Consultancy and support for
Marketing, Go-To-Market or Sales Strategy projects.
Expert external support to help you solve strategic problems and drive growth.
Connect with me:
20+ years’ experience of making the complex, simple.
Over two decades working in B2B marketing and commercial roles, I’ve helped organisations tackle a wide range of growth, marketing, and sales challenges.
The projects listed below are examples of the types of engagements I support with. Many of these projects might be logical extensions from an initial go-to-market diagnostic and assessment, but they don’t need to be. This list is also far from exhaustive.
So, if you’re looking external support with an upcoming go-to-market, marketing or sales strategy project, I’d love to talk.
- Marketing strategy development. Help with developing a clear, commercially-aligned marketing strategy that prioritises the activities most likely to drive growth. Outputs typically include clear segmentation, targeting and positioning, strategic marketing objectives, messaging frameworks, and associated metrics and KPIs.
- Positioning and messaging refresh. Clarify how your organisation is positioned in the market, and ensure your messaging communicates clear, differentiated value to the audiences that matter most. Outputs typically include refined positioning statements, value proposition framework, messaging architecture, and practical guidance for applying messaging consistently across all sales, marketing, and product communications.
- Voice of Customer (VoC), market research and insights. Build a deeper understanding of customer needs, motivations, and buying behaviour to inform your strategy and messaging. Deliverables may include customer interview programmes, insight synthesis, buying journey analysis, and actionable recommendations.
- Brand refresh, simplification or rebrand projects. Support through the process of clarifying, modernising, or repositioning your brand. Outputs can include brand positioning frameworks, messaging architecture, direction for visual identity and distinctive brand assets, and guidance for consistent brand deployment.
- Agency review or RFP process. Independent, impartial support in evaluating existing agencies or selecting new partners. Deliverables typically include scope definition, RFP documentation, evaluation frameworks, agency assessment, and final recommendations.
- Marketing team structuring and development. Help with designing a marketing team that aligns with your business priorities and growth ambitions. Outputs may include role definitions, organisational structure options, capability assessments, hiring or development plans, plus help with mentoring and coaching.
- Marketing operating model design. Help defining how marketing should operate to deliver against your strategy, effectively and efficiently. Deliverables can include process design, workflow models, and clear accountability across marketing, sales, and product teams.
- Marketing planning or budgeting process. Help establishing a structured marketing planning approach, and one that connects marketing investment and activity with commercial outcomes. Outputs typically include annual planning frameworks, objective-setting, KPIs, and performance tracking systems.
- Segmentation and targeting refresh. Revisit how your markets and customers are defined, and ensure effort is focused where the greatest commercial opportunity exists. Outputs could include updated segmentation models, Ideal Customer Profiles (ICPs), priority target account lists, and a practical targeting strategy for sales and marketing teams to follow.
- New technology or CRM launch. Expert, impartial support to help ensure your new CRM or marketing technology investments are aligned to revenue outcomes, rather than just system configuration. Outputs may include CRM architecture recommendations, pipeline stage definitions, lead management frameworks, reporting dashboards, and adoption guidelines for sales and marketing teams, as well as oversight over any external vendors or agencies.
- Go-to-market model redesign. Reassess how your organisation brings products and services to market, and help generate pipeline and convert to revenue. Outputs may include revised demand generation strategy, aligned buyer journeys with clarified sales and marketing roles, and a structured GTM operating model, plus metrics and governance frameworks.
- New markets or new product launches. Support the successful introduction of new products, services, or expansion of geographies. Deliverables could include market opportunity analysis, positioning and messaging clarity, campaign strategy, launch plans and guidance on sales enablement materials.
- Sales process redesign. Help with redesigning the sales process to improve conversion, consistency, and pipeline visibility. Deliverables may include defined sales stages, qualification criteria, playbooks, and practical guidance for sales teams.
- Sales team structure redesign. Ensure your sales organisation is structured to support current and future growth. Outputs may include role definitions, territory models, coverage strategies, and recommendations for scaling your sales team effectively.
- Sales capability assessments. Evaluate the strengths and gaps in your sales organisation to identify opportunities for improvement. Outputs often include capability assessments, benchmark comparisons, skills gap analysis, and development recommendations.
- Pipeline governance and forecasting improvement. Strengthen the way you review pipeline, and forecast revenue to improve predictability. Outputs can include pipeline governance models, reporting structures, forecasting frameworks, and improved sales meeting cadences.
People say some nice things:
“
I had the pleasure of working closely with Ian for 7 years. I can say without hesitation that he is one of the most strategic and collaborative marketing leaders I’ve encountered.
Shaun Galvin
Chief Sales Officer
Watson Fuels
“
Ian is smart, creative, proactive and knows how to get things done. Ian had a big impact on the brand and always brought energy and clear thinking to any project.
Jim Williams
Commercial Director – Fuel
HSS ProService
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Ian combines rigorous analytical capability with an impressive ability to communicate complex market dynamics clearly and compellingly. He brings immediate value.
Marcel Boonaert
Global Director, Price Risk Management
World Kinect
“
Ian’s been a pleasure to work with; a great leader in marketing. Collaborative, communicative, and with strong vision for B2B digital strategy in an evolving landscape.
Jess Austin
Strategist & Planning Account Director
Equimedia
“
Ian is a rare marketing leader who understands how to maximise an agency partnership. He has a sharp eye for detail but never lets it stall progress.
John Doyle
CEO
Digital Polygon
“
Ian has an uncommon ability to see through complexity of a market challenge to seize the profit opportunity beyond. He’s as good as they come.
Richard Scott
Chief Commercial Officer
Clean Power Hydrogen (CPH2)
“
One of the most accomplished marketers I’ve worked with, Ian understands how to build brand and the value that generates. Also, he’s a really nice guy!
Darren Evans
Founder
The Engine Room
“
Ian has an ability to balance strategic, big‑picture thinking with what’s best for the wider business, and he brings clarity and momentum to every challenge.
Sapna Sharda
Sr Director, Global Strategy & Operations
World Kinect
Can I help you?
To discuss how I can help support your business’ go-to-market challenges, contact me.