Which past clients were actually worth repeating?
Separate a memorable win from a commercially useful relationship.
Commercial History Review
Establish what your past business is actually telling you.
For founder-led B2B businesses whose client history is richer than their CRM. The review identifies which past relationships became good business, where the evidence is strong enough to generalise, and what should influence targeting next.
Questions
What the review is intended to answer.
The aim is not to produce a generic persona. It is to improve the basis on which the business chooses where to spend commercial effort.
What was happening when those relationships began?
Look beyond the client as it appears today and test whether meaningful conditions repeat.
What should influence target selection now?
Turn supported patterns into a sharper profile, exclusions and observable situations.
Inputs
The starting point is deliberately light.
A clean pipeline history is not a prerequisite. If the domain passes the initial fit check, I normally speak with one or two people who know the business well and request only the records that would materially improve the analysis.
- Founder or CEO interview.
- One additional core-team perspective where useful.
- Existing client or financial records only where they help establish outcomes.
- Short asynchronous clarification during the project.
Evidence boundary
Incomplete data stays incomplete.
The output separates supported findings from interpretation and unresolved questions. If the history is too thin to support a pattern, the report says so rather than manufacturing an ICP.
Public information is used to add context to selected relationships, not to infer private problems from isolated signals.
Deliverable
A working commercial view, not a research archive.
CUSTOMER PATTERN
What appears to distinguish stronger historical relationships from the rest.
BUYING SITUATIONS
Conditions around those relationships that are supported strongly enough to be useful as a hypothesis.
EXCLUSIONS
Patterns that look superficially attractive but do not hold up against the business history.
NEXT TARGETING LOGIC
What the business should pay attention to before building lists, outbound sequences or a new sales process.
Fee
£1,650fixed
- Defined research project
- 1 - 2 main interviews
- Async clarification included
- Written review
- 45 - 60 minute final discussion
- 7 - 10 working days after the main interviews and agreed materials
Optional extension
Only search for current accounts after the pattern is defensible.
If the review identifies useful observable conditions, Target Account Research can apply them to a focused UK search. The extension is £850 after a completed review, or £2,400 when agreed as one combined project.