FOR REVENUE LEADERSHIP TEAMS

Your marketing, sales, and customer success teams all hit their numbers. Revenue still falls short.

Find out how much it's costing you — measured on your own data — and fix it.

Book an engine review

30 minutes, no fee. You'll answer four short questions when you book — I read them before we talk, so the call starts at the answer rather than at introductions. If I'm not the right fix, I'll say so there.

The seams where revenue leaks.

WHY IT MATTERS

Systemic revenue leaks never show up on anyone's dashboard

The leak hides in the handoffs. Three teams grow around three scoreboards, each rational on its own, with no one owning how they add up. The result is quiet, and expensive — because every dashboard belongs to a function, and the leak lives precisely in what none of them measure.

Do you recognise these?

The forecast misses — two quarters running — and no one can say precisely why.

You pay more each year to win the same amount of growth.

Reps and channels stay busy while revenue doesn't move with them.

Existing customers are held onto, not grown — repeat business never compounds.

Growth still routes through a few key people, and stalls when they're stretched.

None of this is any one team getting it wrong — it's what happens when functions scale on separate tracks.

The seams no one owns

A worked example — a composite profile, not a specific company.

Here's what that looks like inside one company. A B2B software company, €20M in revenue:

€8M a year on commercial activity — more than it spends on R&D

Only a quarter of that budget creates demand. The rest defends ground already won.

~€1M net new revenue a year; ~€6M renewing, owned by no one. 6 times more value sitting unmanaged than being chased.

Marketing, sales and customer success on one budget line but 3 different definitions of "working".

Gross new business and churn never separated

So nothing in the numbers can say whether the sellers are underproducing or the base is draining beneath them. From the outside, 4–6% of revenue is visible — and only the part that leaves a trace. The rest has to be measured from the inside.

WHAT IT IS

One engine, one scoreboard

Marketing, sales and customer success, run as a single system with one shared definition of the customer, and one number the board can trust. It starts with a structured health-check of the engine you already have.

CEMA (Commercial Engine Maturity Assessment) scores your commercial engine across 12 dimensions — ten in four zones, plus two enablers that cut across all of them in, on your own data. Out comes one Commercial Efficiency Score and your top 3 revenue leaks, with estimated impact.

Four zones:

Financial picture — Commercial efficiency: what you spend to grow vs. the growth you get.

Marketing — Signal economics & demand engine; channel portfolio; attribution everyone trusts.attribution everyone trusts.

Sales — Qualified pipeline; forecast accuracy; productivity.

Customer success — Onboarding; keeping and growing existing customers; voice of customer.

Same scale every time, so progress is re-scorable. You can prove the engine improved, not just assert it.

The sample

Revenue Engine Position — Sample

Functions built for their job

highlyminimally

The disconnected engineStrong functions, weak seams

The connected engineSpecialized and joined up — the goal

The improvised engineNot built yet

The smooth-running engineConnects well, wins less

minimallyhighly

Functions that connect

Where this company sitsStrong functions, weak seams — the classic disconnected engine. Each team is capable; the value leaks between them.

The blind spotMost companies read themselves one quadrant to the right of where the evidence puts them. You can't self-score what no one owns — which is why the seams are where the surprise usually is.

Where the install moves youRightward — closing the seams — without flattening the specialization you've already built. Position, and direction of travel.

Illustrative placement. Where a company actually sits is the assessment's work — read from interviews, CRM and financials, not self-report.

The frame is public on purpose. What you're paying for is the placement — and the operating years that make it accurate.

The framework adapts Felin & Powell's differentiation–integration matrix to the revenue engine. The assessment tells the placement; where a company actually sits, read from interviews, CRM and financials, not self-report. The leak happens in two opposite directions and the same diagnostic finds both. The full read is on the Method.

HOW IT WORKS

Diagnose, install, embed

About a quarter

End-to-end

Up to 3 tracks

Marketing - Sales - CS

8 playbooks

At full scope

3 phases

Diagnose

Weeks 1–3

Score the engine, set the Commercial Efficiency Score, surface the top 3 revenue leaks with estimated impact. By week 3: the engine scored — CEMA complete, one number, three leaks named.

Install

From week 4

Foundations first (customer definition and value), then playbooks, documented across the tracks you see (one, two, or all three). By week 6: first fixes live — one agreed customer definition, a clean pipeline number, 2–3 revenue-protecting fixes underway.

Embed

By the end of the quarter in most scopes

A monthly operating rhythm handed to your team, your first board-ready revenue section, and capability transfer. The system live at full scope: one metric layer across marketing, sales & CS, playbooks running, a rhythm your team can run with or without me.

Light on the team by design. A handful of interviews and one named owner per track. I do the heavy lifting; your people shape the playbooks they'll run.

FOUR OUTCOMES

What fixing it buys you

Where you are

Where this takes you

A forecast you brace for

A forecast you stand behind

Three dashboards that disagree

One number that the board trusts

Growth that routes through one person

An engine your team runs

A benchmark you've read

A number you've measured

Revenue recovered — the leak located seam by seam, closed, and re-scored, so you can prove it closed, not just feel it.

Waste cut — every channel and motion scored; what produces nothing gets stopped, so growth costs less per euro.

A system you couldn´t build alone — the named frameworks, dashboards and playbooks, scored on one standard, re-scorable scale, so you see where you stand, not just how you feel.

Headaches gone — a forecast you can stand behind, a business that no longer routes through one person, a board question you can finally answer cleanly.

WHY ONE SYSTEM

Everyone fixes a slice.
Nobody measures the whole.

Slice specialists fix their slice — RevOps consultants the pipeline, agencies the funnel, CS consultancies retention. Each brings its own metrics, so you end up with three vendors and three competing definitions of pipeline, and no one accountable for how they add up.

I do the opposite of adding a fourth opinion: one instrument across all three functions, on one re-scorable scale, with the frame shown openly and the placement read from your evidence — not self-report, not vendor dashboards. Your function leaders keep their engine rooms; I own the seams between them. The dashboard your CEO opens on Monday shows marketing spend, sales velocity and customer expansion in a single view, with the same definitions across them.

And this isn't a niche view — it's where the market's already going: Gartner predicted 75% of the highest-growth companies would run a unified revenue-operations model spanning marketing, sales and customer success. Most just can't build it in-house. That's the gap I close — and then hand over.

The connective work is the job. The measurement is the proof it happened.

WHY ME

I've sat on every side of the seams and researched why they leak.

Built commercial engines and researched why they leak

I'm Maarit Asikainen. My work is commercialisation and alignment: making complex offerings buyable, and getting marketing, sales and customer success to run as one engine instead of three. I've spent my career in commercial, product and marketing roles at Nordic software and telecommunications companies, and owned a business-unit P&L — so I've been on every side of the seams where revenue leaks, not just one. My doctoral research at the University of Vaasa (School of Management) studies the commercial capabilities behind B2B growth, with one aim — bring the findings back to industry in a form operators can use. CEMA and the playbooks are that research made operational.

That's the difference. Most advisors own a single slice — the pipeline, the funnel, the retention motion. I own what connects them, and I've got the research to know where it breaks. Working with me is simpler than the method sounds: direct questions, drafts early, no theatre.

More about me

WHERE TO START

One assessment, then only what it justifies.

CEMA Assessment starting from €6,500 → Install → Operating Retainer.

Half the assessment fee credits toward the install. Stop at any rung — everything delivered is yours. Full details on Start here.

Half the assessment fee credits toward the install. Stop at any rung — everything delivered is yours. Full details on Start here.

Book an engine review

INSIGHTS

Features insights and best practices on revenue engines.

Jul 2, 2026

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

Jul 2, 2026

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

Jul 2, 2026

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

Jul 2, 2026

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

May 29, 2026

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

May 29, 2026

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

Get your number.

Start with a 30-minute engine review — free, and spent on your numbers rather than on introductions, because I read them beforehand. From there, the CEMA Assessment measures the leak properly on your own data. If I'm not the right fix, I'll say so in the first call.

Book an engine review

Four short questions when you book — that's all the preparation there is.

WHERE TO START

One assessment, then only what it justifies.

CEMA Assessment starting from €6.500 → Install → Operating Retainer.

Half the assessment fee credits toward the install. Stop at any rung — everything delivered is yours. Full details on Start here.

Book an engine review

Your marketing, sales, and customer success teams all hit their numbers. Revenue still falls short.

Your marketing, sales, and customer success teams all hit their numbers. Revenue still falls short.

Find out how much it's costing you — measured on your own data — and fix it.

Find out how much it's costing you — measured on your own data — and fix it.

The seams where revenue leaks.

WHY IT MATTERS

Systemic revenue leaks never show up on anyone's dashboard

The forecast misses — two quarters running — and no one can say precisely why.

You pay more each year to win the same amount of growth.

Reps and channels stay busy while revenue doesn't move with them.

Existing customers are held onto, not grown — repeat business never compounds.

Growth still routes through a few key people, and stalls when they're stretched.

The seams no one owns

€8M a year on commercial activity — more than it spends on R&D

Only a quarter of that budget creates demand. The rest defends ground already won.

~€1M net new revenue a year; ~€6M renewing, owned by no one. 6 times more value sitting unmanaged than being chased.

Marketing, sales and customer success on one budget line but 3 different definitions of "working".

Gross new business and churn never separated

WHAT IT IS

One engine, one scoreboard

The sample

HOW IT WORKS

Diagnose, install, embed