25+ years growing B2B businesses. No fluff. No agency overhead. Just results.
Senior commercial thinking for businesses that are growing, stuck, or not sure what’s working and what isn’t.
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Construction
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Industrial B2B
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Professional Services
Growth has plateaued. Nobody agrees why.
Sales and marketing are pulling in different directions.
You’re doing marketing. But you’re not sure any of it is working.
“If any of that sounds familiar — you’re in the right place.”
Most businesses come to me with one of six problems.
We’re growing but something feels off
Revenue is up but something isn’t right. Customers are coming in but others are quietly leaving. The commercial engine isn’t working the way it should and nobody can see it clearly enough to fix it.
Sales and marketing aren’t talking
Two teams. Two agendas. The gap between them is costing money and nobody wants to say it out loud. I’ve fixed this more times than I can count.
We need a strategy — not a list of stuff
Busy but directionless. Lots of activity, not enough traction. We build strategies that are grounded in commercial reality — not wishful thinking.
We need someone senior but can’t justify a full-time hire
You need marketing leadership. You don’t need it five days a week forever. I step in at whatever level the business actually needs — and step back when the job is done.
We don’t know which customers are worth growing
Not all revenue is equal. Some customers are worth ten times others. Knowing which is which changes everything about where you focus. This is exactly what Cracking the Code was built for.
We need to do something — we just don’t know where to start
That’s fine. Most good engagements start with exactly that conversation.
Cracking the Code — seeing your business as it actually is.
Most businesses run on gut feel and incomplete data. Cracking the Code changes that. It takes your customer and revenue data, runs deep analysis across your entire base, and shows you — in plain language — exactly where your revenue is growing, where it’s being lost, and precisely how to fix it. No spreadsheet skills needed. No jargon. Just clarity.
It’s the first thing I do with almost every new client. Because you can’t build on foundations you can’t see.
Some of the best business conversations happen outside.
Netwalking is structured business conversation on the move. Fresh air, no PowerPoint, no agenda — just straight talking about what’s actually going on in your business.
You’re not hiring an agency. You’re hiring me.
I’ve spent 25+ years in marketing. I’ve worked across the UK and internationally — running teams, building brands, fixing strategies, turning messy data into clear commercial decisions.
I lead every engagement personally. Behind me is a trusted network of specialists — creatives, designers, digital experts — who we bring in when the brief needs them. You get senior thinking at the front and the right hands doing the work.
No juniors. No handoffs. I pick up the phone when you call.
Real work. Real outcomes.
Customer segmentation that changed commercial focus
Situation: Strong revenue but no clear picture of which customers were driving value.
What changed: Customer base segmented by value and behaviour. Sales resource reallocated. Marketing refocused accordingly.
The business knew, for the first time, exactly where to focus.
Sales and marketing alignment
Situation: Two teams, no shared understanding of customer value. Effort duplicated, opportunities missed.
What changed: Structured customer view adopted by both teams. One jointly owned plan.
Two teams. One direction. No more gaps.
Clarifying direction for the next phase of growth
Situation: Growth had slowed. The business had outpaced its marketing approach.
What changed: Positioning reviewed, customer base analysed, commercial focus redefined.
Leadership aligned and ready for the next phase.
“If something feels off in your growth, it probably is.”
The first conversation is always straightforward. No obligation, no sales process, no preparation needed. Just a conversation about where your business is and what it’s trying to achieve.