THE METHOD

A commercial engine you can see, score and trust

Two parts: a diagnostic that replaces the industry estimate with your measured number — where your engine leaks, scored on your own data — and an install that closes what it finds, track by track or all at once.

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CEMA, the diagnostic

CEMA (Commercial Engine Maturity Assessment) is a structured health-check of the commercial engine, scored across 12 dimensions in 4 zones, using your own data. It produces a single GTM Efficiency Index — one number a board can track quarter to quarter — and your top 3 revenue leaks, each with an estimated impact.

The same scale every time, so progress is re-scorable. You can prove the engine improved, not just assert it.

Financial picture

GTM efficiency.

Sales

Qualified pipeline, sales motion & forecast, productivity.

Marketing

Signal economics & demand engine, channel portfolio, attribution everyone trusts.

Customer success

Onboarding; keeping and growing existing customers; voice of customer

Plus the two enablers — key person dependency, and data & AI readiness.

The named frameworks, in plain language

ICP / Segmentation — who you sell to, and who you don't.

Pricing & Packaging — how you capture the value you create.

Signal P&L — ranks marketing by revenue produced, not opens and clicks.

Unified Pipeline — one pipeline definition across marketing, sales and finance.

Qualified Pipeline — only deals with a real chance of winning in the number.

GTM Efficiency Index — the one number the board tracks.

The Install, foundations first, then the playbooks

The Install builds the working infrastructure the Assessment costed: 6–10 weeks depending on scope, in sequence — foundations before playbooks.

The leak is usually in two places: the foundations, and the seams between functions — not inside any single function. That's where the install concentrates. The three tracks build outward from a connected core; most engines don't need every function rebuilt, they need the functions joined up and the offer made buyable.

Foundations first — and this is often the whole game — one agreed definition of who you sell to (and who you don't), and the pricing & packaging that captures the value you create. For a strong product that can't yet scale, the leak is usually right here. This is work I've done repeatedly in operating roles — at Qt and Telia among others — packaging complex offerings so they're easy to buy.

The three tracks — choose one, two, or all three:

Marketing — the Signal P&L, attribution everyone trusts, every channel scored with a cut / scale / experiment call, and a demand-creation playbook.

Sales — one pipeline definition built into your CRM, a forecast method tied to qualified pipeline, and the sales-motion, qualification and forecast playbooks. I've shaped how offerings get sold — proposal and pricing structures, go-to-market and channel models — from the commercialization side of the handoff.

Customer success — the retention dashboard, , onboarding with measured time-to-value, keep-and-grow playbooks, and a voice-of-customer loop.

The 8 playbooks — at full scope, eight documented motions running by handoff: demand creation, sales motion, qualification, forecast (acquire); onboarding, renewal, expansion, voice-of-customer (protect & expand).

The handoff — a metric definitions glossary, an operating rhythm manual (monthly engine review, weekly pipeline review, quarterly planning), a recorded team walkthrough, and a 2-week support window. Nothing here is revealed at the end — owners review each playbook as it's drafted, so the handoff is a formality, not a reveal.

We design and specify every dashboard and deliver working prototypes on your own data. The live build in your CRM or BI tool is done by your admin or implementation partner against a spec we've agreed — engaged from day one, it ships within the window; otherwise it lands on their roadmap at handoff.

We design and specify every dashboard and deliver working prototypes on your own data. The live build in your CRM or BI tool is done by your admin or implementation partner against a spec we've agreed — engaged from day one, it ships within the window; otherwise it lands on their roadmap at handoff.

Optional add-on — AI reporting layer (quoted by stack) For companies with an AI-capable stack: a conversational interface over the pipeline data, drafted "what changed and why" commentary for the monthly review, and anomaly flags on forecast variance and retention. The numbers stay the source of truth; AI drafts, your team decides.

Optional add-on — AI reporting layer (quoted by stack) For companies with an AI-capable stack: a conversational interface over the pipeline data, drafted "what changed and why" commentary for the monthly review, and anomaly flags on forecast variance and retention. The numbers stay the source of truth; AI drafts, your team decides.

The 90-Day Sprint - on a deadline? Compress it.

If you need the whole system live by a fixed date — a board meeting, a funding round, a planned sale — the Sprint packages the full Assessment, the end-to-end three-track Install, and the first month of operation into 90 days, one scope, one price. By day 90: a scored engine, eight playbooks in operation, and a monthly rhythm your team runs from day 91.

If you need the whole system live by a fixed date — a board meeting, a funding round, a planned sale — the Sprint packages the full Assessment, the end-to-end three-track Install, and the first month of operation into 90 days, one scope, one price. By day 90: a scored engine, eight playbooks in operation, and a monthly rhythm your team runs from day 91.

After the install

The install ends with two designed paths. Keep me on a light monthly retainer — I chair the monthly engine review, keep the metric definitions honest as the business changes, and re-score CEMA quarterly so the board sees the trend. Or run it yourselves from day one — the handoff is built for exactly that. Choose whichever fits how your team works.

The install ends with two designed paths. Keep me on a light monthly retainer — I chair the monthly engine review, keep the metric definitions honest as the business changes, and re-score CEMA quarterly so the board sees the trend. Or run it yourselves from day one — the handoff is built for exactly that. Choose whichever fits how your team works.

When it's the right time

The install pays back fastest once the basics exist. A rough readiness ladder:

Not yet — if a CRM in daily use and a regular revenue reporting rhythm aren't in place, that's the starting point. Without them there's no evidence to score, and the assessment can't pay back yet — worth solving first, and cheaper than a diagnostic.

Ready to diagnose — a CRM is in daily use and revenue reporting runs on a rhythm. That's the floor. A finance owner to hold the reconciliation and a leadership forum with revenue on the agenda make the findings land better; if either is missing, the diagnostic can still locate the leak and will usually recommend building them.

Best ROI — add a dedicated commercial owner and a CEO who wants to see inside the engine. Start the install here.

If you're not sure where you sit, the diagnostic will tell you. And if you're at step one, that's useful to know too — I'd rather point you at the right foundations for free than sell you an assessment that can't pay back yet.

If you're not sure where you sit, the diagnostic will tell you. And if you're at step one, that's useful to know too — I'd rather point you at the right foundations for free than sell you an assessment that can't pay back yet.

Book a discovery call

No preparation needed — bring the situation as it is, half-formed is fine. If I'm not the right fix, I'll say so in the first call.