Reinventing Growth in a Crowded Market

I was deep in the corporate trenches, VP of Demand and Marketing at an MSP struggling to find its footing in a competitive tech ecosystem. We took an aggressive, SEO-heavy approach to cut through the noise. And it worked—within 18 months, we went from invisible to top 10% share of voice, racking up over 150,000 visits from Microsoft searches alone. We had every click, every metric glowing on the board. 

But traffic doesn’t pay the bills. While marketing was pulling in leads, the sales pipeline stayed dry. Deals weren’t closing, revenue wasn’t matching the numbers on our dashboards, and the disconnect between marketing and sales couldn’t have been clearer. We were close, but it wasn’t quite connecting. 

Then came the shift. A CMO with big name experience to back his big salary and spikey manor, he saw marketing as a numbers game, focused only on “more leads now.” No regard for lead quality, no thought for strategy, just volume at any cost. Our inboxes flooded with campaigns and tactics to push lead volume higher, and nobody seemed to ask: Are these the right leads? 

It was exhausting to watch decision-makers chase volume while losing sight of impact. I realised the way growth was defined there would never align with what drives revenue. So, I jumped ship. 

That’s how Revenue Practice was born—a consultancy and agency built for those who know that growth isn’t about “more” at any cost. It’s about driving profitable, strategic, measurable impact. We cut the noise, ignore the vanity metrics, and do what actually works. Here’s how we built Revenue Practice, and how we help our clients break through the market clutter and grow—sustainably. 

Step 1: Define the Core 

In a world obsessed with “the funnel,” Revenue Practice focuses on outcomes. Our clients don’t want vanity metrics; they want marketing that makes a measurable impact on revenue. This is Revenue Marketing, designed to make sales teams better, not bigger. The foundation of our philosophy is to work only with clients who are ready to think differently about creativity, growth, value, and profitability. 

We are customer-led. That’s it. 

Step 2: Research Without Assumptions 

Experience is helpful, but assumptions aren’t. So, I hit the ground with fresh research, interviewing PE firms, CMOs, VPs, and CEOs to uncover what truly challenges them. I wanted to understand where marketing was failing to connect with sales, and what helped close deals.  

This research led us to build the Revenue Marketing Index (RMI)—a proprietary tool that benchmarks marketing effectiveness not by clicks, but by contributions to revenue. 

The insight? What clients need is simplicity, fewer activities, but ones that matter, starting with creative quality, brand strength, sales expertise, and sales profile reach. 

Step 3: Know the Real Audience 

From that research, we pinpointed the exact kinds of clients who would benefit from our approach. We targeted: 

1. Tech leaders who want focused, effective marketing without bloat. CEOs, CMOs, CROs. 

2. Agencies needing strategies that drive profitability. MDs. 

3. Private Equity firms with a vested interest in smart growth across their portfolios. Partners and Portfolio Managers. 

Our promise to them is no smoke and mirrors, no wasted time—just high-impact strategy and execution that grows revenue. 

Step 4: Position with Precision 

At Revenue Practice, our value proposition is simple. 

We do Revenue Marketing, blending creativity with revenue accountability.  

The goal is to position marketing as a genuine growth driver, with sales as experts and influencers rather than just lead chasers. We help clients stop playing games with numbers and start making an impact where it counts. 

Creative marketing that positions sales as trusted advisors. 

Step 5: Set Clear Goals 

Instead of spreading ourselves thin, we set clear, focused objectives: 

• Five clients at maximum, allowing each client dedicated access to our team. 

• 20 active NEDs (Non-Executive Directors), each providing guidance to drive growth in tech B2B companies, agencies, or PE portfolios. 

This selective model ensures that we only work with clients who are a fit and allows us to offer true focus and depth rather than juggling numbers for the sake of it. 

Step 6: Stick to Channels That Build Trust 

We took a fully organic approach, choosing channels where we could connect: 

• LinkedIn to create real engagement and trust. 

• Email campaigns for segmentation, nurturing, and high-value updates. 

• Industry forums and thought leadership content to build authority in a space that’s often cluttered with noise. 

We ignored paid ads. Why? Because it wasn’t about instant impressions or short-term wins; we’re here for sustainable, high-quality connections. 

Step 7: Price for Real Value 

For our core consultancy and agency clients, we set our rate at £5,000/month.  

For NED engagements, it’s £1,250/day. We’re transparent, and every pound spent is meant to produce real value. We don’t need or want big budgets to show impact; we want clients to see a return without overextending.  All pricing explains clearly what the client receives. Input and output. 

Step 8: Execute with Precision 

Our focus is on consistent, thoughtful execution that aligns with each client’s goals. We introduced key tactics like: 

• Self-assessment tools for clients to benchmark their growth potential. 

• The Revenue Marketing Index to create public, objective rankings for B2B tech companies, positioning us as a leader in assessing marketing effectiveness. 

• Segmented campaigns that drive awareness, action, and engagement, each tailored to our audience’s specific needs. 

Every action we take is designed to not just generate awareness, but to drive revenue in a way that is sustainable and aligned with our clients’ business goals. 

Step 9: Sales That Mean Something 

Sales at Revenue Practice isn’t about pitches and pressure. It’s about partnerships and progress. We build marketing strategies that empower our clients’ sales teams to close deals faster, with fewer obstacles. Every client we’ve brought on board has come through genuine, valuable conversations—not forced “demos” or pressure tactics. 

This is about ideas, delivery, and the process to do it well. 

Results So Far 

Revenue Practice is only two months in, and we’re already at 40% of our client target. No gimmicks, no paid ads—just a targeted, organic approach that proves the value of our model.