About
I’m Yulia Fomina, a commercial business analyst based in Manchester, working with independent consultants and expert-led service businesses across the UK, including London.
I understand how commercial decisions actually get made inside companies. Not in theory, not in process documentation, and not in CRM workflows, but in real conversations where decisions either form or fall apart.
Over the past year, I’ve focused on structured commercial discovery conversations to understand how expert-led businesses actually make decisions when interest turns into commitment.
My background is in change analysis, process design, CRM adoption and operational delivery across Sales, Finance and Service functions. Most of my work has focused on the gap between designed systems and how work actually happens in practice.
That perspective naturally shifted into commercial work. The same pattern kept repeating: strong interest, clear engagement, but inconsistent conversion at the point of decision.
What I do now is analyse that gap. Sales conversations, proposals and buyer behaviour are treated as one connected decision system rather than separate steps.
This is not sales coaching and not marketing optimisation. It is commercial analysis: understanding where and why decisions stall after interest already exists.
Focus areas
- Commercial decision-making in B2B service businesses
- Sales conversations and discovery calls
- Proposal interpretation and response behaviour
- Buyer intent vs buyer readiness
- Breakdown points between interest and commitment
Background
Experience across legal, HR and operations roles, with a focus on change delivery, process redesign, and CRM implementation in SME and enterprise environments.
Less about titles, more about repeated exposure to how organisations behave when decisions move across systems, people and incentives.
Location
Based in Manchester, working across the UK with clients in London and other major business hubs.
ProperBizFix · Commercial Analysis · UK