Insights
Churn Is Not a Post-Sale Problem: The Missing Condition in Retention's Most-Cited Number
The reference study everyone cites on customer retention carries a condition that gets dropped in the retelling. Restoring it inverts the diagnosis: much churn is not a service failure but the result of acquiring a customer who never fit.
Revenue Operations: Running Growth as One System, Not Adjacent Functions
When every function runs the revenue cycle from its own angle, each improvement in marketing or sales becomes cosmetic work on a deeper problem. A framework of two systems, six pillars and nine building blocks, grounded in published field research.
B2B Segmentation Is a Leadership Decision, Not a Marketing Exercise
Segmentation is not classifying customers by size and sector. It is the decision about who you serve, with which operating model, and where your resources go. A practical guide with two cases documented from primary sources and a four-layer framework.
B2B Targeting: Three Answers to One Question
Most businesses do not suffer from having no targeting strategy. They suffer from having three without realising it: the targeting they write, the targeting they fund, and the targeting that actually buys. A practical framework with two documented cases and a one-week test.
Positioning Is a Strategic and Financial Decision, Not a Creative One
Positioning is not wording or visual identity. It is the decision about who you serve and who you refuse, and it shows up directly in price, margin and customer acquisition cost. A practical guide with three documented cases and a four-test governance framework.