More sales activity won’t necessarily produce more customers. I work alongside B2B software founders and leadership teams to identify which commercial decisions matter and turn those decisions into action.
Let’s discuss your business →Compare your most successful customers with the opportunities in your pipeline. If they have little in common, activity may be directed at business you are poorly positioned to win.
What could change: A narrower customer focus, fewer unsuitable opportunities and resources concentrated where the evidence is stronger.
If the founder must attend every important meeting to explain why customers should buy, the proposition may not yet be clear or transferable.
What could change: Clearer messages, useful customer proof and a team better equipped to sell independently.
A signed partner agreement is not a productive channel. A full pipeline is not a forecast. Understand which routes produce customers and why deals convert or fail.
What could change: More selective partners, better qualification and investment in routes that deliver.
Are technology, product, sales and customer teams making decisions around shared priorities, or optimising separate agendas?
What could change: Clearer priorities, constructive challenge, stronger collaboration and more capable leaders.
A software product can integrate with Microsoft technology or be listed on Marketplace without creating a commercially viable route to customers.
Partners need a reason to invest their time. Customers need a reason to buy. Technical alignment alone establishes neither.
My 18 years at Microsoft, alongside advisory work with software companies in its ecosystem, inform how I examine the commercial opportunities and limits of Marketplace, co-sell and partner-led selling.
I work with leadership teams to establish where change is needed, build shared priorities and develop the people responsible for putting them into practice.
The seven-stage Growth Loop provides a way to examine commercial performance. It is not a prescribed programme.
We can start with your commercial priorities, the choices you face and whether an independent perspective would help. Any subsequent scope is agreed around the problem, not a compulsory methodology.
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