Closer readings of commercial bottlenecks, pricing decisions and measurement problems, grounded in operating mechanics and published evidence.
How each case is built
From one question to its evidence.
QuestionSource essayExhibit
The cases
Each starts from a question a commercial team faces and ends in the essay that works it through, with its exhibits.
Attribution and measurement
Why untracked referrals and multi-touch models can assign demand to the wrong channel, and what an incrementality test has to recover.
The question
How do you measure channel incrementality when buyer research happens outside the traceable clickstream?
M&A and commercial systems
A closer look at how standardising sales structures can weaken account-level pricing power and customer retention after a deal.
The question
Why does cost integration often consume the enterprise value the deal bought?
Pricing and packaging
A diagnostic reading of SaaS pricing migrations: how grandfathered discounts reset reference points and turn a price change into a loss event.
The question
What test proves whether a price increase is perceived as a fair adjustment or a loss event?
Also in Insights
Contact
Research, a guest lecture, or a commercial question.