Notes on why commercial engines leak and how to fix them
These articles explore the commercial challenges I see most often in B2B companies, and the research behind the CEMA.
Some posts explain practical topics such as revenue forecasting, commercial alignment, CRM, pricing, and operating rhythms. Others share insights from my doctoral research into why these leaks appear — and how to fix them.
The common thread is simple: commercial performance is rarely limited by one team. Growth leaks start between marketing, sales, and customer teams such as Key Account Teams, Customer Success teams. They show up later in finance, where someone tries to reconcile what actually happened, and in leadership, where the forecast stops being reliable.
The goal of these articles is to make those problems easier to understand — and easier to fix. You'll find practical frameworks, research-backed thinking, and lessons drawn from real companies across the Nordics.
Whether you're trying to improve forecasting, strengthen your commercial engine, or simply understand why growth has stalled, I hope these notes give you useful ideas you can apply in your own business.
