FOR REVENUE LEADERSHIP TEAMS

FOR REVENUE LEADERSHIP TEAMS

Find where growth leaks between marketing, sales and customer success.

Find where growth leaks between marketing, sales and customer success.

Most companies don't have a sales problem. The problem is between the teams.

Most companies don't have a sales problem. The problem is between the teams.

Marketing, sales and customer success each do good work. But they measure success in different ways. That makes it hard to see what is working, what isn't, and what to fix first.

One result. One system. One way to measure growth.

That's what I help companies build.

Marketing, sales and customer success each do good work. But they measure success in different ways. That makes it hard to see what is working, what isn't, and what to fix first.

One result. One system. One way to measure growth.

That's what I help companies build.

Book an engine review

The seams where growth leaks.

WHY IT MATTERS

Does this sound familiar?

You pay more each year, but your growth stays the same.
The forecast has been wrong twice in a row, and no one knows exactly why.
Marketing, sales, and customer success teams stay busy, but revenue doesn't grow.
You keep your customers, but they don't buy more over time.
Growth depends on a few key people and slows down when they're too busy.

No one may be doing anything wrong. The problem often starts between the teams.

The seams no one owns

Fictional example based on common patterns — not a real company.

Here's what this might look like in a B2B software company with €20 million a year in revenue.

It spends €4 million a year on sales, marketing, and customer success.
Last year it retained €19 million of its revenue and added €1 million in new business.
But its reports don't show which part of that €4 million produced the extra €1 million.

Each team sees its own work. No one sees the whole chain.

Book an engine review

CEMA

Measure before you fix

Everything starts with the Commercial Engine Maturity Assessment (CEMA). CEMA assesses how marketing, sales and customer success work together. It uses your own data.

You get three clear answers:

Were the problems are.

What's at stake if they aren't fixed.

What to fix first.

The assessment covers three areas:

Money

Where commercial time and money go, and what they produce.

Where commercial time and money go, and what they produce.

Teams

How marketing, sales and customer success work and measure success.

How marketing, sales and customer success work and measure success.

Seams

What happens between teams: where ownership, information or action breaks down.

What happens between teams: where ownership, information or action breaks down.

CEMA is more than a report. It is a way to see your commercial engine as one system. One overall maturity level for your commercial engine, and a level for each area — assessed the same way every time. The assessment takes 10–15 business days and is delivered in clear, board-ready English or Finnish. If moving forward makes sense, you also get a three-tier Commercial Engine Install proposal, priced.

HOW IT WORKS

Three steps to better commercial growth

Three steps to better commercial growth

MEASURE- Weeks 1–3: CEMA

I assess how your commercial engine works today, where the problems are, and what to fix first.

You get a clear baseline that you can use to measure progress later.

I assess how your commercial engine works today, where the problems are, and what to fix first.

You get a clear baseline that you can use to measure progress later.

BUILD - From week 4: Commercial Engine Install

We put the right systems, metrics, ways of working and responsibilities in place.

Marketing, sales and customer success get a shared way to track and manage growth.

We put the right systems, metrics, ways of working and responsibilities in place.

Marketing, sales and customer success get a shared way to track and manage growth.

RUN - Ongoing: Operating Retainer

We track results, address the next problems and keep improving through a monthly and quarterly operating rhythm.

We track results, address the next problems and keep improving through a monthly and quarterly operating rhythm.

The goal is not to make you dependent on a consultant. The goal is to build a way of working your team can run itself.

DAY-TO-DAY

What changes?

What changes?

Today
Where you want to be
Where you want to be

A forecast you don't trust

A forecast you can trust

Separate team metrics

Shared numbers and goals

Growth depends on one person

A system the whole team can run

Guesswork

Decisions based on your own business data

More revenue: Find where you are losing growth and fix those areas first.

Less waste: Stop spending time and money on work that does not help the business grow.

One shared view: Marketing, sales, and customer success all work from the same numbers and goals.

Fewer headaches: A forecast you can trust. A business that doesn't depend on one person. Clear answers when your board asks how growth is going.

ONE SYSTEM

Everyone improves one team. No one owns what happens between them.

Everyone improves one team. No one owns what happens between them.

When growth stalls, the usual move is to hire a specialist. A marketing agency to fix demand. A sales consultant to fix the pipeline. Someone to work on retention. Each can do good work inside their own team. But each also brings their own numbers. Marketing counts leads, sales counts pipeline, customer success counts renewals — and no one is asked whether those numbers add up to one picture of the business. So the work between the teams stays unowned. That is where growth leaks, and it is the one thing none of them is hired to fix.

I don't add a fourth opinion. I measure all three teams on the same scale, and I work on the seams between them. Your team leads keep running their teams.

The next question is what that gap is costing you. The usual answer is a benchmark.

Why 10% is not your figure?

Why 10% is not your figure?

10% is a benchmark. It’s not your company’s figure. IDC’s long-cited estimate is that poor collaboration among sales teams can cost an organization about 10% of its annual revenue. That’s an interesting benchmark. But it doesn’t tell you how much your company is losing. That’s why I don’t use 10% to tell you what your problem is or if there is one.

Measure it based on your own business. CEMA uses a fixed set of levels, evidence from your own data, and the same scale every time, so improvement can be measured rather than asserted. This gives you a baseline that can also be used after the change. The benchmark tells you that the problem is worth investigating. Your own data tells you what the problem is in your company or if there is one.

Read: Nobody Has Ever Seen the 10%

WHY ME

I've spent my career helping companies grow

Built commercial engines and researched why they leak

I'm Maarit Asikainen. I've worked in product, marketing, and commercial leadership at Nordic software and telecommunications companies. I've also carried the P&L, so I've been responsible for business results, not just one part of the business. That means I have seen what happens between teams, not just within them.

Today, I help companies build commercial engines that can be measured, managed and improved. My doctoral research at the University of Vaasa focuses on why these gaps emerge and how they can be fixed. I keep the work simple: clear questions, practical solutions and changes your team can keep using long after the project is over.

More about me

QUESTIONS

Am I ready for the assessment?

You're ready if you have a CRM your team uses every day, and someone who owns finance and reconciles the numbers. It also helps if your leadership team reviews revenue regularly, but that isn't required. If you aren't ready, I'll explain what to fix first.

You're ready if you have a CRM your team uses every day, and someone who owns finance and reconciles the numbers. It also helps if your leadership team reviews revenue regularly, but that isn't required. If you aren't ready, I'll explain what to fix first.

How does pricing work?

The first paid step is the CEMA, starting at €6,500. You pay:

The first paid step is the CEMA, starting at €6,500. You pay:

50% when the work starts

50% when the assessment is delivered

If you book a Commercial Engine Install within 30 days of your CEMA, 50% of your assessment fee is credited toward the Install. The Commercial Engine Install and the Operating Retainer are priced before work starts. You will receive a written proposal before you make a decision. The Engine Review is free.


If you book a Commercial Engine Install within 30 days of your CEMA, 50% of your assessment fee is credited toward the Install. The Commercial Engine Install and the Operating Retainer are priced before work starts. You will receive a written proposal before you make a decision. The Engine Review is free.

Prices exclude VAT.

Prices exclude VAT.

For more detailed answers, visit the FAQ page.

For more detailed answers, visit the FAQ page.

INSIGHTS

Read more

Read more

The two leaks. Why fixing your billing won't fix your forecast.

The two leaks. Why fixing your billing won't fix your forecast.

The coordination tax. Why the 10% is normal — and why normal isn't the same as fine.

The coordination tax. Why the 10% is normal — and why normal isn't the same as fine.

Nobody has ever seen the 10%. What the misalignment statistics actually measure and what they can't.

Nobody has ever seen the 10%. What the misalignment statistics actually measure and what they can't.

WHERE TO START

Start with a free 30-minute engine review

We'll talk about how your business grows today, where your biggest growth leaks might be, and whether a CEMA is the right next step for you. If I don't think it will help, I'll tell you.

Your journey
Free engine review → Measure: CEMA → Build: Commercial Engine Install → Run: Operating Retainer

Your journey
Free engine review → Measure: CEMA → Build: Commercial Engine Install → Run: Operating Retainer

If all you need is a review, that's all there is to it.

If CEMA is the right next step, you'll receive a clear proposal outlining what needs to be done and how much it will cost. When you book an Install within 30 days of your CEMA, 50% of your assessment fee is credited toward the Install.

If all you need is a review, that's all there is to it.

If CEMA is the right next step, you'll receive a clear proposal outlining what needs to be done and how much it will cost. When you book an Install within 30 days of your CEMA, 50% of your assessment fee is credited toward the Install.

Book an engine review