A sextant takes the fix. A parallel rule transfers it onto the chart, where it finally means something. Most of what follows is the rule — the work of deciding what your market is, what a good opportunity looks like in it, and what your team does on the Monday after they find one.
Why this sits beside the monthly
The monthly reading measures a market against a definition. It assumes the definition exists, that somebody has decided what counts, and that the team receiving it knows what to do with a card that says call now.
Often none of that is true yet. The definition is in one person's head, the qualification framework is a spreadsheet nobody fills in, and the inside team is working a list in the order it was given to them.
That work is a project, not a feed. It has a beginning and an end, it produces something you keep, and it is finished when your team is using it without us.
So it is priced and run separately. Some clients take it and never subscribe. Some subscribe and never take it. The two are designed to work together and neither requires the other.
Named plainly, because each one is a different problem and they rarely arrive together.
01 — Definition
Which sponsors, which phases, which indications, which modalities, which geographies — and what has to be true before a programme is worth your time. Written down, measured against the registry, and tested: a filter that finds everybody is worth nothing, and we will tell you if that is what yours does.
Produces a definition your team can argue with, and the numbers behind it. This is also the setup for the monthly reading if you take one.
02 — Qualification
A framework for what you need to know about an account, what a strong position looks like, and which signals are worth acting on. Applied consistently to every pursuit, every month, rather than remembered differently by each rep.
Built from your own closed business where you have it. Where the volume will not support a fitted model, we say so and build a rubric instead — consistency is most of the value and it works at any size.
03 — Enablement
Working sessions with an inside team or a field team: how to read a position, what to say when a programme is between studies, which question changes a call and which one wastes it. Run against your real accounts, not case studies.
Half-day and full-day formats. Usually two sessions a few weeks apart, so the first one has had time to be wrong about something.
04 — Market insight
How big is this market really. Where is the growth. Who is winning the work we keep losing. What does our footprint look like against where the studies actually run. One question, measured against the public record, with the method written down so you can disagree with it.
Delivered as a brief rather than a dashboard, because the answer to a question is an argument, not a chart.
How it runs
What you sell, who decides, what you have tried. Most of this conversation is us finding out whether there is a problem worth solving. Sometimes there is not, and that is a useful hour too.
What we will do, what you get, what it costs, and how long. Fixed price. If the work turns out to be a different shape once we are in it, we say so before the invoice rather than after.
Every engagement ends with something you own and use without us. Where a monthly reading makes sense afterwards, it is a separate decision made once the definition exists.
CRO, laboratory, imaging, logistics, manufacturing, technology. The common thread is a long cycle, a technical buyer, and a market where the public record says more than anyone reads.
Pipeline that does not reflect the market, a territory split by history rather than opportunity, or a win rate nobody can explain. Usually the definition is the problem and nobody has said so.
Given accounts in the order someone exported them, measured on activity, and unsure which call is worth making. The fastest improvement available in most organisations.
Worth saying
Not a prediction. Nothing here tells you which deal will close. We measure position and we say where the evidence runs out — on this page as on every card.
Not a staffing arrangement. Engagements are scoped, fixed and finite. If the answer is that you need a person rather than a project, we will say that instead.
Not generic sales training. Every session runs against your accounts and your market. A methodology nobody applies to real names is a day out of the office.
Not a prerequisite. The monthly reading stands on its own, and so does this. Plenty of clients will only ever want one of them.
Bring a market you are unsure about, or a team you think is working the wrong list. We will tell you which of the four this is, and whether it is worth doing at all.