Real clients. Real decisions.
I’m Jose M Bermejo. These are B2B companies I’ve done go-to-market, positioning and sales work with. Each card shows the decision that changed, what changed with it and the result.
Each client changed several things. Each card names the one decision it turned on. Pick a service to filter, then open “What changed” on a card.
Showing all 10 cases.
The offer and its risk
3x
An IT services company
Hugo de Juan CEO, Encamina
The category label
Acquired
Incident Response Software
The whole go-to-market motion
$0 to $200K
A new business unit I led as a fractional executive
Brendon Macdonald CEO, Digital Smile Design
The problem and the main angle
30 demos
Software for restaurant chains
Karan Singh CEO, Revvue
Who to sell to, and the offer
$100K
A software and AI services company
Pablo Peláez CEO, Plain Concepts
Who to sell to
+50%
A digital therapy company
Rebeca S. CMO, Sincrolab
One seller’s results
3x
“I tripled my closing rate in less than 1 month. From 1-2 deals/week to 1 deal/day.”
Akio Aida Founding AE, Grammarly Enterprise
The category label
Acquired
Who to sell to
New ICP
The offering
2 weeks
“Our offering was broken. Jose diagnosed it in one session. The fix took two weeks. Absolutely eye-opening.”
Bernard Mouton Co-Founder, Layer 9 Labs
Each client changed several things: who they sell to, the offer and its risk, the sales process and the materials. But each case turned on one decision, made before the words. Here is the decision behind each one.
Who to sell to
The problem and the main angle
The offer and its risk
The offering
The whole go-to-market motion
One seller’s deals
A new pitch on an old decision sounds like everyone else. The decision is what buyers notice.
The 4 decisions most of these cases turned on: who to sell to, the enemy to position against, the category label and the main angle. 10 steps and a full worked example, in a 16-page PDF.
My book: the CEO’s playbook to own a market, close more deals and build a company worth buying. Its new chapter 5 shows why acquirers buy complements, with Squadcast and DentalBee as real cases.
Both are free with your email and mobile number.
Each client changed several things, never the pitch alone: who they sell to, the offer and its risk, the sales process and the materials. And each case turned on one decision made first, from who to sell to and the category label to the offer’s risk or the whole go-to-market motion: the map above shows which. The words, the website and the sales process came after.
The tags on each card show the services behind it: go-to-market and positioning consulting, product marketing and B2B sales consulting, fractional leadership, sales coaching, B2B sales training and the go-to-market workshop. Use the filter above the cases to see one service at a time.
With a 25-minute exploratory chat. Tell me what you’re taking to market and where deals stall. You leave knowing which decision to make first, and if I’m the right help. If you need something else, I’ll tell you on the call.
Tell me what you’re taking to market and which decision your team is stuck on. In 25 minutes, you’ll know where to start.
Guides: Product positioning Go-to-market strategy framework All guides