Commercial diagnosis
Trace strategy to closed deals, locate where the line breaks, and separate sales symptoms from strategic, structural and operating causes.
Commercial transformation for CEOs, investors and leadership teams
Build the commercial spine that turns strategy into repeatable revenue.
McGinn Advisory Partners helps businesses diagnose why growth has stalled, redesign the commercial operating model, and install the rhythm, standards and leadership discipline that make performance visible and controllable.
Commercial transformation
For businesses where the number matters, but the system behind the number is unclear.
Sales teams can be busy, positive and full of activity while the business remains unable to explain what will close, why it will close, or whether the next quarter is under control.
McGinn Advisory Partners works with CEOs, boards, private-equity investors and commercial leaders to identify the structural causes of underperformance, then rebuild the commercial model around clear choices, disciplined execution and measures that drive action.
Typical work
Practical transformation, not consulting theatre.
Go-to-market design
Clarify target customers, account coverage, channel choices, lifecycle ownership, qualification discipline and the commercial operating model.
Revenue operations
Install the process, data, cadence, incentives and forecast discipline needed to see the number before it lands.
Interim leadership
Provide senior commercial leadership through growth, turnaround, restructuring, refinancing, post-acquisition integration or rapid execution.
The Spine Method
Frame. System. Sightline.
The method is simple. A business with a commercial spine turns strategy into revenue through a structure the company owns, rather than through individuals it cannot afford to lose.
What the CEO sets
The customers you choose, the fights you pick, the offer, the price, and the rules within which selling happens.
What the leader builds
The process, standards, lifecycle coverage, incentives, data, coaching and technology that turn effort into repeatable performance.
What the board inspects
The measures, forecast discipline and review cadence that show whether the system is working while there is still time to act.
The Sales Delusion
Why your sales team’s performance starts at the top.
Rob McGinn’s book challenges the belief that sales performance comes from rare talent, instinct or harder management of the team. It argues that repeatable revenue comes from a commercial system the chief executive owns.
Written for CEOs, chief revenue and commercial officers, boards and investors, The Sales Delusion gives leaders the questions to ask when they need to know whether sales results are under control, or simply happening to them.
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The Spine Questions
Use the question set from The Sales Delusion to test whether your commercial operation has a clear frame, a working system and a sightline that lets leaders see the number before it lands.
The questions are designed for chief executives, boards, investors and commercial leaders who want to inspect the structure behind sales performance.
What changes
The work is judged by whether the business becomes easier to run.
The forecast becomes useful
Leadership can see risk earlier, distinguish pipeline from forecast, and act before the quarter has already been decided.
The team stops wasting effort
Qualification improves, poor-fit work is removed sooner, and resource moves to the customers, channels and deals that justify it.
Growth stops depending on stars
The method becomes inspectable and teachable, so ordinary sellers improve and the business is less exposed to any one rainmaker.
The commercial model tightens
Pricing, incentives, lifecycle ownership, account coverage and operating cadence line up behind the strategy rather than fighting it.
Rob McGinn
Commercial transformation architect and author of The Sales Delusion.
Rob partners with executive teams and investors to design and mobilise commercial change that endures. He works across operating model, go-to-market design, pricing, revenue operations and the execution rhythm that lets a business lead its own transformation after he leaves.
His experience spans listed, private-equity-backed and high-growth businesses, including Experian, BT, Addison Lee and Pod Point.
Contact
Need to make commercial performance visible, repeatable and under control?
For advisory, interim leadership or commercial transformation support, start with a short note about the performance problem you are trying to solve.