Decision enablement
How I align marketing and sales to make successful conversions more predictable.
Total clarity on who decides and why
Better understand those buying groups that care most about what your do best.
Buying groups are rarely homogeneous. They include people with different roles, priorities, perspectives, levels of risk exposure and fiscal accountability.
The first step is gaining a clear, granular understanding of who is involved in the decision, what each stakeholder cares about, and the questions they must be able to answer so they can agree.
This work focuses on identifying the buying groups that value what you do better than any alternative. We work backwards from buyers’ realities to avoid wasted time and misalignment.
We also consider potential risks, market opportunities to tackle the buyer’s mindset upfront. We challenge’ mindsets, surface blockers and identify problems to be solved immediately.
Ultimately, we're re-ordering buyers’ priorities so the status quo feels riskier than change.
When this is clear, marketing and sales focus on relevance and recognition, rather than reach and volume.
These insights shape how your value is positioned and communicated, so friction is reduced across the buying group rather than introduced through noise or premature pressure.
The outcome is a clear foundation that guides everything that follows, from positioning through to execution, while supporting confident group decisions.
Resonant narratives that build decision confidence
Tell stories that win buyers' hearts and minds to guide them towards a sale.
Buying groups often sense that something is no longer working, or that a shift is underway requiring action.
What’s missing is usually shared language. Buyers struggle to describe the urgency they feel, the gap between current and desired outcomes, and the cost of staying where they are. Without that shared language, discussions drift and decisions stall.
I help resolve this by answering the questions buying groups are already asking at each stage of their decision process.
Those answers are shaped into clear, memorable narratives that engage intellect and feeling. They support understanding, alignment, and confidence, rather than persuasion.
These narratives follow a consistent logic:
1. Name the urgency, shifts, and stakes buyers are facing
2. Define the problems they recognise but struggle to articulate
3. Clarify who this is for and who it is not
4. Challenge the status quo and current capabilities
5. Show what becomes possible with a better approach
6. Explain why now, how it works, and why you
7. Show the payoff and invite progress
8. Make the cost of doing nothing explicit
They are expressed through thought-provoking, educative and disruptive content that builds recognition and trust over time, without forcing action or creating noise.
When buying moments arrive, the company that has already helped buyers make sense of the problem is the one that is remembered, trusted, and considered.
Credibility that reduces decision risk
Stop buying group decisions stalling when members fear negative outcomes, internal pushback, or wasted budget.
What always slows progress is lack of buyer confidence.
Buying committees will not move forward unless the choice feels safe and can be justified internally. Credibility is what makes that possible.
I help build credibility through external recognition, expert commentary, and visible validation that reduce doubt and help groups align around a shared level of confidence.
This includes considered PR, analyst, and influencer engagement that positions your people and customers as credible voices on issues that matter to your buyers.
The focus is on gaining recognition that supports trust and decision confidence.
The result is reputation and proof that buying groups can point to when aligning internally and moving forward together.
Lead cultivation
Deliver data enriched, automated, hyper-personalised campaigns with 75% engagement rates along your prospects’ buying journeys.
We build & augment prospect data from multiple sources with leading edge scraping tools and techniques.
We then reach them via hyper personalised prospecting campaigns across LinkedIn and email. Your outreach can be delivered at scale with automation tools and techniques.
Support each stage of the decision journey
Deliver hyper-personalised campaigns with engagement rates that earn commercial conversations with buyers
Buying groups do not move from awareness to decision in a straight line. They move back and forth as they form views, test assumptions, and seek reassurance together.
I help align messaging and engagement with these decision states, so buying groups get what they need when they need it, without pressure or premature selling.
Out of market
Buying groups are forming beliefs and defining problems or opportunities. We provide insight that helps them recognise the issue early and frame it clearly.
Early exploration
Buying groups compare options and assess fit. We provide clarity, relevance, and meaningful differentiation that supports internal discussion.
Late-stage validation
Buying groups seek reassurance before committing. We provide evidence that reduces risk and helps groups align and justify their decision.
Supporting each state builds relevance and trust over time, rather than forcing urgency at the wrong moment.
The result is steadier progress through decisions, fewer stalled outcomes, and more predictable commercial conversations.
