Pricing
Defined deliverables.
Problems solved.
Fixed-scope projects for defined problems. Individual deliverables when you know exactly what you need. Every engagement scoped and priced before we start.
Every B2B software business is different. The same methodology applied to different businesses produces different answers, because the inputs are always different.
No day rates or retainers with vague outcomes. Just the defined scope and delivered outcomes.
Fixed-scope projects
A defined problem. A fixed price.
Flagship packages built around the foundations that matter most in B2B SaaS product marketing. Fully scoped, all inclusive.
Product Marketing
GTM Launch Pack
Going to market without a validated commercial story: no defined ideal customer profile (ICP), no tested messaging, no content to support pipeline from day one.
- ✓ Ideal Customer Profile (ICP) Definition Document
- ✓ Win/Loss Research & Diagnostic Report
- ✓ Master Message and Positioning Framework
- ✓ Campaign Themes (four value-based propositions, quarterly)
- ✓ Demand Gen Campaign Plan
- ✓ BDR Outbound Sequence & Talk Track
- ✓ Localised Collateral Adaptation Brief
Product Marketing
Brand & Positioning Overhaul
Brand and messaging that no longer reflect what the company is, after growth, M&A or a product pivot.
- ✓ Brand Audit & Health Check
- ✓ Brand Foundation & Product Architecture
- ✓ Ideal Customer Profile (ICP) Definition Document
- ✓ Master Message and Positioning Framework
- ✓ Website & Conversion Audit
Marketing Improvement
Pipeline Acceleration Programme
Pipeline stalling with no clear diagnosis: too few leads, wrong leads or leads that don't convert to opportunities.
- ✓ Demand Gen Audit & Recommendations
- ✓ Backward Sales Plan
- ✓ MQL Definition & Qualification Framework
- ✓ Demand Gen Campaign Plan (quarterly)
- ✓ Campaign Content Pack
Commercialisation
Commercial Model Redesign
Pricing that leaks revenue or creates sales friction, grown organically without a clear value metric or edition logic.
- ✓ Pricing, Packaging & Commercial Model
- ✓ Interactive ROI Calculator
- ✓ Master Message and Positioning Framework
Product Marketing
ABM Enterprise Programme
Enterprise accounts approached with generic campaigns: no account intelligence, no tiered approach, no executive-ready collateral.
- ✓ ABM Account Selection & Tiering Plan
- ✓ 1:1 ABM Programme Design
- ✓ 1:Few ABM Programme (up to 10 accounts)
- ✓ Buying Committee Map (per account)
- ✓ Executive Sales Deck
Marketing Improvement
Sales & Marketing Alignment
Sales and marketing operating from different playbooks, with conflicting views on lead quality, qualification criteria and what good looks like.
- ✓ Ideal Customer Profile (ICP) Definition Document
- ✓ Win/Loss Research & Diagnostic Report
- ✓ BDR Playbook
- ✓ Sales Talk Track (per track)
- ✓ Demand Gen Audit & Recommendations
All services
Go-to-Market Discovery
Not sure which bundle applies, or whether a larger engagement is right for you? Start here.
- ✓ Structured pre-visit questionnaire
- ✓ Half-day on-site with your leadership team
- ✓ Covers go-to-market approach, pipeline creation and demand generation
- ✓ Written findings report and in-person presentation
- ✓ No ongoing commitment
Product Marketing
Platform Transition & Migration GTM
Platform migration creating churn risk, sales confusion and messaging chaos simultaneously. Common in PE-backed software businesses consolidating product stacks.
- ✓ Platform / Product Migration GTM Plan
- ✓ Customer Lifecycle Programme Design
- ✓ Ideal Customer Profile (ICP) Definition Document
- ✓ Master Message and Positioning Framework
- ✓ Executive Sales Deck
- ✓ Product Release Enablement Pack
AI Transformation
AI Transformation Pack
Your marketing team is using AI but producing inconsistent results. No shared framework, no quality standard, no institutional knowledge built in.
- ✓ M8 instance configured to your business: all eight specialists, your sector, your commercial context
- ✓ GTM foundation: Ideal Customer Profile (ICP) Definition Document, Master Message and Positioning Framework, competitive positioning
- ✓ Team training and collaborative implementation session
- ✓ AI working methods guide: prompt discipline, quality control, consistent outputs
- ✓ Documentation
Guided Delivery Model
You execute. I direct.
An alternative way to engage. Your team produces the deliverables using a bespoke AI marketing instance configured to your business. I set every brief, review every output and sign it off. You end up with the same deliverables as standard delivery, plus a permanent AI marketing capability your team owns and operates independently.
AI Transformation
M8 IP and Knowledge Transfer
Your marketing capability, configured and transferred. A bespoke M8 instance built around your business, your sector and your commercial context. Your team trained and ready to produce consistent, high-quality outputs from day one.
- ✓ All eight M8 specialists configured to your business, sector and commercial context
- ✓ AI working methods training: prompt discipline, quality control, consistent outputs
- ✓ Documentation and working methods guide
- ✓ Prerequisite for Guided Bundle Implementation
All services
Guided Bundle Implementation
You need the outputs of a fixed-scope bundle but you want your team to build the capability, not just receive the deliverables.
- ✓ Any fixed-scope bundle delivered guided: your team executes using your M8 instance
- ✓ I set the brief for each deliverable, review outputs and sign them off
- ✓ Scope, deliverables and timeline match your chosen bundle exactly
- ✓ Requires M8 IP and Knowledge Transfer as prerequisite
All services
Strategy Execution Support
Going to market and want a senior sounding board during the highest-risk period of execution.
- ✓ Three monthly review meetings at your office
- ✓ Unlimited Teams calls throughout the quarter
- ✓ One quarter, fixed price
- ✓ Renewable by choice, never a rolling commitment
- ✓ Available as an add-on to any engagement
Before we discuss the guided model: it works best where you have a competent marketing lead who can brief, interrogate and quality-assure AI outputs day to day. Where that capability isn't in place, standard delivery is a better fit. We'll work that out together in the first conversation. The guided model runs on Claude (Anthropic): you will need your own subscription, from $20/month per user. Not included in the engagement fee.
Individual deliverables
The right piece. The right moment.
The detailed, granular product list if you're looking for something very specific or want to discuss a bespoke package.
Good starting points
- Go-to-Market Discovery
- Marketing Capability Assessment
- Win/Loss Research & Diagnostic
- Demand Gen Audit
- Brand Audit & Health Check
- Ideal Customer Profile (ICP) Definition Document
- Backward Sales Plan
- Market Validation Report
★
Strong standalone value: no prerequisites
01
Strategic Foundations
from £1,500
▾
DeliverableWhat you getServicePrice
★
Go-to-Market Discovery
You're spending on marketing but unsure whether it's working or focused on the right things → A clear, independent view of your go-to-market and demand gen health, with prioritised recommendations and a defined next step.
Structured pre-visit questionnaire; half-day on-site session with the leadership team covering go-to-market (GTM) approach, pipeline creation model and demand generation activities; written findings report; in-person presentation of recommendations. Travel expenses charged separately.
£1,500
Marketing Strategy & OKR Plan
No clear direction on where to invest → Aligned strategy with measurable goals and a team that knows what to do each quarter.
Annual marketing strategy document with OKR framework, quarterly milestones and budget allocation model. Covers positioning, channel mix, campaign calendar and team priorities.
£4,500
★
Marketing Capability Assessment & Report
Don't know why marketing isn't working → Clear diagnosis of where the function is broken and a prioritised fix list.
Structured audit across 8 dimensions: team, process, technology, content, demand generation, brand, sales alignment and analytics. Scored report with prioritised recommendations.
£4,500
★
Backward Sales Plan
Revenue targets disconnected from marketing activity → Every pipeline target and campaign budget grounded in the maths of what it takes to hit the number.
Mathematical model from revenue target to required MQLs, pipeline coverage and campaign investment. Built in a live model with scenario planning for different conversion assumptions.
£2,700
02
Insight
from £450
▾
DeliverableWhat you getServicePrice
TAM/SAM/SOM Market Sizing Report
No credible view of market size → Investor-grade sizing that focuses sales and justifies marketing investment.
Market sizing by vertical, geography and company size. Total addressable, serviceable and obtainable markets with methodology documented for board or investor presentation.
£1,800
Competitive Landscape Audit & Report
Losing deals without understanding why → A clear picture of where you win, where you lose and how to position against each competitor.
Analysis of 4–6 key competitors: positioning, messaging, pricing model, strengths and weaknesses, and win/loss patterns. Delivered as a structured competitive intelligence report.
£1,800
★
Competitive Battlecard (per competitor)
Reps going into competitive deals unprepared → Confident, consistent competitive story that improves win rates.
Sales-ready card: competitor strengths, win themes, kill questions, proof points and objection responses. Format designed for use in live deal situations.
£450
★
Win/Loss Research & Diagnostic Report
Guessing why you're losing deals → Evidence-based understanding of what's driving outcomes, with actionable fixes.
Interview-based research across 6–10 recent deals: why you win, why you lose, competitive patterns and buyer decision drivers. Delivered as a diagnostic report with recommendations.
£2,700
Voice of Customer Research Report
Messaging written from the inside out → Copy and campaigns grounded in real customer language.
Customer interview programme (6–8 interviews): key pain themes, jobs-to-be-done, buying triggers and language analysis. Used to sharpen messaging, content strategy and campaign angles.
£4,500
Buyer Dynamics Research Report
Marketing targeting the wrong people at the wrong time → Campaigns matched to how buyers actually make decisions.
Research synthesis: stakeholder map, decision-making process, evaluation criteria and buying committee dynamics. Informs ideal customer profile, persona and campaign design.
£3,600
★
Market Validation Report
Investing without external validation → Independent expert perspective on whether the opportunity, positioning or product thesis holds up before significant resource is committed.
Up to 10 structured interviews with senior industry contacts. Screener, discussion guide, synthesis report with findings, confidence assessment and strategic implications.
£9,000
03
Positioning & Product Marketing
from £1,800
▾
DeliverableWhat you getServicePrice
★
Brand Audit & Health Check
Don't know why your brand isn't working → A clear, evidence-based diagnosis of where the brand is broken and what to do next.
Structured audit across four brand touchpoint categories: current brand assessment, competitive brand landscape, perception baseline and prioritised gap report with recommended next steps.
£4,500
Brand Foundation & Product Architecture
Brand and product naming that no longer reflect what the company is → A coherent brand system that every function works from.
Complete brand foundation: essence, promise, backstory, personality, values, pillars. Product naming hierarchy and architecture. Visual and verbal identity guidelines for rollout.
£13,500
★
ICP Definition Document
Sales and marketing chasing the wrong companies → Everyone targeting the same high-fit accounts with shared criteria.
Firmographic and behavioural profile of the ideal customer profile (ICP): industry, size, maturity, tech stack, buying triggers, disqualifiers. Used to align sales targeting, demand gen and account-based marketing (ABM).
£2,700
Buyer Persona Profiles (up to 3)
Generic messaging that resonates with nobody → Content and campaigns that speak to specific people in specific situations.
3 persona profiles: role, goals, pains, decision criteria and preferred content formats. Built from win/loss data or customer interviews where available.
£1,800
Master Message and Positioning Framework
Inconsistent story across website, sales and campaigns → One coherent, differentiated narrative that every function uses.
Complete messaging architecture: positioning statement, value proposition, elevator pitch, key messages by persona, proof points and objection responses. The single source of messaging truth.
£4,500
Campaign Themes (quarterly set)
Campaigns based on product features → Demand gen leading with business value, improving MQL quality and conversion.
3–4 campaign themes for the quarter: headline, supporting messages, content angles and channel recommendations. Aligned to ICP pain points and buying cycle stage.
£2,700
Interactive ROI Calculator
Prospects can't quantify the value of buying → Sales team can demonstrate ROI in a live conversation using the prospect's own numbers.
Customisable spreadsheet-based calculator: client metrics, cost of problem, value of solution and payback period. Designed for sales team use in discovery and proposal conversations.
£3,600
Product Launch Plan
Product launched without a coordinated commercial plan → A launch that sales, marketing and customers are all ready for.
Full launch plan: goals, ICP targeting, messaging and channel strategy, sales readiness checklist, content requirements and post-launch measurement framework.
£4,500
04
Content & Collateral
from £900
▾
DeliverableWhat you getServicePrice
Solution Guide / Application Guide
Sales team can't explain the product's value clearly → A leave-behind that does the selling when you're not in the room.
Structured narrative (8–12 pages): the problem, why it matters, how the solution works, proof points and next steps. Designed for mid-funnel and proposal stage use.
£2,700
eBook / Whitepaper
No high-value content to drive inbound → A credible asset that generates MQLs and builds authority.
Long-form content asset (2,000–4,000 words): thought leadership, research synthesis or practical guide. Includes brief, outline, draft and final version with design brief.
£1,800
Case Study
No proof that the product works in the real world → Social proof that shortens sales cycles and reduces buyer risk.
Customer success story: challenge, solution and results (with metrics where possible). Interview-based. Delivered in written format with design brief for layout.
£900
Webinar Plan & Script
No engaging live content format → A repeatable webinar format that generates MQLs and builds audience.
Topic selection, agenda, slide narrative, speaker briefing, registration page copy and follow-up email sequence. Designed as a repeatable format, not a one-off.
£900
Email Nurture Sequence (5-part)
Generic email blasts with poor engagement → Targeted sequences that move prospects through the funnel.
5-email nurture or outbound sequence: subject lines, body copy and CTA for each email. Persona-specific. Includes brief covering objective, audience segment and stage in the buyer journey.
£900
Campaign Content Pack
Campaign launches stalling because content isn't ready → A complete content set that goes live on day one.
1 long-form asset; 1 case study; 1 five-part email nurture sequence; 1 BDR outbound sequence; social copy set; campaign landing page brief. Packaged as a ready-to-run campaign.
£4,500
05
Demand Generation
from £1,800
▾
DeliverableWhat you getServicePrice
Demand Gen Campaign Plan (quarterly)
Ad hoc campaigns with no coordinated plan → Predictable, pipeline-focused campaign activity every quarter.
Quarterly campaign calendar: 3–4 campaigns with campaign theme, channel mix, content requirements, budget allocation and success metrics. Built around the backward sales plan.
£5,400
Campaign Brief (per campaign)
Campaigns launched without clear goals → Every campaign starts with a shared brief and a commercial objective.
Single campaign brief: objective, ICP segment, campaign theme, channel plan, asset list, success metrics and handoff checklist for execution.
£1,800
★
Demand Gen Audit & Recommendations
Running campaigns but not sure if they're working → A clear view of what to keep, fix and stop, with a prioritised action plan.
Audit of current demand gen activity across email, paid social, content and events. Channel performance, MQL quality, funnel conversion rates and prioritised recommendations.
£4,500
MQL Definition & Qualification Framework
Marketing and sales arguing about lead quality → Agreed, objective MQL criteria that both functions work from.
MQL definition criteria (firmographic and behavioural), lead scoring logic, qualification checklist and handoff SLA. Delivered as a shared document signed off by both marketing and sales.
£2,700
BDR Outbound Sequence & Talk Track
BDRs sending generic emails and struggling on calls → Structured outreach that generates meetings with the right companies.
Outbound email sequence (5–7 emails) plus call talk track: opening hook, pain-led narrative, personalisation guidance and objection responses. Tested against ICP.
£1,800
06
ABM & Growth Marketing
from £450
▾
DeliverableWhat you getServicePrice
ABM Account Selection & Tiering Plan
ABM budget spread too thin → Focused, tiered plan that concentrates resource on accounts most likely to convert.
Tiered target account list: 1:1 (5–10 strategic), 1:Few (10–30) and 1:Many segment. Firmographic fit scoring, intent data overlay and account prioritisation rationale.
£4,500
Account Intelligence Profile (per account)
Going into target accounts cold → Sales with genuine account intelligence that enables relevant, personalised outreach.
Per-account research pack: company overview, strategic priorities, recent news, key stakeholders, technology landscape and recommended conversation angles.
£450
1:1 ABM Programme Design (single account)
Strategic accounts approached like everyone else → A fully tailored programme for your most important target.
Fully personalised account programme plan: account strategy, stakeholder mapping, personalised content plan, channel strategy and engagement sequence for a single named account.
£3,600
1:Few ABM Programme (up to 10 accounts)
Enterprise accounts in the same vertical getting generic campaigns → Segment-specific programmes that feel personalised at scale.
Cluster-based ABM programme: shared content themes, personalised variants per cluster, channel plan, engagement sequence and measurement framework.
£5,400
1:Many ABM Programme Design
Demand gen treating all companies equally → Account-aware campaigns that prioritise and personalise at scale.
Programmatic ABM programme design: target account list, intent-triggered campaign logic, personalisation framework and measurement approach for large-scale account-based programmes.
£5,400
Buying Committee Map (per account)
Selling to one contact when five people are involved in the decision → Full buying committee mapped with influence and engagement strategy for each.
Stakeholder map: roles (Champion, Economic Buyer, Technical Buyer, User, Coach), influence levels, known concerns and recommended engagement approach for each stakeholder.
£900
Customer Lifecycle Programme Design
Customers acquired but not successfully onboarded → Structured lifecycle that improves retention, expansion and advocacy.
Customer journey map from acquisition through onboarding, adoption, expansion and renewal. Includes trigger-based communication plan, health score framework and expansion signal identification.
£4,500
Trial Conversion Diagnostic & Recommendations
Free trial sign-ups not converting → A diagnostic and action plan that gets users to value faster.
Trial flow analysis: onboarding email sequence brief, in-app message brief, activation metric identification and conversion funnel recommendations. Requires access to trial data.
£3,600
Customer Expansion Campaign Design
Revenue locked in existing accounts → A marketing-led expansion campaign that grows NRR without adding headcount.
Upsell and cross-sell campaign design: account segmentation by expansion readiness, messaging by segment, channel plan and BDR play for expansion conversations.
£5,400
Platform / Product Migration GTM Plan
Platform migration creating churn risk or stalling renewals → A structured plan that turns transition into a retention and expansion moment.
Transition GTM plan: customer segmentation by readiness, migration messaging by segment, sales conversation guide and retention risk mitigation strategy.
£5,400
07
Performance Marketing
from £1,800
▾
DeliverableWhat you getServicePrice
Paid Media Strategy & Brief
Paid media spend with no strategic direction → A clear brief that connects spend to pipeline, not just impressions.
Channel strategy (LinkedIn, Google, programmatic), audience and targeting brief, budget allocation model, creative brief and measurement framework. For handoff to an in-house team or agency.
£3,600
SEO Audit & Recommendations
Poor organic search visibility → A clear roadmap that builds long-term inbound pipeline from search.
Technical and content SEO audit: keyword opportunity analysis, content gap assessment, technical issue prioritisation and a 90-day implementation roadmap. Requires Google Search Console access.
£2,700
★
Website & Conversion Audit
Website that doesn't convert visitors into leads → Recommendations to align website with the buyer journey and improve conversion.
Page-by-page messaging and conversion audit: homepage, product pages, solution pages, pricing and key landing pages. Covers messaging quality, CTA clarity, funnel drop-off and prioritised fixes.
£5,400
Landing Page Copy & Brief
Campaign traffic landing on a generic page and bouncing → A purpose-built page that converts traffic into MQLs.
Campaign landing page copy: headline, hero, value proposition, social proof and CTA. Plus a design brief for layout. Aligned to the specific campaign theme and ICP segment.
£1,800
08
Sales Enablement
from £1,350
▾
DeliverableWhat you getServicePrice
Executive Sales Deck
Sales presenting a product demo when they should be selling a vision → A compelling executive deck that opens doors and advances enterprise deals.
Sales narrative deck (15–20 slides): market problem, solution, differentiation, proof points and call to action. Designed for C-suite and board-level conversations, not product walkthroughs.
£2,700
Demo Script & Narrative
Product demos that showcase features but don't close deals → A demo that tells a commercial story and advances the sale.
Demo narrative script: problem setup, discovery questions, product story (not feature walkthrough), value anchoring and next step close. Designed for live and recorded use.
£4,950
BDR Playbook
BDRs working off intuition → A structured playbook that gets new hires productive faster and improves meeting quality across the team.
Complete BDR operational guide: ideal customer profile (ICP) qualification criteria, prospecting process, outbound sequences, talk tracks, objection handling and activity benchmarks. Built to hand to a new hire on day one.
£2,700
BDR Training Programme
BDRs booking meetings with the wrong people → A trained team that qualifies harder and converts more pipeline.
Half-day training session: ideal customer profile (ICP) and qualification criteria, value proposition and messaging, objection handling and outbound sequence walk-through. Delivered live or recorded.
£1,350
Sales Talk Track (per track)
Every rep telling a different story → Consistent, value-led conversations at every stage of the sales cycle.
Role-specific talk tracks for key conversations: cold outreach, discovery, demo, objection handling or negotiation. Each includes opening, key questions, value narrative and close.
£1,800
Product Release Enablement Pack
Product update reaches sales as a release note they can't use → Commercial-ready messaging, a demo they can run and a training session that gets the whole team on the same page.
Release messaging doc; internal comms email; 2 presentation slides; Master Message delta update; facilitated demo session with PM; 1-hour sales and marketing training webinar.
£2,700
09
Marketing Operations
from £1,350
▾
DeliverableWhat you getServicePrice
Marketing Attribution & Lead Scoring Diagnostic
Marketing passing low-quality leads to sales → An objective scoring system and attribution model built on your actual data.
Lead scoring design: behavioural and firmographic scoring criteria, score thresholds for MQL handoff, negative scoring rules and attribution model recommendation. Requires CRM and marketing automation access.
£2,700
Marketing Dashboard Design Brief
Marketing reporting that nobody reads or acts on → A dashboard that tells the right story to the right audience.
Dashboard design brief: KPI selection by audience (exec, demand gen, ABM, content), recommended visualisations, data source mapping and implementation brief for marketing ops or BI team.
£1,350
10
Commercial Model
from £10,800
▾
DeliverableWhat you getServicePrice
Pricing, Packaging & Commercial Model
Pricing leaving money on the table or creating sales friction → A defensible, market-tested pricing model that reflects customer value and protects revenue.
Full pricing strategy: commercial model audit, value metric definition, edition architecture, revenue protection modelling, price floor design and transition plan from legacy model.
£10,800