Theory & Practice Consulting — Strategy, Marketing, and Sales Operations

Finally connect "where are we going?"
with "how do we get there?"^{^™}

Theory & Practice Consulting exists to help our management clients clear their most demanding hurdles in strategy, marketing, sales operations, and executive performance.

Bring us your toughest challenges: What core strategy should drive daily decisions? Who should you sell to and how does that affect your approach? How do you differentiate from competitors? How do you get your story across to skeptical of influencers and customers? How do you communicate internally to drive change and organizational adoption? How do you move from where you are to where you need to be?

Theory & Practice service to clients is build on three philosophies:

Philosophy #1:
You cannot run a business on slideware.
And you will not win without a realistic plan.

Dealing effectively with both strategic planning and precise execution is challenging. Yet hitting the number this quarter depends on execution and growth next year (and the next) demands planning. Both are your business. And unless both are well-designed and integrate smoothly, you risk wasted cycles by your team as they strive to do the right thing.

Theory & Practice drives both

Philosophy #2:
Two questions drive every business and power the operations:

Who do we sell to and what should we provide?
Who do we sell to and what should we say?

All too often, we hear: "What do we make and now who wants to buy it?" But effective decisions start with the customer. Not as a platitude, but by understanding true customer needs, pains, and motivations.

Theory & Practice brings the customer to the center of critical decisions

Philosophy #3:
Our difference is rigor.

A strategy derived with rigor is not just an attractive dream. It responds to market need, internal capability, competitive responses, and an opportunity that is worth the effort (and risk!). And it is expressed clearly and simply to ensure team support.

An execution plan defined with rigor is not just a schedule and a prayer. It incorporates capabilities, interdependencies, incentives, and even internal training.

Theory & Practice rigor leads to adoption—and success

While high-overhead firms weigh you down with reports that require another study just to implement and less-experienced individual practitioners offer generic advice without understanding your business, Theory & Practice is your senior partner in leading your market.