendations to improve brand communication, ensuring it resonates with your target audience.
Tangible Outcomes: Optimised customer touchpoints and enhanced website performance to generate more qualified leads.
1. Comprehensive feedback (report and consultation) that evaluates and prioritises customer touchpoints.
2. A detailed website performance action plan to improve engagement and conversion rates.
3. Refined positioning and messaging that differentiates you from competitors and connects with your audience.
Why It Matters
Maximising ROI isn’t just about spending money efficiently—it’s about targeting the right customers, with the right message, through the right channels. Optimising your marketing efforts ensures you achieve the highest possible return on investment.
Marketing and sales alignment is crucial for increasing revenue. When marketing generates high-quality leads and sales teams can effectively convert them, businesses see rapid growth. The Aligning Marketing and Sales module ensures that these two functions work in tandem to drive success.
Tasks: Lead prioritisation system, regular marketing-sales check-ins, centralised performance dashboard.
1. Shared KPIs: We develop shared goals for both teams, ensuring that marketing efforts are aligned with sales outcomes. This fosters collaboration and ensures that both teams work towards the same business objectives.
2. Prioritisation by Buyer Intent: I collaborate to develop a process that allows marketing to prioritise leads based on engagement and buying intent, ensuring that sales teams focus their efforts on high-value opportunities.
3. Performance Dashboards: Dashboards provide visibility into lead flow, conversions, and overall performance, helping both teams adjust strategies as needed.
Tangible Outcomes: Improved collaboration between teams and a clearer view of the sales pipeline.
1. Streamlined lead handoffs between sales and marketing.
2. Consistent alignment between teams, reducing inefficiencies and improving conversion rates.
3. Tracking of lead flow, allowing teams to make timely adjustments.
Why It Matters
When sales and marketing teams are aligned, businesses see faster revenue growth. Seamless collaboration leads to more qualified leads, higher conversions, and improved overall performance.
Break down silos between teams and create shared goals.
Data is a powerful tool for guiding strategy and decision-making. The Implementing Data-Driven Decision Making section is designed to ensure that your business uses data insights to continuously optimise sales and marketing efforts.
Tasks: Establish data sources, analytics tools, create reports, train teams to use data for optimisation.
1. Analytics Setup: Establish the right data sources to track key metrics such as customer engagement, conversion rates, and campaign performance.
2. Report Generation: Help you create actionable reports that provide insights into what’s working and what needs improvement.
3. Team Training: Train your team to interpret data and apply insights to optimise strategies and drive business results.
Tangible Outcomes: Real-time visibility of performance, driving better decisions and strategy refinement.
1. Real-time visibility into key metrics like lead-to-sale conversion rates and marketing ROI.
2. Data-driven reports that allow you to refine your sales and marketing strategies.
3. Teams equipped to make optimised decisions based on data insights.
Why It Matters
Data-driven decisions provide the foundation for continuous improvement. By making informed choices, you can adjust strategies in real-time, ensuring the most efficient and impactful approach for your business.
Speed up the process from lead generation to closing deals.
Tasks: Map the buyer journey, automate lead nurturing, optimise scheduling.
1. Map the Buyer Journey: Identify key decision-making stages, pain points, and opportunities to streamline the buying process.
2. Automate Lead Nurturing: Set up tailored email sequences and automated follow-ups to keep leads engaged and move them through the funnel more efficiently.
Tangible Outcomes: Reduced sales cycle time, with a nurtured pipeline ready for quick conversions.
1. Reduced time from initial contact to deal closure by addressing friction points in the sales process.
2. A fully nurtured pipeline with consistent, automated engagement to keep leads warm.
3. Improved sales team efficiency with fewer manual tasks, allowing them to focus on closing deals.
Why It Matters
Accelerating the sales cycle not only drives revenue faster but also enhances the customer experience by removing unnecessary delays. A more efficient process improves conversion rates and helps scale ups maximise their resources
Increase revenue per customer and build long-term loyalty.
Tasks: Post-sale communication templates, satisfaction surveys, upsell and cross-sell strategies.
1. Develop Post-Sale Communication Templates: Create personalised onboarding emails and educational content to improve customer satisfaction and reduce churn.
2. Design Upsell and Cross-Sell Strategies: Use customer data to recommend relevant products or services, increasing the average revenue per customer.
Tangible Outcomes: Higher retention rates, increased average customer value, and stronger customer relationships.
1. Higher retention rates by proactively engaging and educating customers post-sale.
2. Increased revenue through strategic upselling and cross-selling opportunities.
3. Stronger customer relationships, leading to improved brand loyalty and positive word-of-mouth.
Why It Matters:
Customer retention is more cost-effective than acquisition, and loyal customers are more likely to advocate for your brand. By maximising the value of existing customers, scale ups can achieve sustainable growth and predictable revenue streams.
Adapt your strategy with ongoing support.
Tasks: Regular progress reviews, guidance, and hands on support.
1. Conduct Regular Progress Reviews: Hold monthly or quarterly meetings to review key performance metrics, identify gaps, and adapt strategies.
2. Provide Guidance and Support: Offer support for unexpected challenges or new opportunities, ensuring scale ups remain agile.
Tangible Outcomes: A flexible, evolving strategy that adapts to changing business needs and market conditions.
1. A dynamic, evolving strategy that aligns with changing market conditions and business needs.
2. Greater confidence and capability within your team to implement adjustments and seize new opportunities.
3. Clear visibility of progress through actionable insights.
Why It Matters:
Ongoing support ensures scale ups stay competitive in a constantly changing environment. By continuously refining your strategies, your business can maintain momentum, avoid stagnation, and achieve long-term success.
Is This Programme Right for You?
If you’re looking to:
Drive consistent revenue growth.
Align your marketing and sales teams more effectively.
Optimise processes for maximum ROI.
Tailor solutions to your unique business needs.
…then the Commercial Growth Programme can help you get there, on your terms.
By narrowing your focus to high-value leads, offering high-quality content, and using personal, targeted outreach, you’ll create a low-effort pipeline that attracts just a few ideal customers. This approach ensures professionalism and efficiency while delivering measurable results. You don’t need a high volume of leads; instead, concentrate on building meaningful relationships with a small number of highly-qualified prospects, all while maintaining your high level of expertise and value.
Commercial Growth Specialist
