In too many industrial B2B organizations, Marketing has slipped into the ivory-tower trap:
big concepts, long decks, little impact.

Meanwhile, Sales is stuck in firefighting mode — too busy to think, too stressed to differentiate, and too alone to win.

Daily business eats strategy.
Firefighting kills creativity.
And somewhere in that chaos, value differentiation gets lost.

The result?
Marketing isn’t driving value.
Sales isn’t capturing value.
And customers can’t see the difference.

Double Loop Marketing Excellence fixes exactly that.

We reconnect Marketing with Sales, R&D, Business Management, and every function involved in value creation and value capture — so your teams stop working in silos and start building value together.

It’s time to rethink value. And to end the silos — for good.

Many Marketing organizations struggle to turn their ideas and innovations into real market impact. Top-line dreams collide with bottom-line pressure.

And all of it gets stuck in silos that slow everything down — especially the fragile Marketing–Sales relationship.

In a world of digitalization, data, and new business model opportunities, this isn’t just inconvenient. It’s dangerous.

Because cross-functional failure kills value faster than any competitor ever could.

Double Loop Marketing Excellence is your anti-silo program for real, practical value creation. It aligns your customers’ needs and willingness to pay with your strategy, segmentation, customer journeys, business models, value propositions, competitive advantages and pricing.

In other words: we make sure value creation, value communication, and value capture actually work — in practice, not only on slides.

We help you:

• Train and enable your Marketing & Sales teams in business-specific marketing excellence,
• Develop a cross-functional, customer-centric, value-driven mindset across your entire organization,
• Coach your Marketing & Sales organizations in creating, communicating, and capturing value,
• Design and implement new value-based strategies and business models,
• Align Marketing and Sales on segmentation, customer journeys, pricing methods, tools, and processes,
• Strengthen collaboration between all functions involved in value creation and value capture.

And yes — we also help you rethink value itself. Because value today isn’t just about making money. It includes sustainability, emotional value, social impact, and what your customers truly care about.

This is what Double Loop Marketing Excellence is all about:
Value that works. Collaboration that delivers. Strategy that sticks.

Because value today means far more than “making money”.

Value has changed. Customers, investors, regulators, and even your own employees expect more than products, specs, and competitive prices.

Sustainability, transparency, responsible sourcing, climate impact, and social value have moved from “nice-to-have” marketing slides to hard business drivers. They influence:

• customer decisions,
• tender scoring,
• pricing power,
• brand trust,
• and even M&A valuations.

Value today is a mix of economic, sustainability, emotional, and societal impact — and your business model must reflect that.

The problem? Most companies still communicate value like it’s 2010.
And many don’t translate their sustainability story into commercial advantage.

We help you rethink value across both loops: from internal alignment and purpose definition to the consequences for your value propositions, business models, pricing, and customer interactions.

Because if you don’t define what value means for your business today,
your customers — or regulators — will do it for you.

Because value doesn’t happen by accident — it happens by design.

Your strategies and business models define where you create value and how you capture it — especially in markets shaped by digitalization, sustainability, and rapidly shifting customer expectations.

But too many industrial B2B companies still run on strategies built for a world that no longer exists. And too many business models fail to translate customer needs, sustainability requirements, and digital opportunities into commercial impact.

We fix that.

We help you develop and align value-centered business and marketing strategies — built on state-of-the-art methodology and tailored to your real markets, your real customers, and your real organization.

This becomes the strategic groundwork for consistent value creation, sharp value communication, and disciplined value capture.

Your business model defines how you create, deliver, and monetize value in a digitalizing world. And if it’s misaligned — or outdated — you’ll leave money, relevance, and differentiation on the table.

That’s where our Double Loop Business Model Innovation comes in.

We make sure you:

• identify and use digitalization opportunities instead of missing them,
• build business models that work in practice, not just on slides,
• align the “engine room” with the promises your sales force makes,
• connect value creation with value delivery and value capture — across both loops.

Because a great strategy is worthless if your business model can’t deliver it.
And a great business model is powerless if your organization isn’t aligned behind it.

Because Marketing Excellence is a skill — and a mindset.

In the end, Marketing Excellence isn’t just about tools, frameworks, or models.
It’s about people. Their skills. Their mindset. Their ability to think commercially, act cross-functionally, and create value that actually lands with customers.

With more than 25 years of marketing excellence experience, we help you upgrade the skills and mindset of your Marketing & Sales teams — and of everyone else involved in value creation and value capture. And yes, we also help you develop a truly anti-silo mindset across both loops.

We train and coach your people in:

• Business acumen & profitability management
• Industry Value Chain analysis
• Marketing strategy
• Segmentation & customer prioritization
• Customer journeys
• Value propositions & value communication
• Pricing
• Product & service portfolio management
• Customer portfolio management
• Budgeting, business planning & reporting
• Working capital management
• Channel-to-market strategies
• Marketing & Sales collaboration
• Competitive intelligence
• Market & customer insights
• Business model innovation
• Account planning
• Product launches
• …and much more

For commodity businesses, for businesses sliding into commoditization, and for specialty or solution businesses.

We deliver all of this through classroom training, remote training, and fully digitized formats, and blended learning — always business-specific, hands-on, and practical.

No textbook marketing. No generic templates. Just real skills for real markets —
so your teams can create, communicate, and capture value where it matters.