Artificial intelligence is changing how companies execute their go-to-market strategy and activities. From content creation and localisation to lead qualification, sales preparation and customer insight, AI-enabled tools are helping GTM teams move faster and do more with less.

So you've defined your Ideal Customer Profile (ICP) – now what? If your ICP is just a slide in your strategy deck, it’s useless. So how do you actually put it to use in your business? And how do you know it’s working? Your Ideal Customer Profile(s) should run through the core of your organisation, guiding every choice and interaction you have with your customers. Done well, it creates consistency across all of your Go To Market activities - marketing, sales, account manageme

How to navigate GTM discussions in private equity board meetings: what to expect, where it goes wrong, and how to make it count.

In 2007, the UK’s staple Pan-Asian restaurant chain, Wagamama, decided to make the big leap across the pond, opening their first US location in Boston, Massachusetts. While their 'tried and true' business model had been a major success in the UK, they quickly learned that conquering the US market wouldn't be as simple as copy and paste. After conducting some much needed market research, Wagamama came to the realisation that the UK and the US are two very different countries w

When assessing an investment opportunity, balancing short-term risk and long-term opportunity is critical. The go-to-market value...

Having recently joined Coppett Hill, I’ve quickly come to appreciate how central go-to-market (GTM) strategy is to the work we do. When I...

In the first part of this two-part series, I shared some of the basics of value creation in private equity from the perspective of an...

We’ve explained the concept of value creation previously, but in this post we’ll focus specifically at the other end of the private...

We are still in our relative infancy at Coppett Hill. Dave, our founder, set up Coppett Hill ~14 months ago - we imagine that the way the...

"Value Creation" - it's one of the most common terms in private equity today. Increasingly, more private equity firms have in-house value...

I’ve never been a fan of popularising a management theory or tool unless I’ve been able to use it myself and achieve practical success....

Have you sat in a Management or Board Meeting of a company in the Business Services sector and thought: ‘how can we get more customers?’...

Your sales team is telling you one thing, your finance team is reporting another, and your cash position doesn’t quite add up. This scenario is incredibly frustrating and concerning as a business leader. As a Board member, I found this situation to be more common than you’d expect, and it was usually a red flag for underlying issues. Often these were symptoms of underlying weaknesses causing revenue leakage—a common yet often overlooked challenge. Revenue leakage – it sounds

Among the many ‘data gathering’ approaches that I learned as a strategy consultant, I always found mystery shopping to be one of the most...

I once sat in on an expert interview at the start of a market research project, as a silent observer. I had to bite my tongue as the interviewer diligently followed the interview guide and missed several opportunities to dive deeper into a nugget of insight that the expert had touched on. As a junior strategy consultant, leading these expert interviews was a core part of my role so I’ve led hundreds of discussions and probably made every type of mistake along the way. Qualita

Most of us have probably at some point written a list of the pros and cons, or advantages and disadvantages, of a particular decision in...

I’m fascinated by nominative determinism – the notion that our names can influence our professions or personalities. Usain Bolt, William...

'Would you tell me, please, which way I ought to go from here?' If there was one lecture at university that impacted my professional path...

Compared to its importance in post-deal value creation and frequency of discussion around the board table, Customer Acquisition rarely receives much explicit due diligence (DD) pre-deal. As a topic, it will, of course, be discussed frequently by Management and potential investors. But the emphasis will typically be to appraise Management’s key assumptions and decide on inputs for the investment case model, rather than a deeper analysis of opportunities and risks. Commercial D

Have you been frustrated by conversions about pricing you’ve had as part of a Management team, or as an investor? Throughout my time as both a strategy consultant and investor, pricing strategy has been a topic that has fascinated me. Whilst I’ve had many conversations with Management teams about pricing, I believe that price has been consistently underutilised as a value creation lever. I’m planning to write a series of pieces on this topic, so I thought I’d start by introdu