Format
Half day workshop
Tell the human story about what your company does.
A half-day workshop for sales, marketing and partner teams. Tech companies sell products. Senior buyers buy outcomes. Flip it from product to people, features to value, and the room changes.
How technical leaders move from being asked questions to being asked for the answer. The article that underpins Flip It. ~10 minutes.
The board buys what changes. Open with the impact and let the technology earn its place underneath.
Architecture diagrams and methodology charts stay on the page. Lead with the human and let the proof follow.
The C-suite is buying the second one. Frame the deal around the change it unlocks, not the feature it ships.
Flip It is a half-day workshop for your sales, marketing and partner teams. We start with your real deals, your real numbers and your real customer language, all analysed before the day. Then we build the messaging that lands. The frameworks come from years of writing for Financial Times, Economist Group, Daily Telegraph and New York Times readers, applied to the boardroom rather than the broadsheet.
A read of your sales motion, your marketing, your customer language and a competitive scan. The customer voice arrives in the room with us.
Insight turned into messaging. Your team writes the headlines, builds the message houses and edits the bulk out of the deck. We coach. They keep the work.
A live critique of your current materials and a group walkthrough of a deal you are working to win. The frameworks earn their keep in the room.
Tech companies, professional services firms and listed B2B businesses where the deal goes to a board. Pitch on £2m to £200m contracts and your team is freelancing the narrative. Bring the people writing and presenting the deals.
In person in London, or remote for distributed teams. Pre-workshop analysis included. You keep the frameworks.
I have worked every side of the commercial table. I spent years interviewing CEOs as a journalist for the Financial Times, newspapers and online media. I founded Greenbang (50,000 readers, quoted by the UN and European Commission) and was the founding editor and investor in CoinDesk.
Inside FTSE companies I served as Commercial Director at Virgin Money and at Thomas Cook, where I ran transformation programmes that changed how big organisations sell, grow and prove their numbers.
That work has unlocked over $1bn in revenue for clients, and I have advised teams at IBM, Microsoft, Google, Cisco and Cognizant along the way.
Dan Ilett · Founder, The Proposition · Editor, The Executive Summary