My approach is “boring.” I think in terms of baseline variations, levers & metric trees.
Everything I do is focused on identifying your messaging levers & applying them to increase your whale win rate.
I break my process into 2 billable parts …
1. Identifying your levers
Your company is new to me. I don’t know what matters, what’s broken, or what’s measurable
So I start by creating knowledge through quantitative & qualitative methods.
first ...
I create XmR charts based on your conversion & win data to ...
– separate noise from signal
– map your operational baseline
– identify any past spikes & anomalies
– set up tracking for messaging changes
XmR charts are great for business people with no statistical background. Easy to use & understand.
XmR charts show if you’re in a danger zone and what your true growth potential is based on the baseline.
e.g., If you’re demo-to-close baseline is 18% ± 3%, a realistic improvement might be 25% ± 3%. Anything beyond 25% would require process changes.
They also serve as monitoring interface for future changes in messaging.
let’s talk > book intro callsecond ...
Metrics show us what, but not why.
So I dig deeper with qualitative research to understand your ...
– product reality
– market reality
– team reality
– user reality
I look into how your teams communicate product truth internally & externally, across assets & funnel stages.
Your website, failed RFPs, sales demos, call transcripts, KB ... I check everything.
If I see that what’s blocking your whale wins is demand, positioning, or distribution, I’ll say so.
I look for gaps, confusions, inconsistencies because that‘s where the real levers hide.
let’s talk > book intro callthird ...
I map the messaging levers I’ve uncovered with clear guidance on how to act to reach predictable whale win rates.
Each company is different. So these levers might range from quick alignment fixes to structural messaging changes.
I connect each lever to what we should realistically see on the XmR charts.
let’s talk > book intro call2. Implement & test levers
You can apply & test the messaging levers yourself. I provide detailed guidance for your teams.
But I can also step in as a fractional lead.
I’ll own the implementation & testing (via XmR charts) of your messaging levers, turning what works into systems.
let’s talk > book intro callHow much does it cost?
Part 1. Identifying your levers
Duration: From 6 to 12 weeks
Pricing: $8,200 for the diagnostic work
Part 2. Implementing the levers
Duration: Depends on the project scope
Pricing: $5,800 per month, stop anytime
let’s talk > book intro call
