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Our Latest Ideas
We partner with exceptional Management teams and investors to drive growth and commercial performance. We create content based on concepts and tools that we've found to be consistently helpful when trying to accelerate business growth.
Five essential charts to understand a new business sales function
The ability to win ‘new client logos’ is one of the most important predictors of future growth for a B2B business. The problem is,...
Jack Johnson
Jul 1, 20244 min read
222 views
Is it coming home?
I’ve been doing some work recently on our LeadScorer tool, which takes a series of prospect attributes and behaviours, and predicts their...
Jack Johnson
Jun 17, 20244 min read
191 views
Customer Acquisition in Business Services - four steps to drive growth
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?’...
Dave Kirby
May 23, 20245 min read
60 views
Cookies, parameters and tags – how web tracking works and what’s changing
“Google Chrome to block third-party cookies by the end of 2024” – you may have read this headline or one like it, seen it in an article...
Dave Kirby
Apr 30, 20247 min read
341 views
Pricing in practice: a view from the front line
CEOs and PE firms alike have mastered the art of value creation through improving financial, talent, and operational efficiencies, but...
Sam Sanderson
Mar 25, 20244 min read
153 views
The value of a bespoke customer data platform – just how ‘honest’ is your ‘single source of truth’?
Making customer-focused decisions vital to value creation can be an intimidating task when you feel blind to what is going on within your...
Jack Johnson
Mar 14, 20247 min read
113 views
Fix the dripping tap: What is revenue leakage and why should you care about it?
Your sales team is telling you one thing, your finance team is reporting another, and your cash position doesn’t quite add up. This...
Simone Girardeau
Feb 7, 20245 min read
159 views
Fastest finger first – the role of enquiry response time in conversion
We’re continuing our series on alternative indicators of growth, looking at whether any ‘vanity’ metrics are correlated with or...
Dave Kirby
Feb 1, 20244 min read
116 views
Alternative indicators of customer acquisition success: email open rate
Many marketing reports I have reviewed over the years have focused on ‘vanity’ metrics like impressions, likes and views - which look...
Dave Kirby
Jan 22, 20243 min read
64 views
Why you should mystery shop your own business
Among the many ‘data gathering’ approaches that I learned as a strategy consultant, I always found mystery shopping to be one of the most...
Dave Kirby
Dec 21, 20235 min read
100 views
Unlocking Market Insights: A Checklist for Actionable Qualitative Research
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...
Simone Girardeau
Nov 30, 20237 min read
109 views
Marketing economics – how much should we spend on marketing?
The question of “how much to spend on marketing” is one that every business should ask itself. The answer is often “what we spent last...
Dave Kirby
Nov 21, 20237 min read
239 views
Using a matrix to frame decisions and represent data – or, an ode to the four-box grid
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...
Dave Kirby
Nov 3, 20234 min read
168 views
What is customer acquisition? The power of a name.
I’m fascinated by nominative determinism – the notion that our names can influence our professions or personalities. Usain Bolt, William...
Dave Kirby
Oct 7, 20233 min read
68 views
What is strategy?
'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...
Dave Kirby
Oct 7, 20234 min read
144 views
Ten essentials for a marketing update to a private equity board
Perhaps your business has just received private equity investment, or you’ve recently joined a private equity backed business as the...
Dave Kirby
Sep 26, 20235 min read
142 views
What is ‘Spray and Pray Marketing’ and why is it a problem?
Have you ever read the marketing section of your board pack month after month, read a long description of activities, but been...
Dave Kirby
Sep 19, 20233 min read
695 views
The power of customer advocacy
What’s the most effective, cheapest, and in every case where I’ve measured it, the biggest marketing channel that will never feature in...
Dave Kirby
Sep 12, 20234 min read
66 views
Should investors undertake Customer Acquisition Due Diligence?
Compared to its importance in post-deal value creation and frequency of discussion around the board table, Customer Acquisition rarely...
Dave Kirby
Aug 29, 20235 min read
125 views
Pricing – the hardest (proven) value creation lever?
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...
Dave Kirby
Aug 16, 20235 min read
264 views
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