Commercial diagnosis and positioning
Understand how the business makes money, find the constraint that matters most, and make sure the company describes itself in a way its best customers recognise.
When this is the constraint
Signs this is where growth is stuck.
These are symptoms, not a diagnosis. The same symptom can come from different causes, which is why the work starts by reading the business as a whole.
- Revenue is growing unevenly, or not at all, and nobody can say exactly why.
- Marketing spend and staffing are set by habit rather than by where sales come from.
- Different people in the company describe what you do in different ways.
- The team is busy, but in the wrong places: effort and scheduling don't match when customers actually buy.
- You're about to invest in a new website, agency, or CRM and want to be sure it solves the right problem.
What the work can include
Chosen to fit the diagnosis, not sold as a bundle.
Diagnosis
- Analysis of the sales, POS, and CRM data you already have
- Customer segmentation, including your highest-value buyer groups
- Timing patterns: which days, weeks, and seasons carry the business
- A review of the path from first contact to first purchase to repeat business
- A review of operations: staffing, scheduling, and the handoffs between sales, marketing, and delivery
- A review of current spend, tools, and vendors
- A written read on where growth is stuck and what to fix first
Positioning
- Positioning and messaging built around the customers who matter most
- The offer, and how it's described across the website, sales conversations, and campaigns
- Brand identity, design, and copy where the current version gets in the way
Measurement
- Analytics set up so decisions rest on real numbers (GA4 and your own sales data)
- Reporting tied to leads, sales, and pipeline rather than impressions
How it connects
Everything else follows from this. The diagnosis decides whether the next job is acquisition, follow-up, automation, or something outside marketing altogether, such as pricing, staffing, or the calendar.
In practice
Where this was part of the answer.
Start a conversation
Tell us where growth feels stuck.
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