Perspectives, Insights, and Cases

Thought leadership on commercial value creation, plus case studies, reports, and conversations I've joined.

Case study · 2020–2025Out of the black box. Into a $219M exit.How repositioning Danelec from a black-box hardware maker into an agnostic SaaS platform built the commercial engine behind Verdane's sale to GTT.

Case study · 2024–2025Repositioning Danelec: from hardware maker to integrated technology platformA 30-year hardware leader had broadened its footprint and quietly become a SaaS business. But in order to change its perception and position, the brand, the narrative, and the go-to-market motions had to catch up.

Case study · 2021–2022Finding the growth opportunity hiding in plain sightScanmarket, a Verdane-owned eSourcing specialist, was positioned toward the most digitally mature buyers in procurement. Following the data instead reshaped the company ahead of its exit to Unit4.

Case study · 2016–2022Eliminate Downtime: the brand narrative that turned into a 3bn exitHow a 2017 open letter to the construction industry turned into the equity story behind Goldman Sachs and Gro Capital's exit of Trackunit to Hg Capital.

Let's talk

Looking to accelerate your GTM?

Get in touch

Perspective · July 2026In an accelerated world, culture is the last thing you can automateAs AI compresses every function, the human side of a business becomes the real differentiator. The question is how you encapsulate a culture and convey it while the organisation is still sprinting.

Podcast · June 2026On commercial foundations that survive an exitA conversation on what actually moves enterprise value in B2B software, and why AI rewards companies with strong commercial foundations while exposing those without.