GROWTH BY DESIGN
Your next stage of growth. Planned and delivered.
A new proposition. A product launch. A move into a new market. We help you work out what’s really needed, do the work with you, and leave your team able to carry it forward.
THE COMMERCIAL REALITY
A growth opportunity is only as valuable as your ability to commercialise it.
Businesses invest real time, expertise and money developing products, building capability and spotting opportunities. But having something valuable doesn’t mean the market will recognise it, understand why it matters, or choose to buy it.
And commercial success depends on more than the right proposition or route to market; it depends on how well the business brings everything together. Strategy, customers, products, people, processes and commercial capability all shape the outcome. When those connections aren’t working, even good opportunities struggle to deliver. Growth by Design brings them together, developing and delivering the commercial changes that turn ambition into results.
WHEN TO BRING US IN
Different ambitions. Connected commercial decisions.
You might be preparing for something new, building on success, or sharpening how you sell. We work with complex B2B offers — technical and innovation-led products and services, where buying decisions take time and involve several people.
01 / Entering a new market
You’ve spotted a chance to expand into a new sector, geography or customer segment — and need to know which opportunities are worth it, what customers will value, and how to position, price and take your offer to market.
We help you evaluate the opportunity, set your commercial approach and build the route to market.
02 / Commercialising innovation
You’ve invested in developing a product, service or technology. Now it needs to become something the market understands, values and buys.
We connect market insight, customer needs, positioning and commercial strategy to bring innovation to market.
03 / Strengthening your proposition
Your business has evolved, your market has changed, or your offer isn’t communicating its full value. You need a clearer proposition, stronger differentiation, or a commercial model that better reflects what you deliver.
We develop propositions and commercial approaches that give customers a stronger reason to choose you.
04 / Developing your commercial approach
You have growth ambitions, but the way you reach, engage and convert customers needs to evolve — a new go-to-market, a different sales approach, or more focused marketing investment.
We design and deliver the commercial activity needed to support your priorities.
05 / Delivering a strategic initiative
You know what needs to happen, but the project needs expertise or capacity beyond what’s available internally right now.
We bring senior commercial direction and specialist delivery together around a defined outcome.
06 / Evolving how your business works
Your business has grown, but the way teams, processes and decisions work together hasn’t kept pace. You might be entering a new phase of growth, integrating new capabilities, or looking to lift commercial performance across the business.
We help you connect strategy, people and commercial operations — developing the structures, capabilities and ways of working to support your ambitions.
WHAT WE CAN HELP WITH
The right commercial expertise, connected around your opportunity.
Growth rarely fits neatly into one function, so we don’t treat it as separate marketing, sales or strategy jobs. We connect the disciplines the opportunity needs and build the work around the outcome — one commercial effort, not a menu of services.
Commercial strategy & proposition
Make what you offer more relevant, valuable and competitive — a clear view of where you create value, who you serve and why they choose you.
Work can include: market & customer insight, commercial strategy, segmentation, proposition development, positioning, pricing.
Go-to-market & commercialisation
Reach the right buyers and win them — the routes to market, the launch and the sales and marketing that turn a strong offer into demand.
Work can include: routes to market, channel & partner strategy, market entry, launch planning and delivery, campaigns, sales en
Commercial delivery & capability
Make it real, and make it stick — delivering the work alongside your team, evolving how the business works commercially where it needs to, and building the capability to keep it running without us.
Work can include: delivery and programme leadership, commercial operating models and processes, cross-functional alignment and decision-making, change implementation and adoption, commercial performance and accountability, team development.
HOW WE WORK
Design → Build → Embed.
A practical approach, tailored to the project. We agree what needs to change, deliver the work and help your team use it.
01 · Design
Agree the approach
Review what you already know, speak to the right people and test the key assumptions. Agree the priorities, scope, responsibilities and measures of success.
You get: clear decisions and an agreed delivery plan.
02 · Build
Deliver the work
Develop the proposition, pricing, launch activity or sales and marketing your project needs, and put it to use with your people and the right specialists.
You get: the agreed work, tested and ready to use.
03 · Embed
Help your team take it on
Support your people as they use the work — the tools, guidance and coaching they need — and agree who takes responsibility next.
You get: a supported handover with clear ownership.
We agree deliverables, timing, fees and your team’s involvement before work starts. Reviews and handover are part of the scope.
WHAT YOU TAKE FORWARD
Useful work. A team ready to use it.
Decisions you can act on
Your target customers, commercial priorities and approach agreed, with the reasons behind them recorded.
Materials and activity in use
The agreed proposition, pricing, sales materials or launch activity developed and put into practice.
Clear responsibilities
Your people know who owns the work, what happens next and where to find the tools they need.
A way to review progress
The measures and review points to assess the work and decide what to adjust.
THE IMPACT
Work that shows up in the numbers.
30%
8→3
50%
WHY SMUDGED
The whole commercial picture, not one piece of it.
Where commercial value is won, and where it’s lost, rarely sits inside one function. It lives in the connections between product, pricing, sales, marketing and delivery. A specialist sees their part. We’ve led across all of them, so we can see the whole picture and make the call a single-function view would miss.
That’s what produces better commercial decisions: not more activity, but the judgement to connect the right things and act on what matters. We bring senior direction and a network of specialists, shape the team around the challenge, and work alongside your people throughout.
20+ yrs
Network
End to end
GOOD TO KNOW
A few practical questions.
How much of the work do you deliver?
We agree this in the scope. We can lead and deliver the project, work alongside your team, or bring specialist support to particular tasks. You’ll always know who is responsible for each part.
Do we need to start with Get Unsmudged?
No. If your priorities are clear, we can scope a project directly. If there are important questions still to answer, we’ll discuss whether a diagnostic would help first.
How involved will our team need to be?
We agree the time and input needed from your people before we start, usually access to relevant information, decisions at agreed points, and involvement from the people who’ll use the work.
How long does a project take, and what does it cost?
That depends on the scope and the people involved. We agree deliverables, timings and fees upfront, and discuss any changes to scope before taking on additional work.
What happens after the project?
We complete the agreed handover and review the next steps with you. Your team may be ready to continue independently. Or, if you need ongoing senior leadership and delivery, we can discuss an Embedded Partnership.