The pipeline behind the marketing.
Positioning, partnerships, sales systems and commercial strategy, either built with you or advised on as an ongoing consulting engagement. We work on the layer underneath the campaigns, so every piece of marketing has somewhere to land.
What does commercial strategy cover?
Commercial strategy is the layer between marketing and revenue. It covers how you are positioned against competitors, which partnerships create distribution, how leads are qualified and followed up, and how a pipeline is managed so demand becomes forecastable revenue rather than scattered enquiries.
Best for
- Businesses generating leads that never get followed up properly
- Companies competing on price because their positioning is unclear
- Founders still running sales personally with no repeatable process
- Teams wanting partnerships and referrals as a channel, not just paid ads
- Founders who want senior input on the big calls without hiring a full-time strategist
- Web3, crypto and token teams who want a partner with five years in the category, not a first project
Where we work
Consulting and advisory
Ongoing senior input on the decisions that move the number: what to charge, which channel to back, what to build next. Monthly sessions plus access in between, either alongside a build or entirely on its own.
Web3, crypto and fintech
Five years consulting in Web3 across brand, product, growth and community. Website and UI/UX, launch execution, community growth, partnerships, and the part most agencies skip: translating a complex on-chain product into something a normal person understands and buys.
Positioning and offer
Sharpening what you sell, to whom and why you rather than the alternative. Most conversion problems are positioning problems wearing a marketing costume.
Sales systems and CRM
Pipeline stages, qualification criteria, follow-up cadence and CRM setup, so deals progress on a process rather than on memory.
Partnership strategy
Identifying and approaching partners who already reach your buyers, then structuring referral and affiliate arrangements that are worth both sides maintaining.
Proposals and sales collateral
Proposal templates, pricing structure and case study material that make the buying decision easier and shorten the gap between interest and signature.
Commercial strategy
Which channel to push, which to cut, what to charge and what to build next, based on unit economics rather than on what is currently fashionable.
Reporting and forecasting
Pipeline value, conversion rates by stage and realistic forecasting, so you can plan capacity and spend against expected revenue.
How we deliver it
- Commercial audit We go through your offer, pricing, pipeline and win rates to find where deals actually stall. It is rarely where people assume, and it is usually a stage everyone had quietly written off as normal.
- Sharpen positioning We define the specific buyer, the problem you solve better than the alternatives, and the language that makes that obvious inside ten seconds. Most conversion problems turn out to be positioning problems wearing a marketing costume.
- Build the system CRM, pipeline stages, qualification criteria, follow-up cadence and proposal templates, so a deal runs the same way regardless of who picks it up. The process stops living in one person's head.
- Open channels We build out partnerships, referrals and outbound where they genuinely fit your model, measured on pipeline contribution rather than activity volume. Partnership work compounds slowly and then holds, so it gets patient attention.
Systems we set up
NinjaPipe, HubSpot, Pipedrive, Kitchen.co, Brevo, Google Workspace, Stripe, Notion
Frequently asked questions
Can we hire you for advice only, without a build?
Yes. Consulting runs as its own engagement: a monthly strategy session, a written view on the decision in front of you, and access in between when something needs a second opinion. No requirement to have us build anything.
Do you work with Web3 and crypto companies?
Yes, since 2021. We have consulted for Web3 companies on brand, product, growth and community, covering launch execution, community growth and partnerships as well as the build itself. We work on Solana and other chains, and we are comfortable with the part agencies avoid: making a complex on-chain product legible to people who are not already in crypto.
How is this different from hiring a salesperson?
A salesperson works the pipeline. This builds the pipeline system: positioning, qualification, follow-up structure and CRM. Done first, it makes a future sales hire far more effective. Done after, most of their early months go into fixing foundations.
We already get leads. Why do we need this?
Getting leads and converting them are different problems. If enquiries arrive but stall, go unanswered for days or close on discount, the constraint is commercial rather than marketing, and more traffic will not fix it.
Do you work on retainer or per project?
Both. Positioning and system setup usually work as a defined project. Ongoing pipeline management, partnership development and strategy fit better as a monthly retainer with a three month minimum term.
What does the partnership work actually involve?
Identifying who already sells to your buyers without competing with you, approaching them with a specific proposition, and structuring the commercial terms. It is relationship work, so it compounds slowly and then holds.
Can you help with pricing?
Yes. Pricing sits between positioning and margin, and it is one of the fastest levers available. We look at your unit economics, competitive position and buyer perception rather than benchmarking against competitors alone.