STRAIGHT ANSWERS
Straight answers about the CEMA
Do you have client results to show?
Fair question, not yet. This practice is still new, and I'd rather be honest than present someone else's work as my own.
What I can show you is a research-backed method built on years of commercial leadership experience. The free engine review lets you see how I think before you spend anything.
The CEMA is also paid 50% at the start and 50% on delivery, so you review the completed work before making the final payment.
Where does the 10% figure come from?
It's usually credited to IDC, and it's repeated everywhere in B2B research. I've never been able to find the original study, and neither has anyone else I've asked. That's the subject of one of my articles.
I still use it, but only as a starting point — a rough sense of what misalignment might be worth. The purpose of the CEMA is to replace borrowed industry estimates with measurements from your own business.
What do I get out of the free engine review?
A 30-minute conversation about your business. Before we meet, I'll review the information you share when you book. On the call, I'll show you where I'd look first, what your biggest growth leaks might be, and whether a full assessment is worth doing.
If I don't think it will help, I'll tell you.
Am I ready for the assessment?
You're ready if you have a CRM your team uses every day, and someone who owns finance and reconciles the numbers. It also helps if your leadership team reviews revenue regularly, but that isn't required. If you aren't ready, I'll explain what to fix first.
Can we do the assessment without committing to the Install?
Yes. The CEMA is a complete piece of work on its own. One overall maturity level for your commercial engine, and a level for each area — assessed the same way every time. Everything belongs to you, whether you continue with me, do the work internally, or choose another partner.
If you book an Install within 30 days of your CEMA, 50% of your assessment fee is credited toward the Install.
What happens after the assessment?
If the assessment shows clear opportunities, you'll receive an Install proposal with three options. You decide whether to continue and how much support you want. There's no obligation to move forward.
What if we start and it isn't working?
Then we stop. Each step is a separate project, so you're only paying for the work you're doing now. Everything completed up to that point is yours, including the assessment, dashboards, and documentation. If I believe the work isn't delivering value—or the real problem is somewhere else—I'll tell you.
What if the problem isn't commercial?
Sometimes the biggest issue isn't in marketing or sales. It could be product-market fit, delivery capacity, or another operational challenge. If that's what I find, I'll tell you before you invest more in commercial work.
How much does it cost?
The CEMA starts from €6,500, with the final price based on the size and complexity of your business. If you book a Commercial Engine Install within 30 days of your CEMA, 50% of your assessment fee is credited toward it.
The Commercial Engine Install and the Operating Retainer are quoted before work begins. You'll always receive a written proposal before making a decision. All prices exclude VAT.
How much time will my team need?
Most of the work is done by me. Your team will take part in six 45-minute interviews, review drafts, and provide one owner for each focus area. Together, we'll decide the right level of involvement during the first two weeks.