Our best clients come to us for one reason: They have decided that things can’t continue as they are. They know the potential for marketing within their business is so much more than they can currently capture.
More about us —
Who we work with
Our clients are senior marketing leaders such as CMOs, VPs, Directors, and Heads of Marketings who lead either the whole marketing, a region, or a business line.
They manage a team of 5–50 in industrial, IT, or professional service companies that are sales-, expertise-, or engineering-driven organizations.
They have aggressive growth goals, or major shifts in their business, and a clear "room to grow" that creates opportunities for marketing.
They typically struggle with
Unclear expectations from business stakeholders.
Stakeholders see you as an event organizer, a support function, or a lead-gen machine.
The internal agency's way of working.
Proving the marketing impact and value on the business.
Prioritizing the right and most valuable initiatives.
Getting the team to row in the same direction as one team.
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Getting the marketing as a business partner needs active management
But usually, there is just simply too much to do, not enough time to get started, and no clear game plan for getting closer to business.
Some have tried incremental development in reporting or dashboards, new tactics to align with business, over-servicing stakeholders, or just wishing or waiting for things to change.
Unfortunately, a new strategy or a new CEO doesn’t automatically make marketing more valuable to the business.
We work together with you through a done-with-you consulting approach
The last thing you need is another slide deck filled with recommendations you don’t have time to implement.
Our engagements are designed to be practical. We know the real value is in successfully implementing the new way of working.
We bring the best practices and frameworks that are based on seeing these situations in complex B2B for years.
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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.
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Latest —
article —
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The end of the form-fill: How will B2B marketing prove value when the lead is gone? | Letter to CMOs in complex B2B vol 5, 2026
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article —
So, you want marketing to be a business partner? The challenging questions you need to answer | Letter for CMOs in complex B2B vol 4, 2026
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case —
Case: From ‘event organizer’ to ‘business partner’ in a global industrial company
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article —
Working on marketing, not in marketing (time tracking template included) | Letter to CMOs in complex B2B vol 2, 2026
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webinar —
Register now: From support function to business partner: how to redefine marketing’s role to match business needs
Register now —
webinar —
Watch now: Main findings from 40+ Assessments & how these should define your 2026 plan
Watch now —
podcast —
Behind the scenes | One year of podcasting: the stats, the strategy, and the learnings from 15 episodes
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event —
Q1 Roundtables in Stockholm, Helsinki, and Copenhagen | "Doing more impact with the same, or even less"
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podcast —
Asbjørn Severin from Danelec | How I lead my marketing function towards commercial growth to unlock its full potential
Listen now —
podcast —
