Shift90 –

Capture your best customers' decision logic – and install it across your commercial system

Extract the decision logic behind your best deals — validate it and install it across your commercial system — so Sales, Marketing, and CS scale without founder dependency or variance

Start a Customer Truth X-Ray

We extract the buying pattern behind your wins — and install it.

We interview your customers who switched.

We document:

The trigger that forced change
The internal objection that nearly killed the deal
The proof that made the decision defensible
The moment they said “This is the one”

Then we embed that logic across sales, marketing, C-S, and leadership.

No repositioning.

No brand reinvention.

Just codified buyer logic.

We've sat in your seat

We’ve led sales, marketing, and GTM inside scaling companies.

We know what it feels like when:

Enterprise deals need founder air cover
Messaging keeps getting rewritten
Sales leaders come and go
New hires can’t replicate early wins

Revenue grows, but confidence doesn’t.

That’s why we focus on institutionalising the buying pattern, not reinventing your brand.

Learn more

Craig Vintcent

Go-to-Market Acceleration

Lawrence Flude

Marketing Acceleration

Mark Gibson

Revenue Acceleration

Working with Mark has been transformative for our sales process and growth. His fresh perspectives from customer interviews challenged assumptions, inspiring us to adapt and refine our story. Mark’s coaching and role-playing sessions provided a safe space to practice, leading to a structured approach for building meaningful partnerships. His insights have been invaluable in reshaping our engagement with prospects and driving lasting results.

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Roxana-Maria Stanieu

Customer Success Manager | Mindit.io

As CTIO and COO, I worked with Craig during his management of the MTN Account for Oracle. He expertly navigated a challenging relationship, consistently delivering on client requirements with integrity and a solutions-driven approach. Craig’s dedication and ability to achieve win-win outcomes make him highly recommended for organizations seeking growth in emerging markets.

Joyti Desai

Group CTIO | MTN

Working with Lawrence and his team was a breath of fresh air. As a technology company, it is rare to find a marketing agency that can capture the immense intangibility of technology in order to market it. Even more so, in the case of NgageU, we were looking to translate our new concepts that would make us stand out as a new breed. The team helped to do that with flying colors. Thank you.

Mohamed Ali

Managing Director | NgageU

customer insight full

Extract the Buying Job

We interview the customers who switched. We uncover: The trigger that forced change, The constraint they needed to escape, The internal risk that nearly killed the deal, The criteria that made the decision defensible. This becomes your documented buying architecture.

Codify the Decision Pattern

We translate that buying architecture into practical tools: ICP clarity based on real struggling moments, Messaging grounded in buyer language, Qualification based on trigger signals, Sales motions aligned to how decisions are actually made. This is installed logic.

train organisations

Install It Across the Team

Through immersive working sessions, Sales, Marketing, and CS: Learn the buying job, Practise the decision path, Align around real trigger language, Remove variance between reps. Founder instinct becomes shared capability.

Make Growth System-Led

When buyer logic is institutionalised: Win rates stabilise, Discount pressure reduces, Sales cycles shorten, New hires ramp faster, Revenue becomes durable, not personality-dependent. This is the payoff.

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