How we work

Diagnose. Design. Activate. Optimise. Scale.

A practical operating method for demand generation. It starts with evidence, moves to live programmes quickly and finishes with systems your team can run.

Diagnose

Understand the existing demand generation capabilities, performance and gaps.

Capability review
Funnel and data audit
Stakeholder interviews

Design

Build the right ICP, messaging, channel strategies, processes and success measures.

ICP and account tiers
Channel strategy
Success measures

Activate

Implement integrated campaigns and programmes across channels.

Campaign launch
Programme delivery
Sales alignment

Optimise

Measure performance, improve conversion and focus investment on commercial outcomes.

Conversion testing
Cost per opportunity
Budget shifts

Scale

Establish repeatable systems and processes that support continued growth.

Playbooks
Operating rhythm
Team handover

Weeks 1 to 3, indicative

1. Diagnose

What is working, what is not, and where the pipeline gap really is.

Activities

Review of current programmes, spend and results
Funnel and data audit across CRM and automation
Interviews with marketing, sales and leadership
Assessment against the 14-dimension Demand Generation Maturity Model

Output

A ranked set of gaps and a clear starting point.

Weeks 3 to 6, indicative

2. Design

A plan the team can believe in and a way to measure it.

Activities

ICP, account tiers and personas
Messaging and channel strategy
Process, handoff and lead lifecycle design
Success measures agreed with sales and finance

Output

A prioritised plan with pipeline targets per programme.

From week 4, ongoing

3. Activate

Integrated campaigns live across channels, built to be measured.

Activities

Campaign launch and programme delivery
Paid, ABM, email, content and event execution
Joint plays with sales on target accounts
Weekly pipeline review rhythm

Output

Live programmes producing data from the first month.

Continuous

4. Optimise

Money and effort move towards what produces opportunities.

Activities

Conversion testing across channels and pages
Cost per opportunity and pipeline reporting
Budget reallocation with reasoning
Quarterly review of priorities

Output

Better conversion and a cleaner investment case.

Final phase

5. Scale

The system keeps working without the consultant in the room.

Activities

Playbooks and documented operating rhythm
Team coaching and capability transfer
Hiring support and handover for permanent leadership
Roadmap for the next stage of maturity

Output

Repeatable systems your team owns.

Engagement models

Three ways to work together.

Durations are indicative and agreed once the diagnosis is complete.

Model	Best for	Shape of the work	Senior ownership
Interim Leadership	A vacancy, restructure or hiring period	Embedded, usually several days a week, accountable for the function	Full
Fractional Demand Generation	Teams that need direction without a full-time hire	Regular weekly commitment with a monthly review	Strategic and operational
Project-Based Consulting & Delivery	A defined problem such as an audit, ABM launch or measurement rebuild	Fixed scope, fixed outputs, defined end date	For the scope of the project

Working principles

What you can expect.

Commercial firstEvery programme has a pipeline target and an owner.

Senior and hands-onThe person who plans the work also does it.

Shared with salesDefinitions, targets and plays agreed jointly.

Evidence over opinionDecisions follow data, with the reasoning written down.

Quick to structureOrder is established early, then improved continuously.

Built to hand overDocumentation and coaching leave the team stronger.

Start a conversation

Start with the diagnosis.

A 20 minute call is enough to decide whether a diagnosis is worth doing and which engagement model suits you.

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