You have a product that sells. Too many of the deals that should close, don’t.
The gap between the revenue you’re generating and the revenue you could be generating is almost always a process problem — not a product one.
19%
Faster growth when teams align
Forrester Research, 2020, “A Sales Executive’s Perspective on Alignment”
70%
More revenue when you eliminate friction
Our analysis
2x
Revenue potential when you fix both
Compound effect
It’s not a people problem. It’s a system problem.
The natural instinct is to do more — more reps, more spend, more pipeline. But adding fuel to a leaky engine just burns faster. The real leverage is in fixing the leak — the gap between how marketing generates demand and how sales converts it.
Forrester found that aligning sales and marketing delivers 19% faster growth. Our analysis shows that unlocking stalled deals generates 70% more revenue from your existing pipeline. Do both, and the effects compound — that’s the potential to double your growth rate without doubling your headcount.
Two levers. One compounding effect.
Most growth problems aren’t solved by working harder. They’re solved by fixing what’s broken. There are two levers that actually move the needle — and when you pull both, they multiply:
Lever 1: Alignment
When sales and marketing agree on who the customer is, what story to tell, and how to measure success — you stop wasting motion on leads that were never going to close.
Forrester found this alone delivers 19% faster growth.
Lever 2: Roadblock removal
Up to 70% of revenue is trapped in deals that stalled — not because of bad products or bad people, but because buyers hit internal obstacles nobody helped them through.
Remove those roadblocks, and you unlock revenue that’s already in your pipeline.
The Compound Effect
Pull both levers and the effects multiply: 1.19 × 1.70 = 2.02.
That’s the potential to double your revenue without adding headcount, without burning more budget, and without running your team into the ground.
Your reps can sell. Remove the obstacles that stop them.
Your reps know how to sell. What they often lack is the air cover they need when deals hit internal resistance. The framework gives them that — and makes sure sales and marketing walk into every conversation with the tools they built together.
It’s a complete implementation kit: the frameworks, templates, and worked examples you need to align sales and marketing in weeks, not quarters.
1.
Define the target together
Get sales and marketing aligned on who your ideal customer really is — not in theory, but in practice. End the lead quality debate for good.
2.
Tell one story
Create messaging that works from first touch to signed contract. Prospects hear the same story, reinforced at every stage. No more confusion. No more dropped deals.
3.
Clear the roadblocks
Map every place deals stall — procurement, legal, CFO approval, internal politics — and arm your team with the tools to move buyers through them.
A complete system your team can implement.
THE PLAYBOOK
Ten strategies used by high-growth B2B tech companies
Step-by-step implementation for each
Real examples you can model
Workshop guides for sales/marketing alignment sessions
This isn’t a consulting engagement or a multi-month transformation. It’s a complete implementation kit — frameworks, templates, and worked examples — that your CRO and CMO can deploy in weeks.
SALES ENABLEMENT KIT
Objection handlers for every deal stage
ROI calculator frameworks
Procurement and legal response guides
Champion enablement materials
ALIGNMENT TOOLS
Ideal customer profile frameworks
Lead qualification criteria builder
Shared metrics and accountability templates
Joint planning workshop agendas
IMPLEMENTATION PATH
Week-by-week rollout guide
Milestone checkpoints
Stakeholder communication templates
Progress tracking dashboard
Support when your team needs it. No retainers when they don’t.
The framework is designed to be self-service. But if your team gets stuck — or you want to accelerate — we’re here.
Online Support
Quick answers when your team hits a roadblock. Async support at a fraction of consulting rates. No retainer required.
Facilitated Workshops
We run the sales/marketing alignment sessions for you. Your team participates. We handle the facilitation and keep things on track.
Executive Guidance
Strategic advice from veterans who've scaled B2B tech companies. When you need a sounding board, not a slide deck.
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
GET STARTED
Two teams, one story.
This framework gives everyone — your people and the partners you work with — a shared system for how deals actually get closed. Based on how B2B buyers genuinely make decisions.
Built from 25 years at the sharp end of B2B tech. Anderson-Hill was founded by Jeremy Hill, who spent a quarter-century scaling technology businesses — including senior roles at Software AG, Basho, and Business Objects, where he worked directly with Dave Kellogg, one of the most respected minds in B2B SaaS growth.
Everything in this framework comes from that experience. Not theory. Not a methodology built in a classroom. The strategies that actually move pipeline, distilled into something your team can implement.
Want to see before you buy? Read the first two chapters free, or preview the framework templates — then decide.
Fix the gap. Unlock your growth.
Most B2B tech deals stall not because the product isn’t good enough, but because the buying process breaks down.
Good agencies do better work when they have something solid to work from. So do sales teams. 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
→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
Workshop + Framework
Facilitated team implementation
£1499 £1995
Includes everything in The Framework
→ Everything in The Framework
→ Five 1-hour facilitated workshop sessions
→ Custom roadblock analysis
→ Sales & marketing alignment session
→ 30-day implementation support
Strategic Advisory
Ongoing strategic partnership
From £7,500
Tailored to your needs
→ All three foundational workshops + Framework
→ Senior-level access to experienced advisors
→ Custom campaign planning
→ Priority support
→ Quarterly strategy sessions