We've spent 30 years inside scaling companies.

The problem is almost always the same.

Our point of view

Every B2B company we've worked with already has the evidence of why its best customers chose it.

It lives in the founder's instincts, the top rep's conversations, the deals that closed early. The problem isn't that the pattern is missing — it's that it has never been extracted.

When a founder steps back or a deal closes, that knowledge doesn't transfer. It evaporates.

Hiring, reorganising, and rewriting the messaging don't fix it, because none of them addresses the actual gap.

What we've learned across every engagement is that the distance between a company that grows predictably and one that doesn't is rarely capability or product.

It's whether the buying logic behind the best wins has been codified into something the whole team can use.

Not a brand refresh. Not an imposed sales methodology.

A documented understanding of how the right buyers move from problem to decision.

Extracted from customers who've already made that journey, so what the founder knew intuitively becomes what every rep, marketer, and CSM knows by design.

Mindit.io · Romanian boutique IT services · 90-day engagement · 2024

Irina Arsene founded Mindit in 2015 and did all the early selling herself. When she stepped back, a new CEO came in. Nothing sold. Three flat quarters. No new name clients.

The EBRD brought in a strategy consultant who tried several approaches. None worked. It was Irina who identified the real problem — the buying pattern she had spent years building had never been extracted for anyone else to use. She brought in Mark Gibson to do exactly that.

Six customer interviews surfaced it. Mindit's best clients hadn't hired them for IT capability — they'd hired them because Mindit would take a fixed-price, outcome-based risk on their problem. Most near-shore providers wouldn't.

Every customer-facing team member went through two half-day sessions — consultative selling skills and whiteboard storytelling — learning to open conversations around the buyer's situation rather than Mindit's credentials. The team practised the whiteboard story eight times until they owned it.

During the engagement the CEO was replaced by an interim. At the end of it, Irina resumed command — with the pattern documented and the team trained to use it.

New-name clients closed in Germany and Switzerland within 90 days. The client base grew 100% in 12 months. Irina was recognised as EY Romania's Entrepreneur of the Year in 2025.

"Working with Mark has been transformative for our sales process and growth. His insights have been invaluable in reshaping our engagement with prospects and driving lasting results."

Roxana-Maria Stanieu · Head of Growth, Mindit.io