I help businesses to
- Create a clearer route to market
- Generate more qualified opportunities
- Focus targeting around clear commercial priorities
- Move away from broad, reactive or assumption-led prospecting
- Turn case studies, expertise and sector experience into focused campaigns
- Connect marketing, sales and events around the same commercial goal
- Build new business activity around market, message, proof and process
This includes
- Developing new business strategy
- Defining target sectors and ICPs
- Developing buyer personas
- Planning routes to market
- Researching accounts and identifying triggers
- Developing propositions and messaging
- Building proof-of-value assets
- Planning multi-channel campaigns
- Creating event-led prospecting strategies
- Developing MQL and nurture strategies
- Building partnership and referral strategies
- Using AI-assisted prospect research
My approach
A strong new business strategy starts with focus.
Most agencies do not need to target everyone. They need to identify the segments where their case studies, credibility and commercial offer already give them permission to start a conversation.
My approach is to connect the dots between market, message, proof and process: who you are targeting, why they should care, what value you can credibly offer, and what should happen next. Without that focus, activity becomes reactive. With it, outbound, inbound, events, partnerships and nurture can all work towards the same commercial outcome.
Case Study: Go-to-market focus for Space & Time+
Space & Time needed a clearer view of where to focus new business activity and how to translate its existing client experience into a more targeted go-to-market approach.
I reviewed the agency’s case studies, sector experience and service strengths to identify where it had the strongest permission to start conversations. The aim was to move away from broad prospecting and towards sectors where Space & Time could credibly demonstrate relevance, commercial value and prior experience.
The work helped shape recommendations around who to target, what proof points to lead with, and how to create more relevant reasons to speak to prospects.
This gave the agency a clearer strategic foundation for new business: target the markets where credibility already existed, use case study evidence as the route into conversation, and build campaigns around specific commercial problems rather than generic agency capability.
The challenge
Media agency Space & Time needed a clearer view of where to focus new business activity and how to translate its existing client experience into a more targeted go-to-market approach.
The agency had strong case studies, sector experience and service strengths, but needed to move away from broad prospecting towards the sectors where it could most credibly demonstrate relevance, commercial value and prior experience.
My role
I reviewed Space & Time’s case studies, sector experience and service strengths to identify where the agency had the strongest permission to start conversations.
The work helped shape recommendations around who to target, which proof points to lead with, and how to create more relevant reasons to speak to prospects.
Results
The work gave Space & Time a clearer strategic foundation for new business.
It helped the agency focus on markets where credibility already existed, use case study evidence as the route into conversation, and build campaigns around specific commercial problems rather than generic agency capability.
“Chris helped us bring more focus to how we approached new business.
He took the time to understand our agency, our experience and the types of clients where we had the strongest right to win. Rather than defaulting to broad outreach, he helped us think more strategically about which sectors to prioritise, which proof points to lead with, and how to create more relevant reasons to speak to prospects.
He was thoughtful, commercially minded and easy to work with, and his input helped give our new business activity a clearer sense of direction.”Heather, Managing Director, Space & Time