Commercial growth
starts by fixing
what's not working.
Sometimes that's AI. Sometimes it's the skills, the systems, or the process underneath. I help £5m to £30m B2B businesses find the actual problem, then fix it, before scaling and deploying AI, so sales, marketing and BD work as one engine.
Not theoretical. Not a tools demo. Practical fixes that improve performance and build real capacity.
Does this sound familiar?
AI does not fix a messy commercial engine.
It exposes it.
Layer AI on top of unclear workflows and you get more complexity, not more capacity.
The teams that see real results start somewhere different. They map where time actually leaks. They find where buyer insight goes missing. They work out where the pipeline is stalling before they touch a single tool.
Then, and only then, they apply AI.
That sequence matters. Workflow before tools. Diagnosis before deployment. A plan the team owns, not a platform the IT team manages.
One path, two doors in
Where you start depends on how your organisation is set up. Which door fits depends on who holds the budget and why.
You hold the budget
Founder, Commercial Director, Head of Sales or Marketing, whoever owns the number. You want a fast, practical read on where AI creates capacity in your commercial team. Start with the Instant Commercial Score.
Get Your Instant ScoreSourced on the team's behalf
Larger organisation, the decision sits with People or Talent rather than the commercial leader directly. Start with a Leadership Advisory conversation.
Book a 30 Minute CallSame three steps from here
Diagnose
Instant Commercial Score or Advisory conversation. Surfaces what actually needs fixing first, and shapes the plan of work from there.
Decide
A call to talk through the plan and agree the programme.
Build
Retainer support, 3 or 6 months. Weekly or fortnightly sessions with the team or its leaders.
AI implementation · workflow redesign · pipeline building · systems and structure · training the team in sales, marketing or AI use
Leadership Advisory also works as a standalone briefing, no full pathway required, for boards and People teams thinking about AI in the commercial or wider employee lifecycle.
Find the friction before you add the AI.
The Instant Commercial Score takes 3 minutes. It maps eight stages of your commercial engine: research, outreach, qualification, CRM health, follow-up, reporting, AI adoption and sales-marketing alignment.
You get a friction map that shows exactly where the engine is clogged, and a clear first move.
How it works
Diagnose the real workflow
Map what actually happens across sales, marketing and BD. Not the version on the org chart. The version that explains where deals stall and where time goes.
Find where AI actually helps
Pinpoint where AI saves time, sharpens quality or surfaces better buyer insight. Specific use cases, not a general ambition to "use AI more."
Build the adoption plan
A practical roadmap the team owns. Managers lead the change. Tools serve the workflow. Adoption sticks because the team built it, not because they were told to use it.
Where AI creates
real capacity
These are the stages where teams consistently win time back.
- Prospect research
- a solid research pack in minutes, not hours.
- Outreach
- relevant and grounded in real buyer context, not generic volume.
- Call prep and follow-up
- generated from actual conversation notes, not memory.
- CRM hygiene
- updated automatically after calls, so the data is finally trusted.
- Pipeline reporting
- live signals, not stale month-end summaries.
Sarah L Morgan
Built a BD pipeline and process that delivered £600k in new sales within 10 months. CRM, automation, AI tooling and content strategy.
Built the commercial workflow across marketing, BD and sales: 25% new business growth, a 40% tender win-rate, and a rebrand and website internationalisation that doubled web traffic in 6 months.
Led the marketing function and supported the launch of a new ecommerce channel that delivered £1m in new revenue in year one.
Rebrand, website development and a marketing function built from scratch, plus CRM and events, delivering £1.3m ROI.
Led a large commercial team across BD, sales and marketing, delivering £10m revenue annually. Grew advertising and sponsorship revenue 10% year-on-year over three years, across print, digital and events. Two Campaign Media Business awards, plus £1.3m growth on a single sponsorship deal.
Who you'd actually
be working with
I've run the functions I now help you fix.
I've spent my career inside commercial teams, not just advising them. I've led sales, marketing and BD in numerous sectors, applying the same method, adapting each time depending on where they are on their journey to good. I apply a customer-first approach and connect activities up to achieve shared objectives. I've embedded AI to enable and empower teams, rather than for the sake of it.
Now I help founders and commercial leaders at £5m to £30m B2B businesses build AI into how their teams really work. Practical AI, no hype. Built with the team, not at them: I diagnose the workflow first, find where AI genuinely helps, then leave a plan the team owns.
"She brought genuine care, creativity and strong relationship building to the partnership. She played an important role in shaping elements of the programme content, keeping a complex process moving smoothly across a global organisation. Sarah brings thoughtful ideas, commercial awareness and a real willingness to work in partnership."
Natasha Anderson FCIPS, Global Leadership & Talent Strategist — British Council"Sarah built my website, which now delivers over half my revenue. She's also supported me with SEO, content and email marketing, and more recently helped me deploy AI agents selectively across my business development process, automating key tasks. She works flexibly, stepping in exactly when I need support, and training me on the tools so I can take ownership myself. She's quick to spot the problem and quick to build the solution."
Founder, £1m-turnover ecommerce & third-party platform businessWhat this looks
like in practice
Real examples from commercial teams. Nothing here is invented.
From no referral system to £600k in new business
Sales and marketing ran as one under-resourced function, with nothing formal turning happy clients into new work. Built a referral programme instead: named-brand new business followed, and £600k in new sales landed within 10 months.
A rebrand that turned into two new revenue streams
A tender win-rate that needed work, and a website not pulling its weight internationally. Rebrand and website internationalisation doubled web traffic in 6 months, and the inbound demand it created launched two new revenue streams that didn't exist before.
This is probably not for you if...
You are looking for a generic AI tools demo. Or a prompt-writing workshop. Or someone to implement a CRM platform.
This is for commercial leaders who can feel something slowing in the engine and want a practical way to find it and fix it.
If that is not you, no problem. If it is, the Instant Commercial Score is the right first move.
Not ready to talk yet?
If you want to go deeper before a conversation, complete the Full Commercial Diagnostic. 12 questions across your commercial functions, and a full report you can work through on your own. When you have something tangible you'd like to explore, book a call.