Building the Commercial Engine: What a Transformation Programme Actually Delivers
- 5 days ago
- 3 min read
Most consultants leave you with a document. Sometimes a presentation. Occasionally a set of recommendations that sit in a shared drive or on a shelf quietly gathering dust.
This is about what happens when the work is done differently.
Earlier this year, Ignite Technology commissioned Kaizen-One to follow up a forensic commercial diagnostic with a full transformation programme. The diagnostic had given the leadership team a clear, evidence-based picture of where the business was, where the opportunity sat, and what needed to change.
Phase 2 was about building it.
Over two months, working alongside Ignite's leadership team and commercial function day to day, Kaizen-One designed and delivered a structured programme covering commercial identity, qualification methodology, CRM reconfiguration, sales tooling, territory strategy, live coaching, and AI infrastructure.
By the close of the engagement, Ignite Technology had the commercial infrastructure of a world-class enterprise software business.
What that actually means
It means a documented commercial identity now used in real customer conversations, opening discussions at the level the business needs to operate at. It means PACT at lead stage and MEDDIC at deal stage, embedded in HubSpot as part of the live deal flow rather than sitting in a document. It means pipeline discipline with forecast tracking, stage-progression standards, and a weekly review cadence between the Head of Sales and the CEO.
It means a Sales Playbook, an in-conversation Deal Companion for sellers, an SDR Motion Guide, and a Claude Enterprise integration supporting the daily sales rhythm. It means live role play sessions with language pattern analysis and individual coaching feedback for every commercial team member.
And it means an embedded AI infrastructure connected to HubSpot that continues to work after Kaizen-One leaves.
For sellers, a coaching partner that prepares them for every customer conversation and reviews every call against the same standards.
For the CEO and Head of Sales, direct pipeline visibility through plain-language questions answered immediately from live data. The coaching does not stop. Pipeline visibility no longer depends on a weekly meeting.
What Roger Tunnard, CEO of Ignite Technology, said
"Working with Neil has been hugely valuable. He brought real energy, pace, and focus to the work, and most importantly a genuine desire to get to the right outcome for us.
The biggest impact for me was that Neil helped raise the bar on what good looks like in sales. He brought an outside perspective, challenged our thinking in a constructive way, and helped reset expectations around standards, process, and performance.
He was a trusted pair of hands throughout. I'd happily recommend Neil to any business looking to sharpen its commercial approach and execution."
The operating model that made it possible
This was not a series of external workshops. Kaizen-One sat alongside the Ignite leadership team and commercial function throughout the two-month window, holding standards in real time and coaching the board and team in the moments that mattered. Standards held in the room. Decisions made together. The working partnership maintained day to day.
That is the operating model that makes speed possible and ensures that what is built actually embeds into the team's daily rhythm rather than fading as soon as the engagement ends.
Read the full case study
The complete case study, including the full engagement detail and client testimonial, is available here: Ignite Technology: Building the Commercial Engine
If your commercial team has the capability but the infrastructure is not yet there to support it, that is the conversation to have before investing in anything else.
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