Mastering Growth for B2B Startups

Build the foundations for repeatable B2B growth

Many startups begin selling without first building the commercial foundations needed for consistent success.

They may have a strong product, a few customers and early momentum, but lack a clear plan, a repeatable process or a shared understanding of the value-based outcome their customers receive.

Mastering Growth for B2B Startups brings those foundations together in one practical framework.

This course will help you:

• choose where to focus;

• understand the outcomes customers genuinely value;

• communicate that value clearly;

• qualify opportunities more effectively;

• build a disciplined and repeatable sales process;

• improve customer and partner relationships; and

• reduce reliance on individual personalities, instinct and heroic effort.

You do not need to become pushy, aggressive or pretend to be someone you are not.

Whatever your personality, you can become highly effective at sales by following the right plan, applying a sound process and staying focused on the customer.

What the course covers

Commercial planning — Build the foundations most early-stage companies overlook.

Target focus — Understand where you fit, which buyers to prioritise and how to tell a compelling commercial story.

Customer value — Identify the outcomes customers genuinely value and communicate them clearly.

Sales process — Develop a process suited to your business, buyers, market and stage of growth.

Scaling — Build the team, measures and operating rhythm needed to grow consistently.

Practical tools and frameworks — Apply proven tools immediately and adapt them as your business evolves.

Practical tools. Immediate application. Lasting capability.

The course does not stop at ideas and theory.

You will receive practical tools that I have developed, refined and used throughout nearly four decades of building B2B technology businesses.

Each tool is designed to be put into operation immediately. Used properly, they can create a significant improvement in commercial capability from day one.

But the real value is not simply in completing a template.

I teach the thinking behind each tool: why it exists, what problem it solves and how it supports better commercial decisions.

Once you understand those principles, you can adapt each tool to suit:

• your product;

• your target market;

• your stage of maturity;

• your sales model; and

• the changing needs of your business.

The tools give you structure now. The understanding behind them allows you to keep improving as your company grows.

How it works

A self-paced course, delivered online through Kajabi and supported by practical exercises, examples, practical commercial tools, frameworks and templates.

You will leave with more than knowledge. You will have practical commercial tools that can be operationalised immediately, together with the understanding needed to adapt them to your own product, market and stage of growth.

Launching in September

Who the course is for

Mastering Growth for B2B Startups is for anyone responsible for creating, winning or growing revenue in an early-stage B2B business.

You may be a founder building your first commercial approach, an early sales hire, an experienced salesperson joining a startup, or a commercial leader preparing a business to scale.

You do not need previous sales training. The course starts with the essential commercial principles that many early-stage businesses overlook, but it goes well beyond sales basics. It draws on nearly four decades of experience building revenue across different companies, markets and stages of growth.

That means it is relevant both to people who are new to commercial roles and to experienced professionals who already consider themselves highly capable. Everyone can improve. In high-value B2B markets, even a small improvement in focus, conversion, deal value or customer retention can have a significant financial impact—potentially worth hundreds of thousands in additional annual revenue.

How long the course takes

The course is self-paced and includes more than eight hours of video-based training, together with practical exercises and implementation work.

It is possible to watch all the videos within a short period, but that is not the approach I recommend. The greatest value comes from working through each module, applying the ideas to your own business, testing your thinking and then revisiting the relevant lessons before completing the exercises.

Most participants should expect to spend between five weeks and three months completing the course, depending on their available time, the complexity of their business and the depth with which they complete the practical work.

This is designed to fit alongside the realities of running or growing a business. Consistent progress over time will produce far more value than rushing through the material simply to finish it.

What you receive

You will receive:

• More than eight hours of on-demand, video-based training

• Practical exercises accompanying many of the individual lessons

• Commercial frameworks developed and refined through real-world experience

• Adaptable tools, artefacts and templates that you can apply to your own business

• On-demand access so that you can revisit lessons as your business, role and commercial challenges evolve

The course does not simply give you a collection of templates and tell you how to complete them. It explains the principles behind each tool, so you can adapt it intelligently to your product, market, customers and stage of growth.

What you will have built by the end

By the end of the course, you will have a clearer understanding of the commercial building blocks needed to create a more repeatable and scalable business.

You will have developed practical elements of your own commercial approach, including greater clarity around your target customers, the value you create, how you engage buyers, how opportunities progress and what needs to be measured and managed as the company grows.

You will also have learned broader lessons about building effective processes, motivating people, developing commercial capability and adapting your approach as circumstances change.

Most importantly, you will leave with more than knowledge. You will have a collection of practical commercial tools, exercises and frameworks that have been adapted to your current situation—and an understanding of the principles behind them, enabling you to continue refining and reusing them throughout your career.

The course is the best place to start. For founders who want deeper support applying the principles and tools to their own business, optional coaching and advisory support is available on a limited basis.