OUR FRAMEWORK
Built for B2B tech teams tired of losing deals they should have won.
Strategies, templates, and worked examples — built around how buyers actually decide. Not how we wish they would.
The framework that changes how buyers think
Whether you’re implementing the framework yourself or working with us through our workshops, you’re drawing on the same source: decades of experience scaling B2B tech companies, and the strategies that consistently winning teams have learned.
The 10 strategies inside
Each strategy comes with full explanation, step-by-step implementation guidance, and worked examples you can adapt for your business.
1. Ideal Customer Profile
Define who you’re really selling to — and get sales and marketing aligned on what “qualified” actually means.
2. Pain Point Mapping
Identify the specific problems your buyers face and the language they use to describe them.
3. Key Messaging Framework
Build messaging around what moves your buyer, not what sounds good internally.
4. Competitive Positioning
Articulate why you’re different in ways that matter to buyers — without badmouthing competitors.
5. Content Mapping
Ensure sales has the right content for every stage of the buyer’s journey — no gaps, no redundancy.
6. Sales Playbook Development
Create a repeatable playbook so every rep tells the same story and handles objections consistently.
7. Objection Handling
Document the objections your team hears most and build proven responses for each.
8. Roadblock Identification
Map where deals stall — procurement, legal, CFO approval — and why.
9. Buyer Enablement
Arm your champions with the tools to sell internally — ROI calculators, exec summaries, security docs.
BUILT ON RESEARCH FROM
Forrester Research — sales/marketing alignment
Gartner — B2B buying group behaviour
Binet & Field — marketing effectiveness
Sutherland, Shotton, Harhut — behavioural science
10. Deal Acceleration
Specific tactics to unlock stalled deals and shorten your sales cycle.
Nine ready-to-use templates
Every strategy comes with a PowerPoint template you can customize for your business. No starting from scratch.
ICP Worksheet
Define your ideal customer
Competitive Battlecards
Win against key competitors
Objection Handlers
Responses to top objections
Pain Point Matrix
Map problems by persona
Content Map
Content by stage + persona
Roadblock Matrix
Identify + solve deal blockers
Messaging Framework
Core narrative + proof points
Sales Playbook
Rep-ready sales guide
ROI Calculator
Help buyers build the case
Want to see before you buy? Read the first two chapters free, or preview the framework templates — then decide.
30-day money-back guarantee
We remove friction for our buyers the same way this framework helps you remove it for yours — starting with a free preview, a money-back guarantee, and the freedom to start at whatever level is right for you.
If it isn’t what you expected within 30 days, we’ll refund you in full. And if you upgrade to a workshop, the cost of the framework is deducted from the price.
PLUS
The chapter we almost didn’t publish
The extended guide on accelerating stalled deals has helped more than one client grow 10× in a single year.
“The Crown Jewels we should never give away”
“Most B2B tech deals stall not because the product isn’t good enough, but because the buying process breaks down.”
— Jeremy Hill, Founder, Anderson-Hill
How the implementation works
The framework includes a week-by-week rollout guide. Most teams complete core implementation in around 4 weeks.
WEEKS 1-2
Foundation
ICP, pain points, and core messaging
WEEKS 2-3
Alignment
Sales/marketing workshops and playbook
What’s included:
WEEKS 3-4
Enablement
Content mapping and objection handling
WEEKS 4-6
Acceleration
Roadblock removal and deal unlocking
→ Step-by-step implementation for each
→ Worked examples for every framework
→ Workshop agendas + facilitation notes
→ Lifetime access to updates
→ Complete guide with all 10 strategies
→ Full template library (PowerPoint)
→ Week-by-week rollout guide
→ The “Crown Jewels” stalled-deal chapter
Fix the gap. Unlock your growth.
Sales teams do better work when they have something solid to work from. The same goes for good agencies. This framework gives everyone — your people and the partners you work with — a shared system for how deals actually get closed. Built on how B2B buyers genuinely make decisions.
From £499. Start with the framework. Upgrade when you’re ready.
The Framework
Self-implementation toolkit
£499
One-time · Instant download· 30-day guarantee
→ 10 proven strategies
→ Editable templates (ICP, battle cards, messaging)
→ Week-by-week implementation guide
→ Workshop agendas
→ Lifetime updates
* Get your money back when you upgrade to the workshop
Most popular
Workshop
Facilitated team implementation
£1499 £1995
Includes everything in the Framework
→ Everything in the Framework
→ Live 1-hour facilitated workshop sessions
→ Custom roadblock analysis
→ Sales & marketing alignment session
→ 30-day support included
Strategic Advisory
Ongoing strategic partnership
From £7,500
Tailored to your needs with the workshops and framework
→ All three foundational workshops + Framework
→ Senior-level access to experienced advisors
→ Custom campaign planning
→ Priority support
→ Quarterly strategy sessions
Questions
What if we want help?
The framework is self-service, but we offer optional workshops and advisory support if you want hands-on help.
What format are the files?
The guide is available in both PDF and Kindle KFZ format. The templates are PowerPoint so you can customize them. Everything downloads immediately after purchase.
What if it doesn’t work for us?
30-day money-back guarantee on the framework. If you don’t see value, email us for a full refund. No hoops.
Doesn’t apply to service engagements such as workshops. Full details in our returns policy.