We help senior B2B marketing executives increase the value of their marketing function. We help you make marketing a regular topic in management team meetings, gain clarity on marketing value, and establish clear performance expectations for you and your team.
We work in complex B2B industries where marketing by default has not been valued accordingly. Our clients are typically sales- or engineer-driven, with a big emphasis on traditional sales.
Complimentary Marketing 360 Assessment™ —
Pinpointing where you must focus your resources
Understand your current position and actions to maximize your function’s value. You’ll receive an objective diagnosis and the AdvantagePlan: a clear, actionable roadmap and business-case level document. It visualizes your journey to greater strategic value.
VISION ACCELERATOR —
Finding your bold vision
It’s for you who need to answer the core strategic questions: "Where are we heading as a function?", "Where am I taking this function as a leader?", and "Why should the business care?" This service provides the map you need to define your function's true value for the next five years, independent of current budget cycles or planning schedules.
FOUNDATION: BUSINESS PLAN —
Aligning with your business stakeholders
The Marketing Business Plan serves as the foundation for creating a world-class marketing department. It clarifies the vision of how marketing brings even greater value to the organization and has a clear, strategic role.
EXECUTION: Build-up and Scale-up —
Ensuring your vision becomes a daily practice
You have defined your vision and secured organizational alignment. Now, the challenge is professional execution: how to actually get there. We help you bring the vision into your function's daily work, eliminate ad hoc chaos, and build measurable accountability across your team.
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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 —
podcast —
Matti Tiitinen from Valtra | How I lead my farmer-focused marketing and sales team at Valtra
Listen now —
podcast —
Viktor Wallström from Saab | Why you shouldn’t make your CEO the crisis manager
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podcast —
Andrea Alter from Workday | How do you empower your team to embrace challenges and learn from mistakes? Discussion with Andrea
Listen now —
article —
Why is cost of inaction often a better way to prove marketing impact than ROI and 9 other insights from the Executive Roundtable Stockholm
Read the article —
podcast —
Pia Posio from Glaston Corporation | A Marketing Director's perspective on change
Listen now —
article —
How can marketing leaders create accountability within their marketing department?
Read the article —
webinar —
Building alignment in yearly planning – it's time to review your marketing strategy
Watch now —
webinar —
Lead your marketing function with clarity and accountability, not just tactics
Watch now —
article —
Balancing act between benefits and fears of strict processes in marketing
Read the article —
podcast —
