Customer Focus
Customer fit, segments, account quality, bad-fit work, and where attention should be concentrated.
The first step
Commercial Architecture Review
Find the gap between how good your company is at the work and how well the business sells, prices, manages, and grows that work.
The review gives an owner an honest outside read on how the commercial system actually works, where it is creating drag, and what to fix first.
Three-week diagnostic
Week 1Intake, document review, and current-state materials.
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Week 2Interviews with the owner and people who touch revenue.
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Week 3Analysis, scorecard, roadmap, and executive readout.
Who it is for
Established B2B companies where the work is strong but the commercial system feels too informal.
The best fit is usually a company with real revenue, proven delivery, and genuine customer relationships, but with sales, pricing, pipeline, proposals, customer focus, or commercial leadership still running through instinct and a few key people.
- Roughly $3M to $30M in revenue.
- The sale involves judgment, not pure transaction.
- The owner is still involved in too many meaningful sales decisions.
- Revenue is growing but margin or predictability is not keeping pace.
- The company is considering a sales hire, transition, sale, or commercial reset.
- Leadership wants diagnosis, not validation.
What gets reviewed
The review maps directly to the Commercial Architecture Model.
Value Translation
Positioning, value proposition, proposal quality, and whether buyers can see why the company is worth choosing.
Opportunity Flow
Lead handling, qualification, sales stages, quoting, follow-up, close process, and handoffs.
Pricing Discipline
Pricing logic, discount behavior, approval rules, customer mix, job mix, and margin exposure.
Pipeline Truth
CRM quality, forecast reliability, next steps, timing, probability, stale opportunities, and real revenue visibility.
Role Ownership
Sales role clarity, decision rights, owner dependency, accountability, and readiness for sales leadership or hiring.
Management Rhythm
Meetings, scorecards, review cadence, commercial metrics, and the leadership rhythm that keeps the system alive.
Deliverables
What you walk away with.
The review is not a transformation project disguised as discovery. It is a defined, paid diagnostic with useful outputs whether Keystone helps with implementation or not.
Commercial Architecture ScorecardA simple rating across the model: Strong, Functional, Informal, Risk Area, or Immediate Priority.
Findings BriefWhat is working, where revenue is leaking, where margin is exposed, and where too much depends on a few people.
90-Day RoadmapA prioritized plan naming what to fix first, second, and third.
Executive ReadoutA sixty to ninety minute readout with the owner and leadership team.
Required inputs
The review needs the real commercial picture.
Keystone reviews the materials and patterns that show how revenue actually moves through the business. The goal is not to admire the org chart. The goal is to see what is really happening.
- Website and marketing materials.
- Sales deck or proposal samples.
- Customer list and revenue by customer where available.
- Margin by customer or job where available.
- Pipeline report, CRM screenshots, or CRM export.
- Pricing examples and recent won or lost opportunities.
What comes after
The review tells both sides what implementation is actually worth doing.
Some companies can use the roadmap internally. Others need Keystone to help build the system. When implementation makes sense, it is scoped separately based on the findings.
- Commercial Architecture Buildout.
- Fractional Commercial Leadership.
- Focused Commercial Fix.
- Commercial Value Creation and Exit Readiness.
Start the conversation
Start with a 30-minute Commercial Fit Conversation.
Use the form below to start the conversation. By the end, you should know whether a Commercial Architecture Review makes sense.
Most first conversations take 30 minutes.