We help organizations in complex B2B industries design world-class marketing functions that align with business priorities — competitive advantage, improved market share, pricing power, and better positioning.
With over a decade of experience working with marketing leaders and teams, combined with our annual research, we’ve specialized in enterprise and corporate industrial, IT and professional services organizations.
MARKETING MANAGEMENT SYSTEM —
Unlocking the full potential of marketing leadership
When you want to strengthen marketing leadership and management, drive accountability and focus, and ensure alignment with business outcomes and results.
TRANSFORMATION PROJECTS —
Navigating and succeeding through change
When you need to assess the value of change and the requirements for its success, or you are looking for a way to make the change seamlessly.
ACCELERATED SERVICES —
Covering specific challenges and bring focus
When you want to cut through the noise and focus on what matters most.
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Some of our results —
Closer to full potential by 2 new value streams — increase in added value and marketing budget by 54%
With a new vision and a redefined role for marketing, we helped a large multinational team move beyond sales support and sales-related activities. By identifying and introducing pricing power and competitive advantage as new value streams, the team was able to unlock its full potential.
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38% increase in win rate for large strategic accounts and new role for marketing in big deals
We helped our global client to elevate marketing’s role in large strategic RFPs, developing a playbook and building the necessary capabilities to maximize impact in process. This led to over 15 million euros in added revenue within the first 12 months of the program, with attribution to marketing initiatives.
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From 30% to 5% in ad hoc firefighting and transforming activity-based leadership to focus on accountability and performance
We helped a 35+ member marketing team shift from activity-based leadership to leading with accountability and performance. Using our Management System, we worked with the Marketing Executive to develop a business plan and management process that clarified marketing’s role and established clear performance indicators for teams and individuals. As a result, ad hoc work was reduced to less than 5% of total resources.
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44% improvement in marketing’s delivered and communicated value to the business
We helped a global technology and industrial services company better identify and communicate marketing’s overall value—improving it by 44% compared to previous levels. By establishing programs for competitive advantage and building team-wide capabilities, we enabled value-driven goal-setting and systematic value communication processes at every level.
Successful Nordic-wide ABM-transition with ABM strategy, playbooks and operating models: 4 million pipeline increase after the first 6 months
We helped a global industrial company transition from tactical ABM experiments to a controlled, successful ABM program. By transforming their ABM strategy, we redefined account selection to focus on the largest potential accounts, and helped them develop impactful playbooks and a Center of Excellence to deliver value. This systematic approach resulted in a 4 million euro increase in sales pipeline within the first 6-month pilot.
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We know complex B2B industries —
More than a decade of experience working in the complex B2B industries.
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More than 100 yearly interviews with marketing leaders and exclusive research to understand your needs and fuel our approach.
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12+ proprietary frameworks for the biggest marketing challenges specifically in the complex B2B.
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Investing an average of 153 hours per consultant yearly in research and development to stay on top of the game.
Latest —
webinar —
Building alignment in yearly planning – it's time to review your marketing strategy
Register now —
webinar —
How do we help senior marketing executives transform their +20 person marketing department — A typical customer journey
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webinar —
Lead your marketing function with clarity and accountability, not just tactics
Register now —
article —
Balancing act between benefits and fears of strict processes in marketing
Read the article —
podcast —
Bita Popovic from Trimble — The Engineering Mindset: Revolutionizing Customer Experience in B2B
Listen now —
podcast —
Sirpa Ikola from Schneider Electric — Sales and marketing as a spectrum of one – insights from an experienced former VP of Marketing and current business leader
Listen now —
case —
How we helped our IT professional services provider to improve marketing value communication
Read the insight case article —
podcast —
Patrícia Namba from Atlas Copco | How do you succeed in decentralized marketing? Lessons from Patrícia
Listen now —
podcast —
Sandra Anderstedt from Sandvik | How do you make a 60-member ambassador program thrive in marketing?
Listen now —
webinar —
The big marketing organization debate – What shapes the way you should organize marketing?
Watch now —
article —
How to thrive in a management team? Key takeaways from the first Executive Roundtable of 2025
Read the article —
case —
