Which deals are real, where are they stalling, and what should the forecast actually say?
Pricing by instinct
Where are discounts, packaging, and renewal decisions giving away value?
Spend without a clear return
Which channels earn the next dollar of budget, and which only look efficient in aggregate?
Engagements & fees
Start with the question. Choose the depth it needs.
Every paid scope is agreed in writing before work begins. The Teardown is the smallest paid entry point; deeper work follows when the findings justify it.
Start free
15 questions identify where to look. Your result is useful before you share any company data.
Full fee credited toward an Audit booked within 60 days.
02 / Connect the findings
Revenue Architecture Audit
For leadership teams deciding what to fix first and where further investment is justified.
The question
Which revenue problem should we fix first, and what evidence should govern the next investment?
You provide
Your business question, relevant company records and a contact who can explain the data. We agree the request before work starts.
We do
Trace the selected issues through company records, compare customer groups and calculate the financial case. Establish what to act on now and what needs a test.
You receive
A written recommendation, supporting evidence and financial estimates with costs and assumptions. A 90-day plan names owners and review points. We work through the decisions in a 60-minute leadership discussion.
$15,000
Fixed fee · 7–10 business days After data access is complete
Redesign and ongoing advisory follow when the work calls for them. You can begin with a Teardown or an Audit.
03 / Make the changes
Revenue Engine Redesign
For growth-stage teams preparing to scale with a diagnosis that calls for substantial change.
The question
How should the business acquire, convert, and retain customers differently?
You provide
The underlying company data, access to the teams making the changes, and current commercial and operating plans.
We do
Diagnose the business, redesign the commercial approach, and support implementation with your team.
You receive
The Audit plus customer and value proposition refinement, pricing and channel plans, operating responsibilities and KPIs, an experiment process, and an alignment workshop.
Choose this when
The priority is implementing a new way of working across teams.
The advisors bring experience from operating at scale. David leads the work on your engagement.
Advisor · Pipeline & conversion
Rick Ton
Snap · Previously Meta
Led the architecture of Meta’s Opportunity Score and an 80-person growth marketing organization. Brings operating experience from Meta and Snap to pipeline and conversion questions.
Advisor · Channels & monetization
Eyal Grundstein
Kalshi · Previously Meta and Yelp
Brings growth experience from Kalshi, Meta, and Yelp, with more than $500M in digital ad spend managed across his career. Focuses on acquisition economics, pricing, and budget allocation.
Founder & principal
David Lovejoy
David leads every engagement from the first conversation through delivery, bringing in specialist advisors where the question calls for their experience.
Before you start
A few practical answers.
What does the free scorecard actually establish?
It scores self-reported practices and performance across three dimensions. It highlights patterns and likely constraints to investigate. It does not measure revenue loss, prove causality, or compare you with a validated peer benchmark.
Do we need to start with a Teardown?
The Teardown offers a small, defined starting point. If your question already requires a broader scope, use the scoping call to discuss the appropriate engagement.
What data will you need?
That depends on the question. The work can draw on pipeline and deal history, pricing and contract data, and channel costs and attributed revenue. We confirm the relevant data requirements when we agree the scope.
What will you need from our leadership team?
A clear business question, context for the numbers and a 60-minute discussion of the findings. We agree any additional interviews during scoping. Your Finance or RevOps contact helps with existing reports, exports and definitions. We identify missing evidence before asking your team for more work.
Who will we work with?
David leads every engagement, with Rick and Eyal contributing their operating expertise to the analytical approach and targeted reviews.
