The upstream evidence engagement that anchors every meaningful commercial programme. Six to eight weeks. Produces the research-defensible buyer view every downstream discipline operates against. Delivered standalone or as the anchor for larger programmes.
The audit produces four evidence-based outputs, delivered as one integrated audit document.
Buying committee composition. The specific stakeholders, roles, and dynamics operating inside your buyer accounts. Grounded in interview evidence with recent buyers and behavioural data from your closed and lost deals.
Behavioural decision drivers. The specific forces shaping your buyers' decisions. Loss aversion patterns, social proof reference points, anchoring effects, choice architecture opportunities. Applied behavioural science methodology, not marketing psychology adapted from bestseller books.
Friction map. The friction points at each stage of the buyer journey, quantified by share of buyers affected. The cheap-to-remove interventions separated from the ones requiring operational change. Behavioural evidence rather than stated-preference research.
Operative decision moments. The three or four specific moments where buyer trajectory is accelerated or halted. The intervention design for each. This is where behavioural evidence produces the most direct commercial impact.
Owns the audit methodology, interview design, behavioural framework application, and final integrated document.
Buyer interview infrastructure. Panel access where quantitative validation is needed alongside the qualitative depth.
Week 1: Scoping. Working sessions to define the specific decision questions the audit will answer. Buyer identification, interview target list, closed and lost deal data specification. Working scope document produced.
Weeks 2 to 4: Evidence collection. Buyer interviews conducted. Closed and lost deal data analysed. Behavioural pattern identification. Structured against the DIRECT framework.
Weeks 5 to 6: Synthesis. The four evidence outputs synthesised into the integrated audit document. Draft findings review with named client stakeholders.
Weeks 7 to 8: Application. Final audit document delivered. Working session to translate audit findings into downstream execution guidance. Optional handoff into Customer Journey Blueprint or Integrated Outbound Programme.
The audit produces a document you operate against for the following 12 to 18 months. The findings inform targeting, messaging, journey design, and friction removal across marketing, sales, and lifecycle work.
Clients typically report two categories of return. Immediate return where specific friction points identified in the audit are removed and produce measurable conversion lift. Compound return where the audit-anchored view of the buyer produces sustained improvement in downstream execution over quarters.
The audit is designed to stand on its own. There is no obligation to move into a broader engagement. Clients who want the evidence layer before committing to executional work start here. Clients who want the audit as the anchor for a larger engagement move into the Growth Diagnostic Package or the Lifecycle Transformation Programme.
The audit fits any B2B category where buyer decisions involve committees and considered evaluation. Sector priority reflects where CLG delivers most audits currently.
B2B Tech & SaaS. Substantial audit demand from technology firms selling into enterprise accounts. Multi-stakeholder buying committees and long sales cycles reward audit-anchored targeting most directly.
Financial Services (B2B). B2B financial services firms selling into corporate treasury, wealth management, and financial infrastructure benefit from the committee mapping and behavioural driver work.
Cyber Security & Defence. Suppliers into CNI, defence, and cyber-adjacent categories where procurement processes are structured and the buying committee dynamics reward evidence-anchored targeting.
Professional Services. Legal, accounting, consulting firms where partnership referral dynamics and reputation-driven buyer psychology are meaningfully different from other B2B categories and reward specialist behavioural work.
Extends the audit with data-modelling and quantified market sizing for pre-transformation evidence.
The full six-to-eight-month lifecycle rebuild. Audit is the first month of the programme.
Audit-anchored outbound stack across sequencer, LinkedIn, telemarketing, and data.
Thirty minutes on a discovery call. Structured against your specific commercial pressure. No obligation past the call itself.
Book a discovery call