Our Work
Examples of how we help B2B software, tech-enabled teams and programme partners fix or build the system underneath growth.
Just the starting point, what we built, and what changed. Work across GTM strategy, sales process, playbooks, CRM workflow, deal inspection, programme support and operating rhythm.
The work usually falls into a few areas
International sales motion, market entry, sales-led growth or upmarket move.
Turning founder knowledge into stages, playbooks and a team sales motion.
Process, qualification, CRM workflow, deal inspection and forecast rhythm.
Enterprise sales, buying groups, business cases, CFO and procurement risk.
Commercial support for cohorts, agencies and partner programmes.
Selected Work
Amiqus needed the sales system to show up in live workflow, not sit in documents. After the sales workflow project, the next challenge was helping the CS team run more consistent conversations around onboarding, adoption, renewal risk and expansion.
Built a clearer sales process into HubSpot, with workflow and guidance sellers could follow.
Created a Lite CS Playbook across onboarding, adoption and expansion.
Built a CS competency framework and training around discovery, champion enablement and B2B principles.
A working HubSpot-based sales execution system, plus CS playbook and competency assets that helped connect customer conversations to retention, expansion and renewal quality.
With a turn-by-turn system in HubSpot, we’re executing at a new level. Win rates are up, forecasts are reliable and we’ve got a clear path to the next revenue ceiling
Credit Canary was moving from founder-led selling into larger, more complex deals. The team needed a clearer way to qualify opportunities, manage buyer commitment and make the sales process easier to repeat.
Built a clearer sales process for enterprise opportunities
Tightened how deals were qualified, progressed and inspected.
Helped the team move from judgement-led selling to a repeatable process.
A practical sales process the team could use across future enterprise deals.
We landed our first enterprise deal in eleven weeks. Now every deal runs on a repeatable process, not crossed fingers.
Turnkey needed a clearer GTM approach for an international sales motion. The work needed to move beyond outreach activity and into a more structured commercial direction.
Defined the sales motion and priority route to market.
Turned the direction into a practical GTM strategy.
Gave the team a clearer way to execute the new motion.
A GTM strategy and execution direction for the new international sales motion.
In two weeks, we went from basic outreach activity to a fully formed GTM strategy for an international net-new sales motion. This was a step change for our sales function and a central pillar of our new direction.
Dijuno needed a clearer way to navigate strategic enterprise opportunities. The team needed more structure around qualification, buyer commitment and how complex deals moved forward.
Tightened how complex deals were qualified and progressed.
Improved buyer commitment and deal inspection.
Helped the team move away from judgement-led selling.
A clearer way to qualify, progress and inspect enterprise opportunities.
Closing Foundry helped us bring structure to complex enterprise deals. We moved from judgement-led selling to a clearer way of qualifying, progressing and inspecting opportunities.
Scottish Enterprise supports ambitious companies across growth, international expansion, innovation and investment. Many of those companies need help turning product potential into stronger commercial execution.
Trained Scottish Enterprise colleagues on B2B sales execution and how to spot GTM gaps.
Delivered B2B sales execution support for SE-backed companies and cohorts.
Helped companies turn events, pitches and growth programmes into clearer commercial next steps.
Practical ways to diagnose GTM and sales execution gaps, support portfolio companies more commercially, and connect sales execution to measurable programme outcomes.
Work included colleague enablement, company bootcamps, Money20/20 preparation and cohort pitch support across FMCG, decarbonisation and tech scale-up programmes
VanillaSoft had three distinct sales motions — SMB, Higher Education and Enterprise — and needed a more consistent way for sellers and managers to execute the sales process.
Built guided sales playbook architecture across SMB, Higher Education and Enterprise.
Created practical seller and manager tools for qualification, discovery, call planning, deal huddles, mutual action plans, business case and objection handling.
A practical sales execution system covering playbooks, stage guidance, qualification, discovery, outbound routines, manager inspection and AI-enabled practice prompts.
Named outputs included playbook blueprints, outbound and inbound operating SOPs, MEDDPICC deal inspection, role-based enablement paths and AI sales copilot prompts.
Konica Minolta UK Cloud Services was building a recurring-revenue Managed IT Services business inside a much larger organisation. The team had mixed sales backgrounds, different levels of experience and no consistent way to apply best practice across complex service-led opportunities.
Built sales process playbooks for ITSM and Document Management.
Embedded a strategic sales methodology and SPICED qualification model into the sales workflow.
Created practical tools for discovery, qualification, business-case building and in-stage deal guidance.
A guided sales framework that helped sellers know what to know, show, do and say at each stage — supported by discovery guides, SPICED question prompts, customer discovery scorecards and business-case templates.
The guided sales playbook became the cornerstone for sales interactions, giving the team a more consistent way to qualify, progress and inspect recurring-revenue opportunities
ETIQ had a strong technical product and several possible routes to market, but the demand motion needed sharper focus. The team needed to clarify which use cases to prioritise, which buyers to target, what message would open doors, and how first conversations should progress into pilots or proof.
Mapped the strongest use cases, buyer groups and entry points across LLM optimisation, recruitment assessment and pipeline reliability.
Built ICP cards, problem maps, positioning lines and outreach angles for the priority motions.
Designed a practical Message → Meeting → Proof system, including prospecting routes, discovery-to-pilot controls, measurement cadence and a 90-day execution plan.
A GTM blueprint and working toolkit covering priority ICPs, buyer problems, outbound messages, proof offers, stage gates, discovery guidance, forecast categories and the weekly operating rhythm for testing the motion.
The sprint gave ETIQ a clearer way to decide where to focus, how to open first conversations, and how to turn early interest into structured pilots rather than scattered activity.
Questions
Closing Foundry works with founder-led and scaling B2B software, SaaS and tech-enabled teams, plus programme partners supporting growth companies. The work is usually relevant when a team needs stronger sales process, qualification, CRM workflow, playbooks, deal inspection or operating rhythm.
The work varies by starting point, but usually includes a mix of GTM blueprint, sales process, qualification standards, playbooks, CRM workflow, manager inspection tools, AI-enabled workflow prompts, CS expansion assets or programme support.
For founder-led teams, the work usually turns founder knowledge into a more repeatable sales motion. That can mean clearer ICP, sharper messaging, stronger qualification, enterprise deal control, discovery guidance and a practical 90-day execution plan.
Want to see what this would look like in your team?
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