You got them interested. They still didn’t buy.
The buyer rarely says what stopped them. By then it’s a line in the pipeline review.
1.
The best customer was an aspiration, not a finding
The profile describes who the business wants, not who has actually bought — so each team grades a lead against a different test.
2.
The buyer got frustrated. No one knew
They needed something to take into the next meeting, couldn’t get it quickly, and stopped — without ever asking for it.
3.
The proof arrived after it was needed
The material existed somewhere. Getting it to the buyer took longer than the buyer had.
The buyer’s journey isn’t the one we mapped.
Two things are happening at once. Leads arrive against a definition that differs, so part of the pipeline was never going to convert whoever worked it.
The ones that should convert stop because the buyer reached something they couldn’t get past on their own — a question they couldn’t answer internally, numbers a finance team wouldn’t take on trust, a colleague who needed convincing in a room nobody from either team was in.
Both lead to the same place. A buyer isn’t moving through a funnel or a pipeline. They’re trying to solve something quickly and carefully at the same time, and they stop the moment they haven’t got what the next step needs.
Where everyone works from one definition of the buyer, the answers exist before the questions do. Where they don’t, the wait is what costs the deal.
19%
Slower growth where teams don’t align
Forrester Research, Inc.
Remove friction and revenue rises.
In our client work, we’ve seen it rise by 70% and more.
Fix the alignment as well and the two compound.
70%
Get your customers to the finish line before your competitors can.
Templates are easy to find. Agreement isn’t. The framework is the running order that gets both teams to one definition of the buyer and keeps the material arriving before it’s asked for.
£750 + VAT. Yours to run without us.
Rather look first? Read the 55-card deck free. We take the friction out of buying from us for the same reason we take it out of buying from you.
When the team runs out of capacity.
A Workshop
£2,000 + VAT
Your marketing, sales and leadership people in the same sessions, working on your own stalled deals. One hour a week — nobody loses a day.
→ Five one-hour facilitated sessions, run remotely, plus a prep call
→ A documented output within 48 hours
→ Four to choose from — framework cost deducted from your first
Marketing Execution
Quoted per project
Senior marketing hands for the work the team hasn’t got room for. One less thing to think about.
→ One piece of work at a time, or several
→ A clear quote before anything starts
→ No retainer, no long contract
Also available — Ask an Expert, £450 + VAT. One problem you can’t get past, taken to someone who has sold at the companies below. An hour that can change the quarter.
Make your work visible before the deal closes.
Tell us where the leads go after you hand them over and we’ll tell you what we’d do first.
Built by a team that has sold for Software AG, Business Objects (now SAP) and ClickSoftware.
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