One customer record, one revenue motion
Marketing, sales, delivery and customer success each hold part of the picture. When they disagree about what a customer has bought or when renewal is due, the company cannot forecast its own revenue. We build the connective layer that makes one shared record the norm.
B2B, operationally.
B2B companies have more systems than a typical enterprise, because growth tends to arrive through acquisitions and partnerships rather than a single clean build. The result is a revenue engine that works well in pieces and poorly as a whole.
Marketing, sales and success systems each know part of the relationship and none knows all of it.
No systematic view of contract end dates, so renewal conversations start too late to matter.
Partner-sourced revenue is hard to attribute, so investment decisions are guesswork.
Onboarding after the sale is manual, and early churn is the predictable result.
Four shifts that change the working day.
These matter more than the choice of platform underneath them.
Unified customer record
One identity across marketing, sales, delivery and success.
Renewal visibility
Contract dates and health signals visible with enough lead time to act.
Partner attribution
Partner-sourced revenue tracked end to end and reconcilable.
Structured onboarding
A repeatable path from signed contract to first value, with owners.
What we build for B2B
Scoped and combined per engagement. These are categories rather than packaged products with fixed pricing.
Revenue operations platform
Lead to opportunity to renewal on a shared pipeline and shared definitions.
Integration hub
Marketing, CRM, ERP and support systems reconciled continuously.
Customer success workspace
Health signals, renewals, expansion and churn risk with owners.
Partner portal
Registration, deal registration, enablement and deal visibility.
How the process gets connected end to end.
The standard shape of a sequence. Real engagements add the steps specific to the organisation.
Lead captured and enriched
From any channel, deduplicated and enriched before assignment.
Opportunity worked
Stages, stakeholders and next steps recorded against shared definitions.
Contract and handoff
Order created and onboarding triggered with owners assigned.
Onboarding to first value
Milestones tracked, with escalation when one slips.
Renewal and expansion
Health reviewed, renewal opened early, expansion identified.
AI, integration and platform get confused with each other.
They are different decisions with different costs, so we answer them separately.
Where intelligence genuinely helps
Applied to reading, routing, drafting and summarising, with a person accountable for anything consequential.
- Lead enrichment and scoring Enriching and prioritising leads with the reasoning exposed.
- Deal risk detection Noticing stalled or single-threaded deals worth attention.
- Renewal risk summarisation Assembling history into a brief the account team can act on.
- Proposal and quote drafting First drafts from approved templates and past deals.
What has to be connected
The systems the organisation already depends on, and the translations between them.
- Marketing automation Campaign and lead data flowing back into the shared record.
- ERP and billing Orders, contracts and revenue recognised data.
- Support systems Ticket volume and sentiment as customer health inputs.
- Partner platforms Registration, deal submission and settlement.
The non-functional ground worth getting right
None of this appears on a requirements document, yet it decides whether the system is still usable and supportable in three years. We raise it early rather than discovering it late.
Single identity resolution
Deduplicated customers, contacts and accounts.
Field-level definitions
One meaning for stage, status and ownership across systems.
Change history
Every material change to a deal or contract is attributable.
Warehouse readiness
Data shaped so reporting does not need re-integration.
What B2B teams usually begin with
Scoping starting points rather than a catalogue. Most engagements open with one of these and widen once it is proven.
Lead deduplication and routing
Pipeline hygiene and forecast accuracy
Renewal management
Onboarding orchestration
Partner channel attribution
Customer health reporting
Tell us where b2b gets stuck.
Describe the constraint rather than the requirement. We will tell you what is technically feasible, what is operationally hard, and what we would do first.