£5–20m revenue · UK & Ireland
One journey. One set of numbers. One team.
We map how customers actually move through your business — from first enquiry to repeat order — connect the data behind it, and put one shared number in front of every team, every two weeks.
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Built and exited twice
·
Led the fastest-growing HubSpot partner in the ecosystem's history — ranked 19th of 6,000+ worldwide
·
100+ businesses served
·
Maximum of four clients at a time
The Problems We Solve
Growth doesn't fail loudly. It leaks at the hand-offs.
Every business runs one customer journey — awareness, consideration, decision, servicing, loyalty — split across teams who each see only their piece. After enough of these conversations, the same four root causes show up almost everywhere.
01
Nothing talks to anything
Your core system holds the accounts. A spreadsheet holds the pipeline. Your inbox holds the conversations. Another spreadsheet holds the reports — and none of them talk to each other.
02
No shared definitions
No agreed meaning of "forecast." No agreed bar for a qualified lead. No rule for what belongs in the pipeline. Every number is arguable before it's useful.
03
Teams can't see each other
Marketing can't see what happens to the leads it sends. Sales can't see delivery dates or approvals. Finance can't see the pipeline. Everyone works blind at exactly the moments deals are won or lost.
04
Reporting is manual, so it's rare
Numbers assembled by hand arrive late, get questioned, and are too expensive to produce every week — so decisions end up running on instinct instead of evidence.
None of it is a people problem. It's a plumbing problem — and it's a seesaw. Miss the lead target and sales quietly covers the gap. Skip the forecast detail and delivery guesses what to order. Lose sight of what drives revenue and finance guesses the budget.
Patterns drawn from recent engagements — including a century-old UK manufacturer selling into education and trade markets across the UK, Europe and the US.
Who This Is For
We work with a specific kind of business, on purpose.
Four clients at a time means we choose carefully. You should too.
This is you, if
Roughly £5–20m in revenue, based in the UK or Ireland
Marketing, sales, delivery and finance already exist as separate teams — each with its own system, or its own spreadsheet
Selling across more than one region, channel or product line — the business has outgrown what memory can hold
Chasing a real target, with a real year attached — not "grow somehow"
Willing to fix the process before buying more software
Probably not a fit, if
Pre-revenue, or a single founder still doing everything — there are no hand-offs yet to fix
Looking for a CRM implementation only, with no appetite to change how teams work
Need full committee sign-off before anything ships — we move in two-week cycles, not quarterly ones
How We Work
Connect. Automate. Insight. Improve. Every two weeks.
Foundations first, plays later. A tool on top of a messy process just makes the mess run faster — so the order is fixed: people, then process, then data, then platforms. Technology is the last thing we add. Never the first.
1
Connect
Every team's data sources in one place — inbox, website, campaigns, the pipeline, your core system of record.
2
Automate
Follow-ups, hand-offs and logging run themselves. The admin disappears from every team's day.
3
Insight
Dashboards that answer each team's real questions — the same numbers, visible to everyone.
4
Improve
The dashboards show the gap. We close the single biggest one. Every two weeks. That's the whole model.
The rhythm, in practice
Not a big transformation programme. A small loop, run relentlessly.
01
Measure
The dashboard updates itself — same numbers, every week.
02
Review
30 minutes, every second Friday — what do the numbers say?
03
One change
Pick the single biggest gap. Fix that. Nothing else.
04
Repeat
Two weeks later — did the number move? Round again.
Proof, not promises
What changes by day 90
Metric
Baseline — today
At 90 days
Reporting time
Hand-built in spreadsheets, monthly
Live dashboards, read weekly
Forecast
No shared definition
One weighted number, tracked to a 90%+ accuracy bar
Lead follow-through
Invisible
Visible per lead, against a 24–48h response target
Pipeline visibility
Scattered across separate trackers
One board — meetings run from it
Baselines get recorded in week one. The re-measure date goes in the diary before we start.
The First 90 Days
Install. Run. Improve. That's the whole plan.
The Diagnostic isn't three months of workshops. It's three months of the system actually running, in three deliberate phases.
Month 1
Install
Pipeline, stages and properties go live
Inbox connected — email and meetings log themselves
Dashboards built, source & market tagging switched on
Baseline numbers recorded
What you get: one pipeline live, three dashboards, nothing valuable invisible.
Month 2
Run
Every deal, lead and quote runs through the system
First segmented campaign goes out
Weekly forecast read straight from the pipeline
The Friday habit starts, every team
What you get: a live, adopted system — not a pilot. No tinkering, on purpose.
Month 3
Improve
Sales, marketing and finance read the data together
Find the single biggest gap
Run the first improvement cycle
Re-measure against the baseline
What you get: proof the system moved a real number, and a named plan for the next 90 days.
What counts as an "outcome"
Every Flex engagement runs one to three outcomes at a time, chosen from a menu like this — never all at once.
Marketing
Lead scoring, so the database is prioritised, not just full
Nurture journeys for leads that aren't ready yet
Multi-touch attribution — the pipeline each campaign actually created
Re-engaging dormant accounts, automatically
Sales
Sequences, templates and booking links — no more back-and-forth
A quoting tool that shows you when it's opened
Playbooks for qualification and competitor handling
Delivery status visible on the deal, without asking
Finance
Discount approvals with a real audit trail
Quote templates with margin floors built in
Forecast broken out by product line, signalled in advance
Two-way sync with your core system of record
One outcome per two-week cycle, chosen by the numbers — never all at once.
Pricing
Priced on the outcome. Never the hours.
The Diagnostic
Where every engagement starts
£20,000ex VAT
Fixed price · three months
We map your customer journey end to end, connect the data behind it, and ship the highest-impact fixes live — while the engagement is still running.
Flex
The ongoing model, after the Diagnostic
1 outcome
£5,000/mo
2 outcomes
£7,500/mo
3 outcomes
£10,000/mo
One to three defined outcomes, running on the same two-week cycle. No day-rates. No hours billed. Priced on what moves.
UK and Irish businesses can often offset this — we check eligibility for schemes like Enterprise Ireland and Local Enterprise Office grants (up to €35,000 of eligible cost) in the first conversation.
About
Sequence beats software.
1
Sequence beats software.
People, then process, then data, then platforms — in that order. Technology is the last thing we add. Never the first.
2
Shipping beats advising.
We don't hand you a deck and disappear. The first fix goes live inside week one.
3
AI is the reward, not the starting point.
It scales whatever it's pointed at — including chaos. We point it at a business that already works.
Calvin O'Callaghan
Three-time founder, two exits. Five years at HubSpot EMEA — top 1% globally, four President's Clubs. Most recently co-founder and CEO of Centralise, an Elite HubSpot Partner ranked 19th of 6,000+ partners worldwide, exited January 2026. Writing FounderProof, a book launching January 2027.
2
Exits
19th
of 6,000+ HubSpot partners
100+
businesses served
4
clients, maximum
Thirty minutes. Bring whatever you've got.
Not a pitch — a working session. Bring a pipeline export, a sales report, or just a rough sense of where customers fall through the cracks between teams. We'll map it together, live.
We take a maximum of four clients at a time.
Book a call