My work has been on the commercial side of the business: owning the number, and owning the machinery that produces it. Demand generation, CRM, sales process, pipeline and reporting — usually all at once, and usually across several markets that behaved nothing like each other.

That combination is unusual, and it is the reason I work the way I do. Strategy written by someone who has never had to implement it tends to arrive as a document. Implementation without strategy tends to arrive as busywork. The value sits in connecting the two.

I take a small number of engagements at a time, because installing a revenue system properly requires being close to the business while it is happening.