15 minutes with Michael Williamson.
Former GM/CRO · Vodafone · O2 · Symantec · Equifax · £24bn revenue delivered
A direct answer on whether the Lead-to-Order Diagnostic — the entry point to Commercial-First CRM Transformation — is right for your next growth stage.
I identify why your pipeline isn't converting to revenue, quantify what it's costing you, and show you the structural fix — in 5 days.
Six diagnostic questions across the commercial process running inside your CRM. By the end of the call you'll know whether the £3,950 diagnostic fits your situation — or whether starting with the free sector benchmark makes more sense first.
A fit-check, not a diagnosis.
Three things this call delivers — and three things it doesn't.
Six Diagnostic Questions
One question per commercial decision: how leads are qualified, when deals progress, how teams hand over, how pricing is set, how customers grow, how the data is governed. Your answers signal where the architecture is most likely missing.
A Directional Steer
Based on how you describe your setup, Michael will share which of the six decisions is most likely worth investigating first. A directional indication, not a quantified diagnosis — that requires the £3,950 assessment with your data.
A Direct Answer on Fit
Whether the diagnostic is right for your next growth stage. If a free benchmark report is more useful first, Michael will say so. If neither fits, he'll be straight about it. No follow-up sales sequence.
Not everyone needs the call.
If you're earlier in the journey, the free benchmark may be the better first step. If you have a specific question, email is fine. Or connect on LinkedIn first.
Book the 15-Minute Fit-Check with Michael
For CEOs and CROs who want a direct answer from Michael on whether the diagnostic is right for their next growth stage — before committing to the £3,950 fee. Six diagnostic questions. A directional steer. Free.
Read the Free Sector Benchmark
For executives earlier in the journey. Read the 14-page edition for your sector. Score yourself. Decide if the architecture question is the right one to investigate.
Email a Specific Question
For something narrower than the call covers. Direct to Michael. Replied to within two working days. No tracking, no automated sequence.
Connect on LinkedIn
For ongoing context. Follow Michael's writing on Lead-to-Order Architecture, sector benchmarks, and operator commentary on AI in B2B revenue functions.
The calendar loads on click.
Times shown in your local timezone. Confirmation by email. No reminder sequence — one confirmation, one calendar invite, one call.
Open the booking calendar
The Calendly widget loads only when requested — keeping the page fast.
Opens as a full-screen booking window — close it any time to return here.
25 years of P&L accountability. £24 billion of revenue delivered.
"The fifteen minutes is a fit-check. Six diagnostic questions, a directional steer based on how you describe your setup, and a direct answer on whether the diagnostic is right for your next growth stage. If it isn't, I'll say so."
Michael ran revenue functions inside Vodafone, O2, Symantec, Equifax, Staples and Helvar — six enterprises with cumulative revenue accountability of £24 billion. Largest single P&L: £12 billion. He has also delivered major commercial programmes inside DHL.
The call is platform-independent and free. No pre-call survey, no qualification form, no automated nurture sequence afterwards.
Short answers. No caveats.
What you need to know before booking.
Is this a sales call?
No. The call is a fit-check. Six diagnostic questions, a directional steer based on how you describe your setup, and a direct answer on whether the £3,950 diagnostic is right for your next growth stage. If it isn't, Michael will say so.
Do I need to prepare anything?
No data room, no system access, no slides, no pre-call survey. Block fifteen minutes in your diary. Michael does the rest.
What if I want to engage on the diagnostic afterwards?
If at the end of the call you want to proceed to the £3,950 diagnostic, Michael will send the engagement terms by email. You confirm in writing. No call-back required.
Can I send my CRO or VP Sales instead?
Yes — provided they have line-of-sight on the commercial process and pipeline data. The call works at CEO, CRO and VP Sales level. It does not work for managers below that line.
What if my company is too early-stage?
The methodology is calibrated for mid-market B2B technology companies. If you are very early-stage and pre-product-market-fit, the architecture work is usually premature — get to product-market fit first. Michael will say so on the call if that's the read.
Will I get added to a marketing list?
No automated nurture sequence. No newsletter signup unless you actively choose it. One confirmation email, one calendar invite, one call. Then nothing unless you initiate the next step.
Pick the one that fits where you are.
Booked the call? Time will appear above. Want to score yourself first? The free sector benchmark is two clicks away. Specific question? Email is open.