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Insights & Perspectives

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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.

Manufacturing, Commercial Integration, Strategic Customer Focus, Customer Experience Michelle Haynes Manufacturing, Commercial Integration, Strategic Customer Focus, Customer Experience Michelle Haynes

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.

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