Insights & Perspectives
Strategic thinking on commercial growth, market leadership, and transformation for manufacturing and technology companies.
Practical insights from 25+ years leading commercial functions across global markets. Topics include growth acceleration, international expansion, product launch excellence, and building commercial & marketing capabilities that scale. There may also be a few soap box rants.
The B2B revenue risk nobody designed – and nobody owns
Customer journey mapping is a cross-functional revenue tool for B2B manufacturers — not a marketing exercise. This article examines how internal optimisation creates invisible revenue risk across the buying and usage journey, why the damage often precedes disruption by years, and three diagnostic steps any leadership team can act on immediately.
Why your B2B buyers don’t want to talk to you - and what you can do about it
Manufacturing buyers are submitting enquiries they're not ready to follow through on - using contact forms to get information that should already be available. Research shows 61% of B2B buyers prefer self-service for information gathering, but most manufacturers force early sales contact. This creates pipeline problems: enquiries that go nowhere, dragging quote cycles, wasted sales time. The gap between marketing and sales is drawn for internal convenience, not buyer needs. What needs to change?