PRACTICE — B2B
Companies that sell to companies.
Long cycles, multiple approvers, and a purchase that has to survive a budget review. B2B revenue is a system problem before it is a selling problem.
IN BRIEF
- Strategy Engineered builds revenue systems for B2B companies across software, financial services, industrials, and healthcare.
- Scope spans pipeline architecture, ICP economics, and the unification of sales and marketing under one accountable partner.
- Most engagements begin with a Diagnostic that maps the revenue system as it actually operates.
01 — THE SITUATION
Sales and marketing report separately, define a qualified opportunity differently, and each has evidence the other is the problem. Both are right about the symptom and neither owns the system that produces it. The buying committee, meanwhile, has already formed a shortlist in conversations neither function can see.
02 — THE BUYER, IN REALITY
The average B2B purchase now involves between six and eleven people, most of whom the seller never speaks to. Shortlists are formed in Slack channels, peer forums, and dark social long before a form is filled. By the time an opportunity is created in the CRM, the decision has been three quarters made. The work is to be present in the rooms where the decision is actually being formed, and to give the internal champion the artefacts they need to carry the argument.
03 — WHERE WE START
04 — WHAT WE BUILD
| ICP ECONOMICS MODEL | The written definition of which accounts pay back and which do not, expressed as unit economics rather than firmographics. The filter every downstream investment is graded against. |
|---|---|
| PIPELINE ARCHITECTURE | Sources, stages, and conversion targets modelled to the revenue plan. What each channel is expected to contribute, what it currently contributes, and where the shortfall sits. |
| SALES-MARKETING SLA | One definition of a qualified opportunity, one queue, one dashboard. The agreement is short, signed, and reviewed monthly against the numbers it produced. |
| COMMITTEE ENABLEMENT KIT | The proof pack a champion carries into a procurement review: the economic case, the reference calls, the security artefacts, the objection handlers written before they are asked. |
05 — SIGNAL
$4.2M
PIPELINE, FIRST TWO QUARTERS
3.1×
SQL-TO-OPP RATE, POST-SLA
42%
REDUCTION IN AVERAGE CYCLE LENGTH
CLIENT NAMES AND IDENTIFYING DETAILS ARE WITHHELD UNDER NDA. FIGURES COME FROM THE ENGAGEMENT’S OWN SYSTEMS.
06 — WHEN WE’RE NOT A FIT
- Transactional purchases with a single approver and a two-week cycle.
- Consumer categories where the buyer and the user are the same person.
- Companies looking for a media agency to buy paid placements against an existing brief.
07 — HOW WE ENGAGE
| 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. |
ENGAGEMENTS START AT $3,000. SCOPE IS SET AFTER THE FIRST CONVERSATION. WE DO NOT PRICE AS A PERCENTAGE OF MEDIA SPEND.
08 — FAQ
- Does Strategy Engineered replace our sales or marketing leaders?
- No. Strategy Engineered partners sit above both functions and hold the revenue system accountable. Existing leaders keep their remit; the work is to align them to one number and one definition.
- How long before the pipeline moves?
- Diagnostic in two to three weeks. First measurable change in the pipeline typically inside a quarter. A rebuilt system that outlives us typically inside two.
- Do you work with pre-revenue B2B companies?
- Occasionally, where the founding team is technical and needs a partner to design the commercial motion end to end. More often we begin after a first million in ARR, once the system's failure modes are visible in the data.
- Can we start with one function first?
- Yes. Many engagements start inside RevOps or Demand Generation and expand once the data supports the argument for the wider rebuild.
$4.2M
PIPELINE, FIRST TWO QUARTERS
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.