Half your pipeline won’t close.
The problem is knowing which half.
I help B2B founders solve the commercial problem blocking their next stage of growth.
Sometimes it’s the pipeline. Other times it’s focus, what to sell, a pilot that won’t convert, or a sales motion that’s too hard to repeat.
We work on real customers, opportunities and decisions. We go deep on the problem. No generic playbooks.
Let’s talk about your situation → 30 min
You don’t need another sales methodology. You need clarity on what’s blocking the next step.
Every problem solved leaves learning for the next decision.
First we solve the current blocker and make clear what we learned and what is worth repeating.
Then, if useful, we connect that knowledge to your CRM, call transcripts and meeting notes so your team and AI can reuse it.
AI is not the starting point. It is a layer for scaling what the company has already learned.
I don’t tell you how to sell. I work the problem with you.
We separate facts from assumptions, find what is blocking growth and decide what to do next.
You know the customer, product and market. I bring structure, outside experience and the questions that force a decision.
The goal isn’t to give you a playbook. It’s to solve the problem and leave behind a better way to operate.
WHAT NOT KNOWING COSTS
What cannot be made explicit cannot be taught, tested or repeated.
Months spent pursuing opportunities that were never going to close.
Winnable deals lost without knowing which signal was missed.
Forecasts built on opinion, not evidence.
New hires learn the product quickly. Judgment takes months.
Know why you win and lose — so you can repeat what works.
HOW WE WORK
I don’t tell you how to sell. We investigate how you actually sell.
We work from real opportunities, separate evidence from interpretation and make the decision logic explicit.
The outcome: clearer decisions now and a Commercial Judgment System your company can reuse.
01. INVESTIGATE
We normally review 8–10 real opportunities: a few in depth, and the rest to see whether the same patterns appear elsewhere.
Calls, CRM, objections, silence. What the buyer did, not just what they said.
We separate evidence from interpretation.
02. DISTILL
What creates priority. What separates interest from commitment.
Where decisions stall. Which signals predict movement or loss.
And for each deal: prioritise, escalate, reframe, park or close.
03. CONVERT
We turn it into your Commercial Judgment System.
Signals, rules, questions, next moves and exceptions. For the current team, the next hire and the AI tools you already use.
Your AI doesn't need better prompts. It needs your judgment.
You can connect AI to your calls, your emails and your CRM. It will summarize well.
And it will still not know:
🔹 Which signals matter in your market.
🔹 Which objections hide the real blocker.
🔹 Which buyer action proves real progress.
🔹 When the right move is to stop chasing the deal.
That isn't on the internet or in the model. It's in your deals, unwritten.
Your Commercial Judgment System
We do not start with AI. We start with real deals and real decisions.
First we get clear on what is happening and what to do next.
Then we make the signals, rules, objections, alternatives and exceptions explicit and reusable.
🔹 Built from real evidence.
🔹 Usable by the team.
🔹 Ready for AI to apply your judgment rather than generic sales theory.
Know why you win and lose — so you can repeat what works.
AI can process data. We work together to understand what actually matters.
ABOUT ME
25+ years in complex B2B sales, technology and startups.
Cisco, founder of ClusterInsights, and advisor to B2B startups since 2019.
My work is not to teach another sales methodology. It is to help you see what is actually happening in your deals and turn what the company learns into judgment it can reuse.
The valuable part is not more theory. It is learning faster from every opportunity.
Lots of conversations. Plenty of pipeline. Not enough certainty.
A B2B founder was managing several high-value opportunities. Meetings, interest and activity — but selling felt, in his words, like a mix of a rollercoaster and a lottery.
As the team grew, the problem multiplied: same tools, different interpretations.
We reviewed won, lost and blocked deals and made explicit the signals that separated real progress from apparent interest.
Some opportunities stopped being pursued. Others were reframed around a much clearer objective.
The result was not another playbook. It was shared commercial judgment.
And for the first time, the learning stopped living in people and started living in the company.
Selling more isn't the problem. Repeating the judgment is.
Every deal should leave a clearer decision behind — and make the next one better.
Commercial Judgment Sprint · 4 weeks · €4,5k
We normally review 8–10 real opportunities: a few in depth, and the rest to see whether the same patterns appear elsewhere. We use that evidence to build your Commercial Judgment System.
Which signals matter, what proves progress, what blocks decisions, and which deals to prioritise, reframe, park or close.
After the Sprint: if it is worth it, we can connect the system to your CRM, call transcripts and meeting notes so new opportunities keep feeding the learning.
The Sprint leaves the system ready for the team and the AI tools you already use. Further integration is designed only where it adds value.
START WITH AN OPPORTUNITY YOU WANT A FRESH PAIR OF EYES ON
Deal Reality Review · 30 min · free Bring one real opportunity. We separate evidence from assumptions and look for a clearer decision.
Bring one real deal. Leave with a clearer decision.
30 minutes. No deck. No generic
Choose a time that works for you
