Argued positions on B2B growth, demand and market structure. Each piece sets out a diagnosis, cites the evidence behind it, and ends with the decision it implies.Argued positions on B2B growth, demand and market structure.
Growth & Revenue Marketing
8 slides
A marketing audit can mean a channel review, a paid media audit or a review of marketing as a whole. Each answers a different question, and the wrong choice leaves the real problem untouched.
Customer Insights & Segmentation
9 slides
A retention rate counts the customers who stayed, not what they spend. The analysis shows how revenue can slip behind a steady rate, and which figure brings that loss into view.
Customer Insights & Segmentation
8 slides
A strong customer satisfaction score describes the last interaction, not the client's next decision. Studies of hotel guests, air travellers and B2B buyers show satisfied clients still go, and shifts in spending warn earlier.
Customer Insights & Segmentation
9 slides
Grouping B2B customers by size and industry puts profitable and loss-making accounts side by side. Costing each account shows where profit is made, where it leaks and how groups drift over time.
Customer Insights & Segmentation
8 slides
Most guides build an ideal customer profile from a firm's best customers. Research on customer concentration and on studying only past buyers suggests that method copies the wrong accounts.
Competitive Intelligence & Benchmarking
9 slides
Competitor benchmarking is only as reliable as the list of rivals it starts from. Research suggests experienced managers name competitors least accurately, and that firms ignore rival information already in plain view.
Brand Tracking & Demand
9 slides
Brand spending is often cut first in B2B budget rounds because it reports in awareness, not in figures finance can verify. The analysis shows how to restate brand equity in commercial terms.
Growth & Revenue Marketing
9 slides
Attribution figures look equally precise whether they rest on a few dozen sales or several thousand. The analysis explains why deal volume decides whether a channel ranking can be trusted.
Growth & Revenue Marketing
9 slides
Attribution reports credit sales to channels by a chosen rule, using only the sales that leave a trace. Holdout tests and spend set against revenue show what each channel actually earns.
Brand Tracking & Demand
7 slides
Searches increasingly end in an AI answer rather than a click. The analysis explains why rankings no longer show whether buyers hear a brand's name, and how to trace what AI systems cite.
Bring us the real question. We’ll come back with how we’d approach it. Not a brochure. A starting point.
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