You. Above and beyond the competition.
We’re The Craft. We work with leading business technology brands differentiating them and their propositions. We want to help you to make your competitors less relevant.Read more
How can we differentiate you?
Align your business strategy, value, and vision to real customer needs – so you’re always at the heart of the sales conversation.
Change how you’re defined and perceived – so you can take ownership of the market you operate in and make your competition less relevant.
Connect your story with that of other business leaders – so you’re seen as a valuable partner working towards a common goal rather than just a supplier.
Make your story permanently true – so you’re in control whatever market changes occur.
The services we provide.
We focus our services in four areas:
Engineer a truly differentiated position in the marketplace to inspire a new kind of value-led buyer conversation.
- Brand strategy & architecture – for brand equity and business growth
- Portfolio & solution definition – for improved clarity and alignment of your offering
- Pursuit & bid positioning – for clear and simple deal-making
- Mergers & acquisitions – for a consistent, focused benefit story
Build the core sales platform so you can inform, control, and measure new and existing customer engagements more effectively.
- Sales function development & product/solution training – for clear, consistent conversations with multiple decision-makers
- Sales support materials, asset development, and communications guidance – for clarity of sales messages aligned to real business needs
Shift perception in business-critical accounts to secure greater market share and larger revenue streams.
- Repositioning within account – for better understanding of customer business strategy to increase propensity to buy
- Decision-maker engagement – for new opportunities outside traditional supplier remits
- Value proposition realignment – for delivery above and beyond your competitors
Understand how to turn complexity into simplicity and provide your customers with assurance you can give them what they need.
- Business messaging & creative development – for compelling and strategically aligned customer communications
- Data acquisition & build – for the right engagement with the right decision-maker at the right time
- Programme design & content development – for effective application of strategic theory into practice
- Programme implementation – for seamless and successful campaign launch
Successes we’ve achieved with others.
If you think we're talking your language, then here's where you can learn more about our Craft in action.
Ark - Delivering business without compromise
Creating a clear differentiation between Ark and their competitors.
The transatlantic proposition success.
Taking on the European retail market and winning.
The competition-topping partnership.
Combining market-leading capabilities to launch an enterprise mobility proposition like no other.
The market-leading sales uplift.
Strategic positioning of greenfield technology portfolio capabilities steals a march in a competitive marketplace.
The game-changing rebrand.
B2B to mass-market B2C proposition shift inspires global expansion and investment openings.
The positioning that generated £10m pipeline.
Shifts focus from simple experience to strategic engagement, to capitalize on technology edge.
The controlled, accelerated growth path.
With a differentiated corporate brand strategy as its guiding principle.
Disrupting and dislodging competitor grip.
Turning the market on its head with a citizen-centric approach to city infrastructure technology.
Delivering a formidable market proposition.
Competitively positioning an end-to-end technology approach to Enterprise Mobility.
Who we are.
The Craft has been set up deliberately from day one to be different.
You’ll find we don’t rush to big idea or creative for a solution – our approach is analytical and robust, which sets a framework in place for stronger creativity and engagement. Our approach is specifically designed to re-engineer the way sales leads and marketing can engage both IT and business-leaders and sell a wider proposition set from day one.
Our consultants are experts in creating differentiation work across complex technology and related sectors.
Mark has exceptional talent for unearthing the detailed insight that can be the game-changing factor to build a winning competitive position upon. He is robust and analytical ensuring that every piece of insight is understood, interpreted and constructed to be used to the ultimate advantage in a technical and creative way.
Nat has intense intelligence that is applied to highly complex situations to bring swift logic and clarity. He is skilled in his ability to see complex propositions and devise incision points to enable sales to engage an opportunity on a single point while leverage the fast moving ground beneath them.
Kate has the tenacity and experience that is required to transfer rapidly from strategy to execution. She is agile and responsive – to enable the speedy and precise creation of go-to-market sales enablement tools and lead the implementation of buyer enablement programs.
Gareth has the innate ability to interpret real challenges and define exactly how they can be overcome. He is able to provide great clarity and define the most efficient and effective route to the solution working with the right expert at the right time to deliver the result.
Tasha has a creative way of thinking and bringing concepts to life with impactful and meaningful imagery and design skills whatever the medium. She is able to design high impact board level pieces and complex assets with equal weighting, which enables stories to be told from central idea to complex sales message.
Ronnie has a logic and awareness of the business thinking to question everything from every viewpoint. He is experienced in understanding how audiences will perceive a position and the implications it may have to ensure it is right from all angles and market ready.
The way we think.
Our insight comes in many forms to help you drive successful change to the heart of your business. It's always backed up by experience, depth of knowledge, and critical assessment. Here's some examples of how we think.
Get in touch.
If we’ve piqued your interest to truly differentiate your business, solve your challenges, and boost your results, feel free to get in touch by email or on the phone.
Business Strategy Director
Telephone: +44 (0) 1993 868 700