Case studies

The problem, the work and what changed.

Commercial results make more sense with their context. These case studies describe the challenge, the work and the measures behind each engagement.

Each card is labelled: a realised outcome, pipeline (not revenue won), or work still in progress.

Recent and current work

Pipeline, not revenue

AuditBot · B2B SaaS · engagement ended May 2026

AuditBot AI audit platform

The problem: When I joined, the AI audit platform was still in build, with no documented ideal customer profile, go-to-market framework or pipeline.

Pipeline: £40M+ unweighted and £8M weighted ARR. I designed the sales approach and led every sales meeting that built it, across large, mid-size and small UK accountancy firms. My engagement finished in May 2026; the product launched in July 2026. These are pipeline values, not revenue won.

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In progress

Consolidocs · legal tech, pre-revenue

Consolidocs legal transformation platform

The problem: A new category of legal transformation product, no commercial infrastructure, and a market that did not yet know it needed the product.

Status: Validation-first go-to-market for a new category. Time-bound go-to-market test sprints, founder thought leadership and work to secure design partners willing to pay for early access ahead of launch. Work in progress, not a results claim.

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Advisory role

The RoundView · sustainability and education

The RoundView sustainability framework

The problem: A proven, science-based sustainability framework built by academics and scientists, looking for a commercial perspective on how to take it further.

Status: Strategic adviser on commercial and go-to-market development. Partnership-led go-to-market thinking and help translating science-based ideas into messaging for different audiences.

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Earlier work

Some clients are named and some are not, for confidentiality.

Realised outcome · single client, three years

PPE and workwear manufacturer · B2B

PPE and workwear supply and manufacture

The problem: Revenue falling year on year, a reactive business development team and no distinction between short, mid and long-term opportunity.

Result: Over a three-year engagement, revenue in year 3 was up 34% on year 2. A five-stage growth plan across four revenue streams, designed and put into practice with the team.

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Realised outcome · 12 months

Luxury bespoke stone and tile supplier · B2B

Luxury bespoke stone and tile supplier

The problem: Leads were arriving at too high a cost and too low a conversion rate, and the commercial and marketing functions were disconnected.

Result: Qualified leads tripled and marketing acquisition costs fell by 50%. Both within 12 months, after buyer research, specific buyer profiles and a redesigned go-to-market approach.

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Realised outcome

T2 contractor · construction

T2 contractor, construction sector

The problem: A strong delivery reputation but a weak commercial presence: no CRM, branding that did not reflect the business and an informal sales strategy.

Result: A commercial operation built where none existed. Purpose, brand, website, CRM and a sales strategy built around buyer decision-making, with work to bring operations and sales together.

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Realised outcome · two years

Interior design consultancy · professional services

Interior design consultancy

The problem: Winning business, but not at the volume or quality needed: lead generation was inconsistent and the pipeline was not structured for predictable revenue.

Result: Annual revenue grew from £9M to £15M over two years. Alongside a threefold increase in qualified lead generation, after sales and marketing were restructured around the right decision-makers.

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Realised outcome

UK subscription eCommerce business · FMCG

UK subscription eCommerce business

The problem: A revenue plateau ahead of a £2M investment raise, with 70% of the raise earmarked for marketing that was not working.

Result: £16,000 a month freed from wasted ad spend. A target segment four times larger identified and a new digital channel launched. A multinational contract was in progress when the case was written.

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