Talk to AnnaCOMMERCIAL ADVISORY FOR B2B TECH GROWTH
The B2B technology market and the way customers buy have changed. Winning customers and growing profitably now depend on how well you commercialise what you do best. Murros helps B2B technology companies turn technology, services and expertise into clear customer value and an offering that is easier to understand, buy and sell, with one connected commercial model for repeatable, scalable and profitable growth.
WHAT MURROS IS
The customers you choose to serve shape the problems you solve and the value you create. That value shapes your offering and differentiation, giving marketing, demand creation and sales a shared direction.
Murros connects these choices and carries them into execution with leadership, so they work as one commercial model.
WHO MURROS IS BUILT FOR
Established and scaling B2B businesses with strong capabilities, where the current commercial model no longer fully supports the next stage of growth.
B2B technology · Software/SaaS · IT & Digital Services · Consulting & Productised Services · Technology-enabled industrial businesses · Multi-service and complex B2B businesses.
New customers are hard to win · customers struggle to see the difference · sales has to create the offer for every opportunity · deals progress slowly · cross-sell and expansion remain limited · offering, marketing and sales work separately.
WORK WITH ANNA
Help customers see what they can buy, why it matters and why they should choose you. Give your team a shared basis for creating demand, progressing sales and delivering what you promise. I work with your leadership, business owners, sales and marketing to make the commercial decisions and carry them into practice. Start with the work your business needs now.
When growth is falling short or priorities have changed. Establish where to focus, which customers and opportunities to prioritise, and where to invest.
What to prioritise, change or stop, and why.02When customers struggle to understand the purchase or sales rebuilds the proposition for every opportunity. Define the buyer, scope, value and reason to choose you.
An offering customers can understand, justify and buy, and your team can sell consistently.03When the offering is defined but demand and sales are not yet repeatable. Connect targeting, messaging, demand creation and sales actions, and test with real buyers.
Coordinated execution, market evidence and a clear basis for improving conversion and scaling revenue.04When the immediate need is to resolve competing views or make a specific commercial decision. Bring the right people together for a focused working session.
Agreed priorities, documented decisions and clear owners for the next actions.Every engagement is grounded in Murros Commercial Architecture™. I use the method to connect customer and market evidence with the decisions we make and the work we carry into practice, starting with what your business needs to change.
Client references
“She brought clarity and structure to our market strategy, positioning, go-to-market messaging and overall service offering formulation. Her approach helped us define what we offer, to whom and why it matters.”
Rami Rantala, CEO, We Are Solutions
“Anna has an exceptional understanding of both the opportunities enabled by technology and how to turn those opportunities into business. She challenges thinking in a constructive way, quickly identifies what matters most, and brings fresh perspectives to discussions without relying on unnecessary consulting jargon.”
Mikko Pitkänen, Experienced Business Leader
ABOUT ANNA
20+ years of international B2B commercial and marketing leadership across growth strategy, brand, product and offering commercialisation, positioning, new-market entry, transformation and demand generation.
Previously at Vaisala / Xweather · Dynatrace · Elisa · Tieto · Reliance Globalcom.
WHY I BUILT MURROS
“Murros means a fundamental change or transition. I founded the company because technology, AI, economic pressure, geopolitics and changing buying behaviour are reshaping B2B technology and IT services. Strong technology and expertise remain essential. Competitive advantage increasingly comes from how well they are commercialised. I want to help more companies turn that expertise into growth, profitability and international success. I built Murros Commercial Architecture™ to make senior commercial expertise and judgement more accessible, bringing together what I’ve seen work over 20+ years into one practical method.”
A useful first conversation
A 15-minute phone conversation can help clarify the commercial question that matters most now and whether my experience could help you move it forward.
