How we work · B2B marketing process

A B2B marketing
process built around
evidence.

We diagnose the commercial constraint, define the work and measure qualified demand through to commercial outcomes. No predetermined channel package. No ranking promises.

See how engagement starts

Defined scope · Named owner · Commercial measurement · No ranking promises

The evidence contract

Agree the proof before the work begins.

Before channels, campaigns or retainers are scoped, we agree what would constitute commercial progress and what evidence can support the next decision.

What is actually limiting acquisition?

Priority established

Which measures prove genuine movement?

Leading indicators, conversion quality, sales progression and commercially relevant outcomes.

Evidence agreed

What changes when the evidence changes?

Action defined

No vanity reporting. No activity without a decision attached.

What counts commercially

Movement is not the same as progress.

We judge performance through qualified demand, conversion quality, sales progression and commercial return.

Obsidian calibration structure with four markers representing qualified demand, conversion quality, sales progression and commercial return.

Better-fit enquiries that are more likely to advance.

If the signal cannot change a decision, it is context, not proof.

Four moves

Audit to scale.

Find the constraint. Repair the foundations. Grow with evidence.

Rough obsidian sculpture with a precisely polished face, representing refinement from audit to scale.

  1. Audit

    Identify the constraint and where improvement is commercially justified.

  2. Fix

    Repair tracking, targeting and conversion foundations first.

  3. Grow

    Test campaigns and content against qualified demand and sales progression.

  4. Scale

    Increase investment when commercial evidence supports it.

Budgets follow proof.

What we commit to

Three things you can hold us to.

Defined work

Signed scope. Named owner. Due date.

Every deliverable has an agreed scope, owner and acceptance test before work begins.

Commercial measurement

Enquiries. Qualified leads. Won work.

Spam and duplicates are excluded. Qualification is agreed. CRM outcomes are reconciled, with gaps made visible.

No ranking promises

Evidence first. Assumptions clear. No guarantees.

Baselines come first. Forecasts are labelled scenarios. Investment changes when the evidence supports it.

Clear scope. Honest measurement. Accountable decisions.

How we report

You see what we see.

Clear outcomes. Visible gaps. Decisions grounded in evidence.

Weekly
Spend, tracking and lead-quality checks.
Monthly
CRM reconciliation and next decisions.

Obsidian Lab

Reporting example

CRM snapshot · 5 October 2026

Outcomes recorded in the CRM

  • 8Won
  • 12Open
  • 5No show
  • 3Lost or dead

Won means marked won in the CRM. It does not establish revenue or channel attribution.

What this view does not claim

Revenue
Not reconciled to invoices
Qualified leads
Definition not yet agreed
Channel attribution
Not established for won deals

Source: supplied CRM report · 28 included records

Gaps stay visible alongside the numbers.

Reporting should make the next decision clearer.

Find your starting point

Where does growth lose momentum?

Change your selection to explore another starting point.

Choose the challenge closest to yours.

A useful place to look

What happens after the enquiry?

We’d start by looking at lead fit, follow-up and the handoff into your sales process.

  • Lead qualification
  • Follow-up
  • Sales handoff
Discuss this challenge

A free fit check. No obligation.

A starting point for a conversation, not a diagnosis.