SE360 / PRACTICES / B2B
PRACTICE 01 — B2B
Most B2B companies do not have a growth problem.They have a system problem.
Pipeline is an output. The inputs are positioning, ICP economics, channel structure, and a sales motion that agrees with the marketing that feeds it. We engineer the inputs.
IN BRIEF
SE360's B2B practice designs revenue systems for companies that sell to companies, unifying positioning, ICP economics, pipeline architecture, sales-system design, and revenue operations into one accountable motion. It serves teams from founder-led sales to fifty-person revenue organizations. Engagements take four shapes: the Diagnostic, the Sprint, the Retainer, and the Embedded.
01 — THE PROBLEM
The average B2B company runs go-to-market as three departments with three dashboards and one shared frustration. Marketing optimizes for leads it can claim. Sales optimizes for deals it can close this quarter. Customer success inherits whatever both of them promised. Every function is locally rational; the system is globally broken.
The 2026 buyer made this worse. They complete most of the evaluation before the first call, in channels no attribution model sees. They arrive with a preferred vendor. Companies that still model their funnel as a linear pipeline are optimizing a machine the buyer no longer uses.
The fix is not another channel or another tool. It is a revenue system designed as one thing: a defined market, an economically sound ICP, a message that survives a procurement forward, and a motion where marketing, sales, and success operate one playbook with one number.
02 — WHAT WE DO
| ICP & MARKET ECONOMICS | Which accounts are worth winning — modeled on revenue potential, cost to acquire, cost to serve, and expansion probability. Not a persona deck; a target-account P&L. |
|---|---|
| POSITIONING & MESSAGE ARCHITECTURE | The claim, the evidence, the enemy. One narrative that holds from cold email to boardroom, stress-tested against your three fiercest competitors. |
| PIPELINE ARCHITECTURE | Demand creation and demand capture designed as separate machines with separate metrics. Attribution that respects dark social instead of pretending it doesn't exist. |
| SALES SYSTEM DESIGN | Stages defined by buyer actions, not seller hope. Qualification, mutual action plans, proof-of-value structure, and a forecast the CFO can trust. |
| REVENUE OPERATIONS | The instrumentation layer: CRM architecture, routing, lifecycle definitions, and a single revenue dashboard that ends the attribution war. |
03 — HOW IT RUNS
01
Diagnose
Two to three weeks. We map the revenue system as it actually operates — data, motion, message, market. The output is a written diagnosis, not a workshop.
02
Design
The GTM blueprint: where to play, how to win, what to build, what to stop. Falsifiable, sequenced, costed. A board-grade document your team can execute without us.
03
Build
We construct the system alongside your team — positioning, playbooks, pipeline infrastructure, enablement, measurement. Working assets, not recommendations.
04
Run
For engagements that continue: we operate inside the motion, own numbers with you, and transfer the system as your team compounds.
04 — DELIVERABLES
DOCUMENTS
GTM diagnosis · ICP economic model · positioning system · sales and marketing playbooks
SYSTEMS
configured CRM architecture · revenue dashboard suite · enablement library · sequenced two-quarter build plan
05 — ENGAGEMENT SHAPES
Four ways to work. Every scope is bespoke.
| THE DIAGNOSTIC | Two to three weeks. The written diagnosis of your revenue system and the sequenced recommendation. The smallest honest engagement we offer. |
|---|---|
| THE SPRINT | Four to eight weeks. One defined problem — a pricing study, an entry study, a launch architecture — taken from question to decision-grade answer. |
| THE RETAINER | Quarterly. Design and build, held to numbers agreed in advance. Reviewed — and cancellable — at every quarter boundary. |
| THE EMBEDDED | We operate inside the motion: a partner and pod accountable for a revenue outcome alongside your team, until the system runs without us. |
FEES ARE SCOPED PER ENGAGEMENT AFTER THE FIRST CONVERSATION. WE DO NOT PUBLISH RATE CARDS, AND WE DO NOT PRICE AS A PERCENTAGE OF MEDIA SPEND.
06 — QUESTIONS
No. We design and build with your team. Where no team exists yet, the Embedded engagement shape places our operators inside the motion until yours is hired and ramped.
B2B software, business services, industrials, and fintech most deeply. We decline engagements where we lack the right to win.
System changes show in one to two quarters. We will say that plainly in the first conversation rather than promise a thirty-day miracle.
None. We are stack-agnostic, opinionated about architecture, and neutral about vendors.
The practice works from founder-led sales to fifty-person revenue organizations. The design changes; the discipline does not.
Bring us a hard problem.
Engagements begin with a conversation, not a proposal. Tell us where growth is stuck. We will tell you — plainly — whether we are the right instrument, and what we would do first.