The Lead-to-Order Diagnostic. An independent verdict on how your CRM actually runs — and what each gap is costing you each quarter.
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 commercial decisions scored against your sector. Each gap costed in lost quarterly revenue from your own data. Five working days. Board-ready output.
This is the entry-level diagnostic for Commercial-First CRM Transformation, powered by Lead-to-Order Architecture.
Six tangible deliverables. Built from your own data.
Not a slide deck. Not a framework. A specific verdict on the commercial architecture sitting underneath your CRM, costed in pounds, ready for the board.
Most CRM transformations begin before the commercial architecture is defined. That is Technology-First CRM Design — the structural error behind most failed CRM and AI programmes. The build kick-off takes place before anyone has agreed what a qualified opportunity actually looks like. The cost compounds once AI is layered on top. The Diagnostic identifies which decisions are missing, what each gap is costing you, and what your CRM partner — and your AI vendor — should be told to build.
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 Dimensions Scored
Each scored 1–5 against your sector benchmarks. Total out of 30. Same score grades AI readiness. No grey area.
Quarterly Cost Modelled
What each missing decision costs you per quarter. Built from your own pipeline, win rate, pricing and retention data.
Detailed Findings
Six dimension-level findings with operator interpretation. Issues that fall between functions, where no one team owns them.
Founder Dependency Map
Where the CEO is carrying weight the system should carry. Measured in hours per week and the revenue ceiling it creates.
AI Readiness Verdict
Whether your AI spend has the foundation it needs. The number the board is starting to ask about.
Narrated Video Walkthrough
The full report delivered as a board-ready video. Watch when convenient. Share with the team. Take to the next board meeting.
"If the assessment doesn't show you something your team has not already found — something specific, costed from your own data — you don't pay. No forms. No conditions."
Built around your schedule. No data room. No system access.
You don't need to prepare. The output is ready for the board, and useful immediately with your team, your CRM partner, or your AI vendor.
Structured Diagnostic Conversation
A focused 90-minute conversation across seven areas. Not a sales call. You talk about your business. We listen for the architectural signals.
Benchmarked Against Your Sector
Your data scored against KeyBanc, SaaS Capital, ChartMogul, Bessemer and Battery research — and 25 years of patterns from Vodafone, O2, Equifax, Symantec.
Six Decisions. Six Scores.
Each scored 1–5 against your sector. Total out of 30. The same number grades your AI readiness. Each score comes with a finding.
Quarterly Cost Modelled
Your scores plus your data feed a model. One number out: what these gaps cost you each quarter. Plus the AI readiness verdict.
One Verdict. No Hedging.
Your architecture placed in one of four categories: Structurally Sound, Execution-Degraded, Architecturally Misaligned, Process-Deficient. Delivered as narrated video.
The six structural decisions that sit underneath every commercial process.
Each scored 1–5 against your sector. Most companies have never formally made at least three of them.
Signal Architecture
Which buyers should you reach. How they should be scored before entering pipeline. The signal layer AI scoring depends on.
Pipeline Structure
What must be true before a deal moves stages. The discipline that makes the forecast hold and AI forecasting trustworthy.
Conversion Mechanics
What the sales motion needs at each stage. Whether the team is set up to deliver it. Where AI coaching can or can't help.
Pricing Realisation
How pricing is set so you capture full value. What gets discounted, by whom, and why. The basis AI pricing tools need.
Retention & Expansion
How existing customers grow — by plan or by luck. Where churn signal lives. What expansion AI can and cannot find.
Process Discipline
How the architecture holds over time. How the board sees the data. The discipline AI cannot create.
Before you book, look at a complete assessment.
A real $7M Cloud ERP company. Name removed. Every score, every finding, every cost — exactly as it was delivered.
- Six dimensions scored against sector data
- Quarterly cost: $155,000–$225,000 — roughly 9–13% of annual revenue
- Founder carrying 25–30 hours/week
- Verdict: Architecturally Misaligned · 14/30
- AI readiness: Not yet ready
Architecturally Misaligned. Pipeline Structure and Process Discipline driving the gap. Quarterly cost: $155K–$225K — roughly 9–13% of annual revenue.
Michael Williamson narrates the same assessment, end to end.
Eight minutes. Each of the six dimensions explained in the company's own context. Watch how the score, the cost, and the verdict are built from the data — exactly as the buyer received them.
Preview the full sample assessment
The 19-page assessment loads inline. The page stays fast until you ask for it.
The methodology was built from running it. £24 billion of revenue delivered.
Lead-to-Order Architecture is the proprietary method I use to deliver Commercial-First CRM Transformation programmes for mid-market B2B organisations. The Diagnostic is the 5-day entry point.
"I built this because I needed it. Every revenue function I walked into had the same six decisions missing. The CRM had to be undone and rebuilt. Now AI is being added on top of the same gaps. Architecture has to come first."
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 assessment is platform-independent. It works whether you run Salesforce, HubSpot or Dynamics 365 — and whichever AI layer sits on top.
AI does not fix a broken CRM. It amplifies it.
Start with a 15-minute architecture call. No fee until you decide.
The first conversation checks fit. No pitch. If the assessment isn't right for your stage, sector or current setup, Michael will say so.
- Confirm fit — stage, sector, setup
- Walk through the deliverables
- Talk through the pay-nothing guarantee
- Decide whether to proceed — or not
Open the booking calendar
The Calendly widget loads on click — keeping the page fast.
Opens as a full-screen booking window — close it any time to return here.
For a £20M ARR business, the gap between a 20% forecast miss and a 5% forecast miss typically conceals £1.5–3M of revenue leakage per year. The Diagnostic identifies which dimensions are responsible for yours.
£3,950. Five working days. Pay-nothing guarantee.
Fixed fee. No phasing. No add-ons. The deliverables are defined — and the pay-nothing guarantee means you only pay if the assessment shows you something specific your team hasn't already found.
Five working days
Pay-nothing guarantee
Six dimensions /30
AI readiness verdict
Board-ready output
Short answers. No caveats.
What you need to know before booking.
What do I need to do?
Have a 90-minute structured conversation. No data room. No system access. No prep needed.
How is this different from a sales audit?
A sales audit looks at the team. A RevOps review looks at the CRM setup. This looks at the six structural decisions that sit underneath both — and underneath your AI strategy.
We're planning to add AI tools. Is this useful?
This is the assessment to do first. AI sits on the same six decisions. If they're not in place, AI amplifies the gap. The assessment scores readiness as part of the same exercise.
Our board is asking about AI ROI. Can we use this?
Yes. You get one score out of 30. Below 18, the foundation isn't there. At 22+, AI multiplies what's working. That number is the board answer.
We already have a CRM. Is it too late?
No. Often more useful at that point. The CRM has shown the gaps rather than hidden them. The assessment finds what to agree before the next change.
What if nothing is wrong?
You get a clean report confirming it. Take it to the board. Brief your partners with confidence. No follow-up pushed.
What is the pay-nothing guarantee?
If the assessment doesn't show you something your team hasn't already found — something specific, costed from your data — you don't pay. No forms.
Does it work with our CRM?
Yes — platform-independent. Salesforce, HubSpot, Dynamics 365. We design the architecture; we don't implement. That separation keeps it honest.