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Get more from the GTM you’ve already paid for.

Finding where value is being lost across the buyer journey - then fixing what's actually getting in the way.

Get more from the GTM you’ve already paid for.

Finding where value is being lost across the buyer journey - then fixing what's actually getting in the way.

The Three Laws of Commercial Performance

Don't build marketing. Build brand belief.

Don't celebrate activity. Build sustained enterprise value.

Don't build marketing. Build brand belief.

Markets move when customers believe - in the problem, the solution and why you.

Don't optimise functions. Build alignment.

Don't celebrate activity. Build sustained enterprise value.

Don't build marketing. Build brand belief.

Growth breaks when product, marketing and sales make different market choices.

Don't celebrate activity. Build sustained enterprise value.

Pipeline, campaigns and meetings are inputs. Commercial performance is the outcome.

FIND

Find what's suppressing the commercial return from the GTM you've already built.

A focused 2–3 week investigation starting with the commercial question that matters most to your business.

First signal in 7 days

We establish where material value appears to be getting lost, follow the evidence across the GTM system, quantify the economic exposure where possible, and identify what's actually worth fixing.

You leave with:

a commercial baseline, the highest-value leakage/opportunity identified, the likely causes, the economic case and a clear decision on what happens next.

STOP - there isn't enough value here to justify intervention.
REDIRECT - the evidence points to a different commercial constraint.
FIX - there is a material, addressable opportunity worth acting on.

We don't decide the answer before we've found the problem.

The question tells us where to start. The evidence tells us where to go.

A pipeline problem may turn out to be Product. A Product problem may be market demand. A shortlist problem may be positioning or proof. A customer-value problem may be Sales incentives.

Reset follows the evidence across the commercial system rather than prescribing the answer in advance.

Why Sally

A commercial partner, not a marketing add-on

Reset & Co. is led by Sally Yates, a senior GTM operator with more than 20 years' experience building, resetting and scaling commercial systems in B2B software.

Her perspective was built inside PE-backed, high-growth and enterprise businesses - through scale, repositioning, acquisitions, integration and exit - not from the sidelines.

She works with leadership teams when the question is bigger than any one function:

where is commercial value being lost, what's actually getting in the way, and what is actually worth fixing?

Relevant experience

20+ years across B2B SaaS, fintech and enterprise technology, including PE-backed scale, acquisitions, integrations and exits.

Xceptor
Built and led marketing through PE-backed scale, contributing to growth ahead of CBPE's 10.8x exit.
FundApps
Led repositioning across category, proposition and brand, including B Corp as a strategic brand pillar, during its next phase of international growth.
CUBE / Markit
Operated through acquisition and integration environments, connecting commercial strategy, proposition and execution through periods of organisational change.

What clients get

Senior-level judgement grounded in operating experience-not generic consulting frameworks
A commercial lens that connects positioning, marketing, sales, customer growth and value creation
Direct, constructive challenge when the business needs clearer choices rather than more activity
Practical leadership that turns strategic intent into priorities, ownership and momentum
A partner who can work credibly with CEOs, CROs, CMOs, boards and PE operating teams

Find → Fix → Improve

1. FIND

3. Improve

1. FIND

Establish where material commercial value is being lost, what's causing it and what it's potentially worth.

Typical outputs: a clear problem definition, a view of the highest-value opportunities and risks, and a prioritised case for action.

2. Fix

3. Improve

1. FIND

Intervene against the highest-value areas the evidence identifies - not a predetermined marketing playbook.

Typical outputs: agreed commercial priorities, a sharper GTM narrative, decision principles and a practical roadmap.

3. Improve

Measure the return, detect new drag and keep improving commercial yield as the business changes.

Typical outputs: a defined GTM plan, operating cadence, ownership model, performance measures and the tools needed to execute.

The Value Signal

Commercial Insights

A weekly concise commercial note

For CEOs, Operating Partners and GTM leaders building enterprise value in B2B SaaS. See commercial drag before it shows up in revenue.

A weekly concise commercial note

GTM drag before it appears in revenue• Commercial architecture and operating models• AI's impact on GTM execution• Enterprise value creation • Commercial leakage calculator • Question for the Board

Occasional executive memos

A weekly concise commercial note

Occasional executive memos

Subscribe today and receive:
✔ Executive Memo 001: The Illusion of Healthy Pipeline

Get more from the GTM you’ve already paid for.

Get more from the GTM you’ve already paid for.

For CEOs, CROs, CMOs and PE operating partners

Where is GTM value getting lost?

You don’t need to know which problem you have before you start. The question gives us somewhere to begin. The evidence tells us where to go. A pipeline problem may turn out to be Product. A Product problem may be market demand. A shortlist problem may be positioning or proof.

The Three Laws of Commercial Performance

Don't build marketing. Build brand belief.

Don't celebrate activity. Build sustained enterprise value.

Don't build marketing. Build brand belief.

Don't optimise functions. Build alignment.

Don't celebrate activity. Build sustained enterprise value.

Don't build marketing. Build brand belief.

Don't celebrate activity. Build sustained enterprise value.

Don't celebrate activity. Build sustained enterprise value.

Don't celebrate activity. Build sustained enterprise value.

FIND

Find what's suppressing the commercial return from the GTM you've already built.

First signal in 7 days

You leave with:

The question tells us where to start. The evidence tells us where to go.

FIND. FIX. IMPROVE.

Why Sally

Find → Fix → Improve

1. FIND

3. Improve

1. FIND

2. Fix

3. Improve

1. FIND

3. Improve

3. Improve

3. Improve

Should the GTM you've already paid for be working harder?

The Value Signal

Commercial Insights

A weekly concise commercial note

A weekly concise commercial note

A weekly concise commercial note

A weekly concise commercial note

A weekly concise commercial note

Occasional executive memos

A weekly concise commercial note

Occasional executive memos

Get The Value Signal

Follow Sally

Find out where value is leaking

Tell us what is on your commercial agenda.

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